PUBLIC RELATIONS AS A PLANNED COMMUNICATION.
PUBLIC RELATIONS PROGRAMME
A programme is a set of structured activities. A "PR programme" typically refers to a Public Relations
program or campaign. A PR programme involves planned and coordinated efforts to enhance reputation,
build relationships, and maintain a positive image.
REASONS FOR PLANNING PR PROGRAMMES
✓Planning PR programmes focuses effort and eliminates unnecessary work. By having a well-defined plan,
resources can be allocated efficiently, avoiding wasted time and resources on low- priority tasks.
✓Planning improves effectiveness and goal achievement. A structured plan ensures that all PR efforts are
aligned with specific objectives from the outset, enhancing the likelihood of successful outcomes.
✓Planning encourages forward thinking and prepares for change. By carrying out a thorough examination
of future needs and potential risks, it enables organization to adapt and manage change effectively.
✓Planning minimizes unfortunate accidents and prepares for contingencies. This is done by considering
potential scenarios and preparing contingency plans. PR professionals can mitigate unforeseen challenges
and minimize disruptions to the programmes.
✓Effective planning allows PR practitioners to demonstrate that programme objectives were achieved
within budget. This showcase the efficiency and effectiveness of their efforts.
✓ planning reconciles conflicts. Putting together a comprehensive PR plan means that potential difficulties and
conflicts have to be thought through in the planning stage.
✓ Planning minimises mishaps. Thinking through potential scenarios means that most eventualities can be covered
and contingency plans put in place.
✓ planning demonstrates value for money. Planners can show they have achieved programme objectives within
budget, and past achievements also help the planner argue for future resourcing.
, PUBLIC RELATIONS AS A PLANNED COMMUNICATION(CONT’D)
CUTLIP’S (2000) PLANNING MODEL
Cutlip’s (2000) planning model has four steps that outline four stage involved in planning process. It encourages strategic
communication, and enphasise on research and evaluation. The four steps follows each other is succession. These stages are;
✓ Defining the public relations problems. Initial phase of Cutlip’s planning model involves defining the public relations
problems and understand the organisations current situation. It involves identifying PR challenges, recognizing
opportunities and conducting a thorough analysis of the overall scenario. It involves collecting information through
research to fully understand the situation. This may be done through surveys, interviews, media analysis, or social
listening. Eg. : A company receives negative media coverage due to a faulty product , research is done to understand the
public perception and scope of the damage.
✓ Setting Objectives. In second stage, specific PR objectives are established based on the insights gathered during the
situation analysis. Strategies are then devised to achieve these objectives. The plan outlines the key messages, channels
and activities that will be employed to effectively communicate with the target audience. Eg. Plan a campaign to rebuild
customer trust, including press conferences, digital media campaigns, and customer engagement initiatives.
✓ Implementation stage. The next stage involves the implementation of the strategies. This entails coordinating and
executing PR activities as per the strategies tactics set out in the plan. Communication materials are developed, events are
organized and outreach to various media platforms is carried out. In this stage, coordination and consistency are important.
Ensure that messages are delivered effectively through the right media. Eg. Roll out the apology campaign, launch a
product recall, and distribute press releases.
✓ Evaluation stage. The final phase revolves around assessing the effectiveness of the PR programme. This includes
monitoring media coverage, conducting surveys or focus groups and measuring outcomes against the predefined
objectives. Evaluation helps improve future PR programs and shows accountability. Eg. Did customer trust improve? Were
media sentiments more positive? Were objectives met?
ICM SAMPLE QUESTION
March 2028: Q1a) Outline five reasons for planning public relations (PR) programmes. ( 10 Marks)
b) Describe Cutlip’s (2000) planning model in the context of public relations. (10 Marks)
PUBLIC RELATIONS PROGRAMME
A programme is a set of structured activities. A "PR programme" typically refers to a Public Relations
program or campaign. A PR programme involves planned and coordinated efforts to enhance reputation,
build relationships, and maintain a positive image.
REASONS FOR PLANNING PR PROGRAMMES
✓Planning PR programmes focuses effort and eliminates unnecessary work. By having a well-defined plan,
resources can be allocated efficiently, avoiding wasted time and resources on low- priority tasks.
✓Planning improves effectiveness and goal achievement. A structured plan ensures that all PR efforts are
aligned with specific objectives from the outset, enhancing the likelihood of successful outcomes.
✓Planning encourages forward thinking and prepares for change. By carrying out a thorough examination
of future needs and potential risks, it enables organization to adapt and manage change effectively.
✓Planning minimizes unfortunate accidents and prepares for contingencies. This is done by considering
potential scenarios and preparing contingency plans. PR professionals can mitigate unforeseen challenges
and minimize disruptions to the programmes.
✓Effective planning allows PR practitioners to demonstrate that programme objectives were achieved
within budget. This showcase the efficiency and effectiveness of their efforts.
✓ planning reconciles conflicts. Putting together a comprehensive PR plan means that potential difficulties and
conflicts have to be thought through in the planning stage.
✓ Planning minimises mishaps. Thinking through potential scenarios means that most eventualities can be covered
and contingency plans put in place.
✓ planning demonstrates value for money. Planners can show they have achieved programme objectives within
budget, and past achievements also help the planner argue for future resourcing.
, PUBLIC RELATIONS AS A PLANNED COMMUNICATION(CONT’D)
CUTLIP’S (2000) PLANNING MODEL
Cutlip’s (2000) planning model has four steps that outline four stage involved in planning process. It encourages strategic
communication, and enphasise on research and evaluation. The four steps follows each other is succession. These stages are;
✓ Defining the public relations problems. Initial phase of Cutlip’s planning model involves defining the public relations
problems and understand the organisations current situation. It involves identifying PR challenges, recognizing
opportunities and conducting a thorough analysis of the overall scenario. It involves collecting information through
research to fully understand the situation. This may be done through surveys, interviews, media analysis, or social
listening. Eg. : A company receives negative media coverage due to a faulty product , research is done to understand the
public perception and scope of the damage.
✓ Setting Objectives. In second stage, specific PR objectives are established based on the insights gathered during the
situation analysis. Strategies are then devised to achieve these objectives. The plan outlines the key messages, channels
and activities that will be employed to effectively communicate with the target audience. Eg. Plan a campaign to rebuild
customer trust, including press conferences, digital media campaigns, and customer engagement initiatives.
✓ Implementation stage. The next stage involves the implementation of the strategies. This entails coordinating and
executing PR activities as per the strategies tactics set out in the plan. Communication materials are developed, events are
organized and outreach to various media platforms is carried out. In this stage, coordination and consistency are important.
Ensure that messages are delivered effectively through the right media. Eg. Roll out the apology campaign, launch a
product recall, and distribute press releases.
✓ Evaluation stage. The final phase revolves around assessing the effectiveness of the PR programme. This includes
monitoring media coverage, conducting surveys or focus groups and measuring outcomes against the predefined
objectives. Evaluation helps improve future PR programs and shows accountability. Eg. Did customer trust improve? Were
media sentiments more positive? Were objectives met?
ICM SAMPLE QUESTION
March 2028: Q1a) Outline five reasons for planning public relations (PR) programmes. ( 10 Marks)
b) Describe Cutlip’s (2000) planning model in the context of public relations. (10 Marks)
