• Management is goal directed and results oriented
  • Focus on evaluation of effectiveness
  • Taking action so desired action comes to pass
  • Coordinating work activities to accomplish organisational goals

    S.P. Robbins & M. Coulter, Management, 2003

Mission, goals, objectives

• Organisation's mission
  • Organisation's goals
    • Organisation's objectives
      • Public relations goals and objectives
        • Publication goals and objectives
          

Management by Objectives:

• A process whereby management and employees work toward objectives within an organisation
  • Employees agree and understand
  • All work toward those objectives
• Peter Drucker, from military
• Aims to increase organisational performance by aligning goals and subordinate objectives throughout the organisation.
  • Employees get strong input to identify their objectives, time lines for completion, etc.
  • MBO includes ongoing tracking and feedback in the process to reach objectives.

Free Management Library, 2008

Strategic Communication

• Communicating to achieve goals and objectives of an organisation
  • Result of advanced planning
  • Enables organisations to integrate messaging efforts.
    • Integrated communication
      • Create and distribute communications with an inner coherence.
      • Consistency that reinforces the organisational message and brand.
      • Prevents contradictory, confusing messaging to different groups across media platforms.

Publications Management by Objectives

• In PR publications, a plan for message(s) to
  • reach intended audience(s) and
  • accomplish intended purpose(s).
• Sets objectives for communication.
  • Provides criteria to measure messages' effectiveness.
  • Behavioural objectives best
    • Get audience to do something

Objectives

• Objectives must be
  • Specific
    • Specific audience, results and time frame
  • Appropriate
    • Legal, ethical, related to goals of organisation
  • Reasonable
    • Don’t aim too low or too high
  • Measurable
    • Must contain NUMBERS
      

Management by Objectives for Publications

• Planning, Writing, Evaluation
  
• Planning
  • Set objectives & criteria for evaluation
    • (justification or creative brief: at least one behavioural objective)
  • Analyse the target audience
    • (research project; identify & describe in project justifications)
  • Pick the most appropriate medium or media
  • Research the topic
    
• Writing
  • Research & develop the appropriate style
  • Organize the message
  • Write the message
    • Make sure the message specifically and adequately addressesthe purpose, and objectives;
    • not too general
      
• Medium
  • Decide which media are most appropriate
  • Controlled media
    • Flier
      • Short messages, high visibility
    • Folder
      • Longer messages (size, distribution)
    • Website
      • No constriction on length, but audience must be online
        
        
• Evaluation
  • Test the message in advance of distribution
    • adjust if necessary
  • Evaluate the message's effectiveness during the program
    • adjust if necessary
  • Evaluate the message's effectiveness following the program
    • Explain in justification how effectiveness will be evaluated.
  • Make recommendations for next message.
  • Write objectives so evaluation is built in.
    
    
• Your projects
  • Research
    • Organisation, priority publics, problems/opportunities
    • Media use, publications, websites in industry
  • Strategic communication
    • Creative briefs, or justification, for each project (3)
    • Specify & describe target audience(s)
    • Set objectives & time frame for each target audience
    • Plan how objectives would be evaluated
    • Write and design to achieve objectives
      

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