PRSA APR RPIE (33%) 2024/2025.
Four Step Process For Developing a Public Relations Plan
1. Research
2. Planning
3. Implementation
4. Evaluation
Situation Analysis
Situation analyses pull together background information to provide context on a problem
statement.
Unabridged collection of all that is known about a situation, its history, forces operating
it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and actions
related to the problem situation. Includes a communication audit (how do we
communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
EPR pgs. 269-270
Types of Research
• Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
______________
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
______________
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
, 16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Goals
Desired outcome of a plan of action. It is longer term, broad, more global, future
statement of "being."
(Goals may include how an organization is uniquely distinguished in the minds of its
target publics.)
Objectives
Defines what behavior, attitude or opinion you want to achieve from a specific
audience.
Appropriate objectives contain 4 specific elements:
1. Target Public
2. Outcome
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
3. Measurement
4. Target Date
(Appropriately written objective answers question "Is this an impact we need to achieve
in a target public?" If it answers the question "Is this something that needs to be
done by the organization?" then it is a tactic.)
Articulate objectives with verbs that reflect changes in awareness, opinion or behavior:
* recognize, acknowledge, know (awareness);
* favor, accept, oppose, think (opinion); and
* purchase, participate, endorse, discard, write, visit (behavior).
SMART Objectives
1. Specific
2. Measurable
3. Attainable (and Audience)
4. Realistic
5. Time Frame
Outcome Objectives
A change in behavior, awareness, opinion or support. Require high-level strategic
thinking. These are more far-reaching and carry a greater impact. Ideal.
Process Objectives
Serve to "inform" or "educate"
Output Objectives
Measures activities or outputs, such as number of news releases or media placements.
These have no direct value in measuring the effectiveness of a campaign.
Strategy
Four Step Process For Developing a Public Relations Plan
1. Research
2. Planning
3. Implementation
4. Evaluation
Situation Analysis
Situation analyses pull together background information to provide context on a problem
statement.
Unabridged collection of all that is known about a situation, its history, forces operating
it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and actions
related to the problem situation. Includes a communication audit (how do we
communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
EPR pgs. 269-270
Types of Research
• Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
______________
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
______________
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
, 16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Goals
Desired outcome of a plan of action. It is longer term, broad, more global, future
statement of "being."
(Goals may include how an organization is uniquely distinguished in the minds of its
target publics.)
Objectives
Defines what behavior, attitude or opinion you want to achieve from a specific
audience.
Appropriate objectives contain 4 specific elements:
1. Target Public
2. Outcome
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
3. Measurement
4. Target Date
(Appropriately written objective answers question "Is this an impact we need to achieve
in a target public?" If it answers the question "Is this something that needs to be
done by the organization?" then it is a tactic.)
Articulate objectives with verbs that reflect changes in awareness, opinion or behavior:
* recognize, acknowledge, know (awareness);
* favor, accept, oppose, think (opinion); and
* purchase, participate, endorse, discard, write, visit (behavior).
SMART Objectives
1. Specific
2. Measurable
3. Attainable (and Audience)
4. Realistic
5. Time Frame
Outcome Objectives
A change in behavior, awareness, opinion or support. Require high-level strategic
thinking. These are more far-reaching and carry a greater impact. Ideal.
Process Objectives
Serve to "inform" or "educate"
Output Objectives
Measures activities or outputs, such as number of news releases or media placements.
These have no direct value in measuring the effectiveness of a campaign.
Strategy
