COMM 201 Lecture 6: Chapter 6
5 Mar 2017
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The organization starts making plans to do something about an issue or situation. It sets the organization(cid:495)s direction proactively, avoiding (cid:494)drift(cid:495) and routine repetition of activities. Planning: goals are defined, strengths assessed, focused resources, targeted audiences, strategies are defined, benchmarks, proactive. Doing: goals less clear, ill- positioned, resources scattered, audiences vary, unclear strategy, dubious measurements, reactive. 2 main approaches: management by objective (mbo) Leads to the (cid:498)production of relevant messages and establishes criteria against which campaign results can be measured(cid:499) 9 steps to help practitioners with this process: Client/employer objectives, audience/publics, audience objectives, sources and questions, communication strategies, essence of the message, nonverbal support, media channel, media channel objectives: agency planning model. Both approaches emphasize asking and answering questions to generate a roadmap for success. Identifies what is to be done, why, and how to accomplish it. The plan accounts for the following basic elements: situation: 3 traditional situations often prompt a pr program.
