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26 Cards in this Set
- Front
- Back
What is the correct combination of elements for a complete objective?
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Desired result;
Publics; Level of accomplishment; Time frame |
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What is the ultimate goal of good public relations?
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To impact and/or change long term behaviors and actions.
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What does the accreditation process focus on?
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The accreditation process focuses on behavioral public relations strategic thinking and planning
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Goals should be
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broad
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Objectives should be
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specific
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Strategies should
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indicate how you are going to proceed to try to reach your objective
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Goals are
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more global
the result you desire "statement of being" |
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An end result goal could be something like:
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"broad and continuing public support" for your organization or a concept;
"widespread understanding of the value of..." a concept you are fostering |
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Objectives
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define behavior you would like from certain publics or audiences
and how much you hope to achieve and when |
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Four necessary parts of objectives:
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1. Key publics
2. End result expected from these publics 3. Level of accomplishment expected from these publics 4. Time frame If you don't have all four, think some more |
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What is the four step process of public relations planning?
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1. Research
2. Planning/Analysis 3. Implementation/Execution/Communication 4. Evaluation |
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STEP 1: Research
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Research is the systematic gathering of information to describe and understand a situation; check assumptions about publics and perceptions, and check the public relations consequences. Research helps define the problems and the publics.
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STEP 1: Research Key Questions
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WHO do we want to reach?
WHAT do we want them to DO? WHAT messages do we want to communicate to each public that will: - Encourage desired behavior - Increase knowledge - Change attitudes |
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STEP 1: Research Terms
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- Primary or secondary
- Formal or informal - Qualitative or quantitative - Scientific method |
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STEP 1: Research methods
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What are some research considerations?
- What decision will be made from the research, and what information is required to support the decision? - Available resources? - What other parts of your organization have already done research you could use? - Does sample selection give you an accurate assessment of your target population? - Size of sample and universe/population? - How will you collect data--survey, telephone, mail-in, on-line? - How much time do you have? - How scientific do you need to be; what level of confidence do you need to have in the data? - What questions will you ask? - How will results be used? Will the results be used internally only or will results be made public? - How will you tabulate your answers? |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) GOALS
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Goals are longer-term, broad, more global, future statement of "being".
Goals may include how an organization is uniquely distinguished in the minds of its target publics. |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES
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There is a focus here on shorter term, defines WHAT behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve, and when to achieve.
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what should they be?
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Objectives should be:
Specific Measurable Attainable Audience Specific Relevant Results (Outcome) Oriented Time Specific |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are outcome objectives?
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Outcome objectives change behavior, awareness, opinion, support.
Outcome objectives require high-level strategic thinking. Differentiate between measuring public relations "outputs", generally short-term and surface (e.g. amount of press coverage) and measuring public relations "outcomes" usually more far-reaching and carrying greater impact (changing awareness, attitudes, and even behavior). |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are process objectives?
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Process objectives serve to "inform" or "educate"
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are outputs?
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Outputs measure activities, e.g. number of contacts or news releases.
Output can help monitor your work but have no direct value in measuring the effectiveness of a campaign |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) STRATEGIES: What are strategies?
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These serve as a road map or approach to reach objectives. This includes communication strategies that target publics for change and action strategies that focus on organizations' internal changes.
-Strategies describe HOW to reach your objectives; -Strategies include "enlist community influentials to accelerate and position. |
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STEP 2: Planning (goals, audiences, objectives, strategies and tactics): STRATEGIES: What are tactics and tools?
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Tactics and tools serve as specific elements of a strategy or specific tools, more specifically "how to."
Examples include meetings, publications, tie-ins, community events, news releases, etc. Activities are details of tactics: six meetings, four publications, etc. Activities have dates, indicate who is in charge, attendance expected, etc. |
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STEP 3: Implementation: Execution of the plan or communicating
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- Actual messages sent through what channels?
- How many reached targeted audiences? - Monitoring tools for execution? |
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STEP 4: Evaluation: What does evaluation do?
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- Measure effectiveness of the program against objectives.
- Identify ways to improve and recommendations for the future. - Adjust the plan, materials, etc. before going forward. - Can serve as research for the next phase or program |
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WRITING A PUBLIC RELATIONS PLAN: Summarize
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x
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