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Public Relations:Strategies and Tactics

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Program Planning


Understand the value of the planning process

Identify the elements of a planDescribe two approaches to planningProvide a rationale for including each

element of a planDescribe the essentials of each element

of a plan

Session Objectives


The Value of Planning

The second step in the public relations process is planning

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

Public relations planning should be strategic It sets the organization’s direction proactively,

avoiding ‘drift’ and routine repetition of activities


Approaches to Planning

2 main approaches Management by

Objective (MBO) Agency Planning Model

Both approaches emphasize asking and answering questions to generate a roadmap for success


Management by Objective

Client/employer objectives Audience/publics Audience objectives Media channels Media channel objective Sources and questions Communication strategies Essence of the message Nonverbal support


Agency Planning Model

Facts Category facts Product/service issues Competitive facts Customer facts

Goals Business objectives Role of public relations Sources of new

business

Audience Target audience Current mindset Desired mindset

Key message Main point


Elements of a Program Plan Identifies what is to be done, why, and how

to accomplish it The plan accounts for 8 basic elements

Situation Objectives Audience Strategy Tactics Calendar/timetable Budget Evaluation


Situation

3 traditional situations often prompt a public relations programTo overcome a problem or negative situation; To conduct a specific, one-time project to

launch a new product or serviceTo reinforce an ongoing effort to preserve its

reputation and public support


Objectives

A stated objective should be evaluated by asking Does it really address the situation? Is it realistic and achievable? Can success be measured in meaningful terms?

2 categories Informal Objectives Motivational Objectives


Audience

Programs should be directed toward defined audiences/publics

Market research can identify key publics by demographics

Many campaigns have multiple audiences In general, mass media outlets are channels to

reach defined audiences


Strategy

Provides guidelines and key message themes for the overall program

Offers rationale for planned actions and program components

Defines key messages


Tactics

The nuts-and-bolts or tactical part of the plan Describe the specific activities that put each

strategy into operation and help to achieve the stated objectives

Most visible part of any plan Involves using various methods to reach target

audiences with key messages

Categorizing Tactics



Calendar/Timetable

The timing of a campaign Scheduling of tactics Compiling a calendar


Budget

Divided into two categories Staff time Out-of-pocket (OPP) expenses

Staff and administrative time takes as much as 70% of budget

OOP expenses include collateral materials Allow 10% of budget for unexpected costs


Evaluation

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

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