PR GIST: ATTAINING AN EFFECTIVE COMMUNICATION PLAN?

 The next step in every public relations process by which it operates after research is planning. Planning in Public Relations is essentially about making the concrete decisions about what needs to be done and the order in which it will be done as a response to a particular situation or in anticipation of something that might occur in future. Your analysis of the situation is the crucial beginning to the process. It is imperative that all involved-planner, clients, supervisors, key colleagues and the ultimate decision makers are in solid agreement about the nature of the opportunity or obstacle to be addressed.

The Public Relations practitioner takes a careful and candid look at its internal environment (mission, performance and resources), its public perception (reputation) and its external environment, (competitors and opponents, as well as supporters). Strategic Planning provides an objective technique for setting priorities among the various publics, helping you select those most important on the particular issue or item being dealt with.

Further, objectives must be set which is usually the starting terms of programme outcomes instead of inputs. The public relations practitioner will have to consider whether the objectives really address a situation, it must be realistic and achievable and also if success can be measured in meaningful terms.

Targeted audience should be specified, key publics can be identified through research based on demographics. This step helps you develop clear, specific and measurable objectives that identify the organization's hoped-for impact on the awareness, acceptance and action of each key public. A good deal of attention is given to objectives dealing with acceptance of the message, because this is the most crucial area for public relations and marketing communication strategists.

WHAT IS THE MESSAGE?

After determining the objectives of a programme plan, the next activity to look at is the message. One key message conveyed to change or reinforce mindsets. The practitioner makes various decisions about the message, such as the sources to present the message to the key publics, the content of the message, its tone and style, verbal and nonverbal cues, and related issues.

A persuasive communication approach may be applied for the ultimate purpose of designing a message. The message must draw attention and be clear for the public to understand. It should also be compelling enough.

A channel of communication becomes necessary to communicate in line with the audience identified, which medium to use. It is imperative that practitioners consider the use of several available media/channels with simultaneous and synchronized approach of message delivery, so as to reach their publics everywhere and every time. The practitioner must determine the best ways to get his message across to their publics.

NOTE! The message must be intriguing enough!

DAD Ideas.