This preview shows page 1. Sign up to view the full content.
Unformatted text preview: Managing Public Relations Terms Baseline Goal Benchmark Objective Strategy Tactics Requirements for a Good Objective Clearly describes expected results Understandable to everyone Lists firm completion date Realistic, attainable and measurable Consistent with management's objectives Choosing Public Relations Support Internal practitioners External practitioners Advantages Disadvantages Advantages Disadvantages Paying for Public Relations Hourly Project Retainer Blended rate Don't forget overhead Statements Organizations Make Mission Vision Value Position Successful Organizational Model Definitive Mission Statement Organizational & Cultural Statements Positive Public Relationships Reputation Value Statements Shared Values Expressed Values Understood Values The Strategic Plan Page 1 Page 2 Positioning Statement Themes & Messages Public Relations Goals Audiences The Strategic Plan Page 3 Audience 1 Page 4 Objectives Research Evaluation Audience 1 Program Inventory Form ...
View Full Document
- Spring '12