Amb372.4.objectivesandstrategy.narr1.final

Amb372.4.objectivesandstrategy.narr1.final

• 1.
  AMB372 Public Relations Planning
• 2.
  • Programming andplanning • Strategy versus strategy • Significance of objectives • Defining objectives • Best practice in objective setting • Applying to case study
• 3.
  Broom, 2009, p.287
• 4.
  Problem Solution Problem Goals definition Research Objectives Strategy
• 5.
  • Proactive strategies– enable an organisation to launch a communication program under the conditions and according to the timeline that seems to best fit the organisation’s interests • Reactive strategies – measures that respond to influences and opportunities from an organisation’s environment. • Smith, 2009
• 6.
  • Strategy isthe direction and scope of an organisation over the long term Corporate which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations” (Johnson, Scholes, Whittington, 2008, p. 3) Business • How to compete in certain markets Operational • How components of organisations deliver corporate and business level strategies
• 7.
  Grand strategy Public relations strategy • Grand strategy is the policy- • Strategy is campaign-level level decisions an decision making involving organization makes about manoeuvring and arranging goals, alignments, ethics, resources and arguments to and relationship with publics and other forces in its carry out organizational environment. grand strategies. • Define (constrain) public relations activities based on attitude towards environment, change, publics, issues, Botan, 2006 communication, and practitioners
• 8.
  Intransigent Resistant Organisation is Keep organisation free powerful and from outside forces autonomous Public relations is Public relations is technical, make small technical, publics adjustments with should be educated as publics to what is right Cooperative Integrative Organisation has Organisation integrated economic and social into evolving web of relationships relationships Public relations has Public relations as strong strategic decision-maker and advisory role facilitator of dialogue with publics
• 10.
  Public relations problem Incorrect perceptions of organisational Describes current situation decisions to restructure Public relations objective Identifies outcome, target to resolve To correct understanding of organisational problem decisions during restructure Public relations evaluation The number of people whose perceptions Measures impact of public relations work have changed
• 11.
  Goals Objectives • Broad, general outcomes, • Spell out the key results that must be achieved with each usually not quantifiable public to reach the program (Bobbit & Sullivan) goal • Broader in meaning and • Give focus and direction • Reinforce the organisation’s may not include timeframe objectives (general outcome) • Link to original statement of the problem • Include only one specific and measurable desired outcome • May vary depending on target public needs
• 12.
  Objectives need tocontain • A ‘change’ verb • Such as increase, generate, minimise etc • The outcome to be changed • Knowledge, feeling, behaviour • The target for change (public) • An amount of desired change (numbers are ideal here) • A time by which this change should happen
• 13.
  Outcomes Verbs and outcomes • Outcome • To increase awareness of • To create support for • Informational • To decrease negative • Attitudinal feelings towards • Behavioural • To increase advocacy for • Output • To encourage positive evaluations of • Tactic-driven • To ensure 10 articles are printed in XXX
• 14.
  Quantification Publics 1. Relative amount • Relative quantification (i.e. as a % of the • To increase product starting figure, or awareness by 50% of all consumers before…. perhaps as a fraction or ratio) • Absolute quantification • This works best with • To increase product larger numbers. awareness among 15 businesses by…. 2. Absolute amount 1. Good when dealing with smaller numbers or when there’s no data.
• 15.
  Attitudinal and behavioural Informational objectives objectives 1. To increase awareness 1. To create a positive about the kinds of food reputation for the needed for good government…. nutrition amongst 50 2. To encourage blood parents by December donors to donate first 31. thing in the morning 2. To correct rather than after work. misperceptions that eggs are linked to cholesterol amongst 15% of older women by March 15.
• 16.
  • Target 140aimed to engage and educate SEQ residents to develop, implement and embed water saving attitudes and behaviours. • To accomplish this goal, specific and measurable consumption and communication objectives were established: • Consumption objectives 1. Reduce SEQ water use by 10% by 31 December 2007. 2. 2. Achieve 140 L/p/d residential consumption by 31 August 2007. • Communication objectives 1. Generate 60% awareness among SEQ residents of Target 140 by 31 August 2007. 2. Achieve 50% recall of campaign key messages among SEQ residents by 31 August 2007.