Just trying to RELATE…


Relections of a PR student…chapter.six

Posted in Assignments by meshae on May 3, 2009
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Proper planning is very important in the Public Relations process and is actually the second step in the process.

My Intro to Public Relations book gives an acronym for the Public Relations process. RACE stands for Research, Action, Communication and Evaluation. Planning is the equivalent of “action.”

In order to successfully complete a campaign or satisfy a client, a PR practitioner must be able to plan out a campaign after identifying the problem/challenge. To accomplish the company’s goals, the PR agency must put great thought into a sequence of tasks that will give the best result.

Having “strategy” is the key to an accurate plan. Planning also involves the use of several different media tools, like news releases, media kits and press conferences.

The book’s text compares the task of planning a PR campaign to putting together pieces in a jigsaw puzzle. Once research is done, the pieces of the puzzle are ready to be put together. There are two approaches the planning stage.

The first approach mentioned in the text is Management by objective (MBO). This approach is very specific and focuses on the organization’s set objectives. The second approach is a strategic planning model. These building blocks provide a clear background for clients and PR agents by asking detailed questions.

A PR plan identifies what needs to be done, why it needs to be done and how to accomplish it. Though some vary, most PR plans are structured by the following 8 elements:

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

To finalize the planning stage, the listed elements must be included and thoroughly investigated.

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