These notes are taken from Chapter 6, Program Planning, in the text Public Relations Strategies and Tactics.

Program planning is the second step in the Public Relations process, immediately following research. According to Jim Lukaszewski, “strategy is a unique mixture of mental energy, injected into an organization through communication, which results in behavior that achieves organizational objectives.”

Management By Objective:

  • Client/employer objectives
  • Audience objective
  • Public objectives
  • Media channels
  • Media channel objectives
  • Sources and questions
  • Communication strategies
  • Essence of the message
  • Nonverbal support

Public Relations plans include eight basic elements:

  • Situation
  • Objectives
  • Audience
  • Strategy
  • Tactics
  • Calendar/timetable
  • Budget
  • Evaluation