APR 231 Chapter 6
APR 231 Chapter 6 APR 231
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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