MCOM 253 Study Guide - Midterm Guide: Gantt Chart, Three Steps, Mass Media
2 Oct 2018
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Document Summary
Second step in pr process is planning. Organization starts making plans to do something about an issue/situation. Sets the organizations direction proactively, avoiding drift and routine repletion of activities. Main approaches: management by objective, agency planning model. Asking and answering questions to generate a road map for success. Facts: category facts, product/service issues, competitive facts, customer facts. Goals: business objectives, role of public relations, sources of new business. Audience: target audiences, current mindset, desired mindset. Identifies what is to be done, why, and how to accomplish it. Is it realistic and achievable: 2 categories. Can depict work flow, but tend to be spare in detail. To implement a plan: communication = implementation of a decision, goals are to inform, persuade and motivate the public, or achieve mutual understanding. To identify outcomes of communication in a prs perspective. Message exposure: audience is exposed to message.
