Chapter six is about the value of planning. Very important. After doing your research (as we read in chapter five…) The next step is creating a planning program to implement the organizational objectives! A program can be informational or motivational. An informational program just presents the facts to make people aware of something, and a motivational program is more to increase participation in something such as sales. The approach to planning is different in different firms. Some firms have the classic MBO (Management By Objective) model that they use or others firms have their own planning model that they use to get the program across. A program plan can be a short outline or a detailed report of exactly what needs to be done to accomplish the task both are used in public relation firms today.
TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron