STC 116 Lecture Notes - Lecture 6: Three Steps, Gantt Chart, Mass Media
17 Oct 2017
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Document Summary
Second step in pr process is planning. Organization starts making plans to do something about an issue/situation. Sets organization"s direction proactively, avoiding drift" and routine repetition of activities. Strategy is a unique mixture of mental energy, injected into an org thru communication . Mission statement: where org wants to go. Core values: ethical base upon which org stands on. Vision: what we want to be, admirable but not always immediately achievable, aims for perfection. Goals: what we must achieve for success: ex. Objectives: speci c intentions expressed in measurable terms, should be achievable: subset of goals, ex. Outcomes: desired level of performance for measures. 2 main approaches: mbo: management by objective, everything company did had to match up w overly structured objectives, agency planning model: broader, less focused on objectives and more on research, wholistic. Both approaches emphasize asking and answering questions to generate a roadmap for success. Facts: category facts, product/service issues, competitive facts, customer facts.
