The Public Relations Process Stage 2: Planning - Coggle Diagram
The Public Relations Process Stage 2: Planning
ANALYSIS/PLANNING/OBJECTIVE - STAGE II
Program will be more effective by having a blueprint of what is to be done and how it will be executed.
The best planning is systematic, the process of gathering information, analyzing and creative
Based on what we know about the situation, what should we change or do, and say.
Strategic planning has two types of objective; long term and short term
ELEMENTS OF A PROGRAM PLAN
A public relations program plan identifies what is to be done, why, and how to accomplish it.
It is common practice for PR firm to prepare a program plan for client approval and possible modification before implementing a public relations campaign.
8 (eight) basic elements
Calendar / Timetable
Valid objectives cannot be set without clear understanding of the situation.
Scanning the external environment is a crucial means of recognizing an issue or an opportunity that merits a carefully planned campaign.
tell what must be done (by whom, if appropriate) to achieve or contribute to the success of a goal.
focus on people and are specific statements that express behavioral outcomes in measurable terms.
include a time frame or target date for completion
in the form of an infinitive phrase consisting of the word “To” and a verb plus the complement or receiver of the verb’s action
must be realistic, achievable and measurable
To create consumer awareness about a new product via advertisement and road show from January 1, 2017 until 1 June 2017”
Two kinds of objectives
PR program is to expose audiences to information and to increase awareness
Therefore, message exposure to and message comprehension and retention by the target public is important
Difficult to achieve
Increase awareness and understanding of green environment by 40% among all segments of consumers in the 2nd quarter of the year
Campaign anti smoking, road safety etc.
Aim at modifying audience behavior, attitude and perceptions
Attitude modification may consist of forming new attitudes where none exist, reinforcing existing attitudes, or changing existing attitudes
Or in creating favorable attitudes towards an organization especially new ones
eg: sales increase, crowds at event, expanded donations etc.
can be easily measured as results can be quantified
eg; To create favorable attitudes towards IOI city mall - 70% of mall shoppers during grand opening of IOI city mall
Involves modifying the behavior of the client or an organization
Like attitude modification, behavior modification may consist of the creation or stimulation of new behavior, the enhancement or intensification of existing favorable behavior.
Or the reversal of negative behavior on the part of an audience toward the practitioner’s client or organization
Creation of new behavior. eg;
To persuade 80% women between the age of 18-30 in the Klang Valley area to do a yearly breast cancer test
It represents work to be produced-that is the distribution or execution of program materials.
It is also referred to process or support objectives or program effort
eg; To deliver the prime minister’s speech to The Prime minister department by the 20th of February 2006
– natural and political boundaries.
– gender, age, income, marital status, etc.
– lifestyle and psychological characteristics.
– behind-the-scenes political and economic power.
– positions held by individuals.
– “knowledgeable” or “influential” identified by others.
– rosters, list, and affiliations.
Role in decision process
– those who actively participate in making decisions in particular situations.
A strategy describes how, in concept, an objective is to be achieved
A strategy should designate responsibility for its accomplishment
A strategy can state key themes or messages to be reiterated throughout a campaign.
A program activities, strategies and tactics may take the form of news releases, news conferences, special events, brochures, speeches, bumper stickers, news letters etc
Be sure two-way communication takes place
Every messages must be directed to the specific audience
are specific activities
should relate to the strategies
should have direct action
should never substitute words for ideas, honesty
Tactics are grouped together under strategies
Calendar / Timetable
Determine the timetable for the campaign or program.
Depending on the objectives and complexity of the program plan.
Three aspects need to be consider:
Scheduling of tactics
the launch phase must like a rocket, requires a burst of activity just to break the awareness barrier.
Compiling a calendar
. Practitioners must take into account the deadlines of publications
eg; brochure, a press kit, a Video News Release (VNR) takes weeks or months to prepare.
The timing of the campaign
when key messages are most meaningful to the intended audience
eg; car pooling (might be more successful if the government report that traffic congestion has reached gridlock proportions.
No program plan is complete without a budget.
How much will this program cost?
In many cases, organizations establish an amount they can afford and then ask public relations staff or firms to write a program plan that reflects the amount allocated.
The evaluation element of a plan reflects directly back to the stated objectives of the program.
The evaluation section of a program plan should restate the objectives and the name of evaluation methods to be used.
- Caffe Bene, a chain of coffee house, conducted market research and found that college students would be an excellent audience for its product and services.
- The research emphasized one challenge: half of the students know what Caffe Bene means, but nearly all (82 percents) agreed / strongly agreed that caffe Bene deserves their business.
- To this end, Caffe Bene has contacted your public relations firm and asked you to develop a comprehensive plan that does two things:
1) Create brand awareness, including an understanding of what Caffe Bene is, among college students.
2) Increases walk-in-business at their local stores in college towns.
Using EIGHT (8) planning outline, write a public relations program for Caffe Bene. You should consider a variety of communication tools, including campus events. No money has been allocated for advertising.