Chapter 6- Program Planning

Posted by: happymccullough on: March 11, 2009

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• Management By Objective (MBO)- Provides focus and direction for formulating strategy to achieve specific organizational objectives.
• Nine steps that can serve as a planning checklist that provides a basis for strategic planning:

1. Client/employer objectives
2. Audience/ publics
3. Audience objectives
4. Media Channels
5. Media Channel Objectives
6. Sources and Questions
7. Communication strategies
8. Essence of the message
9. Nonverbal Support

A strategic planning model:

Facts

• Category facts- What are 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?

Goals

• Business objectives- What are the company’s business objectives? What is the time frame?
• Role of public relations- How does public relations fit into the marketing mix?
• Sources of new business- What sectors will produce growth?

Audience

• Target audiences- What are the target audiences? What are their “hot” buttons?
• Current mind-set- How do audiences feel about the product, service, or issue?
• Desired mind-set- How do we want them to feel?

Key Message

• Main point- What one key message must be conveyed to change or reinforce mind-sets?

8 elements of a program plan:

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

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

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