1. AMB372 Public Relations
Planning

2. • Programming and planning
• Strategy versus strategy
• Significance of objectives
• Defining objectives
• Best practice in objective setting
• Applying to case study

3. Broom, 2009, p. 287

4. Problem Solution
Problem
Goals
definition
Research Objectives
Strategy

5. • Proactive strategies – enable an organisation to launch a
communication program under the conditions and
according to the timeline that seems to best fit the
organisation’s interests
• Reactive strategies – measures that respond to
influences and opportunities from an organisation’s
environment.
• Smith, 2009

6. • Strategy is the direction and scope of an organisation over the long term
Corporate
which achieves advantage in a changing environment through its
configuration of resources and competences with the aim of fulfilling
stakeholder expectations” (Johnson, Scholes, Whittington, 2008, p. 3)
Business • How to compete in certain markets
Operational
• How components of organisations deliver corporate and business level
strategies

7. Grand strategy Public relations strategy
• Grand strategy is the policy- • Strategy is campaign-level
level decisions an decision making involving
organization makes about manoeuvring and arranging
goals, alignments, ethics, resources and arguments to
and relationship with publics
and other forces in its carry out organizational
environment. grand strategies.
• Define (constrain) public
relations activities based on
attitude towards
environment, change,
publics, issues, Botan, 2006
communication, and
practitioners

8. Intransigent
Resistant
Organisation is
Keep organisation free
powerful and
from outside forces
autonomous
Public relations is
Public relations is
technical, make small
technical, publics
adjustments with
should be educated as
publics
to what is right
Cooperative
Integrative
Organisation has
Organisation integrated
economic and social
into evolving web of
relationships
relationships
Public relations has
Public relations as strong strategic
decision-maker and advisory role
facilitator of dialogue
with publics

10. Public relations problem
Incorrect perceptions of organisational
Describes current situation
decisions to restructure
Public relations objective
Identifies outcome, target to resolve To correct understanding of organisational
problem decisions during restructure
Public relations evaluation
The number of people whose perceptions
Measures impact of public relations work
have changed

11. Goals Objectives
• Broad, general outcomes, • Spell out the key results that
must be achieved with each
usually not quantifiable public to reach the program
(Bobbit & Sullivan) goal
• Broader in meaning and • Give focus and direction
• Reinforce the organisation’s
may not include timeframe objectives
(general outcome) • Link to original statement of
the problem
• Include only one specific
and measurable desired
outcome
• May vary depending on
target public needs

12. Objectives need to contain
• A ‘change’ verb
• Such as increase, generate, minimise etc
• The outcome to be changed
• Knowledge, feeling, behaviour
• The target for change (public)
• An amount of desired change (numbers are ideal here)
• A time by which this change should happen

13. Outcomes Verbs and outcomes
• Outcome • To increase awareness of
• To create support for
• Informational
• To decrease negative
• Attitudinal feelings towards
• Behavioural • To increase advocacy for
• Output • To encourage positive
evaluations of
• Tactic-driven
• To ensure 10 articles are
printed in XXX

14. Quantification Publics
1. Relative amount • Relative quantification
(i.e. as a % of the • To increase product
starting figure, or awareness by 50% of all
consumers before….
perhaps as a
fraction or ratio) • Absolute quantification
• This works best with • To increase product
larger numbers. awareness among 15
businesses by….
2. Absolute amount
1. Good when dealing with
smaller numbers or when
there’s no data.

15. Attitudinal and behavioural
Informational objectives objectives
1. To increase awareness 1. To create a positive
about the kinds of food reputation for the
needed for good government….
nutrition amongst 50 2. To encourage blood
parents by December donors to donate first
31. thing in the morning
2. To correct rather than after work.
misperceptions that
eggs are linked to
cholesterol amongst
15% of older women by
March 15.

16. • Target 140 aimed to engage and educate SEQ residents
to develop, implement and embed water saving attitudes
and behaviours.
• To accomplish this goal, specific and measurable
consumption and communication objectives were
established:
• Consumption objectives
1. Reduce SEQ water use by 10% by 31 December 2007.
2. 2. Achieve 140 L/p/d residential consumption by 31 August 2007.
• Communication objectives
1. Generate 60% awareness among SEQ residents of Target 140
by 31 August 2007.
2. Achieve 50% recall of campaign key messages among SEQ
residents by 31 August 2007.