This chapter is all about planning and the steps required to do it successfully. Brainstorming is probably the simplest and probably one of the better methods of planning. We learned about brainstorming in elementary school because whenever we had to write a “long” essay, our teacher would have us brainstorm our ideas on paper before we wrote the rough draft. In public relations, brainstorming takes the process a little farther because they will usually ask the tough questions about the quality of their research. There are five discussion areas that a brainstorming session will try to cover:
Publics: Which publics are or must be involved in the issue?
Resources: To reach our goals, what resources do we require from each public?
Values: What are each public’s interests, stakes, or involved values?
Message: What message should we send to each public?
Media: You’re not limited to just one channel of communication when you send a message to a targeted public.
All five of those areas point back to the goal, which in the brainstorming grid is the head of the diagram. The goal is the starting point and is a generalized statement of the outcome you hope your plan achieves. Once you have a well-written goal, then the next step is finding out the objective which defines particular ambitions as opposed to being a general statement.
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