Chapter 3: Planning and Research
There are many components to a successful public relations campaign. A lot of research must be done to make sure that the right target audience is being spoken to and the right means of media are being used. In order for public relations tactics to be successful, the process must begin with an issue statement. Essentially, it exactly defines and pinpoints the issue that needs to be addressed by communication or marketing. Then, the affected publics and timing must be considered. The affected publics are the personally affected parties that the issue concerns. The timing is vital to public relations because it can progress a campaign, or push it backwards and make it unsuccessful. Strengths and weaknesses of the organization or product must also be considered for strategic planning purposes.
Researching the topic is one of the most important parts of public relations. Both primary and secondary research may be conducted and used. Secondary research is research found in books, journals, the internet, etc.; it is research that has already been conducted by another party. Primary research can include things like focus groups, surveys or interviews; it is first-hand research. After the research is conducted, gathered and reviewed, objectives must be set. Timeline and budgeting for the public relations must be determined and parameters must be set. In order for a campaign to succeed, all of these things must be taken into consideration and executed properly.