Failure to Plan is a Plan for Failure

How many times have you heard that one before? We’re told all our lives to plan ahead. Plan ahead in highscool so we can get to college so we can get to adulthood so we can start a family, yada, yada, yada. What is always true of planning, is that it requires an action. Planning looks different every single time. We plan for college by making good grades in high school and developing (hopefully) good study habits.

The same thinking is true for Public Relations. In PR, planning must be strategic, creative, and pay close attention to reaching key audiences.
One classic approach to planning for PR is the management by objective model. This systematically categorizes objectives, communication strategies, audiences, and the essence of the message. PR firms often have their own planning models which include market research, demographic segmentation of target audiences, and establishment of key messages.

Program Planning: This can either be a brief outline or an extensive document which explains what needs to be done and how the firm will accomplish it. A PR plan, at the very least, should include:
-situation/opportunity
-objectives
-audiences
-strategy
-tactics
-calendar or timeline
-budget
-evaluation

Chapter 6: Public Relations: Strategies and Tactics (9th ed.) by Glen T. Cameron and Dennis L. Wilcox.

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