PR Goals, Objectives, Strategies & Tactics

Summary

The video outlines the RACE process in public relations—Research, Action, Communication, and Evaluation—highlighting its critical role in developing effective PR campaigns. It emphasizes setting broad goals and SMART objectives to guide efforts. The balance between strategy and tactics is crucial, with strategies forming the foundation beneath the surface. Real-world examples illustrate successes and pitfalls in PR, such as the impact of uncontrolled media and the successful turnaround of healthcare.gov through targeted communication. Ultimately, thoughtful planning enhances the likelihood of achieving desired outcomes in public relations.

Takeaways

• 😀 Research is fundamental to all stages of a public relations campaign, guiding strategies and tactics.
• 📅 Optimal posting times vary by platform: Facebook (1-4 PM), Pinterest (8-11 PM), Tumblr (7-10 PM).
• 🎯 Establishing clear goals and SMART objectives is crucial for effective PR planning.
• 📝 Objectives should be few but focused, allowing for manageable and measurable achievements.
• 📊 Strategy and tactics must work together; without strategy, tactics may lead to failure.
• 🐧 The analogy of tactics being like the visible part of an iceberg highlights the importance of underlying strategies.
• 📣 Uncontrolled media can have unpredictable outcomes, as illustrated by the NYPD's social media campaign failure.
• 🔍 Engaging directly with your audience can yield positive results, as seen in Obama's effective outreach to young adults.
• 💻 The rollout of healthcare.gov serves as a cautionary tale about the importance of proper execution in PR.
• 📈 An effective PR campaign leverages both strategies and tactics to maximize outcomes and adapt to challenges.

Q & A

What does the acronym RACE stand for in public relations?

RACE stands for Research, Action, Communication, and Evaluation, and is a foundational process for effective public relations campaigns.

Why is research important in public relations campaigns?

Research is critical as it informs all levels of a campaign, helping to determine effective strategies and optimal times for communication.

What are SMART objectives?

SMART objectives are Specific, Measurable, Attainable, Realistic, and Time-based goals that guide the planning and evaluation of public relations efforts.

How should PR goals differ from objectives?

PR goals provide a broad vision for what an organization aims to achieve, while objectives are specific, detailed targets that help realize those goals.

What is the relationship between strategy and tactics in public relations?

Strategy provides the overarching plan for achieving objectives, while tactics are the specific actions taken to implement that strategy.

What analogy is used to describe the relationship between strategy and tactics?

An analogy often used compares strategy to the 90% of an iceberg that lies beneath the surface, while tactics represent the visible 10% above water.

What role do uncontrolled media play in public relations?

Uncontrolled media, such as news interviews, can be risky because the organization does not have control over how the message will be portrayed.

What example illustrates a failed PR campaign due to uncontrolled media?

The NYPD's social media campaign asked the public to share positive interactions with police, but it backfired when many shared negative images instead.

How did President Obama effectively use tactics to improve the perception of healthcare.gov?

Obama's appearance on the show 'Between Two Ferns' significantly boosted traffic to healthcare.gov by 40%, demonstrating an effective use of media outreach.

What can be concluded about the importance of well-thought-out goals and objectives in PR?

While no PR campaign is foolproof, having clearly defined goals and objectives maximizes the likelihood of successful strategies and tactics.