Chapter 6 Reading Notes

March 6, 2010 at 2:01 pm (Comm 2322, Reading Notes) (, , )

  • After research  in completed, the next step is to create a campaign to accomplish what was indicated in the research. This process is known as program planning.

Page 167 Public Relations Strategies and Tactics by Wilcox and Cameron

  • A popular approach to planning is using a process called management by objective (MBO). In the book “Public Relations Management by Objectives” Norman R. Nager and T. Harrell Allen discuss 9 steps involving MBO.
  1. Client/employer objectives
  2. Audience/publics
  3. Audience objectives
  4. Media channels
  5. Media channel objectives
  6. Sources and questions
  7. Communication strategies
  8. Essence of the message
  9. Nonverbal support

Page 152 Public Relations Strategies and Tactics by Wilcox and Cameron

  • The Eight basic elements of public relations planning
  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/timeline
  7. Budget
  8. Evaluation

Page 155 Public Relations Strategies and Tactics by Wilcox and Cameron

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