Program Planning

Chapter 6 Reading Notes COMM 2322

Public Relations: Strategies and Tactics

Program planning is the second step to following Research. (RACE – “A” stands for action and that is what planning is doing taking action.)

Approaches to Planning

• Management by Objective

1. Client/employer objectives
2. Audience/publics
3. Audience objectives
4. Media channels
5. Media Channel objectives
6. Sources and questions
7. Communication strategies
8. Essence of the message
9. Nonverbal support

• Strategic Planning Model: Facts/Goals/Audience/Key Message pg. 153-154)

Elements of a Program

1. Situation – organization must conduct a remedial program to overcome a problem or negative situation, conduct a one-time specific project to launch a new product or reinforce an ongoing effort to preserve its reputation and public support.
2. Objectives – establish these for the program. (informational and motivational)
3. Audience – who are they?
4. Strategy – how objective is to be achieved
5. Tactics – nuts and bolts or tactical part of the plan.
6. Calendar/Timetable – timing of the campaign, scheduling tactics and compiling a calendar.
7. Budget – how much will it cost?
8. Evaluation – analysis of how key message points were mentioned.