Posted by: Sarah Kemp | February 10, 2009

Chapter 6


In Chapter 6, one of my favorite parts about public relations is discussed… planning! I think that this is a very important aspect of every part of life, but especially important in public relations. The value in planning is the second step of the public relation process, following research. “A good public relations program should be an effective strategy to support an organization’s business, marketing, and communications objectives”(p. 151), as it states in chapter 6. The chapter discussed the different approaches to planning and elements of a Program Plan

Elements of a Program Plan include what is to be done, why, and how it will be accomplished before it is started. I think this is very important and useful in PR because after your research it is a great way to have your whole team put everything together, and it is very common to put a program plan together to present to agencies or clients for approval or persuasion before a campaign would start.

The chapter listed the public relations plan & it includes 8 basic elements

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/timetable
  7. Budget
  8. Evaluation

These elements are very important, and although there are some variations, almost all clients will want all 8 elements, if not more before they allow a campaign to be launched, especially when working with big company clients!

“A program plan is the formal, written presentation of your research findings and program recommendations for strategy, tactics, and evaluations”- Ronald Smith, author of Strategic Planning for Public Relations (p. 155).


Notes from: Public Relations Stategies and Tactics (9th ed.) by D. Wilcox, G. Cameron.


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