strategic public relations plan

1. Situational and organisational analysis
2. Discussion of potential issues and risks
3. Identification & prioritisation of key publics/stakeholders
4. SMART objectives and key messages
5. Communications strategy(ies) – the overall approach(es) used to achieve the objectives set
6. Discussion and details of appropriate forms of outcome evaluation
Dip PA-June2015_v1.1 3
You and your team’s capability to select tactics and implement the plan is assumed. You would move on to finalise these aspects once the board approves your strategic plan. Consequently, tactics/techniques, timetabling and resources are not required at this stage.
2. Write a rationale for each step of your approach
Your rationale is a separate, reflective document that should discuss the concepts and thinking that underpin your plan. It should be written in an essay format and style. It is not a document that would be presented to management, nor a commentary on your plan, but it does crystallise the thinking you would use to justify (either internally or to a client) your recommendations if challenged to do so. It is not a generic discussion of planning and related topics, but is directly focussed on your specific strategic planning elements.
Following an introduction, structure your rationale according to the six sections listed above and you should show how theory has informed your practical decisions. In each section, your rationale should cover the following:
1. Discuss the theory you have drawn on in that section; justify your choice, and compare and contrast with any alternative approaches (where applicable).
2. Explain how the theory drawn upon has informed your recommendations and analyse how this will result in them being more effective.