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Princ. of PR: Planning & Programming notes

by: Victoria Notetaker

Princ. of PR: Planning & Programming notes CO 3803

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Victoria Notetaker
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About this Document

Notes for the Planning and Programming chapter in Principles of PR
Principles of Public Relations
Dr. John Forde
Class Notes
Pr, Principles of PR, Princ. of PR, Planning, programming, notes




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This 6 page Class Notes was uploaded by Victoria Notetaker on Wednesday April 13, 2016. The Class Notes belongs to CO 3803 at Mississippi State University taught by Dr. John Forde in Fall 2015. Since its upload, it has received 20 views. For similar materials see Principles of Public Relations in Communication Studies at Mississippi State University.

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Date Created: 04/13/16
Princ. PR: Planning & Programming (12) 4/13/16 9:36 PM Tuesday-twitter day goal POST (publics, objectives, strategies, tactics) SMART-specific, measurable, achievable/attainable, relevant, timeable Strategic Thinking • Must prioritize • Focus on future • Tie with goals • Planning is dynamic • Information=power • PR should lead • Plan parade, not shovel • Integrate with all areas • Make planning a priority • Reputation must be built and preserved Strategic Management • Use open systems • Identify opportunities and threats • Road determines destination • Who does what when, and how much is cost • Specifics needed • Mission statements (page: 265) o Very broad o Why we exist o Must have management commitment o Attempt to be unique o Johnson & Johnson in book-famous product… • Management by Objectives (MBO) • Management by Objectives and Results (MOR) o Focus on outcomes o Goals equal overall outcomes o Objectives met means reaching goals-key results • Strategy-overall game plan o Ladder leading to goal • Tactics-decision in battle o Steps on ladder • Bad planning excuses o No time o Changing too fast o Paid for results o Success without plan (ain’t broke) Writing the Program • PR goals mesh with organization’s • Look back (history), around (other publics), inside (employees), ahead (future) • Theory of how to succeed and what will happen on way • Plan to act, then communicate, especially if fixing problems • Information gain leads to opinion change • Then opinion change leads to behavior change • Knowledge, opinion, behavior (think, feel, do) • Target publics o Latent o Aware o Active (Publics) • Geographics-location • Demographics-facts • Psychographics-VALS (values & lifestyles) • Cover power-hidden • Position-title • Reputation-knowledge • Membership-group • Role-influence • Communication behavior (Writing Program Objectives) • Provides focus • Specific best (numbers and dates) • Describe results (learn-feel-do) • Example-to increase membership by 25% from 100 to 125 by January 1, 20XX • Put in writing and make copies • Specific, measurable,… Planning for Program Implementation-Writing Plans • Consider all “what-if” situations • Be flexible in plans • More often qualitative-like a series of potential stories (Crisis Planning) • Must plan prior and have credibility • Crisis types (banana) o Green- new and emerging o Yellow- current and ripe o Brown- old and moldy • Crisis types (serious) o Immediate- fast, no warning o Emerging- morale o Sustained- long rumors • Avoid mistakes o Waiting o Hiding o Lying • Assign priorities • Be available • Do should match say/Actions should match words • Plan Q & A’s (WWHW & how to fix it) • Establish info. center • Follow checklist and train others • Communicate at all levels • Serve media • Don’t speculate or minimize problems • Don’t say “no comment” • Don’t play media favorites • Think long term (Budgeting) • Art and science and riverboat gambling • Ask for more • Usually team process • Use computer • Need training • Know costs of activities and related outcomes • Think big (Pretesting) • Pretest everything as much as possible o Messages o Actions o Symbols • Use appropriate publics • Stay updated (Selling Plan) • Research converted to action • Think of negatives • Must be internal first • Others help sell • Need participation and feedback • Then go external Summary • Step 2 of planning and programming • Leads to step 3 of action and communicating (chapter 13) • Plan to plan…or plan to fail 4/13/16 9:36 PM 4/13/16 9:36 PM


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