DOC PREVIEW
UT Knoxville PBRL 270 - Program Planning and Evaluation
Type Lecture Note
Pages 4

This preview shows page 1 out of 4 pages.

Save
View full document
View full document
Premium Document
Do you want full access? Go Premium and unlock all 4 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 4 pages.
Access to all documents
Download any document
Ad free experience

Unformatted text preview:

PBRL 270 1st Edition Lecture 10Outline of Last Lecture I. Researcha. How can research help us?b. Why research?c. Methodsd. What do we need to know?II. Research categoriesIII. Major research techniquesa. Important research principles for formal researchb. Scientific researchIV. Sampling MethodsV. Methods of contactOutline of Current Lecture I. Strategic Public Relationsa. Strategic planningb. Action planningII. Writing a program plan (8 steps)III. Goals of Situation AnalysisIV. Evaluationa. Why is it so important?b. What can be evaluated?c. Outputs vs. OutcomesCurrent LectureI. Strategic Public Relationsa. A strategy is a plan of action injected in organizations through communication which results in actions that help achieve goals- Strategic planning- Thoroughly understand your organization or client- Learn as much as possible about your publics (audiences)- Set goals and objectives based on understanding and knowledge- Develop a plan (campaign) to carry them out- There is nothing as useless as doing something that doesn’t need to be doneThese 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.- Action planning- Define the problem; goal- Set objectives (informational, motivational)- Define audience- Plan strategy- Execute the program- Assess the results (evaluation)II. Writing a program plan (8 steps)a. Situation- Understand challenge, organization, client, industry and environment toset clear and valid objectives.- SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)b. Objectives- Objectives are subsets of goals and should be expressed in concrete, measurable terms- Objectives criteria (SMART)- Specific- Measurable- Achievable- Realistic- Time-specifico Stated as outcome instead of inputo End rather than meanso Reinforce organizational goalso Audience specific- Sample specific objectiveso Make awareo Name recognitiono Inform/guideo Persuadeo Process – serve to “inform” or “educate”c. Audience- Public relations campaigns are directed toward specific and defined target audiences- Internal v. external- Media may or may not be an audience- Specific characteristics – demographic information, psychographic information “hot topic issues”d. Strategy- Broad statement on how an objective can be achieved- Guidelines and themes for your program- Rationale for the actions and program components- Key messages – primary- Walk away messagee. Tactics- Specific activities that put strategies into operation and help achieve overall goal and stated objectives- Nuts and bolts- Uses tools of communication, management, production/servicef. Timetable- Deciding when a campaign should be conducted- Determining the proper sequence of activities - Compiling a list of steps that must be completed per each tactic and who is responsible to produce finished product g. Budget- How much will the campaign cost?- Either there is an upfront budget or PR staff can determine- Two major budget categories: Staff time 70%, Out-of-pocket expense- Good practice to allocate approximately 10% for contingencies or unexpected costs- Be specific and correct- Learn basic rules accountingh. Evaluation- The measurement of results against the established objectives set during the planning process- Build an evaluation plan into your overall plan by setting measurable objectivesIII. Goals of a Situation Analysis- Refer to longer-term, broad, more global, future statement of “being”- Goals may include how an organization is uniquely distinguished in the minds of its target publics- Different types of goals in PR- Reputation management goals – perception- Relationship management goals – communication- Task management goalsIV. Evaluationa. Why is it so important?- To justify overall expenditures and prove value- To determine what is working or not - To increase accountability of public relations- To assess return of investment (ROI)- To improve future programsb. What can be evaluated?- Objectives – what did you achieve? (audience awareness, attitudes and action)- Production – what did you do?- Message exposure – who did you reach?c. Outputs v. outcomes- Outputs are tactics you use (send news, produce brochures, hold special events)- Outcomes – what your audience does as a result of your activities- PR is outcome driven – if your outputs (strategies and tactics) do not produce the desired outcomes (results) you might as well have stayed inbed that


View Full Document

UT Knoxville PBRL 270 - Program Planning and Evaluation

Type: Lecture Note
Pages: 4
Download Program Planning and Evaluation
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Program Planning and Evaluation and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Program Planning and Evaluation 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?