the four-step process · planning terminology the universal accreditation board and many other...
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The Four-Step Process
� Step 1: Research – Define the public relations problem
� Step 2: Planning
� Step 3: Implementation (taking action)
� Step 4: Evaluation
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Planning Terminology
� The Universal Accreditation Board and many other authorities believe that goals should be broad targets.
� Objectives should be specific.
� Strategies should indicate how you are going to proceed to carry out your objectives and reach your goal.
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Planning Terminology
� These are the definitions of planning terms you will need to know to prepare for the Readiness Review and the computer-based Examination for Accreditation in Public Relations.
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Research Is the First Step
� Who do we want to reach?
� What do we want them to DO?
� What messages do we want to communicate to each public that will encourage desired behavior, increase knowledge and change attitudes?
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Writing a Public Relations Plan (the 10 Steps)
� The 10 steps for writing a public relations plan will give you the framework to assess any public relations situation – even if you are faced with a case study from an industry with which you aren’t familiar.
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Step 1: Goals
� Goals are longer term, broad, more global.
� Goals are a future state of “being.”
� A goal is commonly described as the desired outcome of a plan of action.
� EXAMPLE: To become a recognized leader.
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Step 2: Target Audiences or Publics
The groups or sub-groups with whom you need to communicate (both talk and listen.)
� Who needs to know or understand?
� Who needs to be involved?
� Whose advice or support do we need?
� Who will be affected?
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Step 3: Objectives for Those Audiences
� Shorter term.
� Define what behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve and when.
� Think in terms of the awareness, attitude or action you desire - the end result.
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Objectives MUST:
� Address the desired result in terms of opinion change and/or behavioral outcome.
� Designate the public or publics among whom the behavioral outcome is to occur.
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Objectives MUST:
� Specify the expected measurable level of accomplishment or outcome.
� Identify the time frame in which those accomplishments are to occur.
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Types of Objectives
� Outcome Objectives — Change behavior, awareness, opinion, support; require high-level strategic thinking.
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Types of Objectives
� Output Objectives – Measure activities or outputs such as the number of news releases. (This metric has no direct value in measuring the effectiveness of a campaign.)
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Example of an Objective
� To increase by 8 percent the ridership of public transportation in the Los Angeles metropolitan area by workers earning less than $45,000 per year within the first six months of the communication program.
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Step 4: Strategies
Strategies: The road map or approach to reach objectives.
� Do not indicate specific actions.
� Use verbs such as demonstrate, collaborate, etc.
� EXAMPLE: Demonstrate that riding public transportation is an attractive, affordable alternative to driving.
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Step 5: Tactics
Tactics: The specific activities conducted to implement strategies of a program.
� How you will use your resources to carry out your strategy and work toward your objectives.
� EXAMPLES: Meetings, publications, news releases, websites, billboards.
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Step 6: Activities
� Include specific activities required under your tactics to carry out strategies.
� Informal plans often jump from objectives to activities.
� Vehicles or channels you will use to communicate are listed here.
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Step 7: Evaluation
� How will you know if you are reaching your objectives?
� Measurement? Observation? Opinion? Feedback?
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Step 8: Materials
� What do you need to implement/execute your tactics?
� Folders for press kits, etc.
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Step 9: Budget
Four basic methods or control factors relate to public relations budgeting:
1. Overall income
2. Competitive necessity focus
3. Goal or task model
4. Excess profit model
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Step 10: Timetable and Task List
� Who does what and when?
� Work backward from deadline or forward from start date.
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Back to the Four Steps
� Step 1: Research
� Step 2: Planning
� Step 3: Implementation
� Step 4: Evaluation
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Step 3: Implementation
� Actual messages sent through what channels.
� Monitoring tools for execution.
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Step 4: Evaluation
� Measure effectiveness of the program against objectives.
� Identify ways to improve and recommendations for the future.
� Adjust the plan, materials, etc., going forward.