Public Relations Planning

Unit III
 The Tools of PR
 Press Releases
 Fact Sheets
 Press Kits
 Video News Releases
 Employee/member Relation Programme
 Community Relations Programme
 Financial relations Programme
 Events
 Publications
 Developing A PR Plan
 PR Objectives
› Build awareness
› Build credibility
› Stimulate channel members and sales force
 Message and Vehicles i.e. media and money
 Implementation i.e. lobbying
 Evaluation
› Number of exposures carried by the media.
› Awareness/knowledge/attitude change.
› Sales and profit contribution.
› Image of the organization.
 Problems and Issues in PR
 Issues i.e. 7Cs
› Creditability (of information)
› Context (not contradict the message)
› Content
› Clarity
› Continuity and Consistency
› Channels
› Capability (of audience)
 SWOT and PEST Analysis
 It is an abbreviation for Strength, Weakness, Opportunity and
Threat.
 It is also known as “Situational Analysis.”
 SWOT Analysis is base for strategy formulation.
 It has proven to be the most enduring analytical technique
used in strategic management.
 It can be analyzed in two aspects i.e. EFAS (External Factor
Analysis) & IFAS ( Internal Factor Analysis Summary).
› EFAS+IFAS=SFAS (Strategic Factor Analysis Summary)
 PEST is an abbreviation for Political-legal, Economical,
Socio-cultural and Technology.
 Strategic Planning Steps
 Step1- Define Organization’s Vision, Mission, Objectives,
Strategies
› Vision- It states where the organization wants to be in the long
run.
› Mission- It states the reason for existence of the organization i.e.
defines the product, market & competitive scope of the
organization for the long-term.
› Objectives- They are desired outcomes.
› Strategies- They are board action plans for achieving objectives.
 Step 2- SWOT Analysis
 Step 3- Match Strengths with Opportunities