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Master of Arts in Communication : Corporate Communication Studies

Course : Strategic PR Plan (141002SPRP06)


elearning.lspr.edu
Session Topic : PR Planning & Strategy
Course: Strategic PR Plan
By Sriati Rusmin M.Si
LSPR eLearning Program
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Hal 3
Part 1 PR Planning
Part 2 Situational analysis
Content
Part1 : PR Planning
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Hal 5
What
is the problem? > Research the issue
does the PR plan seek to achieve? > Set
objectives
should be said? > Define the messages
Who
Should we talk to? > Identify the audience
PR Planning : Basic questions What & Who
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Hal 6
How
Should it be communicated? > decide what
channels and PR techniques to use
Do we know if its worked? > plan
evaluation
PR Planning : Basic questions - How
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Hal 7
What do they have in
common?
PR Planning : Models
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Hal 8
PR Planning : Four stage process
2 - Planning &
Programming
1 - Defining
PR problems
3 - Taking action
& Communicating
4 - Evaluating
the program
SITUATION
ANALYSIS
Whats
happening
now?
STRATEGY :
What should
we do, say,
and why?
EVALUATION
How did we
do it?
IMPLEMENTATI
ON:
How & When
do we do &
say?
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Hal 9
PR Planning : Strategic Planning Pyramid
Actions
Overall Approach
How we know we
have arrived?
What direction we
need to move?
Why we exist?
Should be
specific
Based on: Austin and Pinkleton (2001)
Tactics
Strategy
Objectives
Goals
Mission
:
:
:
:
:
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Hal 10
PR Planning : Another Model
Source: Gregory, A. (2000). Planning and Managing Public Relations Campaigns
Part2 : Situational analysis
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Hal 12
...Conduct situational analysis
Where,
are we now?
do we want to be?
What,
are the issues?
Before formulating your objectives and strategy
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Hal 13
Or EPISTLE : also includes Information, Legal,
green Environment
PEST : Analysis of broad issues which organization has little control over
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Hal 14
SWOT model : An analysis of organization from inside
STRENGTHS
Leadership
Reputation
WEAKNESSE
S
Complacent
Traditional
OPPORTUNI
TIES
Emerging
market
THREATS
Competitors
INTERNAL
EXTERNAL
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Hal 15
You might conduct:
Focus groups
Field reports from sales force
Audit stakeholders
Media audit
Monitor online environment
Ask committees, hold open panels
Researching the publics attitudes
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Hal 16
Objectives represent the specific knowledge,
opinion, and behaviour outcomes to be achieved
Objectives should:
Give focus & direction for developing strategies
and tactics
Provide guidance and motivation to those
implementing the plan
Example of a poorly worded objective:
To prepare a new brochure about recycling
Setting objectives
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Hal 17
Begin with To, followed by a verb
describing the direction to the intended
outcome
Specify the outcome to be achieved : peoples
understanding, feelings, and behaviors
Outline the magnitude of change or level to
be maintained in measurable terms
Set a target date for when the outcome will be
achieved
Writing measurable objectives
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Hal 18
SMART : Specific-Measurable-Achievable-Relevant-
Time-based goals
Examples:
Increase awareness from 35% to 50% within eight weeks
of the campaign launch among 25-45 year old ABC1
women
Position the service as the friendliest on the market within
a 12-month period among 70% of heavy chocolate users
Maintain brand xx as the preferred brand of
photocopiers among at least 50% of current UK buyers
within 12 months of launch
SMART : Objectives & Examples
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Hal 19
Groups
Are not homogenous.
Can not always reach all!
Publics
Be specific when identifying publics.
Can be: Internal and/or external; Latent, aware,
active
Media targets : can only be identified after youve
identified target audience!
Identifying publics
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Hal 20
Public / Stakeholder
COMPANY
COMMERCIAL
Customers
Competitors
OVERSEAS
Customers
Governments
Business partners
GOVERNMENT
Local
governments
PUBLIC
Opinion formers
Media
Community
FINANCIAL
Media
City
Banks
INTERNAL
Employees
Unions
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Prioritizing publics
Keep Satisfied Key Players
Minimal Effort Keep Informed
High
Low
Low High
Level of Interest
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Prioritizing internal publics
Unclear about strategy but
willing to help.
Around 50% of
employees do not know
what the strategy is.
Clear and willing.
These people are hot
shots warm to
company aspirations and
fired up to achieve them.
Unclear and unwilling.
Not sure about where
company is going, but
drag their feet anyway.
Clear but disagree.
Resist because they
disagree.
High
Low
Low High
Clear about Direction
Focus should
be made on
people who
are unclear
about strategy
but who are
willing to help
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Course : Strategic PR Plan (141002SPRP06)