1.3

Strategy, Goals and Budget

A PR Plan is a strategic document outlining approaches for public relations activities, managing perceptions of individuals or organizations. It guides interactions with audiences, customers, and stakeholders over time, influencing attitudes and behaviors.

• Knowledge of:

1. The company

2. The market (competition)

3. The Customers

4. The media

5. The organization’s mission

6. Whos the target audiences

7. What do the target audiences think about the firm

8. What are our SWOT?

With the SWOT-Analysis

A SWOT summary can be useful for strategy development in a Public Relations project or program as well as in an annual communication plan. It is especially useful for deciding the key points in your messaging.

1. Analyze and plan

2. Narrow down your objectives

3. Identify your target audience

4. Develop the actions

5. The message

6. Channels/Communication mediums

7. Programming

8. Measure the results

1. Defines internal and external communication strategies by positioning the company externally as intended.

2. Planning aids in understanding current and desired positions to get objectives and successful communication plan development, which are crucial for the success.

3. Understanding of the company's vision and values.

4. Analyzing the company's situation is vital - with the SWOT-Analysis

1. By understanding Brand Evolution

2. By gaining Market Knowledge and Valuation

3. By guiding Transparency and Coherence

   
   

1. By recognizing that global audiences have diverse thoughts, feelings, and expressions.

2. By identifying different client groups with common characterstics

3. By segementing different audiences with interest in the same aspects of the organization

   
   

1. Budget Allocation and creating a timeline

2. Utilize Online Communication Actions

3. Maintain an Integrated Strategy by utilizing synergies between different mediums

   
   

1. Ensure Effective Communication:

2. Adapt & Speak the familar Language to the audience

3. Ensure Targeted Messaging

- Off-line vs On-line?

- Traditional vs 2.0 media?

- Local vs global?

- Massive vs reduced media?

-> Selection of different media

1. Identifying Target Audience and Channels

2. Develop a Chart of Actions, Budget, and Resources:

3. Create Work Plan Deadlines for each action & task

4. Identify Key Milestones within the strategy

5. Measure Progress

1. Short-Term and Long-Term Effects of the Communication Strategy

2. Measure Strategy Effectiveness

3. Modify the Strategy if its not effective