Comstrat 312 1nd Edition Lecture 21 Outline of Last Lecture 1. Surveys2. Research results3. Public relations planning and problem solving4. Planning advantages and difficulties5. Simplified planning processOutline of Current Lecture 1. Simplified planning process2. Some PR planning specificsCurrent Lecture1. Simplified planning processa. Using MBOi. Determine tasks1. Follow from objectives2. Must accomplish these to reach objectives3. To get started ask: “How am I going to reach my objectives?”4. Occur at the individual level2. Some PR planning specificsa. Everything begins with a mission statementi. Make sure it is correct and accurateii. Make sure it is clear and communicated clearlyiii. Organizations also may have a vision statement b. Objectives must be specific if they are to be effectivei. May specify those responsible for completionii. Should specify a deadline by which objective is to be completediii. May specify means by which completed objective is to be measured c. PR planning often entails problem solvingThese 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.i. Try to have an open mind when problem solving (we tend to constrain our thinking)ii. Keep in mind: A well-defined problem is half solved (research may be important)iii. Stop when you can say, “I will be completely happy when I solve this problem as defined.”d. Create basic program structure by generating an audience X channel matrixi. Define target audiences and prioritize (segmentation)ii. Generate a list of message delivery channelsiii. Create audience by channel matrixiv. Determine operational cellsv.
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