Amber Laurin's Blog

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Chapter 6 June 11, 2010

Filed under: PRCA 2330,Reading Notes — amberlaurin @ 10:57 am

Chapter 6: Program Planning

Glen broom and David Dozier say in their text Using Public Relations Research, “Strategic planning is deciding where you want to be in the future adn how to get there.  It sets the organization’s direction proactively, avoiding ‘drift’ and rountine repetition of activities.” 

A program plan is either a bfrief outline or an extensive document identifying what is to be done and how. PR firms prepare these for client approval and there is a joint consultation about budgets, strategies, and tactical communication tools.

Public relations plans include eight basic elements:

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


All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition.


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