Week 10

Chapters 7 & 8 of Johnston & Zawawi

Ch. 7 – Strategy, Planning, & Scheduling
The stages of the PR Strategic Process (pg 170)
Organisational Strategy – a series of planned activities designed and integrated to achieve a stated organizational goal. (pg. 170); the underlying rationale that guides the selection of campaign tactics or stages.
Public Relations Strategy – “From a public relations perspective, strategies must be designed for communication with all target groups, such as employees, government, pressure groups, and local community” (172)
Key Performance Indicators (KPIs) – “developed to gauge operational performance between one period and the next, measuring the most important performance results, such as the number of product items manufactured and revenue” (177)
Budgeting – “about the direction, monitoring and control of organizational resources” (180)
Writing for Strategic PR Plan
Scheduling – “no plan – no matter how carefully researched and prepared – can be implemented effectively without thorough scheduling” (183)


Ch. 8 – Tactics
The difference between “Tactics” and “Strategy”
“Strategy is the overarching plan that allows a public relations practitioner to help ensure that organizational goals and objectives are achieved. This strategy will determine the campaigns that may be necessary and the choice of tactics can then be made. Every tactic must relate directly back to its defined purpose: achieving the strategic outcome.” (198)