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Public Relations
ADM 305
Lecture 7- PR Plan
Dr Andrews Agya Yalley
Learning Outcomes
At the end of this lecture, student`s should be able
to:
 Understand why PR planning is important
 Develop an awareness of the key questions in PR
planning
 Understand the PR planning process
 Familiarise themselves with the RACE PR process
PR Plan
Effective public relations is
accomplished through a process/plan
This process is used to practice
proactive public relations
PR is therefore, intentional, planned,
and strategic.
PR Plan
Key pre-empt Questions :
 What are our objectives
 What are the benefits to be achieved
 What is the cost
 Who needs to be involved
 Will it cause disruption or resources to/from other
departments
 Will any group oppose the plan
 What will happen if the plan is not carried out
 Are there other alternatives
PR Plan
Effective public relations can be
achieved through the following process:
Marston Model –RACE
Jefkins six point planning model
Marston Model -RACE
 Research
– What is the problem or situation?
 Action (program planning) – What is going to
done about it?
be
 Communication(execution)-How will the public be
informed?
 Evaluation –Was the audience reached and
was the effect?
what
Research

The first step in the public relations process.
C
™learly define problem/situation (situational
analysis)
™
Audience Analysis (needs, wants, desires, VALs)
 S.W.O.T. (Organizational analysis)
Situational Analysis
 Identify the public(s) that are most involved in the
situation
 If it is a problem, what kind of problem is it?
 Two common public relations problems are
awareness and reputation.
Situational Analysis
The situation may be an opportunity (i.e.,
launching a product or leveraging customer
enthusiasm).
 Whether it’s a problem or opportunity, the
situation needs to be clearly defined
Audience Analysis
The goal at this stage of your research is to learn as
much as possible about your target audience.
 What do they know about the situation?
 What would you like them to know?
 What are their needs, concerns and wants?
 How do they get their information?
 What do they read, watch, listen to?
™ S.W.O.T. (Organizational analysis)
 Swot image
™
S.W.O.T. (Organizational Analysis)
 How to “position” the organization in the face of the
situation – (problem or an opportunity).
 S.W.O.T. contributes to :
Effective maximization of strengths
Minimization of weaknesses
Capitalizing on opportunities
Guarding against threats.
Types of Research

Primary
™
Secondary
™
Qualitative
™
Quantitative
Value of Research
 Clarify/Direct Strategy ™
 Achieving Credibility with Clients/Management ™
 Measuring Results
Action (planning)
Objectives ™
Themes/Key Messages
™
Strategies/Tactics
 Time
 ™
Budget ™
Evaluation
Objectives
O
™bjectives should be S.M.A.R.T
S
™pecific
 Measureable
 ™
Agreed Upon and achievable
R
™elevant ™
and Realistic
 Timetabled
Eg- Raise awareness among the target audience by
20% within three months
Themes/Key Messages
 ™
The
theme is overarching message – the one
“takeaway” – you want your target audience to
receive.
 messages flow out of – and support – your theme
 Themes/Key Messages should support your
objectives by tapping into what you learned about
your target audience through your research
 Clarity is better than cleverness
Strategies vs. Tactics
S
™trategies and Tactics relates to choosing the
channel through which the themes and messages
will be delivered
 Strategy is the general way in which you plan to
accomplish your objectives.
 Relates to choosing among alternatives media and
channels
 ™
Tactics relates to the implementation of strategies
Strategies vs. Tactics
example
Strategy - social media strategy to
achieve the public relations objectives
tactic -Twitter campaign designed to
involve consumers in creating the next
version of a product
Communication

Implementation of tactics
™
Visible part of a public relations plan
™
Comes AFTER research and planning
Communication
 Communication programme consists of message,
media and budget
 The basic elements in communication are the source
or sender, the message, and the destination or
receiver.
 Effective communication requires efficiency on the
part of all three.
 The communicator must use a channel that will
carry the message to the receiver
The Communication Process
Noise
Sender
Encoding
Message
Message
Channel
Feedback
Channel
Decoding
Message
Receiver
Communication
The Communication programme includes:
(i) Developing the message
(ii) Selection of media
(iii) Appropriate budget for
implementing the programme.
Medium Of Public Relations- Media
The media of public relations are the
tool which are available to the PR
practitioner to reach their target publics
with messages and information about
their organisation in their day to day
interactions with their public.
These tools are used to achieve the
desired mutual understanding.
PR Marketing Media
 The mass media – The mass media is used to reach various
segments of the organisation’s public with messages about new
products and product innovations
 Publications – This consists of annual reports, brochures,
articles, audiovisual materials, company news letters and
magazines as well as documentary films.
 Events – These includes news conferences, seminars, outings,
exhibitions, plant tours, contests, competitions, anniversaries,
sports, cultural events, etc.
 News – news releases about products and services, editorial
materials, sponsored feature articles, as well as new product or
service information.
PR Marketing Media
 Speeches – Spokespersons, speaker’s bureau, reprint of
previous speeches etc constitute a veritable medium to
interact with an organisation’s publics.
 Public service activities – organizations utilize
opportunities to contribute money and time to charitable
and good causes, such as participating in blood donation
campaign Road Safety campaigns.
 Identity media – Organisations utilize visual identity
media to communicate with their publics. These include
company’s logo, stationery (letter heads, envelopes, etc)
brochures, business cards, sign poster, uniforms,
buildings, etc
Employee Relations Media
Employee Relations Media
House journals (both for internal and
external circulation) - Annual
report/newsletters - Employee policy
manuals
Music (public address systems) and
atmospheres
Meetings, conferences, workshops, etc Bulleting boards, suggestion boxes,
information racks, pay inserts
Community Relations Media
Opinion leader meetings
Involvement of company’s
employees in civic activities
Publicity vans and photo
exhibitions
Supplier/Dealer Relations Media
Visiting representatives
Open House between company and
dealers/suppliers is used build
rapport between these two critical
publics
Correspondence:
Financial PR Media
 Corporate and institutional advertising
 Facts behind the figures
 Annual General Meetings (AGM)
 Annual Reports
 Press Luncheons
 Shareholders correspondence
Public Affairs and Government Liaison
Media
Lobbying –influencing legislative
and executive officials.
Lobbying is employed by interest
groups such as trade associations,
trade groups, etc to push for
favourable legislation or
government intervention on certain
issues
Public Affairs and Government
Liaison Media
Personal Visits -Heads of organisation’s
and institutions organize visits to
important government functionaries like
the President, Vice-President
Business patronage, gifts, parties: An
important medium of communicating
with public officials is through some
form of patronage
Media
Profile
A Comparative
Evaluation of
the Media of
Advertising
Evaluation/Measurement
 Involves evaluating the results of the programme
and the effectiveness of techniques used: "How did
we do?"
 Were objectives successfully met?
Measuring production of PR materials and
campaigns
™
Measuring awareness
™
Measuring attitude change
Measuring behavior change (ultimate objective)
 ROI (Return On Investment)