Lecture Notes Monday December 7 2015 9 12 PM Eight basic elements of a PR plan Situation identify and understand the situation leading to the need for public relations program Overcome a problem or negative situation Conduct a one time project Preserve reputation and public support Objectives must be SMART Specific Measurable Attainable Realistic Timely Audience identify specific and well defined audience Who should be reached with the message How can the audience help achieve the organization s objectives What are the characteristics of the audience Strategy describe how plan s objectives will be achieved Tactics communication tools used to put strategy into operation and achieve objectives Grunig s communication objectives Changing audience attitudes and behavior Research tells us that awareness leads to attitude changes Increased awareness may increase positive attitudes Having a positive attitude toward an issue increases possibility of taking action We raise awareness through out communication tactics news releases special events brochures tweets Facebook posts plant tours We increase positive attitudes through out key messages and linking messages to values and self interests of the public We alter behaviors by telling people how to change We also have to give them the means to act The public relations effectiveness yardstick AVE ROI share of voice Measuring share of voice How much the organization is mentioned or quoted in stories posts We alter behaviors by telling people how to change We also have to give them the means to act The public relations effectiveness yardstick AVE ROI share of voice Measuring share of voice How much the organization is mentioned or quoted in stories posts tweets and the tone of the coverage or mentions Outcome and Output Objectives Outcome objectives informational attitudinal and behavioral These are called outcome objectives impact because they represent specific intended effects of public relations programs on audiences Informational objectives Create awareness Difficult to measure informational objectives although easy to achieve Attitudinal objectives Create positive attitude Difficult to measure attitudinal objectives Need a baseline to claim success Behavior objectives To increase participation Easier to measure but harder to achieve Output objectives program production and effort news releases special events brochures tweets Facebook posts plant tours