Strategies of Public Relations

The Process Research Planning Communication Evaluation

Effective Plans …

Are values-driven Are based on solid goals Have desired outcomes that are measurable Have deadlines

A Good Plan Begins with Research The value of research and evaluation is that they lead to two critical questions:

What do we think we know?What don’t we know?

A Good Plan Begins with Research Client Research

Who is your client?What is the nature of it’s products/services?What is the history?What is the legal environmentWhat is their reputation?What are their values?

A Good Plan Begins with Research Stakeholder Research

What publics are important?What is at stake as it relates to a specific issue?

Problem/Opportunity ResearchWhat are possible problems?What are the opportunities?Identifies trends that may develop.

A Good Plan Begins with Research Evaluative Research is designed to measure the success of public relations efforts. It cannot be an afterthought.

What do you know?What do we want to know?How will I gather that information?Is it consistent with the mission statement?

Different Plans

Ad-hoc Plans: Ad Hoc is a Latin phrase that means, “for this purpose only,” and is a temporary plan designed to address specific situations. It’s not something you plan on living with for any length of time.

Different PlansStanding Plans: On-going and long-term plans designed to nurture important relationships. One danger of standing plans is that they “stand” too long. Plans are built on two-way communications and must be flexible enough to change when necessary.

Different PlansContingency Plans: These are the “what if” plans designed to address a variety of situations that may arise. Crisis Communications plans are the best-known form of these plans. Planning for possibilities that don’t materialize sharpens an organizations readiness for those events that do happen.

Different Plans

Organizational Plans: Everything should fulfill the mission of the organization and should be values-driven.

Why Do We Plan?To keep our actions in line with the mission of the organization.

Planning prevents random, pointless actions that might harm the image of the company.Planning helps us ensure that all our actions are ethical and productive.

Why Do We Plan?They help us control destiny by proactively addressing issues rather than just reacting to them. Planning can help you ensure that the relationships you build with key publics are a source of strength, not of weakness.

Why Do We Plan?To help us focus our research by showing us what we know and what we don’t know.

Planning puts our research to the test. Planning helps us realize what we truly know, and it identifies areas that require more research.

Why Do We Plan?Planning helps us achieve consensus. As research turns into a plan, you seek feedback. When the planners are satisfied, the plan moves forward. Consensus and commitment help an organization avoid misunderstandings regarding relationship building activities.

Why Do We Plan?

To allow effective management of resources. A good plan helps to avoid wasting any of them. Through research and planning, we build relationships to gain resources.

How Do We Plan?

Consensus Building: Create an overall plan to gather the necessary support needed for success.Brainstorming: Promotes creativity and introduces options for consideration.

Brainstorming Grid

Publics: Which public must be involved in the issue? For each public, who are the decision makers? Who are the opinion leaders?

Brainstorming Grid

Values:What are each of the publics values? In other words, why do we care?

Brainstorming GridMessage:

What message do we send to each of these publics?A successful message addresses a public’s values and attempts to get a specified response that would help you achieve a specific goal.

Brainstorming GridMedia:

Note that the word “media” is plural.You’re not limited to one channel, but you must decide what channels is best to use to reach each public?

The Written Plan:Goals, Objectives & Tactics

Goals: Generalized Statements of a desired outcome. Often begin with “To Improve,” or “To Increase.”A plan has as many goals as necessary to achieve success.

The Written Plan:Goals, Objectives & Tactics

Objectives:Specific Milestones that measure progress toward achievement of a goal.Specify a desired outcomeSpecify one or more target audiencesThey are measurable and have a deadline or time-frame.

The Written Plan:Goals, Objectives & Tactics

Tactics:Specific relationship-building actions.Being with active verbs and include descriptions of actions, deadlines, budgets, supervisors and other related matters to achieve the objectives and ultimately the goals.

Goals, Objectives & Tactics

GoalObjective Objective Objective

Tactic Tactic Tactic Tactic

Qualities of A Good Plan A good plans supports a specific goal

of your organization. A good plan stays goal oriented. We

must remind ourselves constantly of why we are doing what we are doing.

A good plan is realistic. PR is about building and maintaining relationships. Nothing changes overnight.

Qualities of A Good Plan A good plan is flexible. Things

change. You need to be able to adjust to these changes.

A good plan is a win-win proposition.

A good plan is values-driven. If your plan doesn’t help the organization achieve its goals, it is pointless.