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Nancy Bacher Long PR Institute. Strategic Public Relations Planning Jacob C. Farbman, M.A., APR Director of Communications New Jersey Council of County Colleges April 22, 2014. Public Relations 101.

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nancy bacher long pr institute

Nancy Bacher LongPR Institute

Strategic Public Relations Planning

Jacob C. Farbman, M.A., APR

Director of Communications

New Jersey Council of County Colleges

April 22, 2014

public relations 101
Public Relations 101
  • PR is the behavioral science that creates, maintains and evaluates TRUSTWORTHY relationships using communication to the mutual benefit of an organization and its key audiences.
factors to consider
Factors to consider…
  • Message, Audience, Channel
  • Information, Attitudes, Behavior
  • PR = Deliberately planned management function
  • Effective two-way communication
mac triad
MAC Triad




M=Message A=Audience C=Channel P=Purpose T=Timing

the cracked egg model
The Cracked Egg Model

1. Mass Sentiment

8. Mass Sentiment

2. Issue or Incident

7. Social Action

3. Pros/Cons Form

6. Social Value

4. Public Debate

5. Time

  • A plan – a “how,” a means of getting from here to there
  • A pattern – in actions over time
  • A position – establishing a “domain”
  • A perspective – vision and direction, what the company will become
efficiency and effectiveness
Efficiency and Effectiveness
  • Organizational Efficiency
    • Inwardly focused
      • What are we doing
      • How can we do it better
  • Organizational Effectiveness
    • Outwardly focused
      • Threats, opportunities
      • Shore up relationships
strategic planning
Strategic Planning
  • Answers…
      • What do we do?
      • For whom do we do it?
      • How do we excel?
goals and objectives
Goals and Objectives
  • Goals
      • Directional, visionary
  • Objectives
      • Measurable, time-based, actionable, and include an audience
basic pr planning steps
Situation Analysis

Identify issues

Formative research

Real state/ideal state

IPFR audiences

Construct messages

Select channels and media

Evaluate competition

Identify resources

PR Plan

State goal

Fashion objectives

Design strategies Select tactics

Create timeline

Evaluate success

Basic PR Planning Steps
identify issues
Identify Issues
  • Interview client/management
  • Interview potential target audiences
  • Search available literature and databases


Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies.

Most audience interviewees associate animal rescue with the ASPCA.

formative research
Formative Research
  • Question audiences

Interviews with client/management


Focus groups

Intercept studies

Previous studies

real state ideal state
Real State/Ideal State
  • Compares client’s perceived communication problems with actual communication problems
  • States where we are
  • Projects where we want to be
ipfr audiences
IPFR Audiences
  • Identify
  • Profile
  • Fragment
  • Rank
apply psychology and sociology

- Race

- Culture

- Geography

- Sex


- Lifestyle choices

- Music

- Movies

- TV habits

- Tech preferences

- Gender

Apply Psychology and Sociology
construct messages
Construct Messages
  • Must be received by intended audience
  • Must get audience’s attention
  • Must be understood
  • Must be believed
  • Must be remembered
  • Ultimately, must be acted upon
important distinctions
Important Distinctions
  • Attitudes vs. Opinions
  • Image vs. Identity
  • Credibility and Believability
source credibility
Source Credibility
  • Tell the TRUTH
  • Expertise
  • Objectivity
  • Likeability
  • Similarity
  • Power
select channels and media




Special event

Media (specific conduits)

Philadelphia Inquirer

Philadelphia Business Journal



Select Channels and Media
m a c selection chart
M-A-C Selection Chart


Key internal

and external

publics targeted

in your


Key Messages






Acted upon




Special event


evaluate competition
Evaluate Competition
  • Identify main competition
  • Learn what competitors are doing
  • Identify messages competitors are using to attract your audience’s attention
other factors
Other Factors
  • Markets (Customers)
  • Competition
  • Technology
  • Supplier Markets
  • Labor Markets
  • Economy
  • Regulatory Environment
identify resources



Expensive mass media advertising?

Special talent?



Printers, suppliers, vendors?

Media relations?

Identify Resources
leading change by john kotter
Leading Change by John Kotter

Create a Sense of Urgency

Form a Guiding Coalition

Develop the Vision and Strategy

Communicate the Change Vision

Empower Broad-Based Action

Generate Short-term Wins

Consolidate Gains and Produce more Change

Anchor the Change in the Culture



Jacob C. Farbman, M.A, APR

(609) 392-3434, ext. 105

[email protected]