Week 5

Ch. 7 Johnston and Zawawi Strategy, Planning and Scheduling
Ch. 4 Tymson, Lazar and Lazar A Typical Public Relations Program

I think the key points to remember from this week’s readings were:

- The stages of the strategic process in public relations are:
> creation of organisational vision and mission statements
> creation of PR vision and mission statements
> establishment of performance indicators
> budgeting
> writing of a strategic public relations plan
> scheduling of public relations plan activities

- strategy is a series of planned activities designed and integrated to achieve a stated organisational goal
- strategy is not a series of campaign steps or tactics
- planing is a extremely important part of managing strategic public relations
- Key Performance Indicators (KPI) are financial and non-financial metrics used to quantify objectives to reflect strategic performance of an organization
- KPI´s need to be: Specific, Measurable, Achievable, Realistic, Timely
- Methods of Research: postal techniques, telephone interviewing, structured and unstructured personal interviews, group discussions, audits and panels, multiple client surveys, telecommunications, omnibus, media

- The ten-point structure of the strategic relations plan:
> excutive summary
> vision and mission
> background and situation analaysis (SWOT)
> define strategy
> define publics
> define main message
> select tactics and communication methods
> implementation and scheduling
> monitoring and evaluation
> budget

The readings made me think more about PR theory/practice in that...:

- how important it is to define publics and main messages as clearly as possible. I think this is the base for a successful PR-strategy.
- no plan can succeed without successful and efficient budgeting. Is it really all about the money?