Think Happy Thoughts

Chapter 6- Program Planning

Posted on: March 11, 2009

  • Management By Objective (MBO)- Provides focus and direction for formulating strategy to achieve specific organizational objectives.
  • Nine steps that can serve as a planning checklist that provides a basis for strategic planning:
  1. Client/employer objectives
  2. Audience/ publics
  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

A strategic planning model:

Facts

  • Category facts- What are recent industry trends?
  • Product/ service issues- What are the significant characteristics of the product, service, or issue?
  • Competitive facts- Who are the competitors, and what are their competitive strengths, similarities, and differences?
  • Customer facts- Who uses the product and why?

Goals

  • Business objectives- What are the company’s business objectives? What is the time frame?
  • Role of public relations- How does public relations fit into the marketing mix?
  • Sources of new business- What sectors will produce growth?

Audience

  • Target audiences- What are the target audiences? What are their “hot” buttons?
  • Current mind-set- How do audiences feel about the product, service, or issue?
  • Desired mind-set- How do we want them to feel?

Key Message

  • Main point- What one key message must be conveyed to change or reinforce mind-sets?

8 elements of a program plan:

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calender/ timetable
  7. Budget
  8. Evaluation

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

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