Public Relations Program Planning
Koji Fuse, Ph. D
Asst. Professor of Public Relations
School of Journalism and Mass Communication
Drake University
Des Moines, Iowa
March 5, 2007
The public relations process is cyclical
Four steps of the pr process overlap
Research continues throughout the pr process
Impact Assessment Benchmarks Model
Before- After Comparison
Research planning
Communication
Evaluation
Strategic Planning
Why planning?
To keep our actions in line with the org’s value, mission and goals.
To proactively manage issues rather than just react to them.
To understand what we know and what we don’t know.
To build consensus
To effectively manage organizations resources.
Strategic Planning 2
Campaign Plan
GOST : (Goals, objectives, strategic, and tactics)
Target publics
Key messages
Target media
Timeline
Budget table
Evaluation plan
*Plus*
Rationale for some sections
- (Look at GOST- 1) Hierarchy Structure
-You have to start with a goal, not with tactics!!!
GOST 2
1. Goals
To Infinitive
A summative statement that specifies the overall outcome of the program, provides the direction
Stated in general terms and lacks measure
Examples:
-Reputation
-Relationship
-Tasks
GOST 3
2. Objectives
-To infinitive
-A short term, specific knowledge, opinion
-Behavioral outcome to be achieved for each well-defined public pinpoints
GOST 4
(Objectives Cont’d)
Criteria for Good objectives:
Rooted in goal
Focused on publics
Impact oriented: cognitive, affective or conative (easiest to achieve): change behavior
Linked to research: Grounded in research
Explicit: The criterion outcome, not the process.
Measurable: What percentage?
Time frame
Singular
Challenging but attainable
Acceptable
-Not easy to change people’s behavior!
- (MBO) Management by Objectives: systematic objection
GOST 5
2. Objectives, cont’d
Examples:
Cognitive- to decrease the percentage of real estate professional who think our prepayment. Cont’d
Affective
Conative
GOST 6
3. Strategies
Active Verb
An overall concept, approach or general plan for the program to achieve the objectives
Action strategies and communication strategies
Examples:
Form alliances with customers and consumers advocates focused on eh safety of children’s toys
Get factory workers involved in the production line decision making process focused on the quality of products
GOST 7
4. Tactics
Active Verb
A concrete recommended action or decision taken to implement a strategy
Brief description, deadline, budget , special requirements, and supervisor
Examples:
Address the November meeting of the city’s Hispanic of Commerce
Hold the Appreciation day dinner party that also invites factory workers
Target Publics
Best to put after the goal
Typology of publics:
Primary Publics: Directly affected by the actions or planned activities of an organization
Intervening publics gatekeepers): Stand between a practitioner and a primary public
Special Publics: Organized groups generally with a set of bylaws and regular meetings. Have high credibility with a primary public in specific subject areas
Key Messages:
Best put after GOST
Basic ideas that public relations campaign organizers want members of their target publics to remember as a result of receiving the communication
Should be included in every message…
CONT’D
Target Media
Uncontrolled Media: Newspaper, magazines, TV, radio
Controlled Media: newsletter, pamphlets, and booklets, direct mail, POP displays, outdoor and transit posters, the internet, advertising specialties, etc.
List of media and outlets and rationale
Detailed contact info. in an appendix
Diffusion of innovations: Pg. 158 of Baskin O Aronoff, C. & Lattimore, D. (1997). P.R.: The profession and the practice (4th Ed.). Boston :McGraw Hill
Timeline
Timeline of actions specified with the exact dates in each monthly table
Gantt Chart or PERT (Program Evaluation and Review Technique) Network Analysis put in an appendix: Pg 136-139 of BASKIN
Budget Table
Must be accurate down to the Penny
Required resources, unit prices, quantities and totals
Ten percent to contingency
Evaluation Plan
-Three types of evaluation Research
Implementation checking: Checks if target publics are researched
In-Progress monitoring: Monitors the degree of progress at reg. intervals during program
Outcome Evaluation: Evaluates the programs end results against objectives
Real World Examples -1:
(Good) National Cattleman’s Beef Association
The USDA announced on Dec. 23 2003, that a cow located in Washington State tested positive for BSE
Quantitive tracking survey, focus groups, and media coverage
Real World Examples- 2:
(Bad) W.R. Grace & Co. and A Civil Action (1998)
· Aggressive approach against Disney movie that dealt with a lawsuit 12 years ago
· No research; bad communications with the employees and the community
· Heavy media coverage about the trial
Koji Fuse, Ph. D
Asst. Professor of Public Relations
School of Journalism and Mass Communication
Drake University
Des Moines, Iowa
March 5, 2007
The public relations process is cyclical
Four steps of the pr process overlap
Research continues throughout the pr process
Impact Assessment Benchmarks Model
Before- After Comparison
Research planning
Communication
Evaluation
Strategic Planning
Why planning?
To keep our actions in line with the org’s value, mission and goals.
To proactively manage issues rather than just react to them.
To understand what we know and what we don’t know.
To build consensus
To effectively manage organizations resources.
Strategic Planning 2
Campaign Plan
GOST : (Goals, objectives, strategic, and tactics)
Target publics
Key messages
Target media
Timeline
Budget table
Evaluation plan
*Plus*
Rationale for some sections
- (Look at GOST- 1) Hierarchy Structure
-You have to start with a goal, not with tactics!!!
GOST 2
1. Goals
To Infinitive
A summative statement that specifies the overall outcome of the program, provides the direction
Stated in general terms and lacks measure
Examples:
-Reputation
-Relationship
-Tasks
GOST 3
2. Objectives
-To infinitive
-A short term, specific knowledge, opinion
-Behavioral outcome to be achieved for each well-defined public pinpoints
GOST 4
(Objectives Cont’d)
Criteria for Good objectives:
Rooted in goal
Focused on publics
Impact oriented: cognitive, affective or conative (easiest to achieve): change behavior
Linked to research: Grounded in research
Explicit: The criterion outcome, not the process.
Measurable: What percentage?
Time frame
Singular
Challenging but attainable
Acceptable
-Not easy to change people’s behavior!
- (MBO) Management by Objectives: systematic objection
GOST 5
2. Objectives, cont’d
Examples:
Cognitive- to decrease the percentage of real estate professional who think our prepayment. Cont’d
Affective
Conative
GOST 6
3. Strategies
Active Verb
An overall concept, approach or general plan for the program to achieve the objectives
Action strategies and communication strategies
Examples:
Form alliances with customers and consumers advocates focused on eh safety of children’s toys
Get factory workers involved in the production line decision making process focused on the quality of products
GOST 7
4. Tactics
Active Verb
A concrete recommended action or decision taken to implement a strategy
Brief description, deadline, budget , special requirements, and supervisor
Examples:
Address the November meeting of the city’s Hispanic of Commerce
Hold the Appreciation day dinner party that also invites factory workers
Target Publics
Best to put after the goal
Typology of publics:
Primary Publics: Directly affected by the actions or planned activities of an organization
Intervening publics gatekeepers): Stand between a practitioner and a primary public
Special Publics: Organized groups generally with a set of bylaws and regular meetings. Have high credibility with a primary public in specific subject areas
Key Messages:
Best put after GOST
Basic ideas that public relations campaign organizers want members of their target publics to remember as a result of receiving the communication
Should be included in every message…
CONT’D
Target Media
Uncontrolled Media: Newspaper, magazines, TV, radio
Controlled Media: newsletter, pamphlets, and booklets, direct mail, POP displays, outdoor and transit posters, the internet, advertising specialties, etc.
List of media and outlets and rationale
Detailed contact info. in an appendix
Diffusion of innovations: Pg. 158 of Baskin O Aronoff, C. & Lattimore, D. (1997). P.R.: The profession and the practice (4th Ed.). Boston :McGraw Hill
Timeline
Timeline of actions specified with the exact dates in each monthly table
Gantt Chart or PERT (Program Evaluation and Review Technique) Network Analysis put in an appendix: Pg 136-139 of BASKIN
Budget Table
Must be accurate down to the Penny
Required resources, unit prices, quantities and totals
Ten percent to contingency
Evaluation Plan
-Three types of evaluation Research
Implementation checking: Checks if target publics are researched
In-Progress monitoring: Monitors the degree of progress at reg. intervals during program
Outcome Evaluation: Evaluates the programs end results against objectives
Real World Examples -1:
(Good) National Cattleman’s Beef Association
The USDA announced on Dec. 23 2003, that a cow located in Washington State tested positive for BSE
Quantitive tracking survey, focus groups, and media coverage
Real World Examples- 2:
(Bad) W.R. Grace & Co. and A Civil Action (1998)
· Aggressive approach against Disney movie that dealt with a lawsuit 12 years ago
· No research; bad communications with the employees and the community
· Heavy media coverage about the trial
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