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HPPR404 Research and Evaluation Sherrell Steele Goals, Objectives, Strategies and Tactics

Objectives To write effective goals, objectives and key messages To choose the best tools/tactics How to construct a budget

Begin with the goal(s) Goal (s) The “grand vision” of the issue, event or campaign “ Where are we going?” Objective(s) Steps on the way “What do we do to get there? “ Strategies “How do we get there?”

Goals (continued) Goal(s) are long-term “ideal statements”, sometimes unachievable Objectives are the steps to achieve the goal(s). Ask the question “WHAT do we need to do to achieve the goal?” Strategies answer “How do we achieve each objective?”

Objectives Objectives –set short-term steps toward the goals — steps that you can measure Specific, clear Are usually public- or audience-specific Informational or motivational Well-thought-out objectives have measurement built in

Writing objectives Should specify the desired outcome and in what sequence, by what dates, and in what magnitude e.g. To increase the percentage of employees who use seatbelts while operating company vehicles from the current 95% to 100% within 30 days of our internal information campaign

Writing the first three words Begin with “to” followed by a verb describing the direction of the intended outcome Only three possibilities: “to increase,” “to decrease,” or “to maintain.”

Writing the next few words of an objective Specify the outcome to be achieved Only three possible outcomes: (increase, decrease or maintain) knowledge, (increase, decrease or maintain) feelings or (increase, decrease or maintain) behaviours.

Continue writing the objective State the magnitude of the change or the level to be maintained Must be stated in quantifiable terms Must be realistic and consistent with the resources available. In other words, “do” able.

Finish the objective Set the target date for when the outcome is to be achieved. This determines the schedule or timeline for strategies and tactics to follow.

Strategy and Tactics Terms are frequently confused Think football: Strategy is the overall game plan Tactics are the scrimmages, passes and field goals in the game.

PR Strategies and Tactics Strategy is the overall concept, approach or program to achieve a objective Tactics are the actual events, media and methods to implement the strategy

When creating objectives ask yourself Do you wish to Change Inform Persuade Involve Clarify Increase participation Motivate

Message considerations Draft key messages to suit the situation, time, place, and audience Carefully select media and distribution technique Continuity is key Repetition of a consistent message aids recognition and retention

Key messages are Succinct, clear Modified for each audience What do you want your audience to think, do or feel? Why should your audience care? What benefits are you offering? Who-what-when-where-why-how Need factual support – 2-3 points

Writing key messages Good messages are simple, adaptable, applicable and durable e.g. “A diamond is forever” DeBeers 1947 Draft key messages to suit the situation, time, place, and audience Pre-tested for credibility, understanding, desired affect

Backing up your messages Need factual support – 2-3 points Few key messages, many supporting points e.g. Placing environment first makes good business sense. [We are committed to environmental responsibility.] e.g. Syncrude is the world’s largest producer of crude oil from oil sands. [We are experts at what we do.]

Framing the message Reduce the discrepancy between the position of the organization and the position of the audience: Use media most closely identified with the audience Use a communication source (expert or spokesperson) that has high credibility with your audience

Framing the message - continued Play down the differences between the positions of the organization and the audience Seek identification in vocabulary and anecdote with your audience Establish the organization’s position as the majority position Modify the message

Frame your messages to be Newsworthy (even if unrelated to a media campaign) Topical, local Understandable (simple) Immediately actionable

Criteria for selecting media “ Stickiness” (ability to draw attention from target audience) Persuasiveness (most persuasive is f2f) Credibility (New York Times v.s. National Inquirer) Timing (e-mail is immediate, print production takes more time) Effective reach (targeted v.s. mass communications)

Tactics/tools/vehicles “ Match” media with audiences (message consumption patterns and preferences) Use more than one vehicle but be consistent, integrated Each form of media has strengths, weaknesses, relative costs

Budgets Include both fixed and variable costs Fixed costs: salaries, office rent (or lease), phone, office supplies, equipment, technology etc. Variable costs: printing, speakers’ fees, photography, travel, advertising, printing, postage etc.

Determining the budget There are four ways to determine PR budgets % of total operating budget historical precedent what other organizations spend the accumulated total of quotes and estimates with a contingency built in (preferred method)

Summary evaluation Only three possible outcomes: (increase, decrease or maintain) knowledge, (increase, decrease or maintain) feelings or (increase, decrease or maintain) behaviors. Outcomes are measured against benchmarks (ideally established through prior research)

Summary and conclusions Writing goals, objectives, strategies and tactics are essential steps in the PR process

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