Simple place to start
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Simple Place to Start. Answer four basic questions: Where are we now? Where do we need to go? How will we get there? How will we know when we’ve arrived?. Where Are We Now?. Analyze current situation Describe organization, issue, environment What are communication challenges?

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Simple place to start

Simple Place to Start

  • Answer four basic questions:

    • Where are we now?

    • Where do we need to go?

    • How will we get there?

    • How will we know when we’ve arrived?

Dr. A.R. Freitag, UNC Charlotte


Where are we now

Where Are We Now?

  • Analyze current situation

  • Describe organization, issue, environment

  • What are communication challenges?

  • Be precise, cogent, simple

Dr. A.R. Freitag, UNC Charlotte


Where do we need to go

Where Do We Need To Go?

  • Set goals and objectives

  • Goals set direction

  • Objectives set destination

  • Objectives are subsets of goals; measurable; time-based

  • Mileposts

Dr. A.R. Freitag, UNC Charlotte


How will we get there

How Will We Get There?

  • Heart of the plan, but directionless without other elements

  • Identify target publics

  • Formulate key messages

  • Develop strategy

  • Select tactics

  • Budget & timeline

Dr. A.R. Freitag, UNC Charlotte


How will we know when we ve arrived

How Will We Know When We’ve Arrived?

  • Probably greatest challenge of all; often neglected

  • Increasingly necessary

  • Use whatever means are achievable

  • Stress outcome over output as much as possible

  • Benchline

Dr. A.R. Freitag, UNC Charlotte


Pr evaluation

PR Evaluation

Earning a seat at the conference table

Dr. A.R. Freitag, UNC Charlotte


Return on investment

Return on Investment

  • Increasing need to show management how PR contributes

  • Outcome, not just output

  • Gauge progress toward objectives

  • Evaluation part of campaign plan

Dr. A.R. Freitag, UNC Charlotte


Simple to complex

Simple to Complex

Outcome

Output

Production

Coverage

Distribution

Impressions

Ad Value

Content Anal.

Goal/Objective

Dr. A.R. Freitag, UNC Charlotte


12 rules of evaluation

12 Rules of Evaluation

  • Measurement approaches determined in planning stage

  • Plan must match messages with publics, objectives, channels, etc.

  • Objectives must be matched to specific evaluative techniques in the plan

Dr. A.R. Freitag, UNC Charlotte


12 rules of evaluation1

12 Rules of Evaluation

  • Conduct secondary research to help predict outcome

  • Pretest campaign elements (e.g., focus group)

  • Evaluate throughout campaign

  • Stress measurement of outcome

  • Use mix of measurement tools

Dr. A.R. Freitag, UNC Charlotte


12 rules of evaluation2

12 Rules of Evaluation

  • Don’t limit measurement to short-term tools; relationships are long-term

    10 Maintain daily measurement practices

    11 Mix qualitative and quantitative measures to provide context along with statistics

    12Learn from results; make adjustments based on evaluation

Dr. A.R. Freitag, UNC Charlotte


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