1. Strategic Planning for PR
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

2. PHASE 1 PHASE 2 PHASE 3 PHASE 4
FORMATIVE STRATEGY EVALUATIVE
TACTICS
RESEARCH RESEARCH
STEP 1 STEP 7
STEP 9
Analyzing the Using the
Evaluating the
Situation Communication
Strategic Plan
Tactic
STEP 2 STEP 8
Analyzing the Implementing the
Situation Strategic Plan
STEP 3
Analyzing the Public
STEP 4
Establishing Goals
& Objectives
STEP 5
Formulating Action
& Response
Strategies
STEP 6
Using Effective
Communications
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

3. INTRODUCTION
Advertising as a
Nine Steps of
Strategic Integrated tool of Effective
Strategic Public
Communication Communication Integrated Creativity
Relations
Communication
Formative
Research
Strategy
Tactics
Evaluative
Research
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

4. PHASE ONE : FORMATIVE RESEARCH
Step 1 : Analyzing the Step 2: Analyzing the Step 3 : Analyzing the
Situation Organization Public
PERFORMANCE Public, Market, Audiences
ENVIRONMENT
WHAT IS
Public Relation Situation
INTERNAL
PUBLIC
NICHE Characteristics of Public
STRUCTURE IDENTIFYING Key Publics
PUBLIC Intercessory Public and
INTERNAL IMPEDIMENT
Issue Management Opinion Leaders
SELECTING
KEY PUBLIC
VISIBILITY
PERCEPTION
PUBLIC
Stages of Development
Risk Management ANALYZING
KEY PUBLIC
Key Characteristics
REPUTATION
STEREOTYPES
Crisis Management SUPPORTERS
ENVIRONMENT
EXTERNAL
COMPETITORS RETHINGKING
YOUR PUBLIC
OPPONENTS
Public Relation & Ethics EXTERNALL IMPEDIMENT BENEFIT
STATEMENT
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

5. Phase Two STRATEGY
Step 4 : Establishing Goals Step 5 Formulating Action Step 6 Using Effective
and Objectives and Response Strategies Communication
Communicati Information
Persuasion
Goals PROACTIVE Action
on Process
Dialogue
PR
STRATEGIES Communication Rhetorical
Positioning Tradition
Credibility communication
Standard for Pre-emptive Action Control
Objectives
Objectives Identifying Organization
Hierarchy of Offensive Response Spokespeople
Objectives Ethos
Logos
Convincing
Proposition
Writing Public Defensive Response Verbal Evidence
Communication
Appealing to
Relation Visual Supporting Evidence
Reactive PR Reason
Objectives Diversionary Response
Avoiding Errors of Logic
Strategies Misuse of Statistic
Pathos :
Vocal Commiseration Appealing to Positive Emotional appeals
Sentiment
Negative Emotional Appeals
Rectifying Behaviour
Verbal & Non-
Verbal
Strategic Inaction Communication
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

6. Phase Three TACTICS
Step 7 : Establishing Goals and Step 8 : Formulating Action and Response
Objectives Strategies
Strategic
Communicati
on Categories Campaign Plan Tactic : Open House
Strategy of
Interpersonal
Personal Involvement
Communication Information Exchange Frequency of Tactics
Technique Special Events
The Schedule
General Publications Timeline of Tasks
Organizational Direct Mail
Media Tactics Print Media
Audio Visual Media Budget Item Categories
Approaches to Budgeting
Serving Media Information Needs The Budget
Strategy of Managing the Budget
Direct /Indirect News Material
News Media Full cost Budget
Opinion Material
Tactic Interactive News Opportunities
Advertising Strategy of Print Ad Media How Much
and Electronic Media Advertising Success is
Promotional Out of Home Advertising Necessary
Media Tactic Promotional Items
Packaging the Thinking Creatively
Communication
Tactic Putting the Program together
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

7. Phase Four EVALUATIVE RESEARCH
Step 9 Evaluating the Strategic Plan
Evaluating the Research Design: what to Evaluate
Strategic Plan Design Questions
Evaluation Criteria
Timing : when
Implementation
to Evaluate Progress
Final Evaluation
Research
Design
Evaluation of communication Outputs
Methodology
Evaluation of Awareness Objectiv
: How to
Evaluation of Acceptance Objectives
Evaluate Evaluation of Action Objectives
Judgmental
Assessment
Data Analysis & Structure of the Evaluation Report
Evaluation of
Report The Ultimate Evaluation : Value Added Public Relations
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