Program PlanningProgram PlanningChapter 6Chapter 6

Program planning, the second step in the public Program planning, the second step in the public relations RACE process, is called “Action” because the relations RACE process, is called “Action” because the

organization starts making plans to do something organization starts making plans to do something about an issue or situation.about an issue or situation.

The RACE is On…The RACE is On…Research…ACTION…Communication…Evaluation Research…ACTION…Communication…Evaluation

This chapter examines: This chapter examines: The Value of PlanningThe Value of Planning Different Approaches and Models to PR PlanningDifferent Approaches and Models to PR Planning The Eight Elements of a Program Plan:The Eight Elements of a Program Plan:

SituationSituationObjectivesObjectivesAudienceAudienceStrategyStrategyTacticsTacticsCalendar/TimetableCalendar/TimetableBudgetBudget

EvaluationEvaluation

Program Planning Involves…Program Planning Involves…

Giving considerable thought--before any Giving considerable thought--before any PR activity can be implemented--to what PR activity can be implemented--to what should be done and in what sequence to should be done and in what sequence to accomplish an organization’s objectivesaccomplish an organization’s objectives

Strategic planning– meaning “deciding Strategic planning– meaning “deciding where you want to be in the future (the where you want to be in the future (the goal) and how to get there (the strategies)”goal) and how to get there (the strategies)”

Specifically…Specifically…

PR Program Planning can involve the PR Program Planning can involve the coordination of multiple methods: news coordination of multiple methods: news releases, special events, web pages, press kits, releases, special events, web pages, press kits, CD-ROM distribution, news conferences, media CD-ROM distribution, news conferences, media interviews, brochures, newsletters, speeches, interviews, brochures, newsletters, speeches, and other means to achieve specific resultsand other means to achieve specific resultsSuch systematic planning prevents haphazard, Such systematic planning prevents haphazard, ineffective communicationineffective communicationHaving a blueprint of what is to be done and how Having a blueprint of what is to be done and how it will be executed makes programs more it will be executed makes programs more effective and PR more valuable to the effective and PR more valuable to the organizationorganization

Planning Your Plan! Planning Your Plan!

A PR program plan identifies what is to be done, A PR program plan identifies what is to be done, why, and how to accomplish itwhy, and how to accomplish it

By preparing such a plan, either as a brief By preparing such a plan, either as a brief outline or an as extensive document, the outline or an as extensive document, the practitioner can make certain all the elements practitioner can make certain all the elements have been properly considered and that have been properly considered and that everyone involved understands the “big picture”everyone involved understands the “big picture”

Often this plan goes to the client for approval Often this plan goes to the client for approval and possible modification before it is startedand possible modification before it is started

Eight Elements of a Program Eight Elements of a Program PlanPlan

Situation Situation

ObjectivesObjectives

AudienceAudience

Strategy Strategy

TacticsTactics

Calendar/Calendar/

TimetableTimetable

BudgetBudget

Evaluation Evaluation

1. Situation1. Situation

A clear understanding is needed of the A clear understanding is needed of the situation that led to the conclusion that a situation that led to the conclusion that a public relations program was needed:public relations program was needed: Is there a problem or negative situation that Is there a problem or negative situation that

needs to be overcome? Ex: Market needs to be overcome? Ex: Market share/sales share/sales

One-time project? Ex: New library openingOne-time project? Ex: New library opening Needed to reinforce an ongoing effort to Needed to reinforce an ongoing effort to

preserve an organization’s reputation and preserve an organization’s reputation and public support? Ex: Clorox cleanerpublic support? Ex: Clorox cleaner

2. Objectives2. Objectives

What is the desired outcome? What is the desired outcome? Does it really address the situation?Does it really address the situation?Is it realistic and achievable?Is it realistic and achievable?Can success be measured in meaningful terms? Can success be measured in meaningful terms? Types of Objectives: Types of Objectives: Informational: Increase public awareness; deliver key Informational: Increase public awareness; deliver key

messagesmessages Motivational: More bottom-line oriented– Motivational: More bottom-line oriented–

increase/expand sales, attendance, donations, media increase/expand sales, attendance, donations, media placementsplacements

3. Audience3. Audience

PR programs should be directed toward PR programs should be directed toward specific and defined audiences or publicsspecific and defined audiences or publics

Use market research to identify key Use market research to identify key publics by such demographics as age, publics by such demographics as age, income, where people live, social strata, income, where people live, social strata, education, consumption of specific education, consumption of specific productsproducts

4. Strategy4. Strategy

How, in concept, is an objective going to How, in concept, is an objective going to be achieved?be achieved?Key themes and message should be Key themes and message should be stated that will be reiterated throughout the stated that will be reiterated throughout the campaign on all publicity materialscampaign on all publicity materialsPlan should contain a listing of key Plan should contain a listing of key messages that the campaign wants to get messages that the campaign wants to get across to the target audiences and the across to the target audiences and the mediamedia

5. Tactics5. Tactics

These are the “nuts and bolts” of the plan These are the “nuts and bolts” of the plan that describe, in sequence, the specific that describe, in sequence, the specific activities that put the strategies into activities that put the strategies into operation and help achieve the stated operation and help achieve the stated objectivesobjectives

Tactics involve using the tools of Tactics involve using the tools of communication to reach primary and communication to reach primary and secondary audiences with key messagessecondary audiences with key messages

6. Calendar/Timetable6. Calendar/Timetable

Deciding when a campaign should be Deciding when a campaign should be conductedconducted

Determining the proper sequence of Determining the proper sequence of activitiesactivities

Compiling a list of steps that must be Compiling a list of steps that must be completed to produce a finished productcompleted to produce a finished product

7. Budget7. Budget

No program plan is complete without a No program plan is complete without a budgetbudgetAn obvious question amid all of the An obvious question amid all of the objective, strategy and tactic-setting is: objective, strategy and tactic-setting is: “How much will all of this cost?”“How much will all of this cost?”Organizations establish an amount they Organizations establish an amount they can afford and then ask the PR staff or can afford and then ask the PR staff or outside agency to write a program plan outside agency to write a program plan that refects that amountthat refects that amount

8. Evaluation8. Evaluation

Previously stated objectives must be Previously stated objectives must be measurable in some way to show clients measurable in some way to show clients and employers that the program and employers that the program accomplished its purposeaccomplished its purposeTypes of evaluation can be: compilation of Types of evaluation can be: compilation of news clips, broadcast air time, brochure news clips, broadcast air time, brochure distribution, readership and/or viewership distribution, readership and/or viewership figures, sales, market sharefigures, sales, market share

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