ADV 260 Lecture Notes - Lecture 6: A.D. Vision
Document Summary
The second step in the public relations process is planning. The organization starts making plans to do something about an issue or situation. It sets the organization"s direction proactively, avoiding drift", and routine repetition of activities. Identifies what is to be done, why, and how to accomplish it. The plan accounts for 8 basic elements. 3 traditional situations often prompt a public relations program. To overcome a problem or negative situation. To conduct specific, one-time project to launch a new product or service. To reinforce a ongoing effort to preserve its reputation and public support. Programs should be directed toward defined audiences/publics. Market research can identify key publics by demographics. In general, mass media outlets are channels to reach defined audiences. Provides guidelines and key message themes for the overall program. Offers rationale for planned actions and program components. Goals are lofty and visionary and explain a purpose. A plan usually has a couple goals- but not too many.
