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Four step process
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- 1helps define the problem and publicsResearch
- 2These refer to longer-term, broad, more global, future statement of “being.”Goals
- 3There is a focus here on shorter-term, defines WHAT behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve, and when to achieveObjectives
- 4specific, measurable, attainable, audience specific, relevant, results (outcome) oriented, time-specificObjectives should be
- 5change behavior, awareness, opinion, supportOutcome objectives
- 6serve to “inform” or “educate”Process objectives
- 7measure activities, e.g., number of contacts or news releasesOutputs
- 8_______ can help monitor your work but have no direct value in measuring the effectiveness of a campaign.Outputs
- 9These serve as a road map or approach to reach objectivesStrategies
- 10These serve as specific elements of a strategy or specific tools, more specifically “how to.”Tactics/tools:
- 11Four basic methods or control factors relate to public relations budgeting:overall income or money available
for the organization and unit, the competitive necessity of the public relations function and related areas, the
specific tasks or goals set for the organization and department, and the element of profit or excess funds after
expense - 12According to Broom,budgeting in public relations is an art and a science
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- Fichas sobre Four step process, creado por slavings-s el 14/11/2015.
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- slavings-s
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