Chapter 6- Program Planning
Posted March 11, 2009
on:- 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:
- Client/employer objectives
- Audience/ publics
- Audience objectives
- Media Channels
- Media Channel Objectives
- Sources and Questions
- Communication strategies
- Essence of the message
- 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:
- Situation
- Objectives
- Audience
- Strategy
- Tactics
- Calender/ timetable
- Budget
- 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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