The Sky’s the Limit – PR Planning

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Burj Khalifa

(The Council of Tall Buildings and Urban Habitat, 2014)

The ‘Burj Khalifa’ is the world’s tallest building, standing at 828 this centrepiece of Dubai  has won 38 global architectural awards and broken countless construction records. (Skidmore, Owings & Merrill LLP (SOM), 2016)

This feat of architecture and engineering prowess has culminated from centuries of design and building experience.  It’s realisation born of the blueprint created as a roadmap to it’s achievement.

It is this blueprint or plan which determines the success of a project, identifying the steps for implementation and strategies to achievement.  This universal planning principle applies wherever a goal is to be realised.

In formulating a plan for a ‘Public Relations’ campaign, the ‘Think Public Relations’ text book outlines the 8 key elements essential to a blueprint.

Creating-a-Strategic-Plan

(Wanslea Foster Care, 2014)

  1. Situation – A description of what has occurred to drive this campaign. Generally falling into three areas to overcoming an issue, one-time event for a specific outcome or an ongoing positive campaign to reinforce image or message.
  1. Objectives – An outline of the program’s goals. The objective is to be realistic, measurable.
  1. Audience – Define the public or publics to be specifically addressed

    word cloud - strategic planning

    (Pozniak Safety, 2016)

  1. Strategy – The strategic framework is the ‘how to’ of the plan consisting of a single
    statement or several actions. It includes themes and core message/s to be reinforced throughout the campaign.
  1. Tactics – The action plan or ‘how to’ of the strategy. Traces, in order, the elements required to achieve the strategies.
  1. Timetable – The formulation of a schedule including, when the campaign commences, sequence and timing of actions.
  1. Budget – The cost to complete the program including, staff labour hours and expenses.
  1. Measurement – The success of the program will be determined by it’s achievement of the original objectives. The measurement to the objective is evaluated to assess the performance to the plan, and it’s overall success.

(Wilcox, Cameron, Reber, & Shin, 2013)

 

Reference List

Pozniak Safety. (2016). OH&S Strategic Planning. Retrieved April 10, 2016, from Pozniak Safety Assoicates Inc.OJ: http://pozniaksafety.com/ohs-strategic-planning/

Skidmore, Owings & Merrill LLP (SOM). (2016). SOM Projects – Burj Kalifa. Retrieved April 10, 2016, from SOM: http://www.som.com/projects/burj_khalifa

The Council of Tall Buildings and Urban Habitat. (2012). The Skyscraper Centre – Burj Khalifa. Retrieved April 10, 2016, from The Skyscraper Centre: http://skyscrapercenter.com/building/burj-khalifa/3

Wanslea Foster Care. (2014, December 14). Our of Home Care Strategic Plan. Retrieved from Foster Now: http://www.fosternow.com.au/home-care-strategic-plan-2015-2020/

Wilcox, Cameron, Reber, Shin (2013). Think Public Relations (Second ed.). Upper Saddle River, New Jersey, USA: Pearson Education Inc. .

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