Program planning falls under the A for the action step in the RACE acronym because this step is when the organization starts making plans to do something about an issue or situation. When planning it is important to look at the research, and to be strategic. Think about your goals and your strategies. There are two approaches to planning; the first is management by objective. MBO planning provides focus and direction for formulating strategy to achieve specific organizational objectives. The Strategies and Tactics text book lists 9 steps that can serve as a checklist when using this method.
1. Client/employer objectives
2. Audience/public
3. Audience objectives
4. Media channels
5. Media channel objectives
6. Sources and questions
7. Communication strategies
8. Essence of the message
9. Nonverbal support
The second approach to planning is the strategic planning model. Ketchum has a model that makes sense to both professionals and the client that is available on page 153 of Strategies and Tactics by Dennis L. Wilcox and Glen T. Cameron.
Next to consider are the elements of a plan. There are 8 basic elements of a plan:
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar/timetable
7. Budget
8. Evaluation
When considering step number 3, your audience, it is important to remember that the “general public” in most cases is extremely too broad. If you are making a campaign for the Office of the Dean of Students you might want to say your target public is the student body. How could you break down the student body into smaller, more specific groups? Here are some examples:
1. Full – time students
2. Undergraduate students
3. Students who live on campus
4. Traditional students (18-22 years old)
5. Students uninvolved in clubs/organizations
Now the target audience could be traditional undergraduate students who live on campus and are uninvolved in school organizations or clubs.
It is important to remember that the last step, evaluation, is important because it measures the impact and success of your campaign.
