Kelleher Public Relations Chapter 6

1. Planning
Chapter 6

2. Key learning outcomes
• Analyze strategic communication outcomes.
• Map public relations strategy from mission to tactics.
• Write SMART objectives.
• Distinguish between outputs, outcomes, and impacts.
• Develop basic timelines to organize tasks in a strategic public
relations program.
• Identify key categories of public relations budget items.
• Apply consequentialism to make ethical decisions about
setting and achieving public relations objectives while
enhancing the profession.
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3. Jackpot!
• Ice Bucket Challenge: There’s no way ALS,
or any other organization, can predict
exactly how a viral campaign of this
magnitude will play out.
• Public relations planning is preparation for
opportunity that considers the following:
• Goals
• Objectives
• Strategies
• Tactics
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4. A hierarchy of outcomes
Nine outcomes
1. Tuning in
2. Attending
3. Liking
4. Comprehending
5. Learning
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5. A hierarchy of outcomes
6. Agreeing
7. Remembering
8. Acting
9. Proselytizing
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6. McGuire’s hierarchy
of effects for planning
1. List what will help you avoid mistakes.
2. List what will help you identify objectives.
3. List serves as a reminder to be realistic about
expected outcomes.
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Avoid setting goals at one level (e.g., liking) when
what you and your client really want is
effectiveness at a greater level (e.g., acting).

7. Strategic planning
• Tactical decision making: daily management and
communication without consideration of the
strategic objectives, goals, and mission of an
organization
• Strategic decision making: public relations
tactics that are planned and implemented to
help an organization pursue its mission and goals
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8. Strategic planning
• Tactics: specific actions you take
and items you produce in public
relations
• Objectives: specific measurable
steps that you must achieve to
accomplish larger goals
• Goals: desired outcomes that
directly help an organization
pursue its mission
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9. Case Study
Global Handwashing Day:
Goals, Objectives, and Outcomes
• Did you know that October
15 is Global Handwashing
Day?
• SMART objectives
• Outputs, outcomes, and
impacts
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10. Timelines
• Formative research
• Client/management meetings
• Action/communication tactics
• Production of media and
communication materials
• Events
• Evaluation
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A good timeline determines when to spend resources
(such as time and money) and on what.

11. Timelines
• Formative research: Benchmarking research defines your
starting points for accomplishing goals and objectives.
• Management by objectives (MBO)
• Formative evaluation
• Client/management meetings: Winning new business or
management approval requires a clear articulation of strategy
and mutual agreement about how that strategy will be
implemented.
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12. Timelines
• Action and communication tactics:
two-way communication that results in
mutually beneficial relationships
between organizations and publics
happens throughout the process
• Production of media and
communication materials
• Events
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13. Timelines
Evaluation
If objectives are attainable, relevant
and time-bound, the right time to
measure results will also be readily
apparent.
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14. Budgets
• Achievable goals and objectives depend on the budget, and
the budget depends on the resources needed to achieve the
goals and objectives.
• Consider three key resources in any public relations budget :
• Personnel
• Administrative costs and supplies
• Media
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15. Budgets
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Organize a budget in a way that
makes sense to the people
funding it.

16. Budgets
• Personnel
• Pro bono
• Billable rate
• Administrative costs and supplies
• Overhead expenses
• Media and communication expenses
• Media planning
• Reach and frequency
• Programmatic media buying
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17. Ethics
Beware of zombies;
enhance the profession
• Social Media PR strategy, like Instagram:
• Number of followers
• Number of likes
• Number of comments
• Define the specific issue/conflict: Buying followers is a quick,
inexpensive, legal, and effective way to boost quantitative results.
• Identify internal factors: budget, goals, objectives
• Identify external factors: perceptions, impressions
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18. Ethics
Beware of zombies;
enhance the profession
• Identify key values: Authenticity, transparency, and expertise
• Identify the parties involved: Employee or client
• Select ethical principles: Results-based system of ethics, such as
consequentialism
• Make a decision and justify it: Professionalism in PR requires time
and effort to build relationships.
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19. Summary
• Analyze strategic communication outcomes.
• Map public relations strategy from mission to tactics.
• Write SMART objectives.
• Distinguish between outputs, outcomes, and impacts.
• Develop basic timelines to organize tasks in a strategic
public relations program.
• Identify key categories of public relations budget items.
• Apply consequentialism to make ethical decisions about
setting and achieving public relations objectives while
enhancing the profession.
Kelleher,PublicRelations,1e
OxfordUniversityPress
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