Upload
syahrul-akmal
View
219
Download
0
Embed Size (px)
Citation preview
7/31/2019 2-Nature of Comm. Planning and Role
1/50
7/31/2019 2-Nature of Comm. Planning and Role
2/50
7/31/2019 2-Nature of Comm. Planning and Role
3/50
The Nature of Comm Planning Comm. Planning is a broad and multi-faceted
concepts.
Been used by various types of people, i. e :-PR practitioners
Technical writers
Information campaigners
Advertising experts
Health communicators
7/31/2019 2-Nature of Comm. Planning and Role
4/50
The Nature of Comm. Planning Communication and Planning are two often
contrasting term if the notion of communication isbeen thought as SPONTANEOUS in nature while theidea of planning is usually connected with certainconcepts such as management, control and strategy.
In order to achieve good result, both must go hand in
hand.
7/31/2019 2-Nature of Comm. Planning and Role
5/50
The Nature of Comm. Planning
Comm planning is a term suited for the 90s andbeyond.
Comm planning consists of the followingcharacteristics:-
1) Work done for a short and long-term perspectivewith an emphasis on long-term planning;
2) Communication efforts planned from the bottom up;
3) Communication with more general and widespreadgoals;
4) Communication viewed from the receiversperspective.
7/31/2019 2-Nature of Comm. Planning and Role
6/50
Conceptual Tools
Communication and information
Power in communication
Sender and communicator
Medium and channel
Message and content
Receiver
Effect and effectivenessEffect and consequences
Feedback and feed forward
7/31/2019 2-Nature of Comm. Planning and Role
7/50
Conceptual Tools1. Communication and Information
Many definitions of communication/information.
Two traditions of describing communication as:
7/31/2019 2-Nature of Comm. Planning and Role
8/50
Conceptual Tools (ext.)
The transmission model looks at communication as
The transmission of information, ideas, attitudes or
emotion from the one person to group or one anotherprimarily through symbols.(Theodorson, 1969)
The mutuality and shared perception states that:
A process in which the participants create and shareinformation with one another in order to reach amutual understanding. (Rogers & Kincaid 1981)
7/31/2019 2-Nature of Comm. Planning and Role
9/50
Conceptual Tools (ext.)
2) Power in Communication
In one way process, the sender is powerful and control
the communication process. (authoritarian) In two way process, more balanced power
relationships.
Anyway, in practices, there exist illusion of influence
and power in two way process.
7/31/2019 2-Nature of Comm. Planning and Role
10/50
Conceptual Tools (ext.)3) Sender and communicator The decision of who is to be regarded as sender is
crucial in comm. planning.
The planner is usually working for others,formulating messages.
A planner often is the one communicating themessage and regard by the public as the real source.
While it may confusing, it can be resolved by usingthe term sender for the initiator of the message andcommunicator for the person who designs themessage strategy and produces the message content.
7/31/2019 2-Nature of Comm. Planning and Role
11/50
Conceptual Tools
4) Medium and channel
Channels is the physical means of carrying the signal
capacity to carry information. A medium is an intermediate agency that enables
communication to take place mass media orhuman.
Example in a health campaign, the channels wouldconsist of the loudspeaker system, newsletters etc;the hospital would be regarded as the medium.
7/31/2019 2-Nature of Comm. Planning and Role
12/50
Conceptual tools (ext.)
5) Message and content
Message what is transmitted in the communicationprocess.
Three dimensions of message:
i. Describes a set of words or images expressed onsurface aspects.
ii. The meaning of content perceived or intended by
the individual who expresses it.iii. The message embodies meaning attributed to
content by the receiver.
7/31/2019 2-Nature of Comm. Planning and Role
13/50
Conceptual tools (ext.)
6) Receiver
The communication planner has to distinguishbetween the intended receiver or the actual receiver.
We may use target groups but it aroused confusion. So, we may use target populations for individuals
whose behaviour, attitudes or knowledge that wewant to influence directly or indirectly.
While receiver groups is a group for which a certainmessage is intended.
7/31/2019 2-Nature of Comm. Planning and Role
14/50
Conceptual tools (ext.)
7) Effect and effectiveness
It is commonly agreed that mass communication
content can change attitudes and behavior. The mass media produce effects.
Effectiveness is a product of goal fulfillment.
Therefore, a communication planner must identifyand analyze carefully the kinds of effects that areintended, unintended, long-term and short-term.
7/31/2019 2-Nature of Comm. Planning and Role
15/50
Conceptual tools (ext.)
8) Effects and Consequences
Some communication scholars posit the result ofcommunication content itself are effects and theoutcomes caused by other aspects of media use areconsequences.
7/31/2019 2-Nature of Comm. Planning and Role
16/50
Conceptual tools (ext.)
9) Feedback and feedforward
Feedback is a reaction on the part of the receiver to asenders communication.
For the planner, feedback is invaluable; it is a tool tobetter control the communication efforts.
Feedforward is information about receivers and theirpossible reaction gathered by a sender before
communicating with them. It facilitates the chancesfor effective communication.
7/31/2019 2-Nature of Comm. Planning and Role
17/50
Comm. Planning: Current Trends Cross-functional approach integrates public
relations, marketing communications & advertisingstrategies (integrated marketing communications)
A trend toward integration of roles previously knownas organizational communication & PR.
7/31/2019 2-Nature of Comm. Planning and Role
18/50
Strategic Planning CulturesOf late, managers are concerned about continuous
planning & integrated planning.
Continuous planning is
On going planning efforts at all levels of theorganization, to ensure that the organization adjuststo changes in its internal & external environments.
(Redding & Catalanello, 1994)
7/31/2019 2-Nature of Comm. Planning and Role
19/50
Strategic Planning Cultures
A good practice of any organization today is tofrequently updates their long term strategic plans thatenable them to respond to threats from changes intechnological, economic, political, demographic &other societal spheres.
Anticipating change is critical to their survival &prosperity.
7/31/2019 2-Nature of Comm. Planning and Role
20/50
Getting Ready for Strategic PlanningBryson (1988) introduces 3 activities:
1. Review its mandate2. Develop/Clarify its mission statement.
3. Conduct a situation audit.
7/31/2019 2-Nature of Comm. Planning and Role
21/50
(1) Reviewing the mandateA mandate specifies the organizations responsibilities
& delegates authorities to pursue theseresponsibilities.
Usually contained in legislation, articles ofincorporation or charters.
A mandate states the musts confronting an
organization.
7/31/2019 2-Nature of Comm. Planning and Role
22/50
Mandate
An example of mandate statement:
The Environmental Protection Agency is responsiblefor policies and actions to preserve and enhance thequality of environment for the benefit of present and
future generations of Country X.
7/31/2019 2-Nature of Comm. Planning and Role
23/50
Mandate of MCMC:
The Expenditure guidelines issued by the Election Commission saysthat apart from the certification of advertisements, MCMC willmonitor both Print and Electronic media including cable networks,and record either in CD or DVD/keep a photocopy of alladvertisements/paid news/election related news. Further MCMCshall see all the news papers, print media, electronic media, cable
network, mobile network and other modes of communication like bulkSMSs etc. and keep a record of advertisements, advertorials, messages,discussions and interviews relating to candidates and parties, includingRadio jingles.
7/31/2019 2-Nature of Comm. Planning and Role
24/50
(2) Developing / Clarifying Mission StatementA mission statement defines the ultimate
objective of the organization and the mostimportant strategies to be applied in attempting toachieve the ultimate goal (Ingstrup, 1990).
Kauffman (1992) posit that the organization mustwrite or update its mission statement if wants to
engage in successful strategic planning .
7/31/2019 2-Nature of Comm. Planning and Role
25/50
Whats inside a mission statement?It responds to:
what is the nature of our business?
Statement of purpose
Strategy
Values
Behavioral Standards
Guiding principles
7/31/2019 2-Nature of Comm. Planning and Role
26/50
Levi Strauss Mission StatementWe seek profitable and responsible commercial success
creating and selling jeans and casual clothing
(purpose).We seek this while offering quality product and services
and being leader in what we do (strategy).
What we do is important. How we do it is also important
(values).
7/31/2019 2-Nature of Comm. Planning and Role
27/50
Heres how (behavioral standards): By being honest.By being responsible citizens in communities wherewe operate and in society in general
Source: Ireland, Hitt & Williams, 1992: 35
7/31/2019 2-Nature of Comm. Planning and Role
28/50
McDonalds Mission Statement "McDonald's vision is to be the world's best quick
service restaurant experience. Being the bestmeans providing outstanding quality, service,
cleanliness, and value, so that we make everycustomer in every restaurant smile."
7/31/2019 2-Nature of Comm. Planning and Role
29/50
Ikea Mission Statement Affordable solutions for better living.
7/31/2019 2-Nature of Comm. Planning and Role
30/50
To suggest what the organization aims toproduce or achieve.
The purpose of a higher education institute
is to contribute to the knowledgeenrichment of the society and to transmitthat knowledge to students.
7/31/2019 2-Nature of Comm. Planning and Role
31/50
Strategy Of A Mission Statements It suggest the means by which the organization will
achieve it goals.
A higher education institute transfer knowledge(purpose) by hiring the best qualified lecturers andresearchers (strategy).
7/31/2019 2-Nature of Comm. Planning and Role
32/50
Statement of ValuesA good mission statement include statement of
values, i.e
Integrity
Excellence
Trust
The organization that have these values then movedtowards operationalizing it in the form of concretebehaviors & work practices.
7/31/2019 2-Nature of Comm. Planning and Role
33/50
Behavioral Standard
Its an organization state of commitment to behave inethical or socially responsible ways.
Not only what we do but how we do. (i.e The BodyShop, Shell)
Guiding Principles
Tied to core values
7/31/2019 2-Nature of Comm. Planning and Role
34/50
Conducting a Situation AuditIt examines:
1. The past performance of the organization
2. Forces in the organization3. The identities, biases, & loyalties of stackholders
4. Organizational resources.
7/31/2019 2-Nature of Comm. Planning and Role
35/50
5 Minutes Break
7/31/2019 2-Nature of Comm. Planning and Role
36/50
From a policy perspective, a strategic plan constitutesa navigators map for change & improvement.(Ferguson, 1999).
Strategic planning is BIG PICTURE, WIDE- SCREEN ,CINEMA-SCOPE VISION (Ferguson, 1999)
7/31/2019 2-Nature of Comm. Planning and Role
37/50
The Ideal Strategic Planning is Planning period vary & over time.
Process of planning is more important than
publication of the plan. Flexible & dynamic.
Its a team-building exercises
The commitment of upper management.
Need orchestration of efforts.
7/31/2019 2-Nature of Comm. Planning and Role
38/50
The Role of Integrated
Communication PlanningStage of planning
Strategic planning
Operational plans
Work plans
Support plans
7/31/2019 2-Nature of Comm. Planning and Role
39/50
Planning Exigencies Communicators must understand mission,
mandate & strategic objectives of the organization. Communicators convey the organization messages
to the public though direct or indirect ways.
They produce press releases, articles & other type
of publications to the media. They also write the speeches & press lines to the
organizations spokeperson.
Ideally, communication campaigns & activitiessupport the organizations efforts to achieve itsstrategic goals & fulfill its mission and mandate.
7/31/2019 2-Nature of Comm. Planning and Role
40/50
Planning Exigencies In sum, communication becomes a management function
& comm. executives holds advisory roles.
Factors determining period of the planning includes;
Volatility of the environment
External environmentFinancial
7/31/2019 2-Nature of Comm. Planning and Role
41/50
Communication Planning System
Points to consider; The head of communication should be a member of the
executive team
The head of communication should be an active participant in
the development of mission & the setting of corporate goals. The head of communication should be the principal advisor onany communication
Strategic comm. planning follow closely corporate or businessplanning.
The most senior member of the organization should shareownership in the strategic communication plan.
An integrated approach to comm. Planning implies cooperationbetween members of PR, advertising & marketing comm.
7/31/2019 2-Nature of Comm. Planning and Role
42/50
Communication Planning System Division of task includes;
The head of comm. work with corporate exec. team orbusiness manager strategic comm. plans.
Middle-level comm manager work with business planners
multiyear or annual operational & work plans.
Lower-level comm officers in publicaffairs/PR/Marcomm/Advertising support plans.
7/31/2019 2-Nature of Comm. Planning and Role
43/50
Types of Comm. Plan: Purposes & Contents
Comm. plan do not exist in vacuum or isolation. It supportcorporate & business objectives.
5 types of Comm. Planning:
1. Strategic Plans2. Operational Plans
3. Work Plans
4. Support Plans
5. Crisis Communication Plans
7/31/2019 2-Nature of Comm. Planning and Role
44/50
1) Strategic Plans Annual/Multiyear
Supplements corporate/business/functional plan.
The plan includes a background statement;corporate/business/functional objectives; policy issues;external environment; internal environment; windows of
opportunity; communication objectives; themes &messages; communication priorities; strategicconsiderations; consultation, partnership & negotiationrequirements; performance indicators; and anticipated
financial resources.
7/31/2019 2-Nature of Comm. Planning and Role
45/50
2) Operational Plans General in scope
Specify how the organization will achieve its strategicobjectives & establish the allocation of fund for varies
communication ventures.
Planners will rank order comm. Priorities, demonstrate the
linkages to comm. Objectives in the strategic plan, identifyley client groups, indicate complementary activities &services & specify how the funds will be allocatedaccordingly.
7/31/2019 2-Nature of Comm. Planning and Role
46/50
3) Support PlansA plan for managing specific activity (press
conference) Initiative (campaign to encrourage people to buy
new product or issue)
A social marketing campaign (provide people withinfo to lead more healthy lifestyles)
Ideal organization have at least 30 support plans ayear.
Average support plan is approximately 5 pages inlength.
7/31/2019 2-Nature of Comm. Planning and Role
47/50
4) Work Plans Extension of operational planning
More concrete & specific
Identify products or services, performance indicators, set
milestones, define evaluation methodologies & allocateresources to specific products, services & activities.
7/31/2019 2-Nature of Comm. Planning and Role
48/50
5) Crisis Communication Plans
Moments of terror.
Elements of surprise, immediacy & reduced time of
decision making. Issues can lead to crises.
The larger crisis communication plan contains componentssuch as acknowledgements, introduction, crisis profile etc.
The comm. Plan includes elements such as crisis indicator,comm. Team members, comm.strategies, response &control mechanism etc.
7/31/2019 2-Nature of Comm. Planning and Role
49/50
Conclusion Of late, private firms and public organizations demand
new standard of accountability from communicators. Theyhave to sets objectives and goals at the planning stage to
meet the ultimate criteria. To ensure every mandate, mission or strategic goals are
met, the organization must establish a strategic andoperational framework. This framework will be a reference
point to the communicator for planning efforts. Comprehensive planning is a critical new communication
function that must be integrated into the planning cyclesof the organization.
7/31/2019 2-Nature of Comm. Planning and Role
50/50
Thank you for yourattention!!!