PR Planning Foundations

Why is planning important in public relations?

Transcript

1. “ V I S I O N W I T H O U T E X E C U T I O N I S H A L L U C I N AT I O N . ” ! E d i s o n
2. W H Y P L A N ?
3. P R P L A N N I N G P R O C E S S 1 . D e f i n i n g P R P ro b l e m s “ W h a t i s h a p p e n i n g n o w ? ” S i t u a t i o n A n a l y s i s 2 . P l a n n i n g & P ro g r a m m i n g “ W h a t s h o u l d w e d o a n d s a y, a n d w h y ? ” S t r a t e g y 4 . E v a l u a t i n g t h e P ro g r a m “ H o w d i d w e d o ? ” A s s e s s m e n t 3 . Ta k i n g A c t i o n “ H o w & w h e n d o w e s a y i t ? ” I m p l e m e n t a t i o n
4. S I X B L I N D M E N & A N E L E P H A N T
5. H O W D O E S T H AT PA R A B L E R E L AT E T O R E S E A R C H I N P U B L I C R E L AT I O N S ?
6. Research & analysis help us define the problem & think strategically. Someone has to make a value judgement that something is wrong, could be soon or could be better (and that someone is likely you).
7. “ T H E P L A N I S N O T H I N G . P L A N N I N G I S E V E RY T H I N G . ” ! E i s e n h o w e r
8. Predicting/ establishing a goal. S T R AT E G I C T H I N K I N G : Determining forces that will help or hinder. Y O U ’ R E M A K I N G T O M O R R O W ’ S D E C I S I O N S T O D AY
9. W H AT ’ S T H E R I S K O F N O P L A N ?
10. “ I F Y O U D O N ’ T H AV E I N F O R M AT I O N T O B R I N G T O T H E TA B L E , Y O U D O N ’ T G E T I N V I T E D T O T H E TA B L E . ”
11. T R U E S T R AT E G I C P L A N N E R S T H I N K B E Y O N D P U B L I C R E L AT I O N S
12. “ I N E E D P R P E O P L E AT M Y S I D E , N O T I N M Y WA K E . ” ! R o b e r t E . A l l e n C E O , C h a i r m a n AT & T
13. S O W H Y D O E S N ’ T P L A N N I N G H A P P E N 1 0 0 % O F T H E T I M E ?
14. O B S TA C L E S : • Failure to include the PR pro in deliberations that result in new programs or policies • Absence of clearly agreed-upon objectives • Inadequate time • Frustration and delays getting approvals and coordinating with other departments
15. D E S P I T E T H E O B S TA C L E S … T H E P R M A N A G E R I S E X P E C T E D T O : • Manage threats from the environment. • Enhance the organization’s competitive edge. • Protect and build the organization’s reputation.
16. “ B U I L D I N G S D E P R E C I AT E , PAT E N T S E X P I R E , B U T, P R O P E R LY M A N A G E D , A C O M PA N Y ’ S N A M E A N D R E P U TAT I O N G R O W I N VA L U E E V E RY Y E A R . ”