CASE ACTIVITY

Since the college president has already provided general goals for your public relations
program and you have conducted research on binge drinking and public relations efforts of
other schools in regard to this issue, you have a strong foundation for writing a brief situation
analysis. After providing insight into the issue through formative research, establishing
measurable objectives for the campaign is the next step. Objectives need to be informational
(awareness) or motivational (participation/action), depending on the goals for the program.
Next, description of
the audience should include demographic as well as psychographic information of college
students. Strategy needs to describe how the objectives are to be achieved; it is the broad idea
and/or key message themes that will guide the campaign tactics. Strategy should fit the target
audience; therefore, educating students about binge drinking should include elements that
resonate with students. Going to jail, paying fines, losing your license, killing yourself/friends
are all elements of your message that may resonate with college students. Tactics are the
activities that will put strategy into operation. The implementation of tactics should focus on
student-centered activities like social networks, classes, music, school organizations, and free
events. Each strategy should have at least one tactic to accomplish to implement the strategy.
A timetable should be set, scheduling tactics throughout the academic year. Finally, a budget
should be developed that stays in line with the amount of dollars that were allocated to the
program at the outset. Most budgets include both staff time and out-of-pocket expenses in
order to itemize the costs associated with a program plan.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. Why is planning so important in the public relations process?
Planning is important because it helps to prevent haphazard, ineffective communication.
Planning is a systematic process that includes gathering information, analyzing it, and
applying it for the purpose of achieving set objectives.

2. What is MBO, and how can it be applied to public relations planning?
MBO is management by objectives, which provides focus and direction for formulating
strategy to achieve specific organizational objectives.

3. Name the eight elements of a program plan.
The eight elements of a program are: situation, objectives, audience, strategy,
tactics, calendar/timetable, budget, and evaluation.

4. Identify the three situations that often require a public relations campaign.
The three situations that require a public relations campaign are: remedial
(overcoming a negative situation), one-time project, and reinforcement (preserving reputation
and public support).

5. Explain the difference between an informational objective and a motivational
objective.
An informational objective deals primarily with information and awareness of
an issue, the most common of which are message exposure and accurate dissemination of
messages. A motivational objective is easier to measure. They are bottom-line oriented and
based on clearly measurable results that can be quantified.
6. Should a practitioner define an audience as the general public? Why or why not?
No, practitioners should target specific publics WITHIN the general public, and not
look at the general public as an amorphous whole.

7. What is the difference between a strategy and a tactic?
A strategy statement describes how, conceptually, an objective is to be
achieved, offering a rationale for the actions and program components that are planned.
Strategy usually consists of guidelines and key messages for the program. Tactics are the next
step of a plan; they describe specific activities that put each strategy into action and help to
achieve the stated objectives. Tactics usually consist of various methods to reach audiences
with the key messages.

8. Why are timing and scheduling so important in a public relations campaign?
Timing/scheduling is important so that messages are more meaningful to the
intended audience. Some campaigns are environmentally or seasonally noteworthy, and
others arent time or event-sensitive. The sequencing of events is as important as the timing.

9. What is the largest expense in campaign conducted by a public relations firm?
The largest expense incurred in a campaign budget is staff and administrative time,
which can account for about 70 percent of expenses (salaries and administrative fees).
10. Why is evaluation of a campaign linked to the programs objectives?
Objectives must be measurable in order to demonstrate the programs
effectiveness for the client. As a result, the evaluation component of the plan suggests the
metrics that can be used to evaluate whether the objectives have been accomplished.