rseSyllabusCourse planforarealclient.Realclientscanincludeafor- ‐profitandanon- ‐profitorganization.Ifstudentschooseanon- lasnon- siness.Course Goals and Student Learning ld.Studentsshouldgainknowledgein: Creativeproblemsolving. nsplanfora“real”client. Effectivepresentationofideastomanagement. Managementofmulti- ‐facetedpublicrelationsprograms.

ionalandethicalpublicrelations. PeerEvaluation100Totalpoints:300270- ‐300 A239- ‐269 B208- ‐238 C177- ‐207 DBelow176 FStudentsmustearnaCtopassthecourse.

ssigned4 sion,strategy&tacticsassigned6 ationsplans


mponentsofapublicrelationsplanare:u SituationAnalysisu Problem,ChallengeorOpportunityStatementu Goalu PrimaryFocus(Audience)u Objectiveu Strategyu Activityu Timelineu Budgetu inastory- currentstatebasedona

eisaproblem,orwehaveachallenge tructoratclass3.

Chapter 5Defining Components of PublicRelations Plans andRules for Writing Them

Public Relations Plansu Verbal or writtenu Vary from organization to organizationu 10 Clearly defined components

10 Components of PR Plansu Situation Analysisu Problem, Challenge, Opportunity Statementu Goalu Primary Focus (Audience)u Objectiveu Strategyu Activityu Evaluationu Timelineu Budget

Situation Analysisu This is important because it assures thereader and accurate understanding ofthe situation from which to develop aplanu It demonstrates your depth ofknowledge of the organizationu Focused investigation of internal andexternal factors

Rules for Writing cont’u Write the statement in a story telling format,describe how the situation developed andreached a point requiring public relationsactionu The statement must lead up to providing acompelling argument for public relationsactionu The statement must be complete andaccurate but must not place blame

Situation Analysis cont’u Tell a storyu Describe the development of thesituation from its origin to its currentstate based on a thoughtful review ofthe informationu This might be where you recommendresearch

Rules for Writingu It is your analysis of the situationu Write the analysis in a conversationalstyleu Present your analysis in a storytellingformatu Include media history and current mediacoverage

Rules for Writing cont’u Should provide a compelling argument fortaking actionu Should be forthright aboutproblems,weaknesses, and mistakes butdon’t place blameu Should not include solutions or suggestionsbut should provide a strong argument forpublic relations action

Problem,Challenge orOpportunity Statementu Situation analysis ends with a statementdescribing a problem, challenge oropportunityu It tells what the situation is and whypublic relations should be seriouslyconsideredu Statement should be written afterinformation has been gathered and thesituation has been analyzed

Problem cont’u Statement must focus oncommunicating with peopleu It should show that a situation existsthat warrants public relations action andan expenditure of resourcesu Statement is a call to action

Rules for Writingu Label the statement as a problem,challenge or opportunity statementu Write the statement in a conversationalstyleu Begin the statement by identifying thenature of the situation: “There is aproblem We have a challenge

rs.Dependingonthecaseitmaybepublic,privateornon- s.


Goal The condition or state of being describedas if it has already been achieved.

Why is the goal important toreviewers? Vision of a desired position or conditionA target from which to organize resourcesUse “to be”Verification that the plan is focusedcorrectly Provide a measurement of success

Rules for Writing a Goal Focus on a single aim State the goal in a single sentence andavoid the temptation of telling what mustbe done to achieve it Describe the ultimate condition or state ofbeing desired For the medical center to be serving 50additional patients

Rules cont’ What do you want the ultimate condition tobe as a result of having executed thepublic relations plan successfully? Avoid using an objective for a goal

Primary Focus (Audience) Focus is on people, individuals comprisingan organization Business, community, activist, student orgovernment leader Public, private, non-profit Employees, members of organizations

Rules for Writing Make the focus peopleDescribe the entitiesExplain why each entity is the focus of the planProvide demographics of each entityWhat does each entity have to gain from theplan

Lecture4- ‐ObjectivesInsertSlides18- ment:Thestudentsshouldsubmittheobjectivesinclass5.

Objective What must be done With whom Why such action is necessary

Part One Tells what action is to be taken Preceded by to To provide complete information

Part 2 Tells with whom the action is to be taken Includes a target audience To provide complete information to journalists

Part 3 Tells the purpose of the objective To provide complete information to journalists so they areable to write articles based on accurate facts and figures Measurable outcome-Did journalists publish articles?

Rules for Writing An objective must have three partsTells what action is to be takenMust be preceded by the word toTells with whom the action is to be takenTells why taking action with a particular target audience isnecessary

Rules cont’ An objective must be measurableAn objective must be achievableAn objective may include target date or deadlineOnly include targets over which the plan developer hascomplete control

Examples Work on many levels of the problem simultaneously todeliver a “cannon shot” impact that is deep and longlasting Generate publicity that strongly links Box of Snaps withbaseball and highlights new “prize inside” series.

Examples To generate publicity that in the minds of Major LeagueBaseball fans strongly links Box of Snaps with baseballand raises an interest in the new “prize inside” series sothat more fans buy Box of Snaps.

Lecture5StrategiesandTacticsInsertslides3- y/TacticPowerPointSlides1- skitsandmore.


6. StrategyDescribe how you will achieve yourplan’s objectives

Objectives: Must have a strategy or two or three todemonstrate how you are carrying outthe objectives.

Strategy RealisticTimeEnergyPersonnelExpertiseFinancial resources available

Strategy Can state key themes or messages thatwill be used throughout the campaign. Review the rules of persuasion How does an idea become a convictionto act on an idea, what are the steps? Figure 5.3 and 5.4

Rules for Writing Should describe how an objective isgoing to be accomplished May include a discussion of persuasivetechniques May include a discussion of messagesor themes

Rules cont’ This is the place for creativity-aplatform for presenting ideas that planreviewers have not considered Details of a strategy are presented asactivities or tactics

Objective To present plans effectively forexpanding the airport so thatcommunity residents support theproject. Strategy-Making a publicannouncement through a newsconference.

Activity/TacticPuts the strategy intoaction

Activities/Tactics :» One or more activities to implementa strategy» Can include communications toolslike brochure, newsletter, website,event» Must describe what the device is aswell as its purpose

Activity/Tactic» Should provide reviewers with adetailed strategic sequence ofmoves necessary to carry out astrategy

Rules for Writing» Detailed steps to be taken to carryout a strategy» Not a to do list» Not a skeleton list of communicationtools» Series of strategic moves» Should provide completeinformation.

Lecture6Timeline,Budget&EvaluationSlides:1- campaign.Theclientallocated nFacebookshouldbedeterminedetc.

PublicRela onsCampaignPlanningTimelineBudgetEvalua on

TimelineBuy ContestAdvertisements & EventPrep January 2015Web & TVPromosBeginCastingContest June July 2015 September 2015GameAnnounced &Social MediaBeginsConcert &Expo DemoBooths June 2015 July, August, September2015


EVALUATION Revieweachstrategy Decidehowyouwillevaluatethepublicrela onsplanonceitisexecuted Events Mediaoutreach SocialMediacampaign


PR199 Campaign ManagementPRESENTATION EVALUATION SHEETCLIENT:TEAM:Preparation of Group(Group well rehearsed)(20 points)Presentation Well Organized & Easy to Follow(10 points)Quality of Visual Aids (10 points)Presentation is persuasive, group has sales ability.(20 points)Presentation contains creative strategies and tactics.(20 points)Group responds well to questions. (20 points)TOTAL (100 Points Maximum)90-100 A, 80-89 B, 70 to 79 C, 60 to 69 D,Under 60 F


Strategy ! Activity ! Evaluation ! Timeline ! Budget . Situation Analysis ! This is important because it assures the reader and accurate understanding of the situation from which to develop a plan ! It demonstrates your depth of knowledge of