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
- Aims to
increase organizational performance by aligning goals and subordinate
objectives throughout the organization.
- 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, such as MBO
- 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.
Publication
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.
- Behavioral
objectives best
- Get
audience to do something
Objectives
- Objectives
must be
- Specific
- Specific
audience, results and time frame
- Reasonable
- Don’t
aim too low or too high
- Measurable
Management
by Objectives for Publications
- Planning
- Writing
- Evaluation
- Planning
- Set
objectives & criteria for evaluation
- (justification
or creative brief: at least one behavioral objective)
- Analyze
the target audience (research project; identify &
describe in justification)
- 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 addresses purpose, objectives;
not too general
- Evaluation
- Test
the message in advance of distribution
- Evaluate
the message during the program
- Evaluate
the message following the program
- Explain
in justification how effectiveness will be evaluated.
- Make
recommendations for next message.
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