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.

June 24, 2010. Chapter Notes, Uncategorized.

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