sprp - chapter 10 - siti zaeriyah_sesi 13

8/9/2019 SPRP - Chapter 10 - Siti Zaeriyah_sesi 13

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Strategy Development of

Communication Plan


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Communication project plan framework

Introductory information

Executive Summary

The communication Process (optional explanation

1

Research and analysis

Background to the or issue

Defining the problem or issue

Situation analysis

Research

Ethical considerations

2

3

Implementation

Project management

Timing

Evaluation and adjustmentMeasuring the effectiveness of messages, media

and outcomes


4

5

Strategy development Goals and goal statements Objectives Stakeholders Messages

Third-party actions (thatyou might depend on in order

to make your communication

effective)

Risk management Ethical considerations Budgeting

Siti Zaeriyah14201101003


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Strategy development

The strategy development stage of acommunication plan:

Gives focus to key priorities and direction

Provides structure and professionalism Generates creativity

Assures predictably good results

Helps to engender support from senior managers for

the public relations function


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Goals and goal statements

Determine the core aim or goal

The goal statement should be written in thepresent tense as though the completed goal is

happening

Overarching goal statements are always useful for

keeping focused on the big picture duringimplementation

The goal statements needs tangible agreement byall the people relevant to the case

We are addressing the problem [or issue] because it affects our/ prevents usfrom and we need to [state the goal].


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Goals and goal statements

Goals are general statements that express broad, desired resultsthat are the end points towards which effort is directed (Kelly, 1998)

Examples of project goal

- The aim is to influence the decision of the governmentplanning committee

- Our goal is to increase attendance at these public meetings

- Employees will understand the companys position after

they read this information

Three different types of goals (Smith, 2005, p.69)- Reputation management goals

- Relationship management goals

- Task management goals


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Objectives

Anderson et al. (2009) outline the reasons for setting clear, concise

and measurable objectives in public relations include:

Objectives create a structure for prioritization

Objectives reduce the potential for disputes before, during, and after theprogram

Objectives focus resources to drive performance and efficiency objectives helpcreate successful programs by identifying areas for prescriptive change and

continual improvement

Objectives set the stage for evaluation by making it easier for sponsors andteam members to determine if the PR program met or exceeded expectations

Objectives link the PR objective to the business objectives

Objectives are subsets of goals and should be expresses inconcrete, measurable terms (Kelly, 2001, p. 287-8)


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Objectives

A SMART acronym (even SMARRT) is a technique used widelyaround the world to help set objectives:

Specific

Measurable

Agreed Realistic/ relevant

Relevant

Timed

Specific, measurable objectives indicate the direction in which

the PR departments efforts are heading and can be compared

against results to measure the extent to which the PR efforts

have been successful


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Stakeholders

Stewardship Maintaining and strengthening stakeholder

relationship The stewardship step ensures that the

communication process is continuous;

Stewardship is therefore a necessary step in

relationship management

Stakeholders are the groups or individuals with whom the organization interacts or hasinterdependencies and any individuals or group who can affect or is affected by the actions,

decisions, policies, practices or goals of the organization (Gibson, 2000, p.245), citied in

Friedman & Miles, 2006, p. 7)

Stakeholders can be identified and assessed by various criteria such as their

influence, their impact and their likely attitude to the project


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Messages

The main message doesnt need to be catchy; it is not the slogan or the

jingle for the campaign Effective key messages should outline the program, policy, product or

service being promoted, the benefits for stakeholders, and a clear call toaction outlining what the stakeholders should think, believe, feel or do as aresult of receiving the messages

Tailored messages to segmented stakeholders groups

To employees This new staff pay system will give you at least $30 more payeach week.

To media The new staff pay system will enable the company to be more

competitive due to greates productivity by workers.To shareholders Increased productivity will provide greater returns to

shareholders within six months.


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Always important to consider what organizational

actions can be initiated or recommended to topmanagement, which would resolve a problem or issue

Third-party actions (that you might dependon in order to make your communication effective)

Actions speak louder thanwords

Example: product recalls

PR staff convince management

Speed up product changes


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Risk management

Seven steps in risk management

Establish the context Identify the risks

Analyse the risks

Evaluate the risks

Treat the risks

Monitor and review

Communicate and consult

Regerter and Larkin define risk as a measure of the adverse effect of an issue, andthey conseider risk in terms of likehood and impact (2008, p.21)


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Objectives for communication projects can beconsidered from an ethical point of view

Foe example, TARES checklist noted in the Researchand Analysis stage of the project could be used to

ensure that principles of Truth, Authenticity, Respect,Equity, and Social responsibility are observed in the

objectives planned in the Strategy Development stage of

the project.

Usually communicators intuitively consider ethicalaspects of the brief for a project rather than reviewing

them systematically as an integral part of the process


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Budgeting

Always allow a buffer amount in the

budget Achieve PR for PR

Always write explanatory budget notes

Grey areas

A check of the available funding is the first action to take whenplanning a program, project or campaign


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Summary

Setelah mempelajari sesi ini, diharapkan dapat: Define a communication plan

Write goal statements

Write PR goals and objectives

Understand the concept of stewarding Apply risk management techniques in PR practice

Apply ethical considerations in PR practice

Budget plan

Thanks

sprp - chapter 10 - siti zaeriyah_sesi 13

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