Syllabus Week 3
Strategy and Planning, Research and Target Audiences
This session covers the critical role of strategy and planning in PR as part of a strategic process. The session starts with the importance of research and various ways to produce a situation analysis. The setting of objectives and the development of strategy and tactics are also examined along with the identification of key target audiences.
- Why strategy is central to PR and reputation management
- The relationship between research, objectives and strategy
- An analysis of the nature of strategy viewed from Mintzberg’s perspective
- The different types and levels of strategy: emergent and prescriptive strategies
- Resource-based strategies and core competence
- Blue ocean strategy
- Positioning strategy
- The strategic process: analysis, selection, implementation, analysis
- SWOT analysis; PEST; gap analysis; value migration; market research; portfolio analysis:
- The identification of key target audiences: third party advocates and stakeholders
- Multiple stakeholders: six market domain model
- Stakeholders and reputation management: case study
- The use of demographics and lifestyle characteristics
- Influences on the creation of a target list
- Strategy development and implementation; tactics and actions
- Programme planning against the strategy brief; case studies
- Strategy intent: mission and vision statements and the importance of value propositions
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