The document outlines a 4-step strategic planning process for public relations: 1) Defining problems through situation analysis, 2) Planning and programming goals, target audiences, objectives, and strategies, 3) Taking action and communicating through implementation plans and communication strategies, 4) Evaluating the program and providing feedback. It also discusses important aspects of effective communication like respect, empathy, clarity, and humility according to the REACH model and tips for public relations officers to build credibility and solve problems.

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PR STRATEGIC PLANNING PROCESS
The Four-Step Process Strategic Planning Steps and
Program Outline
A. Defining the problem 1. The problem, concern or
opportunity
2. Stuation analysis (Internal and
External)
B. Planning and programming 3. Program goal
4. Target publics
5. Objectives, what must be achieved
C. Taking actions and
communicating
6. Action strateies
7. Communication strategies
8. Program implementatiion plans
D. Evaluating the program 9. Evaluation plans
10. Feedback and program adjustment
Source: Cutlip, Center and Broom, 2006
The above diagram describes a process or steps how a Public Relations officer
conducting his/her functions settling the development of issues. The first step is Defining
Public Relations Problems. D n the media. During this step Public Relations is conducting an
observation on issues appearing in the media whether on printed media as well as on social
media such as on facebook or twitter as a first step to compile data and to identify the problems
that have become a public or a public behavior.
The following step is Planning and Programming wherein the Public Relations will
prepare a detail well-arranged planning to come to a certain objective. Programming is
arranging a detail well-arranged timing according to a schedule step by step as planned. A well
planned program may be well prepared, however, it is not deal if publication is not thought-of.
Therefore, a Public Relations officer must be smart in assigning the appropriate media. to
support the Public Relations activity.

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Cutlip, Centre and Broom are classifying the media in three (3) categories for the
internal as well as external publics which are: the printed word, the spoken word and the image.
The printed word can be done through the organization's magazine, brochure, and speech. Then
the spoken word can be done in the form of a press conference, a press interview or meeting.
The image could use the electronic media, print and social media can be in the form of political
advertising, the democratic political publications and others.
Furthermore a PR is to take action and communication (Taking Action and
Communicating). Cutlip, Center and Broom (2006:408-409), suggested three 3 things to be
aware of, namely The Action Component Of Strategy (strategy action), in this case the PR
should be able to take action which is “acting responsively and responsibly”, in the sense of
wanting to hear the public's wishes and is responsible for the public it represents with respect
to all activities conducted. Then, The Communication Component Of Strategy (Strategy a
communication component) PR should concentrate on how to communicate. Of course it must
consider all components of the communication executed at the time using the media sources,
carrying communicated receivers or the targeted communications to the desired direction.
Modifying the message is good, which can smoother the opinions, attitudes and behaviour of
the public. Then in Implementing the Strategy there are seven (7) Cs which should be pad
attention by Public Relations.
1. Credibility; starting with the source of communication deemed competent
2. Context; the message must match breathtaking reality and political communications
environment in which it took place and do not contradict with targets so that they want
to participate with the program
3. Content; that the messages conveyed are understandable by the audience who
received it
4. Clarity; the message conveyed must be using a simple term-term, the words used
have the same meaning
5. Continuity and Consistency; that communication messages are expected to be
sustainable and consistent over time so that the public is becoming increasingly
confident and inherent with the program
6. Channels; the selection of the right media which can reach the target of
7. Capability of the audience; to note also the capacity objectives in translating the
messages from the source of communication.
The last phase is to evaluate the Program (Evaluating The Program), this stage is done,
first, to evaluate and measure the success of activities that have been implemented. The method

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of collection of opinions (opinion poll) and attitude test are the method in PR techniques used
in an attempt to achieve a goal that has been defined by the organization.
Through the stages in an organization’s PR program is expected to build the image and
reputation of the company. Therefore, a PR officer should have the following expertises:
1. As the Creator, that it has the creativity in the creation of an idea, ideas, or the
brilliant fruit of thought
2. As a Conseptor, that has the expertise (skills) as a drafter in the preparation of
the program and PR plan
3. As a Mediator's, with the ability to master the techniques of communication
whether through oral or written media in the delivery of the messages or
transmitting information from the institution or company one represents to the
public as the target
4. As a problem solver, one has to be able to resolve any problem that one faces
either proactively, anticipatory, innovative, dynamic, and providing solutions
So that communication can run effectively, a Communicator or PR officer need to understand
about The Inevitable Laws of the 5 Efffective Communication Law. The law is known as
REACH stands for Respect, Empathy, Audible, Clarity, Humble expressed by Roy Sembel
(Mufid 2008,2009,2010:136-138) which can be conceived as a communication strategy in
putting together an effective communication.
 Respect
Mutual appreciation is the first law someone is communicating with other people. A
communication that is built on the basis of mutual respect and honoring, will build up
cooperation between the people involved in it.
 Empathy
Empathy is our ability to put ourselves in a situation or condition that we encountered with
others. One of the main prerequisites is having the attitude of empathy as our ability through
listening or understanding first before being heard or understood by others. By understanding
and listening to other people beforehand, we can build openness and trust we need in building
cooperation or synergy with others. The attitude of empathy would enabled us to be able to
deliver the messages in the way and manner that will facilitate the message recipient to accept
it.
 Audible
Audibel meaning can be heard or understood well. If empathy means that we must listen in
advance or to be capable of accepting feedback, then audible means that we can pass on the
messages received by the message recipient. Submission of information which may be
readily accepted must go through a media that fits to it, so that the recipient of the message
exactly understood what is presented by the information sender or the communicator.
 Clarity

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Clarity is the clarity of the message itself so as not to cause a multiple interpretation or
various different interpretations. Errors of interpretation may give rise to various unintended
impacts. Clarity can also be interpreted as openness and transparency. It is hoped that by
developing an attitude of openness (none of which is covered or hidden), it may give rise to
a sense of trust of the message recipients against the information sender.
 Humble
Humble can be interpreted as a humble attitude (not low self-esteem). This attitude is related
to the first commandment namely building a sense of value toward the person who sends a
message. The humble demeano r canbe described as forms of communicators appreciation
against the recipient of the message.
If we build communication based on the five laws of effective communication, then we
will be able to become a reliable communicators. We will in turn establish or build a network
of relationships with others that is meaningful and creating mutual understanding because
we positioned as a full trusted communicator (source of credibelity). Likewise we become
a source of attractiveness because it can create things that make the receiver or public,
noticing the messages we convey. These all are depending on timing, the language, attitudes
and values which must be shown to be effectivefor certain groups to whom the
communication will be executed to. It is important to pay attention to the following:
 There are similarities between the communicator and message’s receiver in the frames
of reference and the field of experience
 Having common ideology is stronger than being in common demographic
 Communicators must be able to equate itself with the target receiver so that there arose
sympathy.