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Chapter08-3e
Course: ACC 1105, Fall 2009School: Uni. Westminster
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The Planning: Strategies of Public Relations Chapter Eight Public Relations: A Values-Driven Approach Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingare prohibitedbylaw: anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork; preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofany images; anyrental,lease,orlendingoftheprogram. Copyright Allyn...
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The Planning: Strategies of Public Relations
Chapter Eight Public Relations: A Values-Driven Approach
Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingare prohibitedbylaw: anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork; preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofany images; anyrental,lease,orlendingoftheprogram.
Copyright Allyn & Bacon 2006
The Public Relations Process
Research Planning Communication Evaluation
Copyright Allyn & Bacon 2006
Effective Plans
are values-driven. are based on a goal. have desired outcomes that are measurable. have deadlines.
Copyright Allyn & Bacon 2006
A Good Plan Begins ... With Good Research
Client research Stakeholder research Problem/opportunity research Evaluative research (what valuesbased outcome do we seek?)
Copyright Allyn & Bacon 2006
Different Kinds of Plans
Ad hoc plans Standing plans Contingency plans And dont forget
Plans for the entire organization
Copyright Allyn & Bacon 2006
Why Do We Plan?
To keep our actions in line with our organizations values-based mission To help us control our destiny To help us better understand and focus our research To help us achieve consensus To allow effective management of resources
Copyright Allyn & Bacon 2006
How Do We Plan?
Consensus building Brainstorming publics values media
Copyright message Allyn & Bacon 2006
Brainstorming Grid
Public Value(s) Message Media
Copyright Allyn & Bacon 2006
The Written Plan
Goal(s) Objectives Tactics
Copyright Allyn & Bacon 2006
The Written Plan
Goal(s) are generalized statements of the desired outcome. often begin with an infinitive such as To improve or To increase.
Copyright Allyn & Bacon 2006
The Written Plan
Objectives are specific milestones that measure progress toward achievement of a goal. specify a desired outcome. specify one or more target audiences. are measurable. refer to ends, not means. have a deadline or timeframe.
Copyright Allyn & Bacon 2006
The Written Plan
Tactics are specific relationshipbuilding actions. begin with active verbs. can include descriptions of actions, deadlines, budgets, super...
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