Good planning

Good planning

Bad PlanningVSS:

30sMute: 35s

Ch. 18

PLANNING PROGRAMS AND CAMPAIGNS

Media Techniques

News ReleasesFeature PlacementsPublicity PhotosVideo ClipsOnline NewsroomsSatellite Media ToursMedia RelationsNewslettersSpeeches

PRIMARY FOCUS

BLUEPRINT

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Why so detailed?

“Each communication tactic is planned before it is created. The copy outline requires for each communication tactic the identification of the key public, the desired action by the public to contribute to the accomplishment of the plan’s objectives, and the message to be sent to that public to motivate its action. Each of these elements draws the information as it is specified in the strategic plan.”

LAURIE WILSON (AUTHOR OF STRATEGIC PROGRAM PLANNING FOR EFFECTIVE PUBLIC RELATIONS CAMPAIGNS)

1. Involved2. Starting point of basic information problemsopportunities

DEVELOPING A PLAN

Consult with client/management

Problem selling avocados on the East Coast“Youz guyz want me to eat dat avocado? Fugetabatit!”

CALIFORNIA AVOCADO COMMISSION

MORE CUTE BABIES

OrganizationReferencesQuestionsAnalysis of communicationsBrainstormingFocus group interviewsSurveysMedia databasesDemographics

GATHERING INFORMATION

Facts and ideasStart to draw conclusionsOutline your findings for management

“These are the facts I have, this is the situation as I see it; these are the objectives I think we should select, and this is the strategy I suggest.”

ANALYZE THE INFO

1. Situation2. Objectives3. Audience4. Strategy5. Tactics6. Timing7. Budget8. Evaluation

ELEMENTS OF THE PLAN

Summarize the organization’s relations with its public or publics. Why is the program needed?

Note: Unless a client or management is convinced that a campaign is necessary, it is not likely to approve spending money on it.

THE SITUATION

Realistic, achievable and measurable!

Informational Objectives – large percentage of plans

Inform people about nutrition Tell people that sucking down cancer sticks will kill you Generate awareness about new Apple junk Inform the public about water conservation

OBJECTIVES

Motivational Objectives – large percentage of plans

Increase proper nutrition Reducing cancer stick consumption Increase sales of new Apple junk Increase water conservation

Specific, defined audiences or publics

AUDIENCE

Broad concept of the campaign keyed directly to the objectives . The strategy:1. Must reflect the audience’s self-interest.2. Must be expressed in simple terms as a key selling

proposition.

STRATEGY

Strategy

FB Strategy

Making postersBroadcasting PSA’sWriting articles in the

newspaperDistributing pamphlets Information

advertisementsPertinent stories played

on the boob-tubeRadio spots

TACTICS s

Describes, in sequence, the specific activities proposed to achieve each objective. -The "how-to do it"

TACTICS s

3 important considerations :

1. When the campaign will be conducted2. The sequence of activities.3. The reach and frequency of the

message.

CALENDAR

CALENDAR

CALENDAR

2 Categories: Staff Out-of-pocket (OOP)

For a $100,000 campaign done by a PR firm, ~70% goes to salaries and admin fees.

In general, allow about 10% for contingencies – unexpected expenses.

BUDGET

BUDGET

Refers directly to stated objectives.

EVALUATION

SUBMITTING A PLAN FOR APPROVAL

Eight elements of a plan become the sections and content

It is the process by which you determine whether you have met your objectives tle page

Executive SummaryTable of ContentsStatement of principlesCapabilitiesThe eight sectionsConclusion

SUBMITTING A PLAN FOR APPROVAL

Is the situation clearly stated?Right audience?Obtainable?Is the timing right?

FINKTHXBAI