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Transcript of 150613_LSPR-SIM15-s26
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Master of Arts in Communication : Corporate Communication Studies
elearning.lspr.edu
Course : Strategic Issues Management (1506SIM15)
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Session Topic : Towards a Communication Plan
Course: Strategic Issues Management
By Rudi Sukandar, Ph.D
LSPR eLearning Program
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Part 1 Basic Communication Project Plan
Part 2 Hierarchy of Objectives
Part 3 Public Relations Techniques
Content
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Part1: Basic Communication Project Plan
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Project Plan: Final Paper Structure
A cover and contents page.
Executive summary. Main points contained in the plan (write this section
last, after you have considered all the information gathered in the
points below).
Overview of organization - from Assignment 1. Background. Describe how the issue developed - from Assignment 1. Analysis of the issue - from Assignment 1.Sections 1-5 no longer 1000 words
Communication Goal statement - a single overall goal Communication Objectives - need to be SMART Key stakeholders - include segmentation & analysis Key messages - include 2Section 5-7 no longer than 500 words
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Project Plan: Final Paper Structure (cont.)
Media Strategy - include traditional & online/social media
Theory - include communications theory to back up your strategy (Grunigs
Excellence Theory, persuasion theories)
Evaluation. How will success be measured?
Section 8-10 no longer than 2500 words
James E. Grunig
Professor Emeritus Dept.
Communication at Univ. of
Maryland.
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Project Plan: Basic Communication
Basic Communication Project Plan
1. Research & analysis
2. Strategy development
3. Implementation
4. Evaluation & adjustment
1. Research and Analysis
Background to the problem Define the problem Situation analysis Research Ethical considerations
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Project Plan: Strategy Development
2. Strategy development
Goals Objectives Stakeholders Messages Budgeting
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Project Plan: Goal, Objectives & Tactics
GOAL
Objective 1
Tactic 1 Tactic 2
Objective 2
Tactic 1 Tactic 2 Tactic 3
Objective 3
Tactic 1 Tactic 2
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Goals: Definition
Goals
Defn: To express the end points towards which effort is directed.
They are, Broad, Relatively abstract & May be difficult to quantify. A business will have a number of goals, each describing a desired future condition toward which
efforts are directed.
If the goals are accomplished, then the business should be a success.
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Goals: Types
Types of Goals
a. Reputation management goals
Deal with the identity and perception of the organization. e.g. Reinforce the organizations image with potential donors or
investors.
b. Relationship management goals
Focus on how the organization connects with its publics. e.g. Enhance the relationship between the company & its
customers.
c. Task management goals
Concerned with getting certain things done. e.g. Increase public supports for organizational mission.
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Business Goal: Example
Business goal examples of hypothetical Web-based business, Purer
Top Gifts
a. Implement an on-line store that,
contains a range of top-quality, Purer-made products that our customers will want to buy. b. Create a well-designed website that is,
fast, easy to navigate, responsive, & gives visitors the information they need. c. Promote Purer Top Gifts selectively in traditional & on-line
media.
d. Put in place a management structure that is,
able to accomplish the business of Purer Top Gifts efficiently & profitably.
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Goal: Sample PR
Sample PR Goals
a. We wish to conduct a very successful launch of our new
software product.
b. The aim is to influence the decision of the government
committee.
c. Our goal is to increase attendance at these public
meetings.
d. Employees will understand the companys position after
they read this information.
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Part2: Hierarchy of Objectives
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Objectives: Hierarchy
Hierarchy of Objectives
a. Awareness objectives deal with information & knowledge.1.Attention2.Comprehension3.Retention
b. Acceptance objectives focus on how people react to information.1. Interest2.Attitude
c. Action objectives address a hoped-for response to information & feelings.1.Opinion2.Behavior
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Objectives: Notes & 5 Parts
Notes on Objectives
Increasing awareness is the lowest & least effective level of an aim or objective.
PR practitioners need to aim higher: at the least to increase understanding preferably to change attitudes and/or behaviour
5 parts in an objectiveOne sentence1. An infinitive verb2. A single outcome expressed as a receiver of a verbs action.3. The size of the action expressed in quantifiable terms.4. The targeted public, audience or stakeholder group.5. A target date or timeframe for achieving the outcome.
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Objectives: Correct
Correct Objectives
To,1. Finish writing the text of the new brochure by 31 May for client
approval.2. Organize letter box distribution of the new brochure to all
households in West Urbanville between 21 & 30 June 2010.3. Place a 25 cm x 4 column ad for the companys new winter
package in The West Urbanville Weekly general news pages in each of the 4 weeks from 27 May.4. Write a media release promoting the new winter products by 30
May.5. Pitch the media release to The West Urbanville Weekly in the
week commencing 2 June.
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Objectives: Incorrect
Incorrect Objectives
To,1. Achieve revenue of $10 million by mid-2010 & set up another branch in
the city.2. Promote a positive attitude.3. Reward loyal customers.4. Provide a good quality service.5. Increase customer satisfaction of our services by 20% through regular
surveys.6. Reach 30% of all local stakeholders by December 2010 using the Yellow
Pages.7. Increase the 80% of clients who return every year. This will be achieved by maintaining a strong relationship with loyal clients
& prospective loyal clients by December 2010.8. Provide new variety packages for customers to choose, & encourage them to
sign up with membership packages.
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Objectives: Results
Results Objectives
1. So far, we have been looking at activity or process objectives.2. Now we will look at result or outcome objectives.3. The combined impact of all the process objectives should be to
create the result specified by the result objective/s.
Sample result objective To gain support of 70% of employees for the new pay
package, as measured by an employee survey conducted in the week
following the completion of the communication program on 5
November.
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Supported: Process Objectives
Supported by process objectives
To,1. Draft a briefing note in the name of, the CEO to all Directors by 1 September, outlining the details of the planned change in pay conditions.
2. Produce two special 8-page, A4-sized newsletters on the new pay package for the 1,500
employees by 1 October and 1 November respectively at a cost each less than $3,000.
3. Support the 35 supervisors by, producing by 1 October, printed briefing information at a cost of $2,500.
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Part3: Public Relations Techniques
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Tactics: Public Relations Techniques
1. Media relations2. Advertising (PR led)3. Direct mail (PR led)4. Exhibitions5. Conferences6. Community relations7. Special events8. Customer relations 9. Employee communication10.Corporate identity
For details see PR Tools File
11.Sponsorship giving12.Sponsorship seeking13. Lobbying/government
relations 14.Crisis communication15.Counselling16. Financial/investor relations17.Memberships18.Outsourcing19.Research and measurement
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Stakeholders: Harrison
Harrison (2008), [i]t is crucial to identify the key
stakeholders in such a way that will enable messages
to be tailored to their self-interests as closely as possible &
to send them the message through suitable channels (p. 26).
Internal & External StakeholdersKim Harrison
President of PRIA
Western Australia
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Key Message: Social Media
The responsible use of social media will benefit all connected to XYZ.
To,
1. Branch Heads:
Responsible use of social media will help you recruit better qualified employees.
2. The Staff Association, Employee Opinion Leaders & Employees in
general:
Responsible use of social media will allow you to stay connected with colleagues, friends & family.
3. Directors:
Responsible use of social media will network & connect the aims & objectives of XYZ in a new & progressive way.
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Project Plan: Implementation, Evaluation and Adjustment
3. Implementation
Project managementDetails of tactics and activities
Timing of plan implementation Budgeting of activities
4. Evaluating the Strategic Plan: Research and
adjustment
Measuring the effectiveness of messages, media
and outcomes
a. What?
b. How?
c. When?
Note: Consult Ronald D. Smiths (2009) Strategic
Planning for Public Relations for tips from planning to
evaluation.
Ronald D. Smith
Prof. Public
Communication at Buffalo
State (SUNY)
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Course : Strategic Issues Management (1506SIM15)