Planning is essential for effective public relations. There are various approaches to PR planning, including RACE (research, action, communication, evaluation) and the 4-point or 10-point plan. The 10-point plan involves researching the situation, defining goals and objectives, identifying target audiences, crafting key messages, outlining implementation tactics and timelines, allocating a budget, and planning evaluation measures. Proper planning helps achieve organizational goals, build strong relationships with key stakeholders, and maintain a positive public image. Evaluation ensures the plan's objectives and tactics are effective and can be improved over time.

1. PR planning

2. What we’ll look at
• The value of planning
• Approaches to planning
• Elements of a program plan

3. The value of planning

4. PR as a process: RACE

5. Several approaches

6. PR and the 4 or 10-point plan
JIMMY BUFFET

7. What is PR?
The way in which an organisation presents itself to its
public/s (markets, audiences, stakeholders).
The deliberate, planned and sustained effort to
establish and maintain a mutual understanding
between an organisation and its publics.
Maintaining long-term relationships with clearly-
defined publics and plans.

8. What is PR?
Instinct and feeling
Providing answers before the public asks questions
We don’t persuade - people persuade themselves
“We gift-wrap ideas”
Create high perceived value
Influence behaviour

9. The key to success
Think and plan

10. Four steps to good PR
1. Define the problem or need
with research
2. Plan and prepare a strategy
3. Take action/communicate/
implementation
4. Evaluation

11. Benefits of PR
Lift morale
Best possible image to the community
Attract members
Attract & retain sponsors
Professional image to government and community leaders
Keep ‘publics’ informed of activities, aims and aspirations

12. Laying the foundation
Define your organisation
What sets you apart?
How are you unique?
Write it down.

13. The 10-point plan

14. i. Background 1.R
ESE
ARCH
Analyse (research) the situation
•!! Details about the organisation
•!! Perception of its image
•!! History
•!! Achievements
•!! Current aims
•!! Issues
•!! SWOT analysis

15. ii. Problem/Opportunity
RES
EAR
• What is the situation?
CH
• What problems need to be addressed?
• What benefits can be gained by PR
action?
!
• What response is needed?
• Which “public/s” support/s you?
• Which “publics” are a concern?

16. 2.S
TRA
TEG
iii. Goals and objectives Y
What do you want from the campaign?
What is your aim?
Objectives have to be SMART:
Specific
Measurable
Achievable
Results-oriented
Time-bound

17. OBJECTIVES
Informational Motivitational

18. STR
ATE
G Y
iv. Target publics (stakeholders)
• Any group that shares the same interests or concerns
•! Usually have a stake or interest in your organisation
•! May be active, latent or passive
•! Can be internal or external
•! Do not generalise. Be specific.
EXERCISE: List your stakeholders

19. Should I use the term “general
public”? Why or why not?
General
Public
Copyright © Allyn and Bacon 2009

20. STR
ATE
GY
v. Messages
•!! What is your theme?
•!! What is your strongest idea?
•!! What’s in it for your “public”?
•!! KISS. Stick to one message

21. How are strategy & tactics
related?
Copyright © Allyn and Bacon 2009

22. 3. IMPLEMENTATION
vi. Specifics
•!! How will objectives be met?
•!! What specific actions will be used?
•!! How will you get there?

23. vii. Channels

24. viii. Timetable
Consider . . .
•!! Impact
•!! ‘Timeliness’
•!! Longevity
•!! Repetition
•!! Production issues

25. Why are timing/scheduling so
important?
Copyright © Allyn and Bacon 2009

26. ix. Budget
. . . or lack of

27. What’s the largest expense in a
campaign?

28. 4. EVALUATION
x. Evaulation
•!! Objectives met?
•!! What improvements?
•!! What modifications?
•!! Must be done mid-stream

29. Why is the evaluation of a campaign
linked to the program’s objectives?
Copyright © Allyn and Bacon 2009

31. The seven Cs of
communication

32. 1. CREDIBILITY
Receiver must have confidence in the sender

33. 2. CONTEXT
Sender must allow
participation and feedback.
Receiver must confirm,
not contradict.
People must act.
Must have meaning and
relevance to receiver

34. 3. CLARITY
Must be in simple terms
Must mean the same to receiver and sender

35. 4. CONTINUITY
Repetition > Penetration

36. 5. CONSISTENCY
Similar messages

37. 6. CHANNELS
Must use channel the receiver uses and respects

38. 7. CAPABILITY OF AUDIENCE
Must pitch message to receiver’s ability to
understand
Use the LCD method