APR 231 Chapter Notes - Chapter 6: Strategic Planning, Marketing Mix, Polskie Radio Program Iii

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

Strategic planning is deciding where you want to be in the future (the goal) and how to get there (the strategies) Systematic and strategic communication prevents haphazard (ineffective communication) And creatively applying it for the specific purpose of attaining an objective. Competitive facts: who are the competitors, and what are their competitive strengths, similarities, and differences. Target audiences: who are the target audiences and what are their. The culture of the company and needs of upper management will often give the public relations professional the best indication of what approach to planning they should take. Executives who take a bottom line orientation concerning performance will probably prefer the ketchum model to planning. A pr program plan identifies what is to be done, why, and how to accomplish it. The plan helps everyone see the big picture . Valid objectives cannot be set without the understanding of the situation that led to the need of a pr program.