Chapter 6

Program Planning is the focus of this chapter and it directly correlates to the Action part of the RACE acronym found in chapter one. Planning should at all times be strategic and goal oriented. Althought there have and will continue to be variations, Public Relations plans tend to include these eight basic elements:

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/timetable
  7. Budget
  8. Evaluation

“A program plan is the formal, written presentation of your research findings and program recommendations for strategy, tactics, and evalutaion.”

-Ronald Smith, author of Strategic Planning for Public Relations.

A classic approach to planning is the management by objective (MBO) model that categorizes everything.

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