Terms in this set (19)
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
Elements of a Good Plan
Define problems and opportunities
Define target audiences
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.
Planning: Problem Identification
Is this a relatively big or little problem?
What are the larger areas of concern into which this problem may fit?
Is this really a problem facing our publics?
What background facts and issues are relevant to this problem?
If this is more than one problem, how should it be broken down?
Does research need to be undertaken at this point to determine the extent of the problem?
YOUR RESEARCH SHOULD HELP YOU...
Identify and categorize stakeholder groups.
Analyze and assess their attitudes, opinions and behaviors.
Develop ways to influence and be influenced by such groups.
AUDIENCE ANALYSES MUST
Describe target audiences
Identify what appeals to your audiences
Define audience lifestyles
Determine relative strength of appeals
Types of plans
PUBLIC RELATIONS PLANNING PROCESS
What do we want to see happen 2 years out?
Determining the present situation
How do our top 5 publics view us now?
Identifying factors that may help or hinder
What could we do to increase a favorable opinion?
Establishing Public Relations Goals
Steps the organization might take to resolve problems
Communication strategies that might be used to address stakeholders' misconceptions
Analyzing contemporary circumstances
Criteria for Selecting Objectives
Related to overall goals of organization
Create a Theme
needs to catch the essence of the plan or campaign.
needs to be short—three to five words.
are specific activities
should relate to the strategies
should have direct action
should never substitute words for ideas, honesty
Establish Evaluation Techniques
Gather benchmark data
Evaluate each objective
Determine formative evaluation techniques
Determine summative evaluation techniques
EVALUATION DESIGNS MUST
be established in advance
determine the extent to which objectives are achieved
be applicable to all objectives
Determine the Type of Budget
Zero-based budget with costs for each tactic
2. Functional Budget
3. Administrative Budget
are components of plans
typically are divided by responsibility center
must be understood by practitioners
require financial and organizational knowledge
THE BUDGET COMPONENTS OF PLANS
enumerate necessary resources by tactic.
include both 'internal' and 'external' costs:
Internal costs include all labor and overhead items
External costs include all payments to vendors
Getting Optimum Campaign Results
Focus on pivotal jobs first
Give people what they want, not just what you want
Use creativity to make your campaign distinctive
Tricks aren't worth the trouble
Remember to use specialists where needed
Strategies & Tactics
Prepare informational materials on the drought and water conservation.
Brochures in English & Spanish
Articles for publication
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