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CH 6 Planning - PROGRAM PLANNING Situation goals/objectives...

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PROGRAM PLANNING Situation goals/objectives audience strategies tactics calendar budget evaluation Management by Objectives (MBO) Ensures “production of relevant messages and establishes criteria against which the campaign results can be measured”
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MBO STEPS (p. 152) Client/employer objectives Audience/publics Audience objectives Media channels Media channel objectives Sources and questions Comm strategies Essence of message Nonverbal support
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ELEMENTS OF A PLAN 1. Situation: Remedial programs to correct problem or issue Specific one-time program (special events, fund-raising, etc.) Reinforcement of ongoing efforts to preserve reputation and public support
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ELEMENTS OF A PLAN 2. Objectives : are not the same as goals! See handout Goals: broader, more general Statement rooted in the org’s mission or vision General, lacks specific measures Reputation mgt.
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