Lecture 7-Planning Components

Lecture 7-Planning Components - Planning perspective is...

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Public Relations Planning Components
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Key Findings What is important? Can lead to revised situation
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Publics Primary, secondary Intervening Special
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Goals and Objectives Goal –generalized statement of what needs to be accomplished Objective Specific Tied to a public Measurable Timeframe Actionable/Realistic
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Key Messages Specifically what you must communicate to key publics to achieve your result Not a slogan
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Strategy Generalized statement of how you are going to achieve the goal/solve the problem
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Tactics Specific activities to enact the strategy Should be integrated and cohesive
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Timeline Operates on many levels.
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Unformatted text preview: Planning perspective is when activities start and end, when evaluation takes place etc. Project timeline-is a production timeframe of sending items to the printer, etc. Budget How much this will cost Can give ranges Also can use to eliminate tactics and consider alternatives Evaluation Did we succeed? Pre-test/post test Sophisticated measures include how each tactic will be evaluated, plan course adjustments Planning Components Research/Key Findings Publics Goals Objectives Strategy Message Tactics Timeline Budget Evaluation...
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Lecture 7-Planning Components - Planning perspective is...

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