After reading this chapter, students should be able to:
Explain the importance of planning for successful public relations. Knowledge of how planning can minimize the occurrences of unexpected events that lead to reactive public relations should cement in future practitioners' minds the opportunities planning provides for efforts to support organizational objectives rather than efforts that are defensive in nature. |
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Describe the fundamental elements of public relations planning. Knowledge of the difference between strategic and tactical planning as well as the steps that must be followed before actual planning can provide practitioners with an understanding of the preparations that must be made before plans can be devised. |
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Outline the sequence of events and the events themselves that occur in public relations campaign planning. Knowledge of the 12 considerations that must be made when designing a public relations plan prepares practitioners to take part in the planning activity. |
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Detail how standing plans provide for consistent responses to reoccurring situations and how policies, procedures, and rules are constructed to ensure success. Knowledge of the purpose of standing plans as well as their types outfits practitioners with an understanding of how to distinguish between procedures and rules for public relations decision making when confronting various anticipated occurrences. |