Term
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Definition
Involves predicting or establishing a desired future state
determining what forces will help and hinder movement toward the goal state
formulating a strategy for achieving the desired state |
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Term
| Strategic Planning results in… |
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Definition
An integrated program
Increased management participation & support
Emphasis on a positive program not a defensive one
Careful deliberation on choice of themes, timing and tactics |
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Term
| The Obstacles to Planning |
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Definition
Failure of employers & clients to include PR in establishing policies & programs
Absence of clearly agreed-upon objectives
Inadequate time because of daily problems
Frustrations and delays while seeking internal clearance & coordination with other departments |
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Term
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Definition
Strategic Planning
making decisions about program goals & objectives
identifying key publics, setting policies or rules to guide selection of strategies
determining strategies |
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Term
| Steps to the Planning & Programming Process |
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Definition
Defining roles & missions
Determining key results areas
Identifying and specifying indicators of effectiveness
Selecting and setting objectives
Preparing action plans
Programming
Scheduling
Budgeting
Fixing accountability
Reviewing and reconciling
Establishing controls
Communications
Implementing |
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Term
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Definition
Collecting & analyzing information
Serving as the central source of information
Communicating significant information, opinions, & interpretations to keep stakeholders aware
Coordinating activities that affect an organization’s relationships with publics |
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Term
| Organizational Mission Statements |
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Definition
A written statement that makes public commitments of citizenship obligations and social responsibilities
Idealistic and inspirational
Give the organization a sense of purpose and direction |
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Term
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Definition
Are summative statements that spell out the overall outcomes of a program
Often grow out of “mission statements”
They clearly define over-all mission and goals of the organization
Can be long-ranged, intermediate, or short-term, immediate |
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Term
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Definition
Represent the specific knowledge,
opinion, and behavioral outcomes to be achieved for each well-defined target public
Give focus & direction for developing program strategies & tactics
Provide guidance & motivation to those implementing the program
Spell out the criteria for monitoring progress and for assessing impact
MBO – systematically applies effective management techniques to running an organization |
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Term
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Definition
Is determining the goals of the enterprise and adopting a course of action and allocating the resources needed to achieve the goals
Overall game plan
Includes crucial overall decisions of a campaign or program |
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Term
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Definition
On the spot decisions
Made during the campaign or program as the strategic plan is implemented
Decisions or actions taken to make the strategy fit the reality & contingencies of the situation
Operational level; actual events, media and methods used to implement the strategy |
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Term
| Reasons for (not) planning |
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Definition
Excuses:
We don’t have time
Why plan when things change so fast?
We get paid for results, not for planning
We’re doing OK without a plan |
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Term
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Definition
Starts with the mission statement
Continues with fact-finding; situation analysis
A searching look backwards
A wide look around
A deep look inside
A long, long look ahead
It is a working theory – someone’s idea of what has to be done to achieve a desired outcome. |
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Term
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Definition
Defining the problem
Planning & Programming
Taking action & communicating
Evaluating the program |
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Term
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Definition
Stakeholders
Non-publics
Latent – unaware of their connections
Aware – recognize they are involved but don’t communicate
Active – do something about it |
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Term
| Target Publics – 8 approaches |
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Definition
Geographic
Demographics
Psychographics
Covert power
Positions
Reputation
Membership
Role in decision making process |
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Term
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Definition
Give focus and direction to developing strategy & tactics
Provide guidance & motivation to those charged with implementing the program
Spell out key results that must be achieved
3 types
Knowledge (information)
Attitude (predisposition)
Behavioral |
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Term
| Elements of useful program objectives |
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Definition
Begin with “to” followed by an accomplishment verb
Specify a single key outcome to be achieved
State the outcome in quantitative terms that can be measured and verified
Set a target date for achieving the outcome
Tell what will happen, how much will happen and when it will happen, but not why or how it will happen
Appear in writing for easy reference
Get discussed often during program meetings |
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Term
| 3 types of disasters & crises |
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Definition
Immediate – happen suddenly; no time to prepare
Emerging – more time for research & planning; but may brew for a long time before erupting
Sustained – persistent problems despite the best efforts of management; rumors & speculation |
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Term
| Common mistakes when handling a crisis |
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Definition
Hesitation – had negative affect on publics
Obfuscation (misleading/obscure statements)
Retaliation – increase tension
Prevarication or equivocation (lying)
Pontification (high-handed/pompous)
Confrontation– keeps issues alive
Litigation – high visibility |
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Term
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Definition
ID what can go wrong and be highly visible
Assign priorities based on urgency and likelihood
Draft questions, answers, & resolution for potential crisis scenarios
Focus on “what to do & what to say”
Develop a strategy to contain & counteract, not react and respond |
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Term
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Definition
Establish one ASAP
Recognize it for what it is;…to give info directly to the public
2 parts
Telephone – deal with publics
Coordinated between I/C and the institution
Must have credibility long before the crisis
Make sure internal & external publics know of the existence of the center |
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Term
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Definition
Total income or funds available to support the program
Know the cost of what you propose to buy
Communicate the budget in terms of what it cost to achieve specific results
Use the power of your computer to manage the program |
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Term
| Pretesting Program Elements |
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Definition
Once strategic plan is formulated, do a pilot study
Use both qualitative and quantitative methods
Provided estimates of how the strategies, tactics and program materials will work |
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Term
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Definition
Be persuasive using these tools: effective writing, persuasive speaking, skillful presentation and knowledge of the audience
Explain the basic problems in understandable terms
Explain the immediate remedial measures
Use case examples
Eliminate personal opinions
Keep explanations short and to the point |
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