EPR21003

PUBLIC RELATIONS
CAMPAIGN
Doa Recitation
Topic 5 Learning Outcomes

1.
Exploring the
needs of
planning in
PR campaigns.
Topic 5 Outline

1.
Importance of
planning.
Why planning is important?
 Planning applies to everything, whether it is to complete campaigns and programs
lasting one or several years or even longer, or to individual activities such as an
event for a new publication.

 There are several reasons on why planning is important in public relations.

Importance of planning
1. It focuses effort
 It ensures the unnecessary is excluded.
 It makes practitioners work on the right
things and help them to work smart
instead of just working hard.
2. It improves effectiveness
 By working on the right things, defined
objectives will be achieved.
 Time and money will be saved because
effort is not being diverted into worthy but
less important tasks.
Importance of planning (cont.)
3. It encourages the long-term view 4. It helps demonstrate value for
money
 By definition, to plan requires looking
forward.  If there is a fight for budgets or a need to
project a return on investment, then
 It requires a look back to evaluate past demonstrating past achievements and
achievements, a look around at the being able to present a powerful, costed,
organisation and its priorities and at the forward looking and realistic program
broader organizational context. give a point from which to argue a case
for money.
 It helps produce a structured program to
meet future as well as current needs.
Importance of planning (cont.)
5. It minimizes mishaps 6. It reconciles conflicts 7. It facilitate proactivity

 Careful planning means  When putting together a  Public relations work is

that different scenarios will program or a campaign about reacting to media
have been considered and there are always demands or responding
the most appropriate conflicts or interests and quickly to a crisis.
selected. priorities.
 It is also about deciding
 It means there will be  Planning helps what is important and
meticulous contingency practitioners confront what actions should be
planning and all the those difficulties before taken.
angles will have been they are arise and to
covered. work them through to  Planning a
resolution. comprehensive and
cohesive program helps
achieve this.