Journalism 472 april 18

Journalism 472April 18, 2012

ESTABLISHING GOALS AND OBJECTIVES

Positioning: Where are you? Where do you want to go?

• Positioning is the process of managing how an organization distinguishes itself according to its own particular niche

• Positioning can be fluid.– Starbucks used to promote coffee.– Now it promotes an experience

How do people position themselves?$$$$$$$$$$$$$$$$$$$$

• A leader that sets standards• The best value, reflecting low cost and high

quality.• Most economical

How do people position themselves?Hit the heart

• Most prestigious• Preferred by a certain demographic• Family friendly• Green• Socially responsible

Goals

There are three kinds of goals

• Reputation management goals deal with the identity and perception of the organization.

• Relationship management goals focus on how the organization connects with its publics.

• Task management goals are concerned with getting certain things done

Reputation Management Goals

• Improve company’s reputation in industry.• Enhance reputation among potential donors

or investors.• Improve reputation among potential

customers or stakeholders.

Relationship Management Goals

• Promote appreciation of the firm among potential clients.

• Improve relationship between customers and clients.

• Maintain relationship amid social or organizational changes.

Task Management Goals

• Increase support for organizational goals.• Advance social change on an issue.• Impact public behavior surrounding matter

that impact’s the group’s mission.• Create a better client with a regulatory agency.• Better crowds or donations at a fundraiser.

Objectives

• An objective is a statement emerging from an organization’s goals. It is a clear and measurable statement, written to point the way toward a level of awareness, acceptance or action.

Objectives

• In 471, we talked about two key themes to writing a good objective.– Measurable– Singular Infinitive Phrase

Nine Objective Standards

• They are rooted in goals.• They are public focused• They are oriented toward an achievable

impact.• They link to research.• They have definition.

Nine Objective Standards

• They have a timed deadline• They are challenging.• They are attainable.• They are acceptable

Objectives Build

Acceptance ObjectiveOpinionBehavior

Acknowledge ObjectiveInterest Attitude

Awareness ObjectiveAttentionComprehensionRetention

Let’s Think About Objectives

Let’s Talk About Strategy/Programming

• Proactive strategies are those approaches that enable an organization to launch a program under the conditions and timeline that seem to best fit the organization’s interest.

• Reactive strategies respond to influences and opportunities from the organization's environment.

• Offense vs. Defense!!!!!!!

Proactive Strategies

• Public Relations Action – Organizational Performance– Audience Participation– Special Events– Alliances and Coalitions

Proactive Strategies

• Public Relations Action – Sponsorships– Strategic Philanthropy– Activism

Five Ideas To Make Proactive Strategies More Effective

• Listen: Don’t hear.

• Transparency matters.

• Adaptation: Create organizational changes to make you relate better with your audience.

• Triggering Events: Have an immediate and easy action step.

• Third Party Endorsement

How do we play defense?

Reactive Public Relations Strategies

• Pre-emptive Action.The prebuttal


• Offensive Response.– Attack– Embarrassment– Shock– Threat


• Defensive Response – Denial– Excuse – Justification


• Diversionary Response – Concession– Ingratiation– Disassociation– Relabeling


• Vocal Commiseration – Concern– Condolence– Regret– Apology


• Rectify the Situation – Investigation– Corrective Action– Restitution– Repentance


• Deliberate Inaction – Silence– Ambiguity

Business

Journalism 472 april 18