CMN 3144 Chapter Notes - Chapter 6: Smart Criteria

• School: University of Ottawa
• Department: Communication
• Course: CMN 3144
• Professor: David Likely

Document Summary

Planning: forethought about goals and objectives and the strategies and tactics needed to achieve them. Proselytizing: when members of publics advocate or promote to others the goals and objectives of a communication strategy, a key part of campaigns going viral. Tactical decision making: daily management and communication tactics implemented without the consideration of the strategic objectives, goals, and mission of the organization. Strategic decision making: daily management and communication decisions made with mindfulness of the objectives, goals, and mission of the organization. Tactics: specific actions taken and items produced in public relations. Objectives: statements that indicate specific outputs or outcomes desired. In strategic public relations, objectives are specific steps taken to achieve broader goals. Goals: statements that indicate a desired result for public relations efforts. In strategic planning, goals are more specific than the organization"s mission, but more general than objectives. Strategy: underlying logic that holds a plan together and offers a rationale for why it will work.