Post on 01-Jun-2018
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Strategy Development of
Communication Plan
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Communication project plan framework
Introductory information
Executive Summary
The communication Process (optional explanation
1
Research and analysis
Background to the or issue
Defining the problem or issue
Situation analysis
Research
Ethical considerations
2
3
Implementation
Project management
Timing
Evaluation and adjustmentMeasuring the effectiveness of messages, media
and outcomes
Ethical considerations
4
5
Strategy development Goals and goal statements Objectives Stakeholders Messages
Third-party actions (thatyou might depend on in order
to make your communication
effective)
Risk management Ethical considerations Budgeting
Siti Zaeriyah14201101003
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Strategy development
The strategy development stage of acommunication plan:
Gives focus to key priorities and direction
Provides structure and professionalism Generates creativity
Assures predictably good results
Helps to engender support from senior managers for
the public relations function
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Goals and goal statements
Determine the core aim or goal
The goal statement should be written in thepresent tense as though the completed goal is
happening
Overarching goal statements are always useful for
keeping focused on the big picture duringimplementation
The goal statements needs tangible agreement byall the people relevant to the case
We are addressing the problem [or issue] because it affects our/ prevents usfrom and we need to [state the goal].
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Goals and goal statements
Goals are general statements that express broad, desired resultsthat are the end points towards which effort is directed (Kelly, 1998)
Examples of project goal
- The aim is to influence the decision of the governmentplanning committee
- Our goal is to increase attendance at these public meetings
- Employees will understand the companys position after
they read this information
Three different types of goals (Smith, 2005, p.69)- Reputation management goals
- Relationship management goals
- Task management goals
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Objectives
Anderson et al. (2009) outline the reasons for setting clear, concise
and measurable objectives in public relations include:
Objectives create a structure for prioritization
Objectives reduce the potential for disputes before, during, and after theprogram
Objectives focus resources to drive performance and efficiency objectives helpcreate successful programs by identifying areas for prescriptive change and
continual improvement
Objectives set the stage for evaluation by making it easier for sponsors andteam members to determine if the PR program met or exceeded expectations
Objectives link the PR objective to the business objectives
Objectives are subsets of goals and should be expresses inconcrete, measurable terms (Kelly, 2001, p. 287-8)
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Objectives
A SMART acronym (even SMARRT) is a technique used widelyaround the world to help set objectives:
Specific
Measurable
Agreed Realistic/ relevant
Relevant
Timed
Specific, measurable objectives indicate the direction in which
the PR departments efforts are heading and can be compared
against results to measure the extent to which the PR efforts
have been successful
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Stakeholders
Stewardship Maintaining and strengthening stakeholder
relationship The stewardship step ensures that the
communication process is continuous;
Stewardship is therefore a necessary step in
relationship management
Stakeholders are the groups or individuals with whom the organization interacts or hasinterdependencies and any individuals or group who can affect or is affected by the actions,
decisions, policies, practices or goals of the organization (Gibson, 2000, p.245), citied in
Friedman & Miles, 2006, p. 7)
Stakeholders can be identified and assessed by various criteria such as their
influence, their impact and their likely attitude to the project
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Messages
The main message doesnt need to be catchy; it is not the slogan or the
jingle for the campaign Effective key messages should outline the program, policy, product or
service being promoted, the benefits for stakeholders, and a clear call toaction outlining what the stakeholders should think, believe, feel or do as aresult of receiving the messages
Tailored messages to segmented stakeholders groups
To employees This new staff pay system will give you at least $30 more payeach week.
To media The new staff pay system will enable the company to be more
competitive due to greates productivity by workers.To shareholders Increased productivity will provide greater returns to
shareholders within six months.
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Always important to consider what organizational
actions can be initiated or recommended to topmanagement, which would resolve a problem or issue
Third-party actions (that you might dependon in order to make your communication effective)
Actions speak louder thanwords
Example: product recalls
PR staff convince management
Speed up product changes
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Risk management
Seven steps in risk management
Establish the context Identify the risks
Analyse the risks
Evaluate the risks
Treat the risks
Monitor and review
Communicate and consult
Regerter and Larkin define risk as a measure of the adverse effect of an issue, andthey conseider risk in terms of likehood and impact (2008, p.21)
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Ethical considerations
Objectives for communication projects can beconsidered from an ethical point of view
Foe example, TARES checklist noted in the Researchand Analysis stage of the project could be used to
ensure that principles of Truth, Authenticity, Respect,Equity, and Social responsibility are observed in the
objectives planned in the Strategy Development stage of
the project.
Usually communicators intuitively consider ethicalaspects of the brief for a project rather than reviewing
them systematically as an integral part of the process
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Budgeting
Always allow a buffer amount in the
budget Achieve PR for PR
Always write explanatory budget notes
Grey areas
A check of the available funding is the first action to take whenplanning a program, project or campaign
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Summary
Setelah mempelajari sesi ini, diharapkan dapat: Define a communication plan
Write goal statements
Write PR goals and objectives
Understand the concept of stewarding Apply risk management techniques in PR practice
Apply ethical considerations in PR practice
Budget plan
Thanks