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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Strategic Public Relations Planning
Jacob C. Farbman, M.A., APR
Director of Communications
New Jersey Council of County Colleges
April 22, 2014
M=Message A=Audience C=Channel P=Purpose T=Timing
1. Mass Sentiment
8. Mass Sentiment
2. Issue or Incident
7. Social Action
3. Pros/Cons Form
6. Social Value
4. Public Debate
Real state/ideal state
Select channels and media
Design strategies Select tactics
Evaluate successBasic PR Planning Steps
Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies.
Most audience interviewees associate animal rescue with the ASPCA.
Interviews with client/management
- Lifestyle choices
- TV habits
- Tech preferences
- GenderApply Psychology and Sociology
Media (specific conduits)
Philadelphia Business Journal
PostcardsSelect Channels and Media
Expensive mass media advertising?
Printers, suppliers, vendors?
Media relations?Identify Resources
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