ADPR 3850 1nd Edition Lecture 11 Outline of Previous LectureI. Guest SpeakerOutline of Current Lecture I. Intro to PlanningII. The Eight Elementsa. Situationsb. Objectivesc. AudienceCurrent Lecture- Planning must be strategic and systematic and should be linked to the big picture. Nothing is just “done for any reason”.- Planning involved the coordination of multiple methods. Methods Consist of:- Observation- Sample surveys- Experiments- Focus Groups- Content analysis- Statistical data (like from the Census)- and more- Methodology is also involved and is important in the planning process.Methodology — How to combine methods in order to answer a specific research/client.Eight elements of a program plan21. Situation22. Objectives23. Audience24. Strategy25. Tactics — the logistics behind the strategy. The specific activities of the campaign.26. Caledar/Timetable — is this a long-term plan or a short term plan?27. Budget — Must have money in order to do anything.28. Evaluation/Measurement — where revision and evaluation of the methods takes place.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.1. Situation - What is the situation for your organization? 2Three situations generally provide the need for a PR program:1. Need a program to remedy a problem (EX: The BP Oil Spill, NFL Domestic Violence)2. There are also needs for a one-time launch of a product or service (EX: the new iPhone launch) - another example demonstrated in class is the Canadian pot-hole example.3. Need to reinforce a message or their reputation. 2. Objectives - What are you trying to accomplish knowing your situation?- Goals and objectives are not the same. Goals are general and mission-oriented. They aren’t measurable. It is very vague and difficult to quantify.- Objectives grow out of goals and they are clear and measurable. - They provide an evaluative benchmark (to make it clear whether or not the goal succeeded or failed). They’re used to plan and communicate campaign.- Can be output (like to increase newspaper coverage) or impact (raise awareness).Objectives Should Be:2 Linked to goalsLinked to a specific public2 Linked to a specific outcome2 Linked to research2 Written explicitly, clearly2 Measurable2 Time-defined2 Designed for a single public - meaning you’re targeting a group and looking for something specific from them.2 Stretching, but attainable - the objective should be pushed as far as it can go, but should be realistic. - Sample Objectives- Informational: changing message exposure, comprehension, and/or retention.- Attitudinal/Motivational: Modify the way an audience feels.- Behavioral: Modifying a behavior or action. 3. Audience - After you know your situation and then what you want to accomplish, who is your targeting audience?- PR rarely targets “mass audiences”. We each have our own niches. We all turn to different places for information.- Market research is done to pinpoint specific publics and where they are located.- Targeting decision-making is based on trends in demographics (like the multicultural influence, for example). There can be targeting specific publics, but also specific individuals within those publics.- How do we target communications?- By age, gender, ethnicity, marital status (do people behave differently when they’re married?).- location- media use