Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication
Planning and Research The Elements
• Issue statement
• Research: primary or secondary
• Know your target audience
• Setting objectives
• Budget Issue Statement
• Situation analysis
• What is the problem?
• Who is affected?
• What is the timing? • What are your organization’s strengths/weaknesses/opportunities/threats? (SWOT analysis) Research: Primary
• Prepare a direction sheet
• Research you do yourself from scratch
– about the issue
– about the audience • By way of: – Surveys using appropriate sampling methods
– Focus groups Research: Secondary
• Consulting other documented sources:
– Previously published data Your Target Audience
Your Target Audience
• Who are they: primary vs. secondary?
• What are their demographic characteristics?
• Where are they?
• Whose knowledge, attitudes and practices must be influenced or changed?
• Are there other influences on your audiences?
• Their attitudes, level of knowledge re your issue, barriers Setting Objectives
Objectives should be:
• Manageable and measurable
• Realistic Evaluation
• What actually happened?
• Did your program have an impact?
• If it did, why?
• If it didn’t, why not?
• Use research methods to evaluate the results
• Wee there any unexpected outcomes? (Mobile phones in science museums: visitors taking photos at exhibits) Timeline
• Start from your end date and work backwards Budget
• Must relate to your program objectives Budget
• By the hour & skill level $75 $200
• By the project
• By monthly retainer
• List all the project components
• Determine # of hours for each component
• Include outofpocket costs
• Include production and vendor costs
• Include contingencies ...
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- Spring '11
- Constructed language, issue statement, – Library