Honesty
h Expertise
h Fairness
h Advocacy
h Independence
h Loyalty
2.Four Step Planning Process: RPIE
h h h h
Research: Define the PR problem, situation analysis
h h h h h h
h Planning: 10-Step PR Planning Process Implementation:
h h h h h
h Take action & communicate Evaluation: Assessment
h h h h h
3.Problem Statement: 5 Ws and H - 25 words or less "What exactly is it that we
h h h h h h h h h h h h h h h h
h want them to do as a result of this campaign?"
h h h h h h h h h
Reflect the findings from research.
h h h h
1.Who is involved or affected?
h h h h
2.What is the source of concern?
h h h h h
3.What is the impact to the organization and its publics?
h h h h h h h h h
4.When is this a concern?
h h h h
5.Where is this a concern?
h h h h
6.How are they involved or affected?
h h h h h
4.Four Questions that Define an Audience & Primary vs. Secondary: KIAA
h h h h h h h h h h
1.Who needs to know?
h h h
1 h/
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, PRSA APR Cheat Sheet h h h
2.Who needs to be involved?
h h h h
3.Who is affected or has something to gain/lose?
h h h h h h h
4.Whose (advice) or support do we need?
h h h h h h
Primary (key): That you specifically want to influence.
h h h h h h h
Secondary: "intervening." These are people who can intervene on your behalf and
h h h h h h h h h h h
h influence the primary audience.
h h h
5.What is an Objective? SMART acronym?: "Who does What for Whom by How
h h h h h h h h h h h h
h Much and When?"
h h
KEY: (ONE) Audience + Outcome + Attainment Level (%) + Time Frame. Objectives
h h h h h h h h h h h h
h are based on research and align with the business. They are a guide to
h h h h h h h h h h h h h
2 h/
h28
, PRSA APR Cheat Sheet h h h
actions. Each OBJ is for ONE Public ID'd after GOALS. Short-term.
h h h h h h h h h h
Articulate with verbs: recognize, favor, accept, endorse, support, oppose, band, buy,
h h h h h h h h h h
h discard, etc. h
Must be SMART, outcome/behavior-focused Specific
h h h h
Measureable
h Attaintable
h Realistic
h Timely
6.10-Step PR Plan: RESEARCH FIRST: Situational Analysis, Research, Problem
h h h h h h h h
h Statement
PLANNING
1.Goal
2.Audience
Repeat for each public #2
h h h h
3.Objective
4.Strategy
5.Tactics
6.Activities
7.Evaluation
h Summary Documents h
8.Materials
9.Budget
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