OBJECTIVES

• To undertake activities that will ensure continuity and concentration of effort towards realising the PRSK Vision, Mission and Objectives.
• To set up benchmarks upon which PRSK can be evaluated.
• To realize planned benefits to members.
• To ensure a smooth transition during change of office bearers.
• To provide a clear strategy to the PRSK Secretariat.

FINANCE

Objectives

• Draw up and implement an annual budget

Strategies

• Budget for each year to be presented and agreed at the first Executive Meeting after the AGM
• Accumulate reserves to a level where the Society is not in deficit
• Set out self-funding activities to reduce dependence on membership subscriptions
• Market to potential sponsors
• Create database of past sponsors
• Identify new sponsors
• Formulate incentive structure
• Enhance corporate relations

EDUCATION AND TRAINING

Objectives

• Provide relevant and timely information to members
• Contribute to our efforts to “be more important to our members

Strategies

• Establish a calendar for conducting seminars & training sessions
• Set up a curriculum relevant to members
• Market to potential participants and sponsors
• Establish & maintain certificate & diploma courses
• Establish resource centre
• Target as emerging markets areas where PR is considered to an emerging profession
• Seek accreditation from universities e.g. Kenyatta University, University of Sterling, etc

MANPOWER DEVELOPMENT

Objectives

• Establish and operationalize the organizational structure
• Enhance capacity building of executive members
• Enhance capacity of Secretariat
• Policy formulation Review and update current structure Enhance vertical and horizontal communication

Strategies

• Define roles within the structure e.g. executive members, secretariat
• Training at all levels
• Revise constitution & code of ethics
• Develop database on all
• Incentives to structure bearers and motivate for ownership
• Recruitment for more volunteers

MEMBERSHIP

Objectives

• Increase the number of active members to 200 in year 2003 and by 50% annually
• To have established 4 regional chapters countrywide in the next five years
• Recruitment drives of students and members
• Awareness campaigns update data base

Strategies

• Get corporate support
• Incentives-promotional/branded items e.g. badges, lapels
• Create PRSK Alumni
• PRSK Members club

PUBLICITY

Objectives

• To publicize the Society internally and externally

Strategies

• Maintain PR Arena magazine and strive to achieve a paid circulation of 1000 copies
• Publicity campaigns
• Newspaper
• Supplements/feature articles/press releases
• School talks
• Industrial visits
• TV talk shows
• Radio programmes
• PR efforts through international & national associations
• Web site
• E-group
• Paid-up PR exhibitions e.g. by consultancies, training institutions, etc
• Members fun day

AWARDS FOR EXCELLENCE

Objectives

• Establish the Awards as the preferred choice of entry, measured by the level of entries and by public recognition of the winners
• Increase quality and level of entries
• Create an awards programme and ceremony event which will attract a full house
• Create income

Strategies

• Expand the scope
• Increase visibility of the Awards
• Further our links with national & regional associations
• Build recognition through Web site
• Increase sponsorship levels
• Strive to attract a title sponsor and other categories