PR Planning: How to Create a PR Strategy (Sample)

Running head: PR PLANNING
PR PLANNING
Name of the student
Name of the university
Author note

PR PLANNING
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Table of Contents
1. Situation Analysis........................................................................................................................2
1.1 Background............................................................................................................................2
1.2 Research.................................................................................................................................2
1.3 Problem and opportunity statements.....................................................................................3
2. SMART Objectives.....................................................................................................................3
3. Target Publics..............................................................................................................................5
4. Strategy and Key Messages.........................................................................................................6
4.1 Persuasive concept of the strategy.........................................................................................6
4.2 Key messages.........................................................................................................................7
5. Tactics..........................................................................................................................................8
6. Calendar (Gantt chart).................................................................................................................9
Activity sheet...............................................................................................................................9
Gantt chart.................................................................................................................................11
7. Evaluation..................................................................................................................................12
References......................................................................................................................................13

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1. Situation Analysis
1.1 Background
The concerned organization, Bulla Dairy Foods, an Australian owned dairy business
aimed at improving the lines of dairy food propositions ranging from ice cream and yogurts to
flavored milk (Bulla.com 2020). The business is considered to be one of the largest dairy foods
manufacturing business in Australia. However, it has been noticed that most of the target
audience of the organization are unaware of the quality assurance that are provided by the same
for ensuring the interests of the customers. The target audience are specifically the non- vegan
consumers who possess an inclination towards the consumption of dairy propositions. Therefore,
the public relations strategies would assist the organization in improving the awareness among
the people while influencing their sales volume in the different markets. The role of a pubic
relation manager in this relation is to provide suggested tactics and strategies for the concerned
organization with the purpose of improving their rate of communication with the target audience.
1.2 Research
Secondary research
The secondary qualitative research will be collected through the conduction of interviews
with the marketing managers of the organization. A list of semi structured open ended questions
would be selected and thereby the interview would be conducted with the purpose of gaining
knowledge on the current public relation related aspects that are being faced by the organization
and the future needs of the business.
Primary research

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The primary research would be conducted through surveys among the target customer
groups of the organization. A survey questionnaire consisting of 10 close ended questions would
be circulated among the respondents and their feedbacks would be gathered on the same for
analysis purposes. The questions would specifically judge the knowledge of the customers on the
value propositions that are being provided by the concerned organization and the quality
assurance related aspects of the same. Therefore, the collection of quantitative data would
support in identifying the position of the concerned organization while operating in the different
markets.
1.3 Problem and opportunity statements
Problem statement
 Few customers believe that the organization utilize urea neutralizers for improving the
quality of taste of the dairy propositions
Opportunity statement
 Most of the customers are off the opinion that the concerned organization propose
improved quality offerings
2. SMART Objectives
Specific
The objective of the public relations activity
will be to increase awareness on the quality
assurance that is being provided by the
organization through collaboration with
different media vehicles