PLANNING
      •It focuses effort: work on the right things.
      •It improves effectiveness: prioritized.
      •Encourages the long term view: future.
      •Helps demonstrate value for money: 
        comparison for achievement.
      •Minimizes mishap: attention for detail.
      •Reconciles conflict: anticipation
      •Facilitates proactivity: deciding by 
        yourself.
     2
    FACT FINDING
    •Analysis: identify 
      issues on which to 
      base your PR 
      programmed. 
    •Ex: old fashioned and 
      losing market share 
      vs. demo that product 
      is modern and 
      leading edge.
    •Research: political, 
      economic, social, 
      technological.
     3
      VARIABLE ANALYSIS
         Political          Economic             Social        Technological
      1. Environme       1. Interest        1. Population      1. New 
         ntal               rates              growth             discoveries
         legislation     2. Inflation       2. Lifestyles      2. Rate of 
      2. Employmen 3. Money                 3. Level of           change
         t legislation      supply             education       3. Investment 
      3. Trade           4. Level of        4. Income             in 
         legislation        employmen          distribution       technology
      4. Change of          t               5. Consumer        4. Spending 
         governmen 5. Disposable               patterns           on 
         t                  income          6. Social             research 
                         6. Economic           attitudes          and 
                            cycles             and                developme
                         7. World              concerns           nt
                            economic 
      4                     conditions
    STRATEGY AND TACTICS
    •Strategy is the 
      overall approach that 
      is taken to a 
      programmed or 
      campaign. 
    •Theme, the big idea, 
      the rationale behind 
      tactic.
     5
  BAGIAN PROGRAM PLANNING
  1. Situasi
  2. Tujuan
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/time table
  7. Budget 
  8. evaluation