Journalism 472 April 18, 2012
Journalism 472April 18, 2012
ESTABLISHING GOALS AND OBJECTIVES
Positioning: Where are you? Where do you want to go?
• Positioning is the process of managing how an organization distinguishes itself according to its own particular niche
• Positioning can be fluid.– Starbucks used to promote coffee.– Now it promotes an experience
How do people position themselves?$$$$$$$$$$$$$$$$$$$$
• A leader that sets standards• The best value, reflecting low cost and high
quality.• Most economical
How do people position themselves?Hit the heart
• Most prestigious• Preferred by a certain demographic• Family friendly• Green• Socially responsible
Goals
There are three kinds of goals
• Reputation management goals deal with the identity and perception of the organization.
• Relationship management goals focus on how the organization connects with its publics.
• Task management goals are concerned with getting certain things done
Reputation Management Goals
• Improve company’s reputation in industry.• Enhance reputation among potential donors
or investors.• Improve reputation among potential
customers or stakeholders.
Relationship Management Goals
• Promote appreciation of the firm among potential clients.
• Improve relationship between customers and clients.
• Maintain relationship amid social or organizational changes.
Task Management Goals
• Increase support for organizational goals.• Advance social change on an issue.• Impact public behavior surrounding matter
that impact’s the group’s mission.• Create a better client with a regulatory agency.• Better crowds or donations at a fundraiser.
Objectives
• An objective is a statement emerging from an organization’s goals. It is a clear and measurable statement, written to point the way toward a level of awareness, acceptance or action.
Objectives
• In 471, we talked about two key themes to writing a good objective.– Measurable– Singular Infinitive Phrase
Nine Objective Standards
• They are rooted in goals.• They are public focused• They are oriented toward an achievable
impact.• They link to research.• They have definition.
Nine Objective Standards
• They have a timed deadline• They are challenging.• They are attainable.• They are acceptable
Objectives Build
Acceptance ObjectiveOpinionBehavior
Acknowledge ObjectiveInterest Attitude
Awareness ObjectiveAttentionComprehensionRetention
Let’s Think About Objectives
Let’s Talk About Strategy/Programming
• Proactive strategies are those approaches that enable an organization to launch a program under the conditions and timeline that seem to best fit the organization’s interest.
• Reactive strategies respond to influences and opportunities from the organization's environment.
• Offense vs. Defense!!!!!!!
Proactive Strategies
• Public Relations Action – Organizational Performance– Audience Participation– Special Events– Alliances and Coalitions
Proactive Strategies
• Public Relations Action – Sponsorships– Strategic Philanthropy– Activism
Five Ideas To Make Proactive Strategies More Effective
• Listen: Don’t hear.
• Transparency matters.
• Adaptation: Create organizational changes to make you relate better with your audience.
• Triggering Events: Have an immediate and easy action step.
• Third Party Endorsement
How do we play defense?
Reactive Public Relations Strategies
• Pre-emptive Action.The prebuttal
Reactive Public Relations Strategies
• Offensive Response.– Attack– Embarrassment– Shock– Threat
Reactive Public Relations Strategies
• Defensive Response – Denial– Excuse – Justification
Reactive Public Relations Strategies
• Diversionary Response – Concession– Ingratiation– Disassociation– Relabeling
Reactive Public Relations Strategies
• Vocal Commiseration – Concern– Condolence– Regret– Apology
Reactive Public Relations Strategies
• Rectify the Situation – Investigation– Corrective Action– Restitution– Repentance
Reactive Public Relations Strategies
• Deliberate Inaction – Silence– Ambiguity