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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?. Where Are We Now?. Analyze current situation Describe organization, issue, environment What are communication challenges?

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Simple Place to Start

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. PR Evaluation Earning a seat at the conference table Dr. A.R. Freitag, UNC Charlotte

  7. 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

  8. Simple to Complex Outcome Output Production Coverage Distribution Impressions Ad Value Content Anal. Goal/Objective Dr. A.R. Freitag, UNC Charlotte

  9. 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

  10. 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

  11. 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 12 Learn from results; make adjustments based on evaluation Dr. A.R. Freitag, UNC Charlotte

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