2-nature of comm. planning and role

7/31/2019 2-Nature of Comm. Planning and Role

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The Nature of Comm Planning Comm. Planning is a broad and multi-faceted

concepts.

Been used by various types of people, i. e :-PR practitioners

Technical writers

Information campaigners

Advertising experts

Health communicators


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The Nature of Comm. Planning Communication and Planning are two often

contrasting term if the notion of communication isbeen thought as SPONTANEOUS in nature while theidea of planning is usually connected with certainconcepts such as management, control and strategy.

In order to achieve good result, both must go hand in

hand.


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The Nature of Comm. Planning

Comm planning is a term suited for the 90s andbeyond.

Comm planning consists of the followingcharacteristics:-

1) Work done for a short and long-term perspectivewith an emphasis on long-term planning;

2) Communication efforts planned from the bottom up;

3) Communication with more general and widespreadgoals;

4) Communication viewed from the receiversperspective.


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Conceptual Tools

Communication and information

Power in communication

Sender and communicator

Medium and channel

Message and content

Receiver

Effect and effectivenessEffect and consequences

Feedback and feed forward


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Conceptual Tools1. Communication and Information

Many definitions of communication/information.

Two traditions of describing communication as:


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Conceptual Tools (ext.)

The transmission model looks at communication as

The transmission of information, ideas, attitudes or

emotion from the one person to group or one anotherprimarily through symbols.(Theodorson, 1969)

The mutuality and shared perception states that:

A process in which the participants create and shareinformation with one another in order to reach amutual understanding. (Rogers & Kincaid 1981)


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Conceptual Tools (ext.)

2) Power in Communication

In one way process, the sender is powerful and control

the communication process. (authoritarian) In two way process, more balanced power

relationships.

Anyway, in practices, there exist illusion of influence

and power in two way process.


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Conceptual Tools (ext.)3) Sender and communicator The decision of who is to be regarded as sender is

crucial in comm. planning.

The planner is usually working for others,formulating messages.

A planner often is the one communicating themessage and regard by the public as the real source.

While it may confusing, it can be resolved by usingthe term sender for the initiator of the message andcommunicator for the person who designs themessage strategy and produces the message content.


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Conceptual Tools

4) Medium and channel

Channels is the physical means of carrying the signal

capacity to carry information. A medium is an intermediate agency that enables

communication to take place mass media orhuman.

Example in a health campaign, the channels wouldconsist of the loudspeaker system, newsletters etc;the hospital would be regarded as the medium.


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Conceptual tools (ext.)

5) Message and content

Message what is transmitted in the communicationprocess.

Three dimensions of message:

i. Describes a set of words or images expressed onsurface aspects.

ii. The meaning of content perceived or intended by

the individual who expresses it.iii. The message embodies meaning attributed to

content by the receiver.


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6) Receiver

The communication planner has to distinguishbetween the intended receiver or the actual receiver.

We may use target groups but it aroused confusion. So, we may use target populations for individuals

whose behaviour, attitudes or knowledge that wewant to influence directly or indirectly.

While receiver groups is a group for which a certainmessage is intended.


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7) Effect and effectiveness

It is commonly agreed that mass communication

content can change attitudes and behavior. The mass media produce effects.

Effectiveness is a product of goal fulfillment.

Therefore, a communication planner must identifyand analyze carefully the kinds of effects that areintended, unintended, long-term and short-term.


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8) Effects and Consequences

Some communication scholars posit the result ofcommunication content itself are effects and theoutcomes caused by other aspects of media use areconsequences.


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9) Feedback and feedforward

Feedback is a reaction on the part of the receiver to asenders communication.

For the planner, feedback is invaluable; it is a tool tobetter control the communication efforts.

Feedforward is information about receivers and theirpossible reaction gathered by a sender before

communicating with them. It facilitates the chancesfor effective communication.


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Comm. Planning: Current Trends Cross-functional approach integrates public

relations, marketing communications & advertisingstrategies (integrated marketing communications)

A trend toward integration of roles previously knownas organizational communication & PR.


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Strategic Planning CulturesOf late, managers are concerned about continuous

planning & integrated planning.

Continuous planning is

On going planning efforts at all levels of theorganization, to ensure that the organization adjuststo changes in its internal & external environments.

(Redding & Catalanello, 1994)


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Strategic Planning Cultures

A good practice of any organization today is tofrequently updates their long term strategic plans thatenable them to respond to threats from changes intechnological, economic, political, demographic &other societal spheres.

Anticipating change is critical to their survival &prosperity.


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Getting Ready for Strategic PlanningBryson (1988) introduces 3 activities:

1. Review its mandate2. Develop/Clarify its mission statement.

3. Conduct a situation audit.


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(1) Reviewing the mandateA mandate specifies the organizations responsibilities

& delegates authorities to pursue theseresponsibilities.

Usually contained in legislation, articles ofincorporation or charters.

A mandate states the musts confronting an

organization.


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Mandate

An example of mandate statement:

The Environmental Protection Agency is responsiblefor policies and actions to preserve and enhance thequality of environment for the benefit of present and

future generations of Country X.


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Mandate of MCMC:

The Expenditure guidelines issued by the Election Commission saysthat apart from the certification of advertisements, MCMC willmonitor both Print and Electronic media including cable networks,and record either in CD or DVD/keep a photocopy of alladvertisements/paid news/election related news. Further MCMCshall see all the news papers, print media, electronic media, cable

network, mobile network and other modes of communication like bulkSMSs etc. and keep a record of advertisements, advertorials, messages,discussions and interviews relating to candidates and parties, includingRadio jingles.


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(2) Developing / Clarifying Mission StatementA mission statement defines the ultimate

objective of the organization and the mostimportant strategies to be applied in attempting toachieve the ultimate goal (Ingstrup, 1990).

Kauffman (1992) posit that the organization mustwrite or update its mission statement if wants to

engage in successful strategic planning .


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Whats inside a mission statement?It responds to:

what is the nature of our business?

Statement of purpose

Strategy

Values

Behavioral Standards

Guiding principles


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Levi Strauss Mission StatementWe seek profitable and responsible commercial success

creating and selling jeans and casual clothing

(purpose).We seek this while offering quality product and services

and being leader in what we do (strategy).

What we do is important. How we do it is also important

(values).


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Heres how (behavioral standards): By being honest.By being responsible citizens in communities wherewe operate and in society in general

Source: Ireland, Hitt & Williams, 1992: 35


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McDonalds Mission Statement "McDonald's vision is to be the world's best quick

service restaurant experience. Being the bestmeans providing outstanding quality, service,

cleanliness, and value, so that we make everycustomer in every restaurant smile."


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Ikea Mission Statement Affordable solutions for better living.


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To suggest what the organization aims toproduce or achieve.

The purpose of a higher education institute

is to contribute to the knowledgeenrichment of the society and to transmitthat knowledge to students.


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Strategy Of A Mission Statements It suggest the means by which the organization will

achieve it goals.

A higher education institute transfer knowledge(purpose) by hiring the best qualified lecturers andresearchers (strategy).


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Statement of ValuesA good mission statement include statement of

values, i.e

Integrity

Excellence

Trust

The organization that have these values then movedtowards operationalizing it in the form of concretebehaviors & work practices.


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Behavioral Standard

Its an organization state of commitment to behave inethical or socially responsible ways.

Not only what we do but how we do. (i.e The BodyShop, Shell)

Guiding Principles

Tied to core values


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Conducting a Situation AuditIt examines:

1. The past performance of the organization

2. Forces in the organization3. The identities, biases, & loyalties of stackholders

4. Organizational resources.


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5 Minutes Break


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From a policy perspective, a strategic plan constitutesa navigators map for change & improvement.(Ferguson, 1999).

Strategic planning is BIG PICTURE, WIDE- SCREEN ,CINEMA-SCOPE VISION (Ferguson, 1999)


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The Ideal Strategic Planning is Planning period vary & over time.

Process of planning is more important than

publication of the plan. Flexible & dynamic.

Its a team-building exercises

The commitment of upper management.

Need orchestration of efforts.


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The Role of Integrated

Communication PlanningStage of planning

Strategic planning

Operational plans

Work plans

Support plans


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Planning Exigencies Communicators must understand mission,

mandate & strategic objectives of the organization. Communicators convey the organization messages

to the public though direct or indirect ways.

They produce press releases, articles & other type

of publications to the media. They also write the speeches & press lines to the

organizations spokeperson.

Ideally, communication campaigns & activitiessupport the organizations efforts to achieve itsstrategic goals & fulfill its mission and mandate.


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Planning Exigencies In sum, communication becomes a management function

& comm. executives holds advisory roles.

Factors determining period of the planning includes;

Volatility of the environment

External environmentFinancial


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Communication Planning System

Points to consider; The head of communication should be a member of the

executive team

The head of communication should be an active participant in

the development of mission & the setting of corporate goals. The head of communication should be the principal advisor onany communication

Strategic comm. planning follow closely corporate or businessplanning.

The most senior member of the organization should shareownership in the strategic communication plan.

An integrated approach to comm. Planning implies cooperationbetween members of PR, advertising & marketing comm.


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Communication Planning System Division of task includes;

The head of comm. work with corporate exec. team orbusiness manager strategic comm. plans.

Middle-level comm manager work with business planners

multiyear or annual operational & work plans.

Lower-level comm officers in publicaffairs/PR/Marcomm/Advertising support plans.


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Types of Comm. Plan: Purposes & Contents

Comm. plan do not exist in vacuum or isolation. It supportcorporate & business objectives.

5 types of Comm. Planning:

1. Strategic Plans2. Operational Plans

3. Work Plans

4. Support Plans

5. Crisis Communication Plans


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1) Strategic Plans Annual/Multiyear

Supplements corporate/business/functional plan.

The plan includes a background statement;corporate/business/functional objectives; policy issues;external environment; internal environment; windows of

opportunity; communication objectives; themes &messages; communication priorities; strategicconsiderations; consultation, partnership & negotiationrequirements; performance indicators; and anticipated

financial resources.


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2) Operational Plans General in scope

Specify how the organization will achieve its strategicobjectives & establish the allocation of fund for varies

communication ventures.

Planners will rank order comm. Priorities, demonstrate the

linkages to comm. Objectives in the strategic plan, identifyley client groups, indicate complementary activities &services & specify how the funds will be allocatedaccordingly.


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3) Support PlansA plan for managing specific activity (press

conference) Initiative (campaign to encrourage people to buy

new product or issue)

A social marketing campaign (provide people withinfo to lead more healthy lifestyles)

Ideal organization have at least 30 support plans ayear.

Average support plan is approximately 5 pages inlength.


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4) Work Plans Extension of operational planning

More concrete & specific

Identify products or services, performance indicators, set

milestones, define evaluation methodologies & allocateresources to specific products, services & activities.


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5) Crisis Communication Plans

Moments of terror.

Elements of surprise, immediacy & reduced time of

decision making. Issues can lead to crises.

The larger crisis communication plan contains componentssuch as acknowledgements, introduction, crisis profile etc.

The comm. Plan includes elements such as crisis indicator,comm. Team members, comm.strategies, response &control mechanism etc.


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Conclusion Of late, private firms and public organizations demand

new standard of accountability from communicators. Theyhave to sets objectives and goals at the planning stage to

meet the ultimate criteria. To ensure every mandate, mission or strategic goals are

met, the organization must establish a strategic andoperational framework. This framework will be a reference

point to the communicator for planning efforts. Comprehensive planning is a critical new communication

function that must be integrated into the planning cyclesof the organization.


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Thank you for yourattention!!!

2-nature of comm. planning and role

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