1. THE PUBLIC RELATIONS PROCESS
STRATEGIC PLANNING

2. The value of planning
“No longer are we simply in the business of putting press releases out; we’re in the business of solving business problems through communications.”
Larry Werner, EVP
Ketchum Public Relations

3. Preview PR effectiveness depends on planning.
Tactical and strategic plans help public relations practitioners coordinate efforts
Strategic planning assesses what you have and where you want to get to.
Planning mover PR from reactive process to proactive process
Planning helps PR man to fix the fire without estiguishers

4. Stages of PR Planning
Majority of public relations practitioners deal with day-to-day tactics.
However, those who develop the objectives and strategies are the ones giving meaning and direction to the effort.
Planning could be strategic or tactical

5. Strategic Planning
These are long term plans usually made at upper levels of management
They involve decisions covering major organizational goals
Environmental scanning is a tool that has helped to identify and prioritize the strategic issues which an organization’s plans are founded on.

6. Tactical Planning
Develops specific decisions on what should be done at every level of the organization
They help achieve the overall strategic plans
They are more concerned on the day to day operation of an organization and its immediate future

7. Success in Planning
The caliber and thoroughness of the analysis and thinking that precede the execution of techniques will determine the value of the public relations operation.
Understanding how to develop a public relations plan is one of the main criteria that separates entry-level positions from management in public relations.

8. Fundamentals of PR Planning
It can come through Public Opinion Survey which forecast reactions to initiatives or actions contemplated
Brainstorming which is a group discussion technique to generate large numbers of creative alternatives or new ideas, themes, process
Scenario construction which creates a logical hypothetical description of future scenario and used as a basis to explore dynamics of various alternatives

9. Characteristics of a Good Planner
Breadth of Scope--capable of seeing whole picture
Common sense--good judgment capable of evaluating suggestions
Diversity of experience and education
Creativity--ideas and recommendations and in expressing them to persuade others.
Objectivity--ability to step outside the organization to view from a distance

10. Importance of PR planning
Planning helps prevent stakeholders loss of time and confidence
It permits development of integrated PR efforts that supports organizational goals
It provides opportunity to get management involved in overall PR programs
Planning helps overall integration of organization stakeholders to function as one

11. Elements of Planning
Establishing goals in relation to the mission statement
Determining the present situation
Determining threats and opportunities to reaching goals
Researching and selecting your target audiences
Developing a theme for the program/ campaign
Developing the objectives for the plan/ campaign

12. Elements of Planning – contd.
Creating strategies to accomplish the objectives
Developing tactics to implement strategies
Creating evaluation techniques
Developing a budget
Working out a timetable
Assigning personnel

13. Establishing goals in relation to the mission statement
Goals refer to the basic direction in which an organization is heading
It is the purpose, the mission, objectives and strategies of the organization
Goals must be evaluated to determine short and long range effect in relation to organization mission statement.
Mission statement could be any of product mission, economic mission or social mission and determine by availability of resources

14. Determining the present situation
Do research to gauge the present situation; generate data to support it and not speculations
Evaluate both internal and external situation
Present situation should examine the nature of problem, area of concern, background of the issue, number of problems, need for urgency
When situation changes, it is important to alter goals

15. Determining threats and opportunities to reaching goals
Do a SWOT for people, machines, publics, capital
Strength
Weakness
Opportunities
Threats

16. Researching and selecting your target audiences
Describe primary target audience; identify appeal points; define lifestyle
Categorize your stakeholder groups
Do audience analysis
Identify and prioritize problems
Develop a problem statement that links target audience to media and issues

17. Developing a theme for the program/ campaign
Not all has to have a theme, but it helps to keep everyone in perspective.
Three guide for a theme:
Catch the essence of the plan/ campaign
Be short…around 3-5 words
Be something that can endure over time

18. Developing the objectives for the plan/ campaign
Objectives are at the heart of every plan
They should focus on solving the prioritize problems, improvement oriented, be specific, should be measurable, should be attainable, should be clear.
Example: ‘To increase awareness of the community theatre by 25% within the local area’

19. Creating strategies to accomplish the objectives
Strategies are ways we want to approach a task, objectives
They should be tied to specific objectives
They should be attainable
They should be communicated to those who will be directly responsible for attaining them
Example of strategy for the stated objectives will be ‘to develop a media campaign to publicize the theatre and its upcoming season’

20. Developing tactics to implement strategies
Tactics are specific direct actions/ activity to be engaged in in achieving the plans
Nuts and bolts of the plan
Tactics use communications tools to achieve the plan’s objectives
Example could be ‘develop a brochure about the upcoming season to sell season subscription’ or ‘create a video about the theater to be used to promote the theater and its upcoming season’

21. Creating evaluation techniques
Procedures for evaluation must be set out from the beginning to serve as benchmark.
Use either formative & summative techniques
Formative is at various stages of the program and include monitoring changes during implementation of plans
Summative provide summary of what was wrong or right and why after the campaign has ended

22. Developing a budget Budgets are essential aspect of the plan.
It project costs through duration of the plan
Budget should be done using these three steps
Listing of people, time, material and equipment
Estimates of how resources would be deployed to meet the listings
Determine cost of resources

23. Working out a timetable
This is a schedule of all activities and time allotment
Each item must be accommodated in the schedule with action point and persons responsible
Due date must be carefully determined and followed strictly

24. Assigning personnel Assign personnel to meet each task.
Competence must be a deciding factor in achieving this
It is appropriate to outsource personnel if it will help achieve the goals and captured within the budget

25. Campaign Summary Chart
Problem Statement:
Narrowing the Task:
Scope:
Purpose Statement:

26. Water Conservation Campaign Example

27. Water Campaign Objectives
To convince 75% of AUN community that the drought was real.
To persuade AUN community to reduce water consumption by 15%.

28. Strategies & Tactics
Prepare informational materials on the drought and water conservation.
Brochures in English & Spanish
Bumper stickers
Bill stuffers
Posters
Articles for publication
Save Water

29. Develop an Advertising Campaign
Prepare radio spots with Radio Gotel (10, 30 and 60 seconds)
Prepare special insert for Sunday newspapers

30. Create Public Service Information
Prepare spots for radio stations
Develop Video News Releases (VNR)
Produce media kit
Host major TV station managers & public service directors
Seek prominent outdoor advertising

31. Special Events
Create special events to draw attention to the issues, like a public picnic.
Invite a disc jockey and arrange a prize for the best conservation ideas.

32. Promote a Community Relations Program
Produce mall displays
Develop speakers bureau
Create film, “Water—The Yola Style”
Develop lesson plans on water conservation for elementary school children

33. Develop a Media Campaign
Send media kit to all media
Coordinate a letter-writing campaign
Send VNRs to all TV stations
Prepare radio interview with potential questions and answers
Work with radio/TV talk show producers to provide experts for their shows

34. Good and Bad Campaigns
The Water Conservation Campaign should alert you to just how common PR campaigns are.
Society is saturated with various campaigns.
As a practitioner, your job is not just to initiate campaigns but to develop ones that standout in excellence and effectiveness.

35. TASKS Prepare a PR plan for the conserving energy in AUN
Assuming the top contender for the next SGA Presidential election had issues with drugs and CGPA prior to now, prepare a PR plan to sell him to the AUN students as ‘clean’