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WSU COMSTRAT 312 - Public Relations Planning and Problem Solving

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Comstrat 312 1nd Edition Lecture 20 Outline of Last Lecture 1. Research: the basics for informed decision making2. Types of research3. Validity4. Sampling and external validity Outline of Current Lecture 1. Surveys2. Research results3. Public relations planning and problem solving4. Planning advantages and difficulties5. Simplified planning processCurrent Lecture1. Surveysa. Mixed mode (use of multiple interview formats)i. Advantages1. Allows researchers to compensate for weaknesses in methods2. Provides flexibility (survey mode, participant contact mode)3. Different modes may help improve response rates4. Can be relatively inexpensive ii. Disadvantages1.2. Research resultsa. Confirm key aspects of research methodsb. Examine data/results carefullyi. Pay special attention to surprising or contradictory resultsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. Don’t miss findings because you disagree (or because they reveal problems)iii. Don’t selectively interpret resultsc. Use results for guidance, they don’t solve problems on their own3. Public relations planning and problem solvinga. PR comes from journalism, has taken same approachi. Little planningii. Reactionary management (situations control peopleb. Offensive vs defensive actionsi. Typically, PR has waited for things to happen resulting in defensive actionsii. “Creating good will” is a weak offensive action, little goal orientationc. Deadline orientationi. Creates crisis situationsii. Inefficient use of time and resourcesd. Not much expected of PR from an organizational standpoint4. Planning advantages and difficultiesa. Advantagesi. Helps to better define problemsii. Provides a basis for scheduling time and resourcesiii. Budget often competitively determines1. Planning allows budgeting based on objectives iv. Builds credibility 1. Most disciplines understood in quantifiable terms2. Practitioners can quantify PR with planningv. Enhances cooperation1. Within the PR departments, everyone has the same goal2. Those outside the PR departments see PR contributing to organization goalsb. Difficultiesi. Requires initial investment of timeii. It is sometimes necessary to react/adjust to unanticipated eventsiii. PR can be difficult to plan and manage (and quantify)c. Management by objectivesi. System of management in which the activities performed are determined by the desired resultsii. Goal orientationiii. Maximization of time and resources5. Simplified planning processa. Using MBOi. Determine mission statement1. Broad, futuristic statement under which many activities can occur2. Long term in orientation3. Typically determines at an organizational level4. Used to give general direction to an organizationii. Determine goals1. You must accomplish these to reach your mission2. To get started ask: “How am I going to reach/contribute to my mission?”3. Typically occur at the divisional leveliii. Determine your objectives1. Follow from goals2. Relatively short term and very


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WSU COMSTRAT 312 - Public Relations Planning and Problem Solving

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