公共关系学第十一章.ppt

Cutlip CentersEffectivePUBLIC RELATIONS PART III Management Process Chapter 11 Step One: Defining Public Relations Problems Study Guide After studying Chapter 11, you should be able to: Outline the four-step problem-solving process as it applies to public relations. Define research, identify its major purpose as reducing uncertainty in decision making, and discuss why it is essential in public relations program management. Study Guide After studying Chapter 11, you should be able to: Diagram and explain the “benchmarks model” of using research to plan, manage, and evaluate public relations programs. Describe the attributes of a useful problem statement. Differentiate between informal (“exploratory”) and formal methods of research, giving examples of both. Strategic Thinking …involves predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state. Strategic Planning …in public relations involves making decisions about program goals, identifying key publics, setting objectives, establishing policies or rules to guide selection of strategies, and determining strategies. Strategic Planning …in public relations involves making decisions about program goals and objectives, identifying key publics, setting policies or rules to guide selection of strategies, and determining strategies. Public Relations Strategic Planning Process Public Relations Strategic Planning Process Public Relations Strategic Planning Process 1. The Problem, Concern or Opportunity “What is happening now?” Writing Useful Problem Statements Describes the current situation—“What’s happening now”—in present tense. Describes situation in specific and measurable terms. What is the source of concern? Where is this a problem? When is it a problem? Who is involved or affected? How are they involved or affected? Why is this a concern to the organization and publics? Does not imp