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Public Relations:
Strategies and Tactics
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

Program Planning
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

Session Objectives
Understand the value of the planning
process
Identify the elements of a plan
Describe two approaches to planning
Provide a rationale for including each
element of a plan
Describe the essentials of each element
of a plan

The Value of Planning
 The second step in the public relations process
is planning
 The organization starts making plans to do
something about an issue or situation
 Public relations planning should be strategic
 It sets the organization’s direction proactively,
avoiding ‘drift’ and routine repetition of activities

Approaches to Planning
 2 main approaches
Management by
Objective (MBO)
Agency Planning
Model
 Both approaches
emphasize asking and
answering questions
to generate a
roadmap for success

Management by Objective
 Client/employer objectives
 Audience/publics
 Audience objectives
 Media channels
 Media channel objective
 Sources and questions
 Communication strategies
 Essence of the message
 Nonverbal support

Agency Planning Model
 Facts
Category facts
Product/service issues
Competitive facts
Customer facts
 Goals
Business objectives
Role of public relations
Sources of new
business
 Audience
Target audience
Current mindset
Desired mindset
 Key message
Main point

Elements of a Program Plan
 Identifies what is to be done, why, and how
to accomplish it
 The plan accounts for 8 basic elements
Situation
Objectives
Audience
Strategy
Tactics
Calendar/timetable
Budget
Evaluation

Situation
 3 traditional situations often prompt a
public relations program
To overcome a problem or negative situation;
To conduct a specific, one-time project to
launch a new product or service
To reinforce an ongoing effort to preserve its
reputation and public support

Objectives
 A stated objective should be evaluated by
asking
Does it really address the situation?
Is it realistic and achievable?
Can success be measured in meaningful terms?
 2 categories
Informal Objectives
Motivational Objectives

Audience
 Programs should be directed toward defined
audiences/publics
 Market research can identify key publics by
demographics
 Many campaigns have multiple audiences
 In general, mass media outlets are channels to
reach defined audiences

Strategy
 Provides guidelines and key message themes
for the overall program
 Offers rationale for planned actions and program
components
 Defines key messages

Tactics
 The nuts-and-bolts or tactical part of the plan
 Describe the specific activities that put each
strategy into operation and help to achieve the
stated objectives
 Most visible part of any plan
 Involves using various methods to reach target
audiences with key messages

Categorizing Tactics

Calendar/Timetable
 The timing of a campaign
 Scheduling of tactics
 Compiling a calendar

Budget
 Divided into two categories
Staff time
Out-of-pocket (OPP) expenses
 Staff and administrative time takes as much as
70% of budget
 OOP expenses include collateral materials
 Allow 10% of budget for unexpected costs

Evaluation
 Relates directly back to the stated objectives of
the program
 Evaluation criteria should be realistic, credible,
and specific
 A plan’s evaluation section should restate the
objectives and then name the evaluation
methods to be used

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