PR 312 - Chapter 11
Terms
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- Evolutionary Mode
- strategies develop over time, reperesenting a pattern of decisions that respond the the environment
- True or false: In many organizations top management limits public relations participation in management decision making
- true
- strategic planning in PR
- involves making decisions about program goals and objectives, identifying key publics, setting policies or rules and determining strategy
- MBO (Management by objectives)
- systematically applies effective management techniques to runing an organization
- Mission statements
- purpose is to instill a sense of mission, values and behavior standards throughout an organization. Each organization has to create its own culture
- strategic thinking
- involves predicting or establishing a desired future goal, determining what forces will help hinder movement toward the goal and formulating a plan for achieving it.
- American Heart Association
- \"seal of approval\" program was canceled under heavy pressure from the gov.
- MLB
- Roids
- US Military
- Regetted sending soccer balls with a picture of the Saudi flag on them. With script of Allah and Prophet mohammed on them
- Exxon Valdez
- Oil spill, remains the classic case study of inadequate planning and programming
- Strategy
- the determination of the basic long-term goals and objectives of an enterprise and the adoption courses of action and the allocation of resources necessary to carry out these goals
- Corporate-level strategy
- provides the overall goal and direction within which an organizations divisions operate
- Business level strategy
- establishes the goals and directions for each division, each operating unit etc.
- Planning Mode
- strategy takes the form of a systematic plan and guidelines for achieving corportate and business level strategies
- What are two levels of outcomes that MBO operates at?
- goals and objectives
- Goals
- are summative statments that spell out the overall outcomes of a program
- objectives
- represent the specific knowledge, opinion and behavioral outcomes to be achieved for each well-defined target public
- Strategy in PR
- refers to the overall concept, approach, or general plan for the program designed to achieve a goal
- tactics in PR
- refer to the operational level, the actual events, media and methods used to implement the stategy
- Harold Burson says PR must help organizations decide...
- not only how to say it and what to say, but also what to do.
- working theory (strategy)
- guides how a special event is designed, how a newsletter or press release is worded and how a community function is conducted
- learn-feel-do
- guides most public communication programs (information gain -> opinion change -> behavioral change
- Reification
- treating an abstraction as if it exists as a concrete or material entity. the general public is the grandest most useless one
- Non publics
- people who do not face a problem or situation in which they are mutaully involved with or affected by either an organization or other people
- Latent Publics
- people who are simply unaware of their connection to others
- Aware publics
- are people who recognize that they are somehow affected by or involved in a problem situation
- Active Public
- A person who begins to communicate and organize to do something about a problem
- The key to defining publics
- is to identify how people are involved and affected in the situation for which the program intervention is being developed
- What are the three levels of outcomes
- Knowledge outcome, Predisposition outcome, behavioral outcome
- Knowledge outcome
- increase awareness
- predisposition outcome
- change in opinion or attitude.
- behavioral outcome
- change the way a person acts
- crisis planning
- anticipating the worst things that could possibly happen to an organization
- eight types of crises caused by either management or environmental foces
- natural, technological, confrontation, malevolence, skewed management values, deception, management misconduct and business and economic.
- Green crisis
- new and emerging
- yellow crisis
- current and ripe
- brown crises
- old and moldy.
- Immediate Crises
- most dreaded, happen so suddenly and unexpectedly there is little or not time for research or planning
- Emerging Crises
- allows more time for research and planning but may erupt suddenly after brewing for some time
- Sustained crises
- are those that persist for months or years
- information center
- a place where information moves from the institution directly to the publics
- 2 parts of an information center
- one part deals with publics the other with coordination