Chapter 6- Program Planning

Readings from: Public Relations- Strategies and Tactics

Approaches to Planning

Management by Objective:

  1. Client/employer objectives: Specific objectives are more meaningful.
  2. Audience/Publics: Who is being reached with the message.
  3. Audience objectives: What the audience wants to know.
  4. Media channel objectives: The angle the media is looking for.
  5. Sources and questions: The primary and secondary sources of information.
  6. Communication strategies: Environmental factors that could affect the acceptance of the message.
  7. Essence of the message: The planned communication impact on the audience.
  8. Nonverbal support: How visual aids can enhance a performance or presentation.

Although there can be some variation , public relations plans include eight basic elements:

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/timetable
  7. Budget
  8. Evaluation

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