Management Process:
Step 3: Implementation& Step 4: Evaluation
Dr. Iccha Basnyat
- 4 Step PR Management Process
- Recapping
- Research is the core of Issue Management
- -- Different research method depending on information
required
- Research to Situational Analysis
- -- Research (SWOT and/or Informal/Formal) should give
you a clear indication of the situation
- Strategic Thinking is well-planned & systematic:
- 1. Objectives:
- Should be clearly defined and SPECIFIC, measurable
& realistic
- 2. Strategy:
- Is the overall plan that will help you achieve your
objectives
- 3. Tactic:
- Tools that help you achieve your objective
- Strategic planning:
- Improves effectiveness
- Encourages long- term view
- Assists pro-activeness
- Minimises mishaps
- Allows informed decision making
- --- Open system is key to planning!!
- No planning:
- Time
- Budget
- Organizational philosophy:
- 1. Closed system
- -- non adaptive
- -- lack of flexibility
- -- reactive
- 2. Idealistic goals rather than realistic & possible
- Planning process:
- 1. Identify the problem & target audience
- 2. What kind of plan would best address the problem
(e.g. SARS)
- -- What would we seek to achieve (i.e. objective)?
- -- What strategy and tactic would best address
the objective?
- -- What should we seek to communicate (i.e. message)?
- -- How should the message be communicated (i.e.
channels)?
- -- How will we measure the outcome?
- Step 3: Implementation
- Action:
- Corrective actions serve the mutual interest of an organization
& its publics
- Action Strategies:
- Results from knowing how an organization’s policy,
action contributed to PR problem
- -- Situational analysis before action strategy
- -- Open system >> adjusts internally >>
change can result in better relationship with publics
- Absolut Campaign
- Action:
- -- Marketing to PR problem
- Action Strategy:
- -- Pull off ad & “we are adjusting our
internal advertising approval process“
- Communication:
- Message Strategy: Reiterate their slogan: “In
an Absolut World”
- (i.e. visualizing as drinkers what appeals to
them)
- Media Strategy: Press Release
- Publics: Blogs, Apology
- Action strategy must be supported through communication
>> beyond persuasive communication
- Communication:
- Think about how you would like to convey your message
(i.e. Framing)
- Think about who the message is for and what would be
the best way to convey the message
- -- Who are the different types of your publics &
what would be the suitable channels to reach them
- Remember Assimilation-Contrast Theory:
- People accept message close to their views &
reject message incongruent with their views
- Message should be specific to that specific need
- -- Each situation and corrective measures should
be assessed independently
- -- Each situation may rely on different theory for
design & implementation
- Message must be:
- Newsworthy (Timeliness & Novel)
- Understandable (Simple to grasp, One Message)
- Immediately actionable
- -- Responds to questions, Answers concerns
- For message design consider:
- 1. Semantics:
- Language constantly changes
- Meanings of words change with the times
- Words can carry different meanings in different
context >> language is affected by social
context
- Further, meanings can be
- Denotative: Common dictionary meaning
- Connotative: Evaluative meaning attached
to words due to our experience
- 2. Symbols:
- Represents something (through picture, words,
signs etc)
- Referent (refers) to something
- Symbols can be “referent” of a culture
& can evoke emotion/meaning
- Or it can be commonly understood
- Barriers to Campaigns:
- Selective listening and seeking messages we already
agree with
- A lot of competing messages
- Same information can be interpreted differently
- Information doesn’t necessarily change attitudes
or behaviors
- Stereotype:
- Messages relying on stereotypes are often tuned
out & reflects upon the organization instead
- Don’t go by the “pictures in our
head”
- Book explains seven C’s of PR communication:
- Credibility: Receivers confidence in the organization
- Context: Effective communication requires supportive
environment
- Content: Message must have meaning for the receiver
- Clarity: The message must be simple and clear
- Continuity & Consistency: Doesn’t end with
one effort
- Channels: Different values is attached to different
channels
- Capability of audience
- Step 4: Evaluation
- Evaluation:
- Systematic procedure to assess the program effectiveness
- See page 386, Figure 14.2 for stages!!
- Evaluation is on going:
- 1. Process: Monitoring program implementation
- 2. Outcome: Assessing program impact
- When planning how the program will be evaluated also consider:
- 1. Use & Purpose:
- -- What information will be gathered?
- -- What will be done with the information gathered
(esp. from process evaluation)?
- 2. Organizational/Department Commitment:
- --When it will be carried out?
- -- Who will carry it out?
- 3. Select appropriate criteria:
- -- How will it be gathered & analyzed?
- Step 4: Process/Implementation Evaluation
- Process evaluation:
- 1. Assesses program standing (i.e. is it doing what
it is meant to?)
- 2. Assesses delivery of program (i.e. dosage, reach,
desired effect)
- 3. Assesses situational variability (i.e. conditions
of the program action)
- Process evaluation generally rely on qualitative data
to improve implementation for an effective outcome
- Open system relies on feedback and process evaluation
provides feedback on
- -- quality of the program (i.e. delivery effectiveness,
reaching intended audience)
- -- increasing knowledge about what program component
will contribute to outcome measures through monitoring
& tracking
- Step 4: Outcome/Impact Evaluation
- Identification of whether the program achieved what
it intended to
- -- Did the program work and if so how well and for
whom?
- Most often used quantitative measuresto answer:
- who, what, when, where, how much, how many, how
often?
- -- Often measured with the baseline, pre-survey
of campaign
Back to top |