Program planning

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• Program planning

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The value of planning

• Good public relations program should be an
  effective tool to support an organizations
  business, marketing, and communications
  objectives.
• Public relations plan should be strategic.
• It sets the organizationss direction
  proactively.

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Management by objective (MBO)

• Client/employer objectives
• Audience/publics
• Audience objectives
• Media channels
• Media channel objectives

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Management by objective (MBO)

• Sources and questions
• Communication strategies
• Essence of the message
• Nonverbal support

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A strategic planning model

• Fact
• Goals
• Audience
• Key message

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A strategic planning model

• Fact
• Category facts
• Product/service issues
• Competitive facts
• Customer facts

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A strategic planning model

• Goals
• Business objectives
• Role of public relations
• Sources of new business

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A strategic planning model

• Audience
• Target audiences
• Current mindset
• Desired mindset

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A strategic planning model

• Key message
• Main point
• Thai airway smooth as silk
• Sripatum university-The Leading University for
  the New Generation
• Assumption university-The first international
  university of Thailand
• University of Thai Chamber of Commerce-UTCC is
  one of the leading universities in education for
  business in Asia

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Elements of a program plan

• Situation
• Objectives
• Audience
• Strategy

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Elements of a program plan

• Tactics
• Calendar/timetable
• Budget
• Evaluation

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Situation

• The organization must conduct a remedial program
  to overcome a problem or situation that
  negatively affects the organization
• The organization needs to conduct a specific
  one-time project
• The organization wants to reinforce an ongoing
  effort to preserve reputation and public support

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Objectives

• Does it really address the situation?
• Is it realistic and achievable?
• Can success be measured in meaningful terms?

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Objectives

• Informative objectives
• A large percentage of public relations plans is
  designed primarily to expose audiences to
  information and to increase awareness of an
  issue, an event or a product.

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Informative objectives

• Mack trucks Increase awareness and
  understanding of Mack highway vehicles and engine
  technology.
• Levi Jeans Double teen traffic to Levi.com.

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Objectives

• Motivational objectives
• Although changing attitudes and influencing
  behavior are more difficult to accomplish in a
  public relations campaign, motivational
  objectives are easier to measure.
• These are easier to measure from an increase in
  product sales, a sellout movie ticket, expanded
  donation to a charitable agency.

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Motivational objectives

• Turkish Government Tourism Campaign. Increase
  the number of U.S visitors to Turkey.
• Levi Jeans Reverse Levis image with young
  consumers by generating upbeat media coverage.

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Audience

• San Antonio Library Citizens of San Antonio.
• Turkish Government Tourism Campaign Seasoned
  travelers (40-plus years old, with an income of
  at least 50,000), consumer travel magazines,
  tour agents, and travel agents in the primary
  markets of New York, Chicago, and Los Angles.
• Levi Jeans (1) College-age consumers
  (2)Youth-focused media.

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Strategy

• Levi Jeanss strategies were
• Build an online community or college-age kids
  about college-age kids thats entertaining and
  interactive
• Creatively capitalize on the e-commerce explosion
  to engage target media
• Stimulate ongoing coverage via newsworthy
  moments-in-time

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Key messages/Themes

• The strategy element of a program plan should
  stage key themes and messages to be reiterated
  throughout the campaign on all publicity
  materials.

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Key messages/Themes

• The Ohio immunization program was based on the
  concept that parents love their children and want
  them to be healthy.
• Thus, a key message was to tell parents how
  important vaccinations were to keep their
  children out of danger. Carrying out this message
  was the theme of the campaign, Project
  L.O.V.Ewith the subhead Love our kids
  vaccination project

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Tactics

• Levi also used a number of tactics t support the
  objectives and strategies in the program to
  reposition Levi jeans in the college-age market
  as a hip brand.
• Contestants answered questions such as If you
  named your computer and mouse what would you call
  them?

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Tactics

• Announcement of winners and freshman
  orientationfor publicity
• The semester of online shopping, including Levi
  outfits, documented on the personal Web pages of
  the three shoppers with digital photos, virtual
  diaries and personal gossips.

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Tactics

• Creation of a weekly Web show using Webcams and
  headsets to broadcast online shopping experiences
  as well as chat on issues from cars to safe sex
  with thousands of teen logged on to Levi.com
• A 1donation to the brands ongoing beneficiary,
  the music industrys cause against AIDS called
  LIFEbeat, was made by Levi Jeans for every viewer
  who logged on to the final show.

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Calendar/Timetable

• The timing of a campaign
• Scheduling of tactics
• Compiling a calendar

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Budget

• A budget can be divided into two categories
  staff time and out of pocket expenses. (having
  pamphlet, a press kit designed, printed)

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Evaluation

• The evaluation of a plan relates directly back to
  the stated objectives for the program.
• Consequently, evaluation criteria, should be
  realistic, credible, specific and in line with
  client or employer expectations.

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Evaluation

• Evaluation of an informational objective often
  entails a compilation of news clips and an
  analysis of how often key message points were
  mentioned.
• Other methods might be to determine how many
  brochures were distributed, or the estimated
  number of viewers who saw a video news release.

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Evaluation

• Evaluation of motivational objective often are
  measured and evaluated by increases in sales or
  market share, the number of people who called an
  800 number for more information, or by benchmark
  surveys that measure peoples perceptions before
  and after a campaign.

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Howan donates eyeglasses for the poor.
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What is this?
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No Bra Days with the Muttons
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Real kiss
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Bangkok governor
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Flood in Bangkok
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Bangkok governor and traffic jam.
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Bangkok governor asks people to share their
opinions through web.

• www.bma.go.th and www.pantip.com or send mail to
  Bangkok governors office or call 0245-3377 and
  0-2245-8432 by July 30, 2007

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Bomb in Bangkok