Public relation strategy refer to systematic steps that facilitates proper identification of targeted audience, objectives, the right message, choosing the right media etc.
The Public relation strategy facilitates implementation of the Public relation activities. The plan also facilitates the proper utilization of the resources i.e. through the help of the budget.
STEPS INVOLVED IN DEVELOPING PUBLIC RELATION STRATEGY.
- Establishing public relation objectives—refer to coming up with the results one would like to achieve after carrying the public relation activities e.g. increase in awareness.
- Choosing the public relation message and media to use-Right message facilitate implementation of the set objectives. Some message may entail crisis management, community relation, building brand awareness etc. Right message facilitate overcoming fear, uncertainty and doubt. The message can only be effective if it targets the right audience and passed over appropriate media.
- Implementing the public relation plan-Involves carrying the actual public relation activities. It includes passing the message to the targeted audience.
- Evaluating public relation results-it involves measuring the actual results and comparing them with the set objectives. If the set objectives are met it means the public relation activities were successful.
IMPORTANCE OF DEVELOPING PR PROGRAMME STRATEGY.
- In order to clearly identify the objectives to be achieved at the end of the programme.
- The lay-out plan acts as a checklist for making evaluation at the end of public relation activities.
The plan facilitates co-ordination of work hence performing public relation activities in a logical manner without leaving important information.
- The plan minimizes wastage of time and resources which could have been spent in carrying unplanned activities.
- It facilitates building of focus and commitment towards accomplishment of pr activities.
- To estimates the working hours and other costs that might be involved to accomplish the activities.
Facilitate selection of priorities which are more urgent than others.
NB Public relation Strategic plan on prprogrammes involves situation analysis, identifying objectives, identification of targeted publics, media selection, budgeting and evaluation of results. Public relation .The plan should be able to clearly address the above factors.
QUALITIES OF A WELL PLANNED PROGRAMME.
- Should be clear and simple to understand.
- A good plan should have time plan showing the activities that will be carried out.
- Should be beneficial to both the sender and recipient of public relation message
- Should be cost effective.
- Should be in line with the organization objectives.
- Should be specific i.e. clearly outline the exact goals without generalizing.
- Should be measurable.
- Should be achievable.
- Should be relevant i.e. the intended goals should be in line with organization activities and should be legal.
- Should be time bound i.e. clearly outline estimated time when the public relation activities are to be completed.
