the pr plan
DESCRIPTION
TRANSCRIPT
![Page 1: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/1.jpg)
Step 2: The PR Plan
![Page 2: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/2.jpg)
R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
![Page 3: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/3.jpg)
A: Action
Planning refers to the process of setting goals or objectives and finding ways to meet them.
![Page 4: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/4.jpg)
Stage 2 in R.A.C.E
• Coordinated
• Thought out
• Outline
• Modified
• Updated
![Page 5: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/5.jpg)
Parts of PR Plan
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar or Timeline
7. Budget
8. Measurement
![Page 6: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/6.jpg)
Situation:
• The “problem”
• Short-term or long-term
Ex: Diet Sprite sales are low
![Page 7: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/7.jpg)
Objective
• Realistic• Measurable• Clear• Quantifiable• Address situation
Ex: Increase sales of Diet Sprite by 5% over the next year
![Page 8: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/8.jpg)
Audience
• Who takes action?
• Who the “public”
• Base audience on research
Ex: 20-30 year olds across the US, health conscious, but hip
![Page 9: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/9.jpg)
Strategy
• Guideline• Theme• Rationale
Ex: Theme- “Refresh Your Life” Strategy: A three-pronged media approach to reach new customers and sustain current customers.
![Page 10: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/10.jpg)
Tactics
• Media Channels
• Nuts and Bolts
• Ex: Magazine coverage, social media and digital video
![Page 11: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/11.jpg)
Calendar
• Timing
• Scheduling
• Timeline
Ex: New Years, Super Bowl, summertime
![Page 12: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/12.jpg)
Budget
• Price out proposal
• Reverse budget
Ex: Diet Sprite allocated $100,000 for a summer promo campaign
![Page 13: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/13.jpg)
Measurement
• Must relate to objectives
• Can be qualitative or quantitative
• Must be in line with company goals
• Shouldn’t promise miracles
• Often times used as benchmark
![Page 14: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/14.jpg)
Next Steps
R.A.C.E
C: Communication
To be continued…
![Page 15: The PR Plan](https://reader036.vdocument.in/reader036/viewer/2022082603/547c819cb37959932b8b5105/html5/thumbnails/15.jpg)