Unit 1 Lesson: PR Strategy, Theory and Process

Strategic communication is driven by clearly defined goals and desired outcomes, whereas communication done solely for visibility wastes time and resources and does not necessarily influence awareness, attitudes, or behavior.

It means first identifying the ultimate goal or desired action and then planning communications backward to move the target audience from awareness to attitude change and ultimately to action.

Because behavior typically requires effort, time, or cost from the audience, making it harder than simply becoming aware of or forming an opinion about an issue.

Audiences differ in needs, motivations, media use, and susceptibility to messages, so effective communication requires targeting specific, well-defined publics.

A goal is broad and long-term, while an objective is specific, measurable, time-bound, and focused on a particular audience or outcome.

Strategies are overarching approaches to achieving objectives, while tactics are specific actions that implement strategies; they are often confused because tactics are more visible.

Unrealistic objectives undermine planning, budgeting, credibility, and evaluation, and cannot effectively guide decision-making.

Goals define the big picture, objectives specify measurable outcomes, strategies outline how objectives will be achieved, and tactics are the concrete actions used to execute strategies.

Research: Understand the problem, audience, and environment;
Objectives/Action Plan: Define specific, measurable outcomes;
Programming/Communication: Execution;
Evaluation: Measure effectiveness and outcomes.

Research defines the problem or opportunity. A SWOT analysis helps to guide and organize findings.