1. Public Relations Strategic Planning Noel Turnbull, Adjunct Professor RMIT University, Director Growth Solutions Group

2. What is strategy?

7. and the key is……… Knowledge

13. Old and new approaches to strategic planning Assume sector convergence Assumes sector remains the same ‘ Way of thinking’ based Procedural and document based Done continuously – all year round Done periodically, annually Typically 10 – 15 year context or dynamic envelope of timings Typically 3 year timeframe Can be open to employees and stakeholders Done by specialist ‘ Foreseeing based’ combining analysis with insight and creativity Forecasting based and analytical Open, participative Elitist, top down Focus on intangible resources Focus on tangible resources Strategy of movement Strategy of position Looks back from the future Looks out toward the future KNOWLEDGE AGE STRATEGY INDUSTRIAL AGE STRATEGY

16. Planning and management model 1. Defining public relations problems 4. Evaluating the program 2. Planning and Programming 3. Taking action and communicating ‘ How did we do?’ Assessment ‘ What’s happening now?’ Situation Analysis ‘ How and when do we do and say it?’ Implementation ‘ What should we do and say and why?’ Strategy

18. An emerging model THE CORPORATION Business partnerships and alliances Corporate Brand Impersonal Presentation Literature Point of Sale New Media Permanent Media Direct Marketing & Correspondence Personal Presentation Corporate & Marketing PR Products/ Services Advertising Sponsorship Country of Origin The Industry Business Partners Local Prospective Employees Internal General Public Financial The Media Government(s) The Trade Influential Groups Customers

23. An alignment model ALIGNMENT: CONTINUITY / INTERACTIVITY / ENGAGEMENT / INTEGRATION / INBUILT EVALUATION UNDERSTAND VISION/ VALUES/ ETHICS ENGAGE WITH ORGANISATION STRUCTURES & BEHAVIOURS DEVELOP STRATEGY & IMPLEMENTATION ACTIONS ANALYSE RISKS & OPPORTUNITIES RESEARCH STAKEHOLDERS/ PUBLICS SET PRIORITIES AGAINSTBUSINESS STRATEGIC PRIORITIES BUSINESS/ ORGANISATIONAL STRATEGY & BENCHMARKS