Planning Flashcards
(34 cards)
What is an outcome objective?
Change behavior, awareness, opinion, support; focus on what the audience DOES
What is a process objective?
To inform or educate; what the organization will DO
What an input objective?
Activities or inputs; number of contacts or news releases; not direct value of measuring effectiveness.
Elements of an objective
Who, does what, by when and how much
Strategy vs. Tactic
Strategy - How you will achieve - IDEA
Tactic - What you will DO - ACTION
Proactive Strategy vs. Reactive Strategy
Proactive - well thought out in advance; Reactive - in the moment
Problem Statement Questions
What is happening now?
What is the source of concern?
Where is it of concern?
When is it of concern?
Who does it involve or affect?
How does it involve or affect them?
Why does it concern the organization and its publics?
What is a Census sample?
A 100 percent sample; useful in small, well-defined populations
What is a Probability Sample?
The probability of being chosen is known or equal. (Random sample)
What is a Non-probability sample?
Informal, not random, not scientific, a quick and easy way to gather info
What is triangulation?
Using several methods that focus on answering the same set of research questions
What is a Gantt Chart?
Purpose is to break a large project into a series of smaller tasks in an organized way.
The chart shows:
when each task should begin
how long it should take
Goal setting vs Strategic Planning
Goal setting takes place in context of organizational mission and goals
Strategic planning involves making decisions about program goals and objectives, identifying key publics and determining strategy and tactics
Statement of organizational goals, obligations, values and social responsibility
- Commit the org to accountability
- Provides a framework in which PR goals can be devised
What is a working theory
Idea of how things might work;
determines the selection of tactics;
drives every program decision and should be based on more than gut feelings or instinct;
backed up by research and experience
What does it mean to reify publics?
Reification means to treat an abstraction as if it exists
What are cross situational publics?
Groups of people identified by something they have in common, regardless of their situation; i.e. age or gender
Grunig situational theory of publics
Latent publics - unaware of their connection to others or org;
Aware publics - recognize they are somehow affected;
Active publics communicate and organize
Three predictive factors
1. Problem recognition - aware something is wrong, need more information
2. Level of involvement
3. Constraint recognition - extent to which people see themselves limited by external factors vs. seeing they can do something about the situation
Situational theory of publics
All-issue publics
Apathetic publics
Single-issue publics
Hot issue publics
How to define publics
Geographics - natural or political boundaries
Demographics
Psychographics - psychological and lifestyle
Covert Power - behind the scenes political or economic power
Position
Reputation - aka opinion leaders
Membership
Role in the decision process
Communication behavior
Management by objective MBO
Systematically applies effective management techniques to run an org; specifies outcomes to be achieved
Four steps in writing program objectives
- Target publics
- Outcome - single, specific
What people are aware of
How people feel
What people do - Measurement
- Target date
What is action strategy?
Typically includes changes in an organization’s policies, procedures, products, services and behavior. Corrective action serves the mutual interest of org and its publics.
Should be implemented before reaching out to external publics
What is the starting point for a PR plan?
The organization’s mission statement
