Strategic Public Relations

Planning
CHAPTER 11
IMPLEMENTATION OF PR PLAN
BY
JENNIEFER SURYAWIDJAYA

Implementation of Communication Plan

Implementation

Project Management

Third party actions

Project Management Plan

Theories & Principles

Setting Priority

Principles of Influence and

Persuasion
Tactics
Channel or PR techniques

Implementation
Implementing Public Relations and Communication plan effectively :
Why to understand theories and principles drives good
practice.
How to develop key messages and using the right
channels and techniques to reach recipients.
Third-party actions
Communication in itself is enough to solve most public relations problems,
however, Action is often needed in combination with communication.
Should leaders worry about having the right strategy? Sure, but
implementation is a lot more important
(Pfeffer, 1998)

Implementation
Theories and Principles relating to implementation

Feedback is an essential part of communication process.

Interpersonal communication.
Filters, barriers, interference preoccupations, attitudes, distraction,

stereotyping, assumptions, status difference, selective perception.

Interpersonal communication in workplace.
Motivation based on Maslows Hierarchy of needs (1) physiological, (2)
safety, (3) belonging and love, (4) esteem, (5) cognitive, (6) aesthetic, (7)self
actualisation, (8) transcendence.

Implementation
Principles of Persuasion by
Cutlip, Center and Broom

Cialdinis Principles of
Influence

Identification principle

Principle of reciprocation

Action principle

Principle of commitment and

Principle of familiarity and trust

Clarity principle

consistency
Principle of social proof
Principle of liking
Principle of authority
Principle of scarcity

Implementation
Tactics public relations action designed to have a particular effect on an
organisations relationship with a particular public (Guth & Marsh, 2006).

Must be appropriate and deliverable.

Consists of messages and channels.
Messages who says what, to whom, how, with what effect
Channels medium through which messages are transmitted and received.
PR techniques media relations, conferences, community relations, etc.

Project Management
Communication is central to any major operational project. It applies to two levels

Communicate about operational aspect

2. Support plan that deals with wider communication audiences.
1.

Project management plan a communication and support tool that documents

and assists team members and stakeholders in managing the project.

The purpose is to compile a series of supporting management plan to guide the

project manager, team members, and other stakeholders through the management
of the project (incl. time, quality, risk, and cost management).
Poor communication is the main reason why project plans fail. Lack of clear and

concise communication prevents projects from succeeding.

Project Management
Project communication techniques or channels
Project communication tools are basic, but need to be reliable and used in a
professional way.
Verbal communication face-to-face, telephone.
Written communication email, paper, electronic.
Visual communication presentations, documentary coverage, Gantt and
PERT charts.
Project communication plan is the most important aspect of project
management. It has three purposes:
Communicating project information in timely manner.
Generating the right level of information for clients and internal customers.
Collecting, distributing, and storing project information.

Project Management
Timing Gantt and PERT charts
Timelines in the communication plan are essential for successful management

of tactics.
Gantt chart is a horizontal bar chart that serves as a production control tool. It
provides graphical illustration of a schedule that helps to plan, coordinate and
track specific tasks in a project.
PERT (Program Evaluation Review Technique) purpose is to compute the
elapsed time in which a project can be finished and to identify the critical
path, a series of related activities which, added together, indicate the earliest
date at which the project can be completed.
PERT chart is sometimes preferred over Gantt chart, because it clearly
illustrates task dependencies.

Project Management
Prioritising

It is important to prioritise lists of actions developed in their order of

importance to the project.

Confusion about priorities between team members will waste a lot of time.
Prioritised lists provide everyone with a shared framework of logic to make
their decisions.
If the goals are clear and understood, there is less need for interpretation and
fewer chances of wasted effort.

Thank You