Public relations objectives and strategies


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Public relations objectives and strategies

  1. 1. Public Relations Objectives: Definitions, Examples and Models Brad Gangnon PR Cases 2010 Sept 20
  2. 2. What Are Objectives ? <ul><li>“ the most basic planning tool underlying all planning and strategic activities” </li></ul><ul><li>“ Mission, purpose, or standard that can be reasonably be achieved within the expected timeframe and with the available resources ” </li></ul><ul><li> </li></ul>
  3. 3. What are Objectives (cont)? <ul><li>“ organizational desired end-point in some sort of assumed development [e.g., change or growth]” </li></ul><ul><li>“ I t [an objective] is roughly similar to purpose of aim, the anticipated result which guides [action] and reaction ” </li></ul><ul><li> </li></ul>
  4. 4. What Are Objectives (again)? <ul><li>A n objective is the “particular outcome” desired (Broom, 2009 p. 299) </li></ul><ul><li>Goals and Objectives </li></ul><ul><ul><li>“ Goals state what the coordinated effort is intended to accomplish and by when it will be accomplished” (Broom, 2009 p. 301) </li></ul></ul><ul><ul><li>“ Objectives represent the specific knowledge, opinion, and behavioral outcomes to be ach ie ved for [the] well defined target public” (Broom, 2009 p. 302) </li></ul></ul>
  5. 5. Some Sample Objectives <ul><li>Nike — text p.105 </li></ul><ul><ul><li>“ Shift the negative public opinion of Nike to a positive one by promoting the company as a constructive contributor to the Asian economy.” </li></ul></ul><ul><li>It’s More than Food, It’s Life—text p. 120 </li></ul><ul><ul><li>“ to increase public awareness of the seriousness of diabetes, its risk factors, and strategies for preventing diabetes and its complications among at risk groups” </li></ul></ul>
  6. 6. More Example Objectives <ul><li>Finland text p. 273 </li></ul><ul><ul><li>“ To change existing stereotypes stereotypes of Finland” </li></ul></ul><ul><ul><li>“ To ensure permanent presence of Finpro and FCP participants in a variety of target media” </li></ul></ul><ul><li>Movement for the Survival of the Ogoni People text p. 324 </li></ul><ul><ul><li>“ improve the environment of their land and to seek some restitution for the damage done to their homes and health” </li></ul></ul>
  7. 7. T he SMART Model <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Attainable </li></ul><ul><li>Realistic </li></ul><ul><li>Timely </li></ul>
  8. 8. Six Criteria for Objectives <ul><li>Are realistic, short and simple </li></ul><ul><li>Support the client’s organizational goals </li></ul><ul><li>Specify a public </li></ul><ul><li>Specify a change in that public </li></ul><ul><li>Specify a time of accomplishment </li></ul><ul><li>Operationalize the public, change, and time </li></ul>
  9. 9. Realistic, Short, and Simple <ul><li>Stated in one sentence </li></ul><ul><ul><li>A void complicated words </li></ul></ul><ul><li>Remembered easily by all workers </li></ul><ul><li>Can we do this fast enough </li></ul>
  10. 10. Organizational Goals <ul><li>Internal PR people have advantage as stakeholders </li></ul><ul><li>If organizational goals are unclear </li></ul><ul><ul><li>Ask leaders about the focus of company </li></ul></ul><ul><ul><li>Find secondary research about industry </li></ul></ul><ul><ul><li>Find out about internal rewards, practices and earlier problems </li></ul></ul>
  11. 11. “ A” Public, Not “The” Public <ul><li>“ A” </li></ul><ul><ul><li>C ertain or particular </li></ul></ul><ul><ul><li>Single </li></ul></ul><ul><li>“ The” </li></ul><ul><ul><li>U sed to mark a noun being used generically </li></ul></ul><ul><ul><li>One of many of a class or type </li></ul></ul><ul><ul><li> </li></ul></ul>
  12. 12. Active, Passive and Latent Publics <ul><li>Active Publics </li></ul><ul><ul><li>E asy to identify </li></ul></ul><ul><ul><li>C ommitted to action, hard to persuade </li></ul></ul><ul><li>Passive Publics </li></ul><ul><ul><li>D on’t care about client and objectives </li></ul></ul><ul><ul><li>C annot be persuaded </li></ul></ul><ul><li>Latent Publics </li></ul><ul><ul><li>I f given information, can be active supporters of your organization </li></ul></ul><ul><ul><li>M ost important kind of public to target in a campaign </li></ul></ul>
  13. 13. Specify A Change <ul><li>Change in Attitude </li></ul><ul><ul><li>H ow a public thinks </li></ul></ul><ul><li>Change in Behavior </li></ul><ul><ul><li>What a public does </li></ul></ul>
  14. 14. Specify Timeline <ul><li>When will the campaign end? </li></ul><ul><ul><li>H elps with budgeting </li></ul></ul><ul><ul><li>Helps to determine success </li></ul></ul>
  15. 15. Operationalize <ul><li>S tated or defined to help measure </li></ul><ul><ul><li>B enchmarks </li></ul></ul><ul><ul><ul><li>Percent (%) change </li></ul></ul></ul><ul><ul><ul><li>Increase/decrease </li></ul></ul></ul><ul><ul><li>T imelines </li></ul></ul><ul><ul><ul><li>When an event will happen </li></ul></ul></ul><ul><ul><ul><li>When effect will be measured </li></ul></ul></ul><ul><ul><li>Very specific publics </li></ul></ul><ul><ul><ul><li>D emographic or economic indicators </li></ul></ul></ul>