Kim Harisson Chapter 7 Developing Public Relations Strategy

By: Erwina Lemuel

Strategy

Determination of the basic long-term goals and objectives of an

enterprise and the adoption of courses of action and the allocation
of necessary for carrying out these goals (Robbins & Barnwell in
Xavier, Johnston and Patel (2005))

Establishing the purpose of organization

Defines competitive domain of organization

Continuous and adaptive to SWOT
of organization

6 Keys Dimension
of Strategy

Being the main point of

the competitive advantage

Moss and Wanarby

(1998)

Engages all hierarchical levels of the

organization
A motivating force for related internal
and external stakeholders

The
Scheme

Journey to creating Public Relations Strategy in the organization

Strategic
Thinking

The process that organizations management uses to set direction and

articulate their vision- that is to think through the qualitative aspects of
the business ex: opinion, judgments, even feelings of the stakeholders
and the environment it faces (Steyn; 2003)

While Systems have their own boundaries, they also relate and
interact with general environment and other systems (Steyn, 2003)

Systems
Theory

Strategic
Planning

The process by which the guiding members of an organization envision

its future and develop the necessary procedures and operations to
achieve that future ( Goodstein, Nolan & Pfeiffer, 1993,p.3)

It deals with fundamental basic issues.

Ex: Who are our customers? Whats our product and services?

Provides framework for more detailed planning

and day to day managerial decisions

Involves a medium to long term

time frame
Provides coherence and momentum to
organizations actions and decisions over time

Its a high level activity because it

involves senior management

5 Attributes of
Strategic Planning

PR Strategic
Contribution
CEO want to hear a
valuable external
voices of PESTLE from
their Public Relations
professional in the
strategic decision
making

What is Public Relations contributions in order to step up into

the strategic level?

Most Public Relations

did not participate
fully in the strategic
management because
lack of knowledge and
the tools

Most Public Relations

generally perceive
their work as tactical
rather than strategic

CEO expect their PR professionals to provide forward

intelligence, to be internally and externally well connected, to
be problem solvers, coaches and advisers, and to be able to
provide convincing narrative about the organization's direction
(Gregory,2010)

And thats why Public Relations have the strategic

contribution. We are the bridge

Public Relations
Strategy
Steyns model (2007) for
developing public relations
strategy

Analyze Internal Environment

Identify Strategic Stakeholders and Publics
Identify, Describe and Differentiate
Between Key Strategic Issue
Identify implications of each strategic issue
Formulate the corporate communications strategy
Set Communication Goals

Formulate the Communications Policy

Draft to Top Management
Conduct An Overall Corporate
Communications Media Analysis

Develop A Strategic Communications Plan

REMEMBER

Learn as much as
possible about the
operational areas so
we can reach a better
understanding of the
external and internal
environment

Make sure that the

key messages are
passed consistently
and effectively.
The messages should
link the big picture
and small picture!

PR do assist and
communicating to the
line managers but NOT
communicating to the
each of their staff on
behalf. Its own line
managers responsibility

Strategic planning concepts would be ineffectual without good communication

involvement theres where PR playground located
It is important for PR practitioner to be participated in the planning and decision
making stage in strategy making process. As communication is a major activities

 Strategy is about Shaping the Future

Mac Mckeown