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APR 231 Chapter 6

by: Courtney Small

APR 231 Chapter 6 APR 231

Courtney Small

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Last set of notes right before test 1
Intro public relations
William J. Gozenbach
Class Notes
Introduction, public relations
25 ?




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This 4 page Class Notes was uploaded by Courtney Small on Friday February 12, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 23 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.


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Date Created: 02/12/16
Chapter  6:  Planning   Tuesday,  February  2,  2016   9:25  AM     Broom  and  Dozier     •   Strategic  planning  is  deciding  where  you  want  to  be  in  the  future  (the  goal)  and  how  to   get  there  (the  strategies).    It  sets  the  organization’s  direction  proactively,  avoiding   “drift”  and  routine  repetition  of  activities.”       Models     •   Approaches  to  the  planning  process   •   Management  by  Objective  (MBO)  Ex.  P.  152  (See  last  slides)   •   Ketchum’s  “Strategic  Planning  Model  for  Public  Relations  P.  154  (See  last  slides)   •   8-­‐Steps  of  Program  Plan       Elements  of  a  Program  Plan:    8  Steps   •   Situation  (or  Situation  Analysis)   •   Objectives   •   Audiences   •   Strategies   •   Tactics   •   Calendar/Timetable   •   Budget   •   Evaluation       Situation;  What  is  going  on?     •   Remedial  program  overcome  problem:    Market  share  decline   •   One-­‐time  project:    100th  Anniversary   •   Develop/Reinforce  an  on-­‐going  program:    New  customer  plan   •   Research  findings   •   Ex.    UPS:    15.5  million  package  a  days;  99,000  vehicles;  2  billion  miles  a  year;  concern   about  emissions       Objectives     •   Quantify   •   Informational:    Awareness,  Information   •   Ex.    Mack  Trucks:    Increase  awareness  of  Mack  engine  technology  from  25%  of   tractor  purchasers  to  60%  in  1  year     •   Ex.    Increase  awareness  of  UA’s  Executive  MBA  program  from  20%  of  Alabama’s   24-­‐40  year-­‐old  males    with  college  degree  to  70%   •   Motivational:    Attitudes,  Behavior   •   Increase  market  share  of  Mack  tractor  trucks  among  tractor  purchasers  from  8%   to  16%  in  2  years   •   Increase  Web  page  views  by  50%           Objectives:    UPS   •   Research:    requests  for  footprint  increase  243%  in  one  quarter   •   Position  UPS  as  a  company  committed  to  environmental  responsibility  by  showcasing   initiatives  with  positive  environmental  impacts  that  are  measurable   •   Highlight  the  technologies  UPS  employs  to  be  more  efficient  and  reduce  its   environmental  impact       Audience     •   Specifically  define  audience(s);  Ranking  audiences   •   Ex.    Mack  Trucks:    Licensed  Class  6,  7,  8  OO/LO  and  truck  fleet  owners   •   Ex.    Sunkist    Women,  25-­‐45  with  families;  in  US   •   Ex.    UPS:    Current  and  prospective  customers,  investors  and  public  officials  were  among   UPS’s  target  publics       Strategy     •   How,  in  concept,  an  objective  is  to  be  achieved,  providing  guidelines  and  themes  for  the   overall  program   •   UPS  and  FleishmanHillard  decided  the  strategy  would  be  to  identify  “proof  points”   regarding  UPS’s  efforts  to  minimize  its  environmental  impact  and  to  develop  stories   around  these  points  that  were  remarkable  enough  to  trump  other  corporate  green   stories       Key  Messages     •   Strategy  often  contains  key  messages  to  use  in  the  campaign   •   UPS:    “Green  stories”  to  trump  other  companies’  green  stories   •   Go  Red  for  Women:       •   Heart  disease  #1  killer  woman   •   Take  check-­‐up;  find  risk   •   Spread  rallying  cry:    “Share  Your  Untold  Story  of  the  Heart”       Tactics     •   Specific  activities  that  put  the  strategies  into  operation  and  help  achieve  objectives   •   UPS:    Pitch  high-­‐tech  routing  system:    no  left  turns   •   Reduce  emissions  by  32,000  metric  tons  of  CO2  (5200  cars  annually)   •   Hybrids:    world’s  largest  order   •   New  paperless  invoice  system       Calendar/Timetable   •   Timing  of  campaign   •   Scheduling  of  tactics   •   Compiling  a  calendar   •   UPS:    Nine  major  releases  over  nine  months       Budget     •   Staff  time   •   Out-­‐of-­‐pocket  expenses  (OOP)   •   Common  for  70%  for  staff,  administrative   •   Allow  10%  of  budget  for  unexpected  expenses   •   Chapter  4       Evaluation     •   Relate  to  objectives:    Increase  awareness  from  25%  to  60%  in  target  audience   •   Clippings,  attendance,  distribution,  estimated  viewers,  web  hits,  surveys  to  measure  pre   and  post   •   Chapter  8   •   UPS   •   Left-­‐turn  76.9  million  impressions  (twice  in  Parade,  CBS  Early  Show  and  USA  Today   •   Hybrid  7.8  million  impressions  (WSJ,  AP,  USA  Today   •   Paperless  Invoice:    3.7  million  impressions  Reuters  and  AP         Nager  &  Allen:    9  MBO  Steps   1.   Client/employer  objectives   2.   Audience/publics   3.   Audience  objectives   4.   Media  channels   5.   Media  channel  objectives   6.      Sources  and  questions   7.   Communication  strategies   8.   Essence  of  the  message   9.   Nonverbal  support       Ketchum  Strategic  Planning  Model   •   Facts   •   Category  facts   •   Product/service  issues   •   Competitive  facts   •   Customer  facts   •   Goals   •   Business  objectives   •   Role  of  PR   •   Sources  of  new  business   •   Audience   •   Target  audiences   •   Current  mind-­‐set   •   Desired  mind-­‐set   •   Key  Message    


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