1. Public Relations DPR 3B Integrated Public Relations Programmes: the need for a strategic, planned approach and framework Learning Unit 3.3 Student Manual pp 112-122 10 October 2011

2. LU3 Learning outcomes Know the steps to a successful campaign Distinguish between different models/frameworks of PR campaign planning Compare and contrast different PR planning frameworks Select and critically defend specific planning framework Apply framework to practical case study or set of facts Describe and apply the elements of PR planning and management Discuss the difference between campaigns, programmes and social movements and the most important reasons for planning Plan a PR campaign 10 October 2011DPR3B-Integrated Public Relations Programmes 2

3. Select planning framework Various ways to approach planning Does it address issues identified in communication strategy? Does it support the strategic intent of organisation? Basically, any of the planning frameworks will work depending on the amount of detail required It must include research – before, during, after It must include planning – operational aspects are followed by the implementation phase As an example: apply the Steyn and Puth planning framework to the EWT case study (pp 63-76) 10 October 2011DPR3B-Integrated Public Relations Programmes3

4. EWT Communication plan (1) Applying Steyn & Puth model as a working model for developing a communication plan aligned with overall communication and organisational strategy Research Problem or opportunity statement Situation analysis Environmental scanning Planning Communication goals (overall, long-term) Communication objectives (short-term, specific) Management liaison 10 October 2011DPR3B-Integrated Public Relations Programmes4

5. EWT Communication plan (2) Adaptation phase Specific target groups Statement of limitations Message Central message derived from goals Message for each target group Theme or slogan Implementation strategy and activities Implementations strategy (what must be communicated) Activities (how messages will be communicated) Central action or special event Media for each activity 10 October 2011DPR3B-Integrated Public Relations Programmes5

6. EWT Communication plan (3) Scheduling Which day, week or month? Budget Cost for each activity Evaluation research Process/impact research In-process/internal/external research Formative/summative research Selling the plan to top management 10 October 2011DPR3B-Integrated Public Relations Programmes6