Planning Grid
X
The planning grid is a tool used in developing strategy. It is
also a systematic approach to developing strategic messages.
This
is what a planning grid looks like:
X
Goal:
________________________________________________________________________
X
Public |
Stake |
Message |
Medium |
Timetable |
Monitor |
Budget |
x |
x |
x |
x |
x |
x |
x |
x |
x |
x |
x |
x |
x |
x |
X
How to complete a planning grid:
- Identify
a goal -- just one goal -- you wish to achieve on behalf of
your client.
A goal is a statement of the outcome your client hopes to
achieve. Think of it as a destination. It is not the
strategy or the tactics used in reaching that destination. If
you have
more than one goal to address, complete separate grids for each
goal.
- Identify
the publics you consider most critical in meeting the client’s
goal.
In any given scenario, there could be dozens of stakeholders.
Remember:
You represent the management of your client organization.
Do not
target yourself or the managers/executives of the organization
you
represent - you are communicating on their behalf. List
each in a
separate box in the column under the heading “Public.”
- Identify
each public's single-most compelling stake as it relates to
your client’s goals.
Stake is defined as a statement of each public’s
self-interests. In any given scenario, there could
be
multiple statements of self-interest. However, for the
purposes
of clarity, only one statement per public is required.
Pick the
stake that best serves the needs of the client and public --
creating a
"win-win" situation. For purposes of clarity, it is
recommended
that this be stated in a complete sentence. It should be
listed
in the column titled “Stake” in rows assigned to an
appropriate public. It is understood that some statements of
self-interest are appropriate for more than one public.
- Identify
the messages that you want to deliver to the targeted publics.
These
messages are both positioning statements and a call to
action. They are designed to motivate specific publics to
take a
desired action. They should take into account both the client’s
goals and the audience’s self-interests (stake).
- With primary publics, the
message should use parallel language linking the stake and
goal.
Typically, its construction is along these lines: “I
want
this public to take an action that will advance my goal
because it also
advances that public’s stake.” Example: KU wants an
increase in state funding. It is targeting the
legislature.
It has defined the legislature’s stake as: “Legislators
want to be seen spending state tax dollars wisely.” So, the
message from KU to legislators is: “Increase KU’s budget so
you will be seen wisely spending taxpayer dollars.”
- With intervening publics,
remember that the goal has changed.
By definition, primary publics are the only people who are
decision-makers who decide whether you can achieve your
goal. By
definition, intervening publics seek to influence the primary
publics. Therefore, the construction of the message is
typically
along these lines: "Influence (primary public) to take an
action that
will advance my goal because it advances your stake." Even
with this
modified goal, you should still use the same language used in
the
stake. Example: KU wants an increase in state funding.
It is
targeting students as an intervening audience that can
influence the
legislature. Students want to keep down the cost of
tuition. Therefore, the message is: "Write legislators
in support
of increased funding at KU because it will help keep down the
cost of
tuition."
- Choose a message that most
explicity addresses the goal and the public's self
interest.
For purposes of clarity, it is recommended that this be stated
in a
complete sentence. It should be listed in the column
titled
“Messages” in rows assigned to an appropriate public.
It is understood that some message statements are appropriate
for more
than one public.
- Identify the media appropriate for
communicating with the targeted publics.
Identify the channels of communications you feel are best for
reaching
these publics. In any given scenario, there may be
multiple
channels appropriate for reaching a given public. Your
choice of
medium should be listed in the column titled “Media” in
rows assigned to an appropriate public. It is understood that
some
media are appropriate for more than one public.
- Determine the timetable for
delivering your messages using the media you have selected.
- Determine
how you will monitor the progress of your plan.
This is the evaluation phase of the public relations
process.
- Determine the budget for the actions you have
proposed. Reflect the unit cost, the
quantity and the total cost.
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Updated
October 21, 2019
Copyright
2019 - David Warner Guth