Tiana Holding

Chapters 5 and 6 Notes

Posted on: April 27, 2010

Public Relations – Strategies and Tactics

Chapter 5 – Research

Research is extremely important. It is the basic groundwork of any public relations program.

There are 3 different types of research

  • Secondary research
  • Qualitative research
  • Quantitative research

You can also use questionnaire construction and researching respondents.

Chapter 6 – Program Planning

Planning needs to be strategic, creative and pay close attention to reaching key audiences.

A classic approach to planning is the Management by objective model (MBO). It systematically categorizes objectives, communication strategies, audiences, and the essence of the message.

A program plan is either a brief outline or an extensive document identifying what is to be done and how. A PR plan, at minimum, should contain eight elements: situation/opportunity, objectives, audience, strategy, tactics, calendar or timeline, budget and evaluation.

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