ADPR 3850 1nd Edition Lecture 11 Outline of Previous Lecture I Guest Speaker Outline of Current Lecture I Intro to Planning II The Eight Elements a Situations b Objectives c Audience Current 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 plan 2 1 Situation 2 2 Objectives 2 3 Audience 2 4 Strategy 2 5 Tactics the logistics behind the strategy The specific activities of the campaign 2 6 Caledar Timetable is this a long term plan or a short term plan 2 7 Budget Must have money in order to do anything 2 8 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 goals Linked to a specific public 2 Linked to a specific outcome 2 Linked to research 2 Written explicitly clearly 2 Measurable 2 Time defined 2 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 habits