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Strategic Planning For Public Relations 5th Edition Ronald D. Smith - Solutions
Write at least one action objective for each key public, such as “To have an effect on action; specifically . . . ”
Write at least one acceptance objective for each key public, such as “To have an effect on acceptance; specifically . . . ”
Write at least one awareness objective for each key public, such as “To have an effect on awareness; specifically . . . ”
Are there any ethical problems with these goals? If yes, how can you modify the goals to eliminate the problems?
Does the organization have willingness to work toward these goals? If no, how can willingness be generated?
Does the organization have resources (time, personnel, money, etc.) to achieve these goals? If no, can resources be obtained? From where?
What is the relative priority among the viable goals?
Do any of these goals contradict another goal? If yes, which goal(s) will you eliminate?
What are the organization’s task goals on this issue?
What are the organization’s relationship goals on this issue?
What are the organization’s reputation goals on this issue?
What is its position?
What is the competition?
What change do you need to make to achieve the desired position?
What is your current position?
Is this desired position appropriate? If no, reconsider the position.
What position do you seek for your product/service/concept for this public?
What is a key public for this product/service/concept?
What are the specific objectives (awareness, acceptance and action for each public)?
What are the goals?
What position do you seek?
What research methods will you use to obtain the needed information?
If the existing information is not highly reliable, consider additional research, such as the following:• Review of organizational literature/information• Review of other published information (books, periodicals, etc.)• Interviews with key people within the organization• Interviews with
What information remains to be obtained?
How appropriate would it be to conduct additional research?
How reliable is this existing information?
What is the basis for existing information noted above—previous formal research, informal or anecdotal feedback, organizational experience, personal observation, presumption/supposition by planner(s), and/or something else?
How does this benefit differ from the benefits available from other organizations?
What benefit or advantage does your organization offer each public?
Are there other relevant characteristics about your key public?
Is this public likely to be motivated more by appeals to the past (experience, success, track record) or by appeals to the future (motivation, inspiration, vision)?
Is this public likely to be persuaded more by facts, more by emotion or by a combination?
What lifestyle traits does your key public have?
What is the education level of your key public?
What are the cultural/ethnic/religious traits of your key public?
What products or services does your key public commonly use?
What is the socioeconomic status of your key public?
Where is your key public located geographically?
What is the average age of members of your key public?
Who are credible sources and opinion leaders for this public?
How likely is this public to act on information it receives?
Is this public actively seeking information on this issue?
What media does this public use among each of the following: personal communica -tion channels, organizational media, news media, and advertising/promotional media?
What are the similarities and the differences between your organization’s self-image in the exercise from Step 2 and the image of it held by this public?
Place an “X” at the appropriate location on the continuum of what this key public thinks of your organization’s product(s) or service(s):Contemporary __ __ __ __ __ Traditional Fun __ __ __ __ __ Tedious High-Tech __ __ __ __ __ Low-Tech Ordinary __ __ __ __ __ Distinguished Expensive __ __
How influential does the organization see this public as being?
How influential does this public see itself as being within the organization?
How organized or ready for action on this issue is this public?
How much loyalty does this public have for your organization?
What does this public expect from your organization?
How satisfied are you with this attitude?
What does this public think about your organization?
How accurate is this information (compared to information in Step 2)?
What does this public know about your organization?
How does or how might your organization affect this public?
How does or how might the key public affect your organization?
How free does this public see itself to act on this issue?
What does this public expect from the organization vis-à-vis this issue?
What problem(s) does this public have related to this issue?
What does this public need on this issue?
What does this public not want on this issue?
What does this public want on this issue?
What does this public think about this issue?
What does this key public know about this issue?
Indicate the category below that best describes that key public at this time and consider the public relations response indicated.
Who is your key public?
What benefits can you offer this public?
What are the major wants, interests, needs, and expectations of each public?
What is the nature and type of each key public?
What research methods will you use to obtain the needed information?
If the existing information is not highly reliable, consider additional research, such as the following:• Review of organizational literature/information• Review of other published information (books, periodicals, etc.)• Review of electronic information (Internet, CD-ROMs, etc.)• Interviews
What information remains to be obtained?
How appropriate would it be to conduct additional research?
How reliable is this existing information?
What is the basis for the existing information noted above: previous formal research, informal or anecdotal feedback, organizational experience, personal observation, presumption/supposition by planner(s), and/or something else?
What impediments originate in society at large?
What impediments have financial or economic origins?
What impediments deal with regulators?
What impediments deal with customers?
What changes, if any, are projected for this environment?
Is the environment in which you are operating currently growing, stable, declining, or unpredictable?
Within the next three years, is the opposition likely to increase, remain unchanged, or decrease?
How have their tactics changed?
How have these groups changed within the last three years?
What are their resources?
How effective have these groups been in the past?
What groups exist with a mission to resist or hinder your organization?
Within the next three years, is the competition likely to increase, remain unchanged, or decrease?
How has the competition changed within the last three years?
What are their resources?
What are their reputations?
What are their performance levels?
What other organizations compete on this issue?
How competitive is the external environment of your organization?
Is anything happening in the environment that can impact the effectiveness of the public relations program?
What significant opposition exists?
What is the major competition for your organization?
What research methods will you use to obtain the needed information?
If the existing information is not highly reliable, consider additional research, such as the following:• Interviews with key people within the organization• Review of organizational literature/information• Additional personal observation• Interviews with external experts or opinion
What information remains to be obtained?
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