Good planning

1. VS Good planning Bad Planning S: 30s Mute: 35s

2. Planning Programs and Campaigns Ch. 18

3. Primary Focus Media Techniques • News Releases • Feature Placements • Publicity Photos • Video Clips • Online Newsrooms • Satellite Media Tours • Media Relations • Newsletters • Speeches

11. Blueprint Why so detailed? Nananananananananananananananana

12. Laurie Wilson (Author of Strategic Program Planning for Effective Public relations Campaigns) “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.”

13. Developing a plan Consult with client/management 1. Involved 2. Starting point of basic information • problems • opportunities

14. California Avocado Commission Problem selling avocados on the East Coast “Youzguyz want me to eat dat avocado? Fugetabatit!”

15. More Cute Babies

16. Gathering Information • Organization • References • Questions • Analysis of communications • Brainstorming • Focus group interviews • Surveys • Media databases • Demographics

17. Analyze the Info • Facts and ideas • Start to draw conclusions • Outline 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.”

18. Elements of the Plan • Situation • Objectives • Audience • Strategy • Tactics • Timing • Budget • Evaluation

19. The Situation 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.

20. Objectives 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 Motivational Objectives – large percentage of plans • Increase proper nutrition • Reducing cancer stick consumption • Increase sales of new Apple junk • Increase water conservation

21. Audience Specific, defined audiences or publics

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

23. Tactics s Describes, in sequence, the specific activities proposed to achieve each objective. -The "how-to do it" • Making posters • Broadcasting PSA’s • Writing articles in the newspaper • Distributing pamphlets • Information advertisements • Pertinent stories played on the boob-tube • Radio spots

24. Tactics s

25. Calendar 3 important considerations: • When the campaign will be conducted • The sequence of activities. • The reach and frequency of the message.

26. Calendar

27. Calendar

28. Budget 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.

29. Budget

30. Evaluation Refers directly to stated objectives.

31. 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 Summary • Table of Contents • Statement of principles • Capabilities • The eight sections • Conclusion

32. Submitting a Plan for approval Is the situation clearly stated? Right audience? Obtainable? Is the timing right?

33. kthxbai FIN