5. list
of
• We
don’t
have
Kme
excuses
• Why
plan
when
things
are
changing
so
fast?
that
are
• We
get
paid
for
results,
not
for
offered
planning
for
not
• We’re
doing
OK
without
a
plan
planning
Scott Munson Cutlip, 2006
14. We’re
doing
OK
without
a
plan
This
short-‐term
perspecKve
ignores
that
conKngency
planning
is
an
important
aspect
of
planning
as
a
whole
Scott Munson Cutlip, 2006
15. while
accepKng
that
preparing
a
plan
is
no
guarantee
of
its
success
planning
greatly
enhances
its
chances
Scott Munson Cutlip, 2006
25. всього
6
запитань
What
is
the
problem?
What
does
the
plan
seeks
to
achieve?
Who
should
be
talked
to?
What
should
be
said?
How
the
message
should
be
communicated?
How
is
success
to
be
judged?
26. one
of
the
main
weaknesses
in
public
relaKons
planning
is
se{ng
What
does
the
plan
seeks
to
achieve?
28. objecKves
se{ng
weaknesses
either
because
they
or
because
they
are
so
describe
processes
vague
that
they
are
(‘organize
a
press
useless
as
success
(or
event’)
rather
than
end
otherwise)
cannot
be
points
established
Anne Gregory, 2009
29. objecKves
se{ng
objecKves
are
objecKves
set
at
one
of
objecKves
should
be
organizaKonally
three
levels
SMART
relevant
and
deliverable
• AhenKon
• specific
• All
the
PR
objecKves
• A{tude
• measurable
are
organizaKonal
• AcKon
• achievable
objecKves
• resourced
• Ensure
the
objecKves
are
PR
objecKves
• Kme
bound
• Promise
what
is
achievable
• Work
to
prioriKes
32. Analysis
and
Research
Що
Що
дає?
Як?
аналізуємо?
• Розуміння
• Environment
• Informal
issues
and
(організацію
research
opportuniKes
та
контекст)
• Formal
• Виявляє
які
• Publics
research
дії
треба
зробити
34. stakeholders
&
publics
сегментування
меппінг
by geographic - where
they live, work by
demographics - age,
gender, income
by psychographics -
attitudes, opinions
by group memberships
- e.g. clubs, societies
36. кроки
у
формуванні
повідомлень
take
exisKng
arKculated
percepKons
that
encapsulate
the
issue
of
problem
define
what
realisKc
shits
can
be
made
in
those
percepKons
IdenKfy
realisKc
elements
of
persuasion
(раціональні
і
емоційні;
цифри
і
факти/історії
і
приклади)
ensure
that
the
message
or
content
is
deliverable
and
credible
through
PR
acKvity
39. -‐
overall
concept,
approach
or
general
plan
-‐
the
-‐
the
raKonale
coordinaKng
behind
the
theme
or
program
factor
strategy
-‐
the
guiding
-‐
the
big
principle
or
idea
purpose
40. Timescale
and
TacKcs
resources
Is
the
tacKc
Kme
appropriate?
Is
the
tacKc
resource
deliverable?
42. • EffecKve
evaluaKon
starts
with
effecKve
objecKve
se{ng.
At
its
simplest,
PR
evaluaKon
is
simply
checking
that
the
objecKves
set
have
been
met.
• EvaluaKon
is
a
research-‐based
discipline.
All
public
relaKons
pracKKoners
need
to
have
some
understanding
EffecKve
of
research
methods.
approach
• EvaluaKon
focuses
on
the
process
of
public
relaKons
acKvity.
The
more
effecKve
the
process,
the
more
likely
to
the
impacts
sought
will
be
achieved.
• EvaluaKon
also
focuses
on
the
impact
of
public
relaKons
evaluaKon
acKvity.
The
ulKmate
purpose
of
public
relaKons
acKvity
is
the
impact
on
the
publics
being
addressed.
• EvaluaKon
is
user-‐dependent.
The
success
of
public
relaKons
acKvity
is
judged
on
the
criteria
important
to
the
client
or
employer
concerned.
43. • Se{ng
SMART
objecKves
• Building
in
evaluaKon
from
the
start
principles
• Agreeing
measurement
criteria
with
that
can
whomever
will
be
judging
success
help
to
• EvaluaKng
and
monitoring
as
the
campaign
progresses
make
• Taking
an
objecKve
and
scienKfic
approach
evaluaKon
• EvaluaKng
processes
easier
• Establishing
open
and
transparent
monitoring
processes,
through
for
example,
monthly
review
reports.
