Chapter 6: Program Planning

This chapter discusses planning in terms of Management by Objective which is said to provide focus and direction for formulating strategy to achieve specific organizational objectives. The following steps were given as a planning checklist that provides the basis for strategic planning. 1.Client/employer objectives 2.Audience/publics 3.Audience objectives 4. Media channels 5. Media channel objectives 6.Sources and questions 7.Communication strategies 8. Essence of the message 9.Nonverbal support.

Next concept I found helpful comes from Ketchum’s “Strategic Planning Model for Public Relations”. The plan includes:
Facts: Category facts, product/service issues, competitive facts, customer facts
Goals: Business goals, role of public relations, sources of new business
Audience: Target audience, current mind-set, desired mind-set

Finally the book discusses in detail the eight basic elements of a public relations plan. They include:
1.Situation
2.Objectives
3.Audience
4.Strategy
5.Tactics
6.Calendar/Timetable
7.Budget
8.Evaluation

This information comes from Public Relations:Strategies and Tactics

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March 27, 2009. Reading Notes.

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