Public relations is not merely a process of getting stories and pictures into newspapers. It is much more. It has to be properly planned, orderly executed, and a number of details need careful attention. Public relations costs money, requires manpower, needs expertise, and consumes time and resources. So it should be
well planned and executed in an orderly manner.
PR Objectives
The first step is to set out clearly the PR objectives before
any campaign is launched. The publicist must have a clear idea
as to what is intended to be achieved. His approach should be
positive and purposeful:
Publics
The next step is to decide who is the audience to be reached i.e. local,
regional, national, or international. And apart from geographical
area, it should be considered if any specialized audience or a
section of the community or professional people is also to be
reached.
Message
After deciding the public the company has to decide what message they want to pass through the campaign, what is it they want the people to know about them or what they want to tell or inform the public about.
Strategy
A strategy is a long term planning or the methods that a company adopts to make itself a successful company. For a PR campaign also strategies are required to be formed to so that they can create an impact or impression in the minds of the people; as well as they can build a fair and favourable image in the market.
Tactics
Along with a good strategy a company also needs to use some very good tactics for it’s campaign because there are competitors in the market and the company has to stand on top of all of them.
Time Scale
The public has to decide the time scale in which they will complete the campaign. They have to set a specific time. Also the decision about the commencement of campaign, duration, repetition, etc. is to be made well in time.
Resources
The publicist has also to think about the resources in terms
of money and staff available to him. The campaign has to be
planned keeping in view the resources which the publicist would
be able to mobilize.
Selection of Media/Resources
Another point that requires a decision is about the media to be
employed for the campaign: whether publicity is to be conduct-
ed with one medium or more than one or through multi-media.
Evaluation
After deciding upon the above things the publicist should evaluate the whole process to check whether everything is properly being done or not or whether they have to add anything else or not, etc.
Review
After evaluation again there should be a review of the entire thing to give it a final check.
Analysis
After the campaign there should be an analysis of the entire process so that they will come to know whether the campaign was successful or not and if not then where it went wrong. If any draw back’s are pointed out then again the whole process is repeated from the point of identifying the public’s.
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