Week 5 - Strategic PR Planning - Implementation

By maianhdoan1211 | Updated: Jan. 14, 2025, 9:14 a.m.

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Strategic PR Planning (cont’d)
CMNS212 – Week 5
Strategy PLANNING
STRATEGIC PLANNING FOR A PR CAMPAIGN
Research
SMART objectives
Strategy PLANNING
STRATEGIC PLANNING FOR A PR CAMPAIGN
Research
SMART objectives
Audience/Stakeholder
Messages
Dove
Campaign
1
Research
Dove
Campaign
1
Research
Dove
Campaign
1
Stakeholders
Research
2
Dove
Campaign
Objectives
1
Stakeholders
Research
2
3
Dove
Campaign
Objectives
Messages
1
Stakeholders
Research
2
3
4
Strategy PLANNING
Implementation
STRATEGIC PLANNING FOR A PR CAMPAIGN
*  What specific activities do we do that follow the strategy and meet the objectives? 
*  Linked to objectives?
*   Appropriate? 
*  Reach the target publics? 
*  Impact? 
*  Credibility? 
*  Consistency/compatibility with each other?
*  Deliverable? Budget? Time? Skills? Personnel? Resources? 
TACTICS
*  What specific activities do we do that follow the strategy and meet the objectives? 
*  Linked to objectives?
*   Appropriate? 
*  Reach the target publics? 
*  Impact? 
*  Credibility? 
*  Consistency/compatibility with each other?
*  Deliverable? Budget? Time? Skills? Personnel? Resources? 
TACTICS
*  What specific activities do we do that follow the strategy and meet the objectives? 
*  Linked to objectives?
*   Appropriate? 
*  Reach the target publics? 
*  Impact? 
*  Credibility? 
*  Consistency/compatibility with each other?
*  Deliverable? Budget? Time? Skills? Personnel? Resources? 
TACTICS
*  What specific activities do we do that follow the strategy and meet the objectives? 
*  Linked to objectives?
*   Appropriate? 
*  Reach the target publics? 
*  Impact? 
*  Credibility? 
*  Consistency/compatibility with each other?
*  Deliverable? Budget? Time? Skills? Personnel? Resources? 
TACTICS
*  What specific activities do we do that follow the strategy and meet the objectives? 
*  Linked to objectives?
*   Appropriate? 
*  Reach the target publics? 
*  Impact? 
*  Credibility? 
*  Consistency/compatibility with each other?
*  Deliverable? Budget? Time? Skills? Personnel? Resources? 
TACTICS
*  Interpersonal communication
CHANNELS/MEDIA
*  Interpersonal communication
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
*  News media
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
*  News media
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
*  News media
*  Advertising and promotional media
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
*  News media
*  Advertising and promotional media
Source: Smith (2013). Strategic planning for public relations, p.231
CHANNELS/MEDIA
*  Interpersonal communication
*  Organizational media
*  News media
*  Advertising and promotional media
Source: Smith (2013). Strategic planning for public relations, p.231
CHANNELS/MEDIA
Flow charts
1
PERT
GANTT Charts
Calendars
2
3
4
TIMELINE
Flow charts
1
PERT
GANTT Charts
Calendars
2
3
4
TIMELINE
Flow charts
1
PERT
GANTT Charts
Calendars
2
3
4
TIMELINE
https://www.slideshare.net/zrasheed/pr-campaign-launching-tiffanys-in-portugal-global-public-relations-emerson-college
BUDGET
https://www.slideshare.net/zrasheed/pr-campaign-launching-tiffanys-in-portugal-global-public-relations-emerson-college
BUDGET
*  How can success be measured?
*  Monitor regularly
*  Measure outcome, not output
*  Take an objective and scientific approach
This Photo by Unknown Author is licensed under CC BY
EVALUATION
*  How can success be measured?
*  Monitor regularly
*  Measure outcome, not output
*  Take an objective and scientific approach
This Photo by Unknown Author is licensed under CC BY
EVALUATION
*  How can success be measured?
*  Monitor regularly
*  Measure outcome, not output
*  Take an objective and scientific approach
This Photo by Unknown Author is licensed under CC BY
EVALUATION
*  How can success be measured?
*  Monitor regularly
*  Measure outcome, not output
*  Take an objective and scientific approach
This Photo by Unknown Author is licensed under CC BY
EVALUATION
*  How can success be measured?
*  Monitor regularly
*  Measure outcome, not output
*  Take an objective and scientific approach
This Photo by Unknown Author is licensed under CC BY
EVALUATION
STRATEGIC PLANNING FOR A PR CAMPAIGN
*  Topic: PR and ethics
*  Final Media monitoring (A1)
*  Start thinking about A2 and group work.
NEXT WEEK
*  Topic: PR and ethics
*  Final Media monitoring (A1)
*  Start thinking about A2 and group work.
NEXT WEEK

Week 5 - Strategic PR Planning - Implementation

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