ORCOM 105: PUBLIC RELATIONS

DESIGNING PUBLIC RELATIONS PLANS

I.

The problem, concern or opportunity

In one sentence or paragraph, state the organizations need, problem, or opportunity, and
how PR can help

II.

Situation analysis
What positive and negative forces are operating?
Who is involved and/or affected?
How are they involved and/or affected?
May include a communication audit or stakeholder analysis
May also include a SWOT analysis

III.

Campaign goal
What is the desired situation? What do we want to achieve?

IV.

Target publics
Who internal and external must the program respond to, reach, and affect?
You may personify the target stakeholder and include demographics, psychographics,
and technographics

V.

Objectives
What must be achieved with each public to accomplish the program goal?
Remember that objectives must be SMART and be outcomes-based, not merely output
May be stated this way: Current Behavior Desired Behavior; Current Mindset Desired
Mindset (this is to really see what outcome you want)

VI.

Key Message/s
What do we say and how?
What message content must be communicated to achieve the outcomes stated
in the objectives?

VII.

Strategy
In general, a strategy statement should contain the following elements: publics, logic,
communication channel, type of medium, timing. These items are defined as follows:
Publics. These have already been identified in your objectives. Each strategy should
therefore be directed at a specific public in order to keep the focus on program
objectives.
Logic. This element presents the foundation for the tactics that follow. Specifically state
what should be emphasized to publics in the tactics and why.
Communication channel. These include mass media channels (print and broadcast),
interpersonal channels (such as meetings) and special events (but a specific event
should not be included in the strategy statement). Channels can be directed toward
internal publics and external publics.
Type of medium. Media can be controlled (advertising, meetings) and uncontrolled
(news stories). Different attributes are attached to each type of medium.

 Timing. The implementation of many strategies requires careful timing. Key publics
most directly affected by an organization's actions often need to receive information
before other publics (such as with implementing layoffs). Prioritizing publics, then, can
help identify timing considerations.
Check out this link for more tips on writing the strategy:
http://www.uiowa.edu/~c019162/strategy.htm
VIII.

Tactics/Tools
Who will be responsible for implementing each of the action and communication tactics?
What is the sequence of the events and the schedule (timetable)?
How much will the program cost (budget)?

IX.

Monitoring and evaluation

How will the outcomes specified in the program goal and objectives be monitored and
measured?

X.

Feedback and program adjustment

How will the results of the evaluations be reported to program managers and used to
make program changes?

SOME GUIDELINES ON THE PAPER AND THE PITCH:

PR PLAN
1. The PR Plan should consist of the following sections:
a. Plan Title
b. Background/Rationale/Need
c. Campaign Objectives
d. Key Stakeholders/Publics (segmented and defined)
e. Key Messages
f. Strategies and Tactics
g. Timetable
h. Measure of PR Effectiveness
i. Budget
j. Appendices/Sample Creatives
2. The PR Plan should follow these format specifications:
a. Arial 12 pt. size
b. 1 margin on all sides
c. 1.5 spacing
d. Standard bond paper size
e. Maximum of 10 pages, excluding sample creatives/collaterals
3. The PR Plan will be evaluated according to the following criteria:
a. Grasp and analysis of PR issues/needs/opportunities involved
b. Effectiveness, innovativeness, and do-ability of strategies and tactics
c. Creativity of communication tools/collaterals

40%
40%
20%

PRESENTATION AND DEFENSE

1. Set-up and team presentation 20 minutes
2. Q&A
10 minutes
3. Deductions from the final score will be made for teams that will exceed the allotted time
4. Teams must be in business attire
5. Criteria for judging:
a. Grasp and analysis of PR issues/needs/opportunities involved
30%
b. Effectiveness, innovativeness, and do-ability of PR strategies and tactics
40%

c. Creativity of communication tools/collaterals

d. Effectiveness in presentation and handling of questions

20%
10%