Chapter 6Chapter 6

Program PlanningProgram Planning

OverviewOverview

The value of planningThe value of planning

Approaches to planningApproaches to planning

Elements of a program planElements of a program plan

The value of planningThe value of planning

The second step of the P.R process , The second step of the P.R process , following research is program planningfollowing research is program planning. .

A good public relation program should be A good public relation program should be an effective tool , to support an an effective tool , to support an organization business , marketing and organization business , marketing and communication objectivescommunication objectives. .

Public relation planning should be Public relation planning should be strategicstrategic

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__Strategic planning is deciding where you Strategic planning is deciding where you want to be in the future ( The Goal ) and want to be in the future ( The Goal ) and how to get there ( the strategies) , it sets how to get there ( the strategies) , it sets the organizationthe organization’’s direction proactively , s direction proactively , avoiding Routine in activities .avoiding Routine in activities .

_systematic planning prevent ineffective _systematic planning prevent ineffective communication , having a blueprint of communication , having a blueprint of whatwhat’’s to be done makes programs more s to be done makes programs more effective and P.R more valuable to the effective and P.R more valuable to the organization . organization .

Program planning should Program planning should bebe::

Strategic Strategic

ProactiveProactive

Coordinated Coordinated

Approaches to planningApproaches to planning

_Planning is like putting together a _Planning is like putting together a Jigsaw puzzle This section provides Jigsaw puzzle This section provides two approaches to planning , in two two approaches to planning , in two cases the emphasis is on asking cases the emphasis is on asking and answering questions to and answering questions to generate a road map for success .generate a road map for success .

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1.1. Management by Objective (MBO)Management by Objective (MBO)

2.2. A Strategic Planning ModelA Strategic Planning Model

Management by objectiveManagement by objective

MBO : provides focus and direction MBO : provides focus and direction for formulating strategy to achieve for formulating strategy to achieve specific organizational objectivesspecific organizational objectives. .

_ _The use of MBO ensure the The use of MBO ensure the production of relevant messages production of relevant messages and establishing criteria against and establishing criteria against which campaign results can be which campaign results can be measuredmeasured

MBO StepsMBO Steps

***Client / employer objectives : what***Client / employer objectives : what ’’s s the purpose of communication and the purpose of communication and how does it promote or achieve the how does it promote or achieve the objectives of the organization ?objectives of the organization ?

Specific objective such as ( to make Specific objective such as ( to make consumers aware of the productconsumers aware of the product’’s s high quality ) are more meaningful high quality ) are more meaningful than ( to make people aware of the than ( to make people aware of the product )product )

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** Audience / publics : what exactly ** Audience / publics : what exactly should be reached with the message and should be reached with the message and how can the audience help achieve the how can the audience help achieve the organizationorganization’’s objectives ? What are the s objectives ? What are the characteristics of the audience and how characteristics of the audience and how can demographic information be used to can demographic information be used to structure the message ?structure the message ?

** Audience objectives : what** Audience objectives : what’’s that the s that the audience wants to know, and how can audience wants to know, and how can the message be tailored to audience self the message be tailored to audience self interest ?interest ?

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**Media channels : what**Media channels : what’’s the appropriate s the appropriate channel for reaching the audience and can channel for reaching the audience and can multiple channels ( news media, special multiple channels ( news media, special events and direct mail ) reinforce the message events and direct mail ) reinforce the message among key publics ?among key publics ?

** sources and questions : what primary and ** sources and questions : what primary and secondary sources of information are required secondary sources of information are required to provide a factual base for the message ?to provide a factual base for the message ?

** communication strategies : what ** communication strategies : what environmental factors will affect the environmental factors will affect the dissemination and acceptance of the dissemination and acceptance of the message ?message ?

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** Essence of the message : what** Essence of the message : what’’s the s the planned communication impact on the planned communication impact on the audience ?audience ?

Telling people about the values of Telling people about the values of physical fitness is different from telling physical fitness is different from telling them how to achieve it .them how to achieve it .

** Nonverbal support : how can ** Nonverbal support : how can photographs , graphs , films and artwork photographs , graphs , films and artwork clarify and visually enhance the written clarify and visually enhance the written message ?message ?

Approaches to Planning : Approaches to Planning : A Strategic Planning ModelA Strategic Planning Model

KetchumKetchum’’s s Strategic Planning Strategic Planning Model for Public Relations Model for Public Relations provides provides the general building blocks for the general building blocks for planning.planning.

Approaches to Planning :Approaches to Planning :A Strategic ModelA Strategic Model

Facts:Facts:_Category facts :what are the recent industry

trends ?_ Product/service Issues : what are the

significant characteristics of the product , service , or issue ?

_ competitive Facts: who are the competitors ,and what are their competitive strengths, similarities and differences ?

_ customer Facts : Who uses the product and why ?

Approaches to Planning Approaches to Planning A Strategic ModelA Strategic Model

GoalsGoals

_ Business objectives : what are the _ Business objectives : what are the companycompany’’s business objectives ? s business objectives ? WhatWhat’’s the time frame ?s the time frame ?

_ role of public relation :how does _ role of public relation :how does public relation fit into the marketing public relation fit into the marketing mix?mix?

_sources of new business : what sectors _sources of new business : what sectors will produce Growth ?will produce Growth ?

Approaches to Planning:Approaches to Planning:A Strategic ModelA Strategic Model

AudienceAudience

_ Target audiences: what are the _ Target audiences: what are the target audiences ?target audiences ?

_ Current Mindset : how do _ Current Mindset : how do audience feel about the product , audience feel about the product , service or issue ?service or issue ?

_ Desired Mindset : How do we _ Desired Mindset : How do we want them to feel ?want them to feel ?

Approaches to Planning:Approaches to Planning:A Strategic ModelA Strategic Model

Key Message:Key Message:

Ask: What key message must be Ask: What key message must be conveyed to change or reinforce mind conveyed to change or reinforce mind

sets?sets?

Elements of a Program PlanElements of a Program Plan

SituationSituationObjectivesObjectivesAudienceAudienceStrategyStrategyTacticsTactics

Calendar/timetableCalendar/timetableBudgetBudget

EvaluationEvaluation

Elements of a Program Plan:Elements of a Program Plan:SituationSituation

3 reasons for a public relations 3 reasons for a public relations programprogram

1.1. To overcome a negative situationTo overcome a negative situation

2.2. Specific one-time projectsSpecific one-time projects

3.3. To reinforce and preserve To reinforce and preserve reputation and public supportreputation and public support

Elements of a Program Plan:Elements of a Program Plan:ObjectivesObjectives

Objectives are:Objectives are:

InformationalInformational

MotivationalMotivational

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_ _Informational objective : many public relations Informational objective : many public relations plans are designed primarily to expose plans are designed primarily to expose audiences to information and to increase audiences to information and to increase awareness of an issue, an event or a productawareness of an issue, an event or a product..

_ _Many communication and marketing Many communication and marketing professionals believe that the major criteria for professionals believe that the major criteria for public relation effectiveness are 1. an increase public relation effectiveness are 1. an increase in public awareness and 2. delivery of key in public awareness and 2. delivery of key messagesmessages. .

_ _One difficulty with informational objectives is One difficulty with informational objectives is measuring how will a particular objective has measuring how will a particular objective has been achieved .public awareness & the extent been achieved .public awareness & the extent of education that takes place are somewhat of education that takes place are somewhat difficult to quantifydifficult to quantify. .

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_ Motivational Objectives : although _ Motivational Objectives : although changing attitudes and influencing changing attitudes and influencing behavior are difficult to accomplish in behavior are difficult to accomplish in a public relations Campaign , a public relations Campaign , motivational objectives are easier to motivational objectives are easier to measure , thatmeasure , that ’’s because they are s because they are bottom-line oriented and are based on bottom-line oriented and are based on a clearly measurable results that can a clearly measurable results that can be quantified .such example Levi be quantified .such example Levi Jeans .Jeans .

Elements of a Program Plan:Elements of a Program Plan:AudienceAudience

Public relations programs Public relations programs

should be directed should be directed

towards:towards: Specific audiences and defined Specific audiences and defined

audiencesaudiences

Primary and secondary audiencesPrimary and secondary audiences

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_ _In another word public relation In another word public relation practitioner target specific publics practitioner target specific publics within the general public , this is done within the general public , this is done through market research that can through market research that can identify key publics by such identify key publics by such demographic as age, income , social demographic as age, income , social strata , education strata , education …… etc etc..

_ _for example market research told for example market research told M&MM&M’’s Candies that young people were s Candies that young people were the primary consumer of itthe primary consumer of it’’s products product

Elements of a Program Plan:Elements of a Program Plan:AudienceAudience

_ Again the primary audience is not the _ Again the primary audience is not the general public . general public .

_ A thorough understanding of the _ A thorough understanding of the primary and secondary publics is primary and secondary publics is essential if a programessential if a program’’s objectives are to s objectives are to be accomplished . Such knowledge also be accomplished . Such knowledge also provides guidance on the selection of provides guidance on the selection of appropriate strategies and tactics that appropriate strategies and tactics that would reach these defined audiences .would reach these defined audiences .

Elements of a Program Plan:Elements of a Program Plan:StrategyStrategy

A A Strategy StatementStrategy Statement describes how an describes how an objective is to be achieved, providing objective is to be achieved, providing guidelines and themes for the overall guidelines and themes for the overall program.program.

Key Messages /ThemesKey Messages /Themes :are reoccurring :are reoccurring messages thorough a campaign. for example messages thorough a campaign. for example in Turkish Tourism Campaign , the strategy of in Turkish Tourism Campaign , the strategy of combating (Negative stereotype & lack of combating (Negative stereotype & lack of knowledge about Turkey ) included key knowledge about Turkey ) included key messages designed to reinforce messages designed to reinforce historical/cultural sites , Great shopping , historical/cultural sites , Great shopping , ideal weather and friendly people. In an effort ideal weather and friendly people. In an effort to position Turkey to position Turkey ‘‘ center of World History center of World History ‘‘

Elements of a Program Plan: Elements of a Program Plan: TacticsTactics

_Tactics are the nuts and bolts of the _Tactics are the nuts and bolts of the plan that describes , in sequence , plan that describes , in sequence , the specific activities that put the the specific activities that put the strategies into operation and help to strategies into operation and help to achieve the stated objectives. achieve the stated objectives. Tactics involves using the tools of Tactics involves using the tools of communication to reach primary and communication to reach primary and secondary audiences with key secondary audiences with key messages .messages .

Elements of a Program Plan: Elements of a Program Plan: TacticsTactics

Public Service AnnouncementsPublic Service Announcements Press releasesPress releases Guest appearancesGuest appearances Contests Contests

Example of Levi JeansExample of Levi Jeans

_ The tactics of Levi Jeans : Levi Used a _ The tactics of Levi Jeans : Levi Used a number of tactics to support itnumber of tactics to support it’’s s objectives and strategies in its objectives and strategies in its program to reposition Levi Jeans as a program to reposition Levi Jeans as a hip Brand in the college hip Brand in the college ––age market .age market .

_other tactics included :_other tactics included :• Announcement of winners for publicity Announcement of winners for publicity • Creation of a weekly web show using Creation of a weekly web show using

webcams and headsets to broadcast webcams and headsets to broadcast online shopping experieneceonline shopping experienece

Example of Levi JeansExample of Levi Jeans

Levi jean made a 1$ donation to the Levi jean made a 1$ donation to the brandbrand’’s ongoing beneficiary , and s ongoing beneficiary , and these donations will be rewarded to these donations will be rewarded to HIV program called Life Beat .HIV program called Life Beat .

So as we see In many cases each So as we see In many cases each strategy is supported by specific strategy is supported by specific tactics .tactics .

Elements of a Program Plan:Elements of a Program Plan:Calendar/TimetableCalendar/Timetable

_ The Three aspects of timing in a _ The Three aspects of timing in a program plan are 1. deciding when a program plan are 1. deciding when a campaign should be conducted 2. campaign should be conducted 2. determine the proper sequence of determine the proper sequence of activities and 3. compiling a list of activities and 3. compiling a list of steps that must completed to steps that must completed to produce a finished product produce a finished product

_ All the three aspects are important _ All the three aspects are important to achieve maximum effectivenessto achieve maximum effectiveness

The timing of a campaignThe timing of a campaign

_ program planning should take into account _ program planning should take into account the environmental context of the situation the environmental context of the situation and the time when key messages are most and the time when key messages are most meaningful to the intended audience .meaningful to the intended audience .

_ for example the strawberry producers _ for example the strawberry producers increase public relation efforts in May and increase public relation efforts in May and June , when a crop comes to market and June , when a crop comes to market and stores have large supplies of the fruit .stores have large supplies of the fruit .

_ Other Campaign depend less on _ Other Campaign depend less on environmental or seasonal context such as environmental or seasonal context such as LeviLevi’’s Jeans as its Jeans as it’’s in anytime.s in anytime.

Scheduling of TacticsScheduling of Tactics

_ The second aspect of timing is the _ The second aspect of timing is the scheduling and sequencing of scheduling and sequencing of various tactics or activities.various tactics or activities.

_ A typical pattern is to concentrate _ A typical pattern is to concentrate the most effort at the beginning of a the most effort at the beginning of a campaign when the number of campaign when the number of Tactics are implemented Tactics are implemented

Compiling a CalendarCompiling a Calendar

_ An integral part of timing is advance planning _ An integral part of timing is advance planning , a video news release , a press kit , or even a , a video news release , a press kit , or even a brochure often takes weeks and months to brochure often takes weeks and months to prepare , arrangements for special events prepare , arrangements for special events also take time.also take time.

_ In another words , the public relations _ In another words , the public relations professional must link ahead to make things professional must link ahead to make things happen in the right sequences at the right happen in the right sequences at the right timetime

_one way to achieve this goal is to compile time _one way to achieve this goal is to compile time lines and charts that list the necessary steps lines and charts that list the necessary steps and the completion dates .and the completion dates .

Compiling a CalendarCompiling a Calendar

Calendars and time lines takes various Calendars and time lines takes various forms : one simple method is to post forms : one simple method is to post activities for each day on a large activities for each day on a large monthly calendar .monthly calendar .

Gantt Charts are also used for Gantt Charts are also used for planning purpose , Gantt Chart is a planning purpose , Gantt Chart is a column matrix that has two sides the column matrix that has two sides the vertical and the horizontal one .vertical and the horizontal one .

Elements of a Program Plan:Elements of a Program Plan:BudgetBudget

No program plan is complete without No program plan is complete without a budget, both clients and employees a budget, both clients and employees ask ask ““ How much will this program cost How much will this program cost ““

A budget can be divided into two A budget can be divided into two Categories :Categories :

Staff time Staff time

Out-of-pocket (OOP) expensesOut-of-pocket (OOP) expenses

Elements of a Program Plan:Elements of a Program Plan:BudgetBudget

_ Staff time usually takes the lion_ Staff time usually takes the lion’’s share of s share of any public relation budget any public relation budget

_ In a program plan , budget are usually _ In a program plan , budget are usually estimated on the basis of experience and estimated on the basis of experience and requests from Vendors for estimates requests from Vendors for estimates

_ after the program is completed , part of _ after the program is completed , part of the evaluation is to compile a form that the evaluation is to compile a form that shows estimated expense versus actual shows estimated expense versus actual expense .expense .

Elements of a Program Plan:Elements of a Program Plan:EvaluationEvaluation

Evaluation criteria should be:Evaluation criteria should be:

RealisticRealistic CredibleCredible SpecificSpecific In line with client or employer In line with client or employer

expectationsexpectations

Elements of a Program Plan:Elements of a Program Plan:EvaluationEvaluation

• Evaluation of an informational Evaluation of an informational objective often entails a compilation objective often entails a compilation of new clips and an analysis of how of new clips and an analysis of how often key messages points were often key messages points were mentioned .mentioned .

• But in the motivational objectives But in the motivational objectives often are measured and evaluated by often are measured and evaluated by increases in sales and market share .increases in sales and market share .

Thank YouThank You