Exam 3 Flashcards
(27 cards)
Strategic planning
Research → Goals → Objective → Strategies → Tactics → Implementation → Evaluate and Measure
Research
- best practices are established based off of research
- make decisions with mind and brain
- formal
- informal
goals
4 types
very general and overarching
derives from the mission statement
4 types of goals
short term
long term
organization
communication
objectives
SMART
3 kinds
SMART
Specific Measurable Attainable Relevant Timely
3 kinds of objectives
informational
attitudinal
behavioral
Strategies
has to resonate with the mission
adhere to sound PR principles and theories (best practice)
Tactics
tools, social media, video, news release, blogs, feature, speeches, etc
not the starting point
implementation
brand profile
organizational reputation
narrative position
narrative approach
organizational reputation
- organizational principles, values, and recognized qualities
- brand promise and deliverables (brand capital/equity)
- historical and contemporary narrative (internal and external perceptions)
- relationships and connections with stakeholders/publics (advocacy, preference, credibility)
narrative position
- functional and hierarchial communication responsibilities
- communication processes and procedures (including style guidelines)
- program (training and content) of communication activities
- communication assets
narrative approach
- organizational voice and personality
- a distinctive style of communication
what do goals originate with?
their mission statement
what is the goal of behavioral changes?
complete an action
two brand attributes
emotional
rational
strategies must adhere to what
best practice
difference between goals and objectives
Goals are general and overarching
Objectives are more specific
Historical and contemporary narrative means what?
People’s perception of an organization in the past and their perception of it now
in strategic planning, what specific step in the procedure must adhere to sound PR principles and theories?
strategies (also mission statement)
What would an example of an attitudinal objective be here at Waynesburg University?
Having an SLR and BMS requirement to adhere to the campus mission.
best practice
Conclusions made on formal or informal research involve critical thinking with facts and logic rather than feelings or heart strings.
what is a brand profile?
The brand’s overview, strategy, attributes, identity, mission, vision, key objectives, and distinctive position
It is important that the brand’s identity matches their image.
4 things should be included in an objective statement?
result or outcome, public or audience, expected level of success, time frame.
