AMB372 Lecture Notes - Proactivity
5 Jul 2013
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Document Summary
Successful pr programs are the result of sound research, meticulous planning and careful implementation. Why plan: improves effectiveness, encourages long-term view, assists proactivity, reconciles conflicts, minimises mishaps. Why don"t plan: time constraints, not flexible, unrealistic expectations, block creativity. The planning process enables the pr planner to structure their approach around certain key aspects, answers 6 basic questions: What is the problem (researching the issue) What does the plan seek to achieve. What should be said- content or message. Marston (1979) race: research, action, communication, evaluation. Cutlip et al"s planning model: p. 178: defining pr problems- what"s happening now (situation analysis, planning and programming- strategy, taking action and communicating- implementation, evaluation and assessment. Analysis is the first step in the planning process- to identify the issues or specific problems on which to base the program. If the issues are not defined the program will not have a clear rationale.
