PR Planning

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  • Created by: charlotte
  • Created on: 28-04-14 16:58

Why Plan?

  • Focus
  • Improved Effectiveness
    • Objectives aligned with organisational goals and brand values
  • Resources
    • Budget for PR programmes
    • Better resource maangement
      • Time
      • Money
  • Contingency
  • Enroll partners, achieve consensus and resolve conflict
  • Facilitates pro-activity and control
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What Inhibits Planning?

  • Lack of know how
  • Lack of consensus
  • Perceived lack of time
  • Plans quickly outdate
  • Planning may be taught to:
    • Stifle opportunistic initatives
    • Result in formulaic programmes
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Questions to Help

  • What is the problem? (Issue)
  • What does the plan seek to achieve? (Objective)
  • Who should be talked to? (Publics)
  • What should be said? (Message)
  • What's the big idea? (Strategy)
  • What is going to be done? (Tactics)
  • How is success judged? (Evaluation)
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Factors to take into Account

  • Organisation
    • Publics
    • Sectoral Considerations
    • Stage or organisational development
    • Organisational characteristics
    • Issues
    • Public opinion
    • Timescales
    • Resources
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Publics and Messaging

Publics

  • Types
    • Specify
    • Number and location
    • Influence and power
    • Connection with organisation
  • Prioritisation and targeting
  • Relationships
  • Research attitudes and behaviours

Messaging

  • Understanding publics enables the creation of meaningful messages and identify channels
  • Messages need to be adapted according to different publics
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Strategy

  • How you will achieve objective
  • Overall approach
  • Coordinating theme
  • Guiding principle
  • Dictated by issues raised in analysis

Getting Strategy Right

  • Based on your research analysis
  • Overall PR programme - Sum total of the parts
    • Coordinating theme/big idea
    • Guiding principle
  • How will you achieve your objectives?

Why do you need a strategy?

  • To know how you are going to do something
  • Idea ensures all work adheres to logical approach
  • Strategy brings together what you have learnt in research
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Review

  • Every 12 months
  • Test against new issues and publics
  • Feedback and refine
  • Holistic approach
    • Internal drivers
    • External drivers
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Principles

  • Objectives critical
  • Considered at beginning
  • Continuous
  • Objective and sceintific
  • Programmes and processes
  • Inputs
  • Outputs
  • Outcomes
  • Measure subjective things
  • Media analysis
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Evaluation

  • Measuring success
  • On-going process
  • Encourages:
    • Effort and effectiveness
    • Costs efficiency
    • Good management
    • Accountability
  • Should not be problematic despite aggregation issues
    • Clear about what is being evaluated
    • Understand what can be achieved
    • SMART objectives
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Resources

  • In-house resources
    • Human
    • Operating costs
    • Equipment
  • Consulting costs
    • Retainer
    • Project basis
  • Varies
    • How seriously PR function taken
    • Organisations resources
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Timescales and Planning

Timescales

  • External - Competitor activity
  • Internal - Human resources

Planning

  • Planning the preparation
  • Planning the execution
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Timescales and Planning

Timescales

  • External - Competitor activity
  • Internal - Human resources

Planning

  • Planning the preparation
  • Planning the execution
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Tactics

Why tactics?

  • How you achieve what you want to, tie in with research, focus on achieving objectives, tie in with strategy

Getting tactics right

  • Answer strategy, fit with budgets, fit with timescales, fit with resources, fit with brand

Tactics

  • What you will do to achieve objectives, how from strategy, appropriateness, deliverability, relates to selecting the right tools and technqiues, relates to creativity

Examples

  • Media relations, publications, interest groups, lobbying, community relations
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Analysis

  • Helps identify issues that are then addressed in objectives
  • Consider environment
    • PESTLE
    • Strategic
  • Key issues
    • SWOT
    • Structural
    • Crisis
    • Current Affairs
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Objectives

Setting Types of Objectives

  • Awareness - Cognitive
  • Attitudes and opinions - Affective
  • Behaviour - Conative
  • Use - Output objectives and outcomes

Prequisites for Objectives

  • Ally to organisational objectives
  • Ensure that objectives relate to public relations
  • Work to priorities
  • Make sure they can be achieved
  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-framed
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Anne Gregory's 10 Point Model

(See Mind Map for diagram)

Analysis --<-->-- Objectives

Publics

Messages

Strategy

Tactics

Timescales   -

Resources

Evaluation

Review

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