Com 259 1st Edition Lecture 9Current LecturePlanning Introduction 1. The old "flying by the seat of the pants" approach to public relations is over - edward robinson a. individualistic approaches often still guide the planning process - but research is the most powerful tool for the field b. open systems approach has become an applied science c. hunches and gut feeling no longer serve as an adequate basis for programs 2. Simplest Approach a. RACE i. research - monitoring and assessing opinions, attitudes of thoseeffected by the organization ii. action - make decisions of how to proceed iii. communication - implementing through mass media and other channels iv. evaluation - assessment and adjustment 3. Resarch a. role of research i. monitoring the social environment is not only the first step but the most difficult ii. research training tops the list of continuing education needs iii. results oriented environments iv. listening is research 1. research is a means to structure systematic listening into the communication process b. informal or 'exploratory' research methods i. personal contacts - people I know ii. key informants - community leaders iii. forums vs. focus groups - forums is scientific iv. advisory committees and boards v. ombudsman -spokes person vi. call in telephone lines vs S.L.O.P vii. mail analysis viii. online sources ix. field reports c. formal research These 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. gathered from scientifically representative samples - statistically valid ii. confidence level-margin of error 1. 100-150 people iii. can not get bogged down in technique-must have clearly determined objectives iv. methods 1. primary versus secondary 2. online database 3. content analysis a. impact- megatrends 4. surveys a. mail vs. face-to-face Planning Components I. Case i. Universal Manufacturing Corporation is located in a Midwestern city of 500,000 people. At 6,000 employees, it is one of the largest employers in the county and the company has been at its present location for 50 years. Despite this record, management believes that the company doesn’t have astrong identity and lacks visibility in the community. As public relations director, you have been asked to prepare a new public relations plan for the coming fiscal year. ii. Key Findings i. what is important? 1. help solve problem. ii. can lead to revised situation iii. Publics i. primary ii. secondary 1. parents of students is a great example iii. intervening 1. standing between you and someone you want to reach, similar to a 3rd party... 2. media between you and the listeners iv. special 1. meet regularly and have bi laws a. example - student council iv. Goals and Objectives i. goals - generalized statement of what needs to be accomplishedii. objective 1. specific 2. tied to a public 3. measurable 4. timeframe5. actionable/realistic v.vi. key messages i. specifically what you must communicate to key publics to achieve your results 1. not a slogan - ACTUAL points vii.viii. Strategy i. generalized statement of how you are going to achieve the goal/solve the problem ii. BE GENERAL - "we will use many strategies..." ix.x. tactics i. specific activates to enact the strategy 1. tv adds ii. should be integrated and cohesive xi.xii. timeline i. operates on many levels ii. planning perspective is when activities start and end, when evaluation takes place etc. iii. project timeline - is a production timeframe of sending items tothe printer, etc. xiii.xiv.budget i. how much this will cost ii. can give ranges - table format, 1 page 1. contingency 2. make sure numbers add up iii. also can use to eliminate tactics and consider alternatives xv.xvi. evaluation i. did we succeed? 1. pre/post test ii. sophisticated measures include how each tactic will be evaluated, plan course adjustments xvii.xviii. planning components i. Research/Key Findings ii. Publics iii. Goals iv. Objectives v. Strategy vi. Message vii. Tacticsviii. Timeline ix. Budget x.
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