Goal Statements

Phase 2

Objective/Goal StatementsPhase 2

Single most important element in a PR process

Should state the desired outcomes of your efforts

Describe the intended action and a measurable result

Developing a Strategy

Phase 3

– Action Steps– Develop a Theme– Create an appropriate Slogan– Create special Events– Use different types of Media

Strategies

Action Steps

Develop a Theme

Create an appropriate Slogan

Create special Events

Use different types of Media

Developing a Theme

The best themes are short. Slogans no more than five words long have the greatest impact.

The first component of a PR strategy is creating a theme and message that captures the scope of the program.

Strategy

Strategy

Developing a Theme

Use type, colors, font settings, shapes and patterns that are consistent with your message.

Catchy and memorable themes with a creative flair are the most effective.

Company Slogans

Plumber: “We repair what your husband fixed.”

On the trucks of a local plumbing company: “Don't sleep with a drip - call your plumber.”

At a tire shop: “Invite us to your next blowout.”

On a taxidermist's window: “We really know our stuff.”

CAN YOU

IDENTIFY THE

COMPANY?

SLOGANS

Special Events

Consider sponsoring a special event to go along with the program’s central theme and message.

Note: Make sure to work with substance that can be taken seriously and holds public interest. Not fluff.

Have the potential to make your program newsworthy, interesting and effective.

Logo Trivia – these logos

say more than you see!!

LOGOS

Controlled / Uncontrolled Media

Making the Right Decision

Uncontrolled Media

You are not the final decision maker about the media released or how it is released.

Very typical due to “no-cost”.

controlled Media

Paid for by the agency.

Control over the material, format, where and when it is published.

Evaluation

Phase 4

More Research and Reconsider

EVALUATION

Research

ProblemChange

ProgramRevise Plan

Plan ActionAssessme

ntandNext Steps

EVALUATION

Evaluation is an ongoing process of monitoring

It is NOT a ONE-TIME event

Need to Evaluate

ThemeMessage

Shift in awareness

Change in attitude

Behaviors based on objectives