Part 6 - Planning

Question 1

what are the elements of a PR campaign plan?

Answer 1

situation (problem/issue)
objectives (address the issue)
target audience (message recipients)
strategies (how to achieve objectives)
tactics (tools of communications)
calendar (timetable of deliverables)
budget (campaign cost)
measurement (evaluation)

Question 2

what are the three main types of channels?

Answer 2

controlled, uncontrolled, and events

Question 3

4 means to reach respondents when conducting a survey (name advantage/disadvantage for each)

Answer 3

Telephone
+pro: captive once they agree, you control
-con: difficulty getting #’s (cell phones)
Personal Interviews
+pro: generate a wealth of information
-con: costly, travel staff, people dont keep appt.’s
Omibus (piggyback)
a giant survey that you can pay to have a question on
+pro: inexpensive, expertise
-con: limited info
Web - Email
+pro: responses are immediately available
-con: difficult to control the exact characteristics of the respondents

Question 4

4 things you should avoid in effort to increase audience understanding

Answer 4

1. Jargon, Cliches & Hype words, Euphemisms, certain acronyms