There undoubtedly was talk at the AEJMC 2012 conference about the timeless topic of writing goals, objectives and strategies. Everyone has a different way of writing them and that's why so many PR plans are tabled or rejected. This inconsistency in the trade confuses plan reviewers. If admission to the AEJMC conference had required you to identify a goal, an objective and a strategy, would you have been granted entry? Test yourself.
Which of the following is a goal?
1) To obtain from public and private sources, including individuals, $5 million.
2) To conduct a capital fund drive.
3) To develop a capital fund drive brochure.
4) For General Hospital to be serving 25 more patients in a new addition to the main building.
5) To obtain from public and private sources, including individuals, $5 million by conducting a capital fund drive using a capital fund drive brochure.
Answers:
1) This statement tells what must be done to achieve a goal. That is the role of an objective. An objective has a) an action, b) target of the action and c) desired behavior of the target as a result of the action. 2) This statement is a strategy; it tells how an objective is to be accomplished. 3) This is an activity or tactic providing details for implementing a strategy. 4) This is a goal. Congratulations! A goal describes a condition or state of being as though it has been achieved. The goal of a PR proposal or plan has four functions—it provides a vision, a target, verification and measurement. 5) This statement combines an objective with a strategy and a tactic or activity.
Would you like to see rules for writing all 10 components of a PR plan or proposal? Go to https://titles.cognella.com/writing-winning-proposals-9781934269961.html and select "Sneak Preview." Or, continue the quiz...
Which of the following is an objective?
1) To generate publicity that in the minds of major league baseball fans strongly links Box of Snaps with baseball and raises an interest in a new "prize inside" series so that more fans buy Box of Snaps.
2) Work on many levels of the problem simultaneously to deliver a "cannon shot" impact that is deep and long lasting.
3) Promote each member of Smith's family of digital audio players through individually tailored campaigns to maintain market share of at least 30 percent.
4) Collect $5 million in contributions by conducting a capital fund drive.
5) To fully inform the media about the incident.
Answers:
1) An objective is distinguished by starting it with the infinitive "To" and must contain three parts: a) an action to be taken; b) receiver of the action (e.g. target audience or individual; c) a behavior that is desired of the target as a result of the action taken. This is an objective. Congratulations! 2) This is gobbledygook; it is totally meaningless to plan reviewers. 3) This statement does not begin with the infinitive "To." It has no target audience. "Through individually tailored campaigns" tells how an objective is to be accomplished which is the role of a strategy. Most importantly, public relations is a staff function and has no control over the many factors necessary to promise a market share of 30 or any percent. 4) This statement does not begin with the infinitive “To.” No target audience is specified. The phrase, “by conducting a capital fund drive” tells how something is to be accomplished which is the role of a strategy. 5) To be an objective, this statement must indicate a desired outcome. What does the plan writer want journalists to do as a result of fully informing them? Acceptable: To fully inform the news media about the incident to help ensure that their news reports are complete and accurate.
Would you like to see rules for writing all 10 components of a PR plan or proposal? Go to https://titles.cognella.com/writing-winning-proposals-9781934269961.html and select "Sneak Preview." Or, continue the quiz...
Which of the following is a strategy?
1) The campaign strategy is a simple message for the campaign that could be conveyed through all mediums: "When it comes to keeping your water features clear, count on Barley Bob." Bob is an honest country boy who chews on barley and is spokesperson for the campaign.
2) Develop key messages and create benefit-focused materials that set a "celebratory tone."
3) Invite parents to an informational meeting.
4) What we propose is making a public announcement through a news conference because it will be big news to the community, it will be difficult to keep secret, and there is considerable information to impart that will require an open dialogue with the media.
5) Arrange a luncheon with journalists from The Wall Street Journal, Fortune, Dow Jones, Bloomberg and others. Create mailers highlighting the company's financial capabilities aimed at executives whose companies hold synthetic leases. Produce an acquisitions brochure for distribution to senior-level corporate executives.
Answers:
1) A strategy must explain how an objective is to be accomplished. A strategy may contain and explain the use of a particular message and may include the description of a character to deliver the message. However, this statement falls short of explaining the strategic use of the message and the campaign character. 2) This is gobbledygook; it is totally meaningless to plan reviewers. 3) There is nothing strategic about this action. There is not sufficient detail to instill confidence that this strategy will accomplish its objective. There is no attempt to use this opportunity to educate plan reviewers on the techniques of persuasion or communication methods or to elaborate with a message theme or other details.4) This is a strategy. Congratulations! Strategies describe how plan objectives are to be achieved. Reviewers want to be able to assess methods proposed for achieving objectives, the rationales behind the proposed methods, the feasibility and practicality of methods and the practitioner's expertise in implementing strategies. 5) A strategy should describe how, in concept, an objective is to be accomplished. In other words, it should be explained in broad terms with details left to be covered as activities or tactics. These items are, simply, activities.
Writing Winning Proposals PR Cases will be on display at the AEJMC conference in Chicago, August 9-12, 2012. Would you like to see rules for writing all 10 components of a PR plan or proposal? Go to http://www.universityreaders.com/titles/hagley/and select "Sneak Preview."
