Chapter4PublicRelationsasStrategicCommunication.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Types of Outcome Objectives Often seen as building on one another. In reality, not always a progress from knowledge to attitude to behavior. All three involve some form of influence. Even the selection of information is used to influence behaviors. Larger Organizational Interests Public relations should be helping support larger organizational objectives. The public relations actually should help achieve the organization’s strategic plan. It is not “just a public relations action.” Planning Process Part 1: Task, identify what needs to be done. List of tasks is the process objective. Time, how long will each task take. Staffing, identify who is responsible for tasks. Dependencies between tasks. Tasks are dependent if one must be completed before another can begin. Planning Process Part 2: Organizing the tasks. Task, timeframes, and dependencies must be placed in useable format. Gantt Charts PERT Charts Microsoft Projects Planning Process Part 3: Calculating the budget. Summed cost of the tasks. Human resource costs, people working on the project. Hard costs, out-of-pocket expenses for materials and supplies. Three Constant Budget Factors Knowing what goes into developing a budget. Being accurate in your estimates. Learning to stay on budget. Message Design and Execution Message design: create messages Execution: deliver the messages Message must fit the objective and target—informed by earlier steps. Delivery methods must fit the objective and the target. Important Message Factors Sources, who is perceived to send the message. The argument. The channel. Source Needs to appeal to target. Following factors influence appeal: Credibility Similarity Attractiveness Arguments Claim you want others to accept. Recommendations for claims. Strongest argument first or last Make conclusion implicit or explicit One-sided or two-sided arguments If two-sided, refutational or not Channel How target experiences th