150613_LSPR-SIM15-s26

Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Strategic Issues Management (1506SIM15)

Session Topic : Towards a Communication Plan

Course: Strategic Issues Management

By Rudi Sukandar, Ph.D

LSPR eLearning Program

Powered by HarukaEdu.com - 1506SIM15- S.3

Part 1 Basic Communication Project Plan

Part 2 Hierarchy of Objectives

Part 3 Public Relations Techniques

Content

Part1: Basic Communication Project Plan


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


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.


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


Project Plan: Strategy Development

2. Strategy development

Goals Objectives Stakeholders Messages Budgeting


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


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.


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.


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.


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.

Part2: Hierarchy of Objectives


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


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.


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.


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.


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.


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.

Part3: Public Relations Techniques


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


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


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.


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)


elearning.lspr.edu

Associate Partners :

Powered by HarukaEdu.com

Course : Strategic Issues Management (1506SIM15)

Date post:	15-Sep-2015
Category:	Documents
Upload:	elearninglspr
View:	85 times
Download:	0 times

150613_LSPR-SIM15-s26

Documents