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

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
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”
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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. Relationship mgt.
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/13/2011 for the course COM 3523 taught by Professor Levitt during the Spring '10 term at The University of Texas at San Antonio- San Antonio.

Page1 / 12

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

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online