Chapter 6 Notes
Program Planning
- Eight basic elements
- Situation
- Objectives
- Audience
- Strategy
- Tactics
- Calendar/ Timetable
- Budget
- Evaluation
- Objectives
- Informational objectives: expose audiences to information and to increase awareness of an issue an even or a product.
- Motivational: changing attitudes and influence behavior
- Bottom line oriented and are based on clearly measurable results that can be quantified
- PR programs should be directed toward a specific and defined audience or publics.
- A strategy provides guidelines and key message themes for the overall program and a rationale for the actions and program components that are planned.
- Program planning should take into account the environment context of the situation and the time when key messages are most meaningful.
- Concentrate the most effort at the beginning of the campaign when a number of tactics are implemented.
- Gantt chart is a column matrix that has two sides. Left side has a vertical list of activities that must be accomplished and the top has a horizontal line of days, weeks or months.
- It is not unusual for 70 percent to be salaries and administrative fees in a budget.
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