C H A P T E R
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Transcript of C H A P T E R
The second step in the public relations process is planning.
Planning is the “Action” in RACE.
Action means the organization starts making plans to do something about an issue or situation.
Public relations planning should be strategic, and it sets the organization’s direction proactively, avoiding ‘drift’ and routine repetition of activities.
The Value of Planning
Research
Action
Communication
Evaluation
When in the planning process, a practitioner must do the following:
Think about a situation Analyze what can be done about it Creatively conceptualize the appropriate
strategies and tactics Determine how the results will be measured
To achieve specific results, planning also involves the coordination of multiple methods, including news releases, special events, press kits, news conferences, and media interviews.
The Value of Planning cont.
There are two approaches to planning: Management by Objective (MBO) and a Strategic Planning Model.
Both approaches emphasize asking and answering questions to generate a roadmap for success.
MBO approaches helps practitioners generate the building block for planning, the Strategic Planning Model for Public Relations helps practitioners move toward a clear situation analysis needed to make planning relevant to the client’s overall objectives.
Approaches to Planning
Management by Objective
MBO provides focus and direction for formulating strategy to achieve specific organizational objectives.
MBO planning ensures the “production of relevant messages and establishes criteria against which campaign results can be measured.”
Approaches to Planning cont.
Management by Objective
Nine basic MBO were developed to act as a checklist and to help a practitioner conceptualize what should be completed in the planning process.
(1) Client/Employer Objectives(2) Audience/Publics(3) Audience Objectives(4) Media Channels(5) Media Channel Objective (6) Sources and Questions(7) Communication Strategies(8) Essence of the Message(9) Nonverbal Support
Approaches to Planning cont.
A Strategic Planning Model
Facts Category facts Product/Service issues Competitive facts Customer facts
Goals Business objectives. Role of public relations Sources of new business
Approaches to Planning cont.
A Strategic Planning Model
Audience Target audiences Current mind-set Desired mind-set
Key Message Main point
Approaches to Planning cont.
A public relations program plan identifies what is to be done, why, and how to accomplish it.
The plan makes certain that all the elements have been properly considered and that everyone involved understands the “big picture.”
Public relations firms prepare a program plan for client approval before implementing a public relations campaign.
Elements of a Program Plan
The eight basic elements of a public relations plan are:
(1) Situation(2) Objectives(3) Audience(4) Strategy(5) Tactics(6) Calendar/timetable(7) Budget(8) Evaluation
Elements of a Program Plan cont.
Situation
Three traditional situations often prompt a public relations program:
(1) To overcome a problem or negative situation; (2) To conduct a specific one-time project to launch a
new product or service; or(3) To reinforce an ongoing effort to preserve its
reputation and public support.
Elements of a Program Plan cont.
Objectives
A stated objective should be evaluated by asking:
(1) Does it really address the situation? (2) Is it realistic and achievable? (3) Can success be measured in meaningful terms?
There are two types of objectives: informal and motivational.
Objectives must be measurable.
Elements of a Program Plan cont.
Audience
Public relations programs should be directed toward specific and defined audiences or publics.
Market research can identify key publics by such demographics as age, income, social strata, education, location and existing ownership or consumption of specific products.
At times, the media is identified as a “public,” but usually, they are the channels used to reach defined audiences.
Elements of a Program Plan cont.
Strategy
A strategy is a somewhat broad statement describing how an objective is to be achieved.
A strategy provides guidelines and key message themes for the overall program and a rationale for the actions and program components that are planned.
A plan could have a single strategy or several strategies.
Elements of a Program Plan cont.
Key Messages
Public relations plans often contain a listing of key messages that the campaign wants to get across to the target audiences and the media.
Elements of a Program Plan cont.
Tactics
Tactics are the nuts-and-bolts or tactical part of the plan.
Tactics describe the specific activities that put each strategy into operation and help to achieve the stated objectives.
Tactics are the most visible part of any plan.
Tactics involves using various methods to reach target audiences with key messages.
Elements of a Program Plan cont.
Calendar/Timetable
Plan implementation can take less than three months or more than a year.
When developing a calendar, it is important to develop a campaign when key messages are most meaningful to the intended audience, properly schedule tactics and compile a calendar.
Elements of a Program Plan cont.
Budget
A budget is often divided into two categories:
(1) Staff time (2) Out-of-pocket (OPP) expenses
OOP includes such collateral material as news releases, media kits, brochures, video news releases, transportation, and even photocopying.
Elements of a Program Plan cont.
Evaluation
The evaluation element of a plan relates directly back to the stated objectives of the program.
Evaluation criteria should be realistic, credible and specific.
A plan’s evaluation section should restate the objectives and then name the evaluation methods to be used.
Elements of a Program Plan cont.
公共关系策划 “四步工作法”的灵魂与核心 《中国公共关系大辞典》对策划定义:人们为了达成某种特定的目标,借助一定的科学方法和艺术,为决策、计划而构思、设计、制作方案的过程。
公共关系策划的原则 整体性与目的性,独创性与连续性, 计划性与灵活性,客观性与可行性
公共关系策划 定义:人们为了达成某种特定的目标,借
助于一定的科学方法和艺术,为决策、计划而构思、设计、制作策划方案的过程。
公共关系策划的涵义:策划人员为了达到组织目标,在充分进行调查研究的基础上,对总体公共关系战略专门公共关系活动和具体公共关系操作进行谋略计划和设计的工作。
公关策划的方法一、制造新闻前提: 尊重事实、不损害公众利益原则: ( 1)以事实为依据
( 2)有较高新闻价值( 3)抓住公众心理
“顾客是我们的衣食父母,让顾客真正站到‘上帝’的位置上,是我们不倦的追求”