This session covers some basics on developing PR strategy by first creating needs and followed by the strategy.

1. Creating Needs & Developing PR Strategy
Session 10

2. Strategy is...
A BStrategy

3. Strategy
Consists of a combination
of planned & emergent
processes
Involves a general direction
and not simply plans or tactics
Is about the organization
and its environment

4. Tactics
A BStrategy
Tactics Tactics
Tactics

5. Developing PR Strategy
FOUR PHASES
NINE STEPS

6. Four Phases
Formative Research
Strategy
Tactics
Evaluative Research

7. Nine Steps
Phase 1 Formative Research
Step 1:
Analyzing the Situation
Step 2:
Analyzing the Organization
Step 3
Analyzing the Publics
What is the situation facing the
organization?
What is the background of the situation?
What is the significance or importance
of the situation?
Internal Environment
Public Perception
External Environment
Identifying Publics
Who are the major publics for your
organization?
Who are the key publics for this
situation?
Who are the major opinion leaders for
these publics?
Analyzing Publics
What is the nature and type of each key
public?
What are the major wants, interests,
needs and expectations of each public?
What benefits can you offer this public?

8. Step 4:
Establishing Goals &
Objectives
Step 5:
Formulating Action &
Response Strategies
Step 6:
Designing Effective
Communication
Phase 2 Strategy
CLEAR, SPECIFIC, MEASURABLE
What are the goals?
What position do you seek?
What are the specific objectives
(awareness, acceptance and action)?
What proactive strategies might you
develop?
What reactive strategies might you
develop?
How consistent are these strategies
with past practices of your organization?
Message Source
Message Appeal
Verbal and Nonverbal Communications

9. Nine Steps
Step 7:
Selecting Communication Tactics
Step 8:
Implementing the Strategic Plan
Phase 3 Tactics
Interpersonal Communication and Involvement
Organizational Media Tactics
News Media Tactics
Advertising and Promotional Media Tacticsa
What specific initiatives, sections or groupings of
tactics make this plan workable?
What public, goal and objective does each tactic
serve?
What is the budget and schedule for each tactic?

10. Nine Steps
Step 9:
Evaluating the Strategic Plan
How will you measure awareness objectives?
How will you measure acceptance objectives?
How will you measure action objective?
Phase 3 Evaluative Research

11. The Four Steps Strategy
Objectives
Audiences
Channels
Skills

12. Four Steps Strategy
Objectives
Audiences
Channels
Skills
What is the desired communication outcome?
What do we want the audience to do or not do?
Who is our target audience?
What are our target audience needs, concerns, and interests?
What is our message?
What communication channel is most effective?
Who is the most believable spokesperson?