Action Programing
Lecture: Dang Thi Thao Ly
The Main Content of the PR Plan
Objectives
What does the organization want to achieve?
Who does the organization want to communicate with? Key Publics
Messages
What does the organization want to communicate?
Communication
How will the organization enforce communication? strategy/tactics
How do the organization know they did the right thing? Evaluating
Situation Analysis
Providing a detailed portrait of the problem or
opportunity
Where are we?
What are problems and opportunities?
How to do situation analysis?
5W and 1H
SWOT Analysis
Collecting input information
This is background information on the situation being
communicated about. The situational analysis can include
information on the company’s history and current culture, the
state of the marketplace or industry, the economic and political
situation surrounding the company at the moment, a crisis or
emergency that is threatening or some other change
approaching, a new product about to be launched.
Goals and Objectives
Key Publics
Primary Audience:
• Decides whether to accept your
recommendation
• Acts on the basis of your
message
Secondary Audience:
• May be asked to comment on
your message
• Implement your ideas after
they’ve been approved
Message points
• It should be newsworthy and easy to
read, view, hear, or use
• Professional standards are established
and followed
• Clear language is used
• Effectively discuss positive and negative
facts
• Have “point person” available
• They should be tied to specific
objectives
• They should be attainable Overall Key
guideline message Channel
• They should be communicated to or themes or themes
those who will be directly
responsible for attaining them
Suitability
Possibility
PR Time line
• A Schedule of all activities and time allotment
• Each item must be accommodated in the schedule with action
point and persons responsible
• Due date must be carefully determined and followed strictly
Timing of a campaign
Scheduling of tactics
Compiling a calendar
PR Budget and Resources
• Budget are essential aspect of the plan
• It project costs through duration of the plan
Listing of people, time, material and equipment
Estimates of how resources would be deployed
to meet the listings
Determine cost of resources
Evaluation
PR may be evaluated based on
image surveys, and the quantity
and quality of media coverage
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