Reading Notes: Chapter 6

June 11, 2010

Program Planning

Known as the “action” step, program planning gets an organization to start making plans to do something about a situation or issue. 

A program plan is a brief outline or an extensive document telling what needs to be done and how to do it. PR firms prepare these for a clients approval and there is a joint consultation about budgets, strategies, and tactical communication tools.

Public relations plans include eight basic elements:

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/timetable
  7. Budget
  8. Evaluation

Public relations firms often have their own planning model, which usually includes market research, demographic segmentation of target audiences and establishment of key messages.

Three situations that often prompt a public relations program are:

  1. The organization must conduct a remedial program to overcome a problem or negative situation
  2. The organization needs to conduct a specific one-time project to launch a new product or service
  3. The organization wants to reinforce an ongoing effort to preserve its reputation and public support

An objective is usually stated in terms of program outcomes rather than inputs. There are three aspects to establishing a calendar and timetable for a program:

  1. The timing of a campaign
  2. Scheduling of tactics
  3. Compiling a Calendar

Information in the post can be found at Public Relations: Strategies and Tactics Authored by Dennis Wilcox and Glen Cameron

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