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Strategic Approaches to Integrated Public Relations Campaigns: Frameworks and Planning

This learning unit focuses on the strategic, planned approach to public relations (PR) campaign management. It outlines the necessary steps for a successful campaign, including distinguishing between various models and frameworks of PR planning. Students will learn to compare and contrast these frameworks, apply them to practical case studies, and describe essential elements of PR planning and management. This unit emphasizes the importance of research, planning, and the alignment of communication strategies with organizational goals.

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Strategic Approaches to Integrated Public Relations Campaigns: Frameworks and Planning

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  1. Public RelationsDPR 3B Integrated Public Relations Programmes: the need for a strategic, planned approach and framework Learning Unit 3.3 Student Manual pp 112-122 10 October 2011

  2. LU3 Learning outcomes • Know the steps to a successful campaign • Distinguish between different models/frameworks of PR campaign planning • Compare and contrast different PR planning frameworks • Select and critically defend specific planning framework • Apply framework to practical case study or set of facts • Describe and apply the elements of PR planning and management • Discuss the difference between campaigns, programmes and social movements and the most important reasons for planning • Plan a PR campaign DPR3B-Integrated Public Relations Programmes

  3. Select planning framework • Various ways to approach planning • Does it address issues identified in communication strategy? • Does it support the strategic intent of organisation? • Basically, any of the planning frameworks will work depending on the amount of detail required • It must include research – before, during, after • It must include planning – operational aspects are followed by the implementation phase • As an example: apply the Steyn and Puth planning framework to the EWT case study (pp 63-76) DPR3B-Integrated Public Relations Programmes

  4. EWT Communication plan (1) Applying Steyn & Puth model as a working model for developing a communication plan aligned with overall communication and organisational strategy • Research • Problem or opportunity statement • Situation analysis • Environmental scanning • Planning • Communication goals (overall, long-term) • Communication objectives (short-term, specific) • Management liaison DPR3B-Integrated Public Relations Programmes

  5. EWT Communication plan (2) • Adaptation phase • Specific target groups • Statement of limitations • Message • Central message derived from goals • Message for each target group • Theme or slogan • Implementation strategy and activities • Implementations strategy (what must be communicated) • Activities (how messages will be communicated) • Central action or special event • Media for each activity DPR3B-Integrated Public Relations Programmes

  6. EWT Communication plan (3) • Scheduling • Which day, week or month? • Budget • Cost for each activity • Evaluation research • Process/impact research • In-process/internal/external research • Formative/summative research • Selling the plan to top management DPR3B-Integrated Public Relations Programmes

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