A Typical Public Relations Program & Strategy, Planning and Scheduling

This weeks readings really helped me to understand the practical nature of PR strategy and planning and the intricasies involved in effectively practising PR. I learnt the importance of objectives, target audiences, opinions, research and budgeting and also the need to re-evaluate these original strategies to ensure effective and efficient practise and implementation. The Zawawi and Johnston's lay out of a strategic public relations plan summarised these elements effectively as it explained what a campaign's 'skeleton' should include. Also the importance of lists and charts was made known in order for a practitioner to think about their plan systematically.

I found the case study "AMP Sponsorship of the Sydney 2000 Olympic Torch Relay" particularly interesting as it puts all of the theoretical aspects into motion. Beginning with a detailed list of goals and objectives AMP were able to implement a successful campaign through targeting publics and developing strategies such as on site branding, promotions, advertising and risk management. The continual evaluation of this process was vital to make improvements and enhance the success of the campaign. Brand, Employee and Commercial measurements were made through research evaluating the success of the objective in comparison to the actual result. For example, the objective to raise the profile of financial planning was achieved as 90% of financial planners said torch relay involvement increased their profile in the olcal community.

I think the most important element of the readings this week is to recognise that a campaign is only successful through continuous evaluation of the existing strategies. If something isn't working upon implementation, then it needs to be reconsidered in order to achieve the desired objectives.


See Teigan's blog for critique.