Public Relations Program Planning

Public Relations Program Planning FAQs

CHAPTER6Public Relations

Program Planning

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.

What We’ll Discuss TodayThe Value of Planning

Approaches to Planning

Elements of a Program Plan

Public Relations as Process: R.A.C.E.

Research

Action

Evaluation

Why is planning so important?

What goes into a program plan?

What are three situations that often require a PR campaign?

•Remedial

•One-time project

•Reinforcement

What’s the difference between an informational objective and a motivational objective?

Should I use the term “general public”? Why or why not?

General Public

How are strategy & tactics related?

Strategy

TacticTactic

Tactic

Why are timing/scheduling so important?

What’s the largest expense in a campaign?

Why is the evaluation of a campaign linked to the program’s objectives?

Contact Me

Barbara B. Nixon, Ph.D. (ABD)Adjunct Professor of Public RelationsSoutheastern University

Life Member & Past President of the International Listening Association (listen.org)

• E-mail: bbnixon@seuniversity.edu• Twitter: barbaranixon• Skype: barbara.b.nixon• Blogs: publicrelationsmatters.com &

learnercentered.wordpress.com

Public Relations Program Planning

Education

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