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June 8, 2010 / Briana Patrick


CHAPTER 6: Program Planning

This chapter discusses the stage after “research”. We learn about planning a program or campaign and accomplishing all objectives for it.

” A good public relations program should be an effective strategy group to support an organizations business, marketing, and communications objectives”

A Strategic Planning Model:

  • FACTS:
  1. Category Facts: What are recent industry trends?
  2. Product /Service issues: What are the significant characteristics of the product, service, or issue?
  3. Competitive Facts: Who are the competitors, and what are their competitive strengths, similarities, and differences?
  4. Customer Facts: Who uses the product and why?
  • GOALS:
  1. Business Objectives: What are the company’s business objectives? What is the time frame?
  2. Role of Public Relations: HOw does public relations fit into the marketing mix?
  3. Sources of New Business: What sectors will produce growth?
  1. Target Audience: WHat are the target audiences? What are their “Hot” buttons?
  2. Current Mind-Set: How do audiences feel about the product, service or issue?
  3. Desired Mind-Set: How do we want them to feel?


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

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