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HPPR404 Research and Evaluation

Sherrell Steele

Goals, Objectives, Strategies and Tactics

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Objectives

To write effective goals, objectives and key messages

To choose the best tools/tactics How to construct a budget

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Begin with the goal(s)

Goal (s) The “grand vision” of the issue, event or campaign

“Where are we going?” Objective(s) Steps on the way

“What do we do to get there? “ Strategies “How do we get there?”

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Goals (continued)

Goal(s) are long-term “ideal statements”, sometimes unachievable

Objectives are the steps to achieve the goal(s). Ask the question “WHAT do we need to do to achieve the goal?”

Strategies answer “How do we achieve each objective?”

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Objectives

Objectives –set short-term steps toward the goals—steps that you can measure

Specific, clear Are usually public- or audience-

specific Informational or motivational Well-thought-out objectives have

measurement built in

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Writing objectives

Should specify the desired outcome and in what sequence, by what dates, and in what magnitude

e.g. To increase the percentage of employees who use seatbelts while operating company vehicles from the current 95% to 100% within 30 days of our internal information campaign

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Writing the first three words Begin with “to” followed by a verb

describing the direction of the intended outcome

Only three possibilities: “to increase,” “to decrease,” or “to maintain.”

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Writing the next few words of an objective Specify the outcome to be

achieved Only three possible outcomes:

(increase, decrease or maintain) knowledge, (increase, decrease or maintain) feelings or (increase, decrease or maintain) behaviours.

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Continue writing the objective State the magnitude of the change

or the level to be maintained Must be stated in quantifiable

terms Must be realistic and consistent

with the resources available. In other words, “do” able.

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Finish the objective

Set the target date for when the outcome is to be achieved.

This determines the schedule or timeline for strategies and tactics to follow.

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Strategy and Tactics

Terms are frequently confused Think football: Strategy is the

overall game plan Tactics are the scrimmages,

passes and field goals in the game.

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PR Strategies and Tactics Strategy is the overall concept,

approach or program to achieve a objective

Tactics are the actual events, media and methods to implement the strategy

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When creating objectives ask yourselfDo you wish to Change Inform Persuade Involve Clarify Increase participation Motivate

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Message considerations

Draft key messages to suit the situation, time, place, and audience

Carefully select media and distribution technique

Continuity is key Repetition of a consistent message

aids recognition and retention

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Key messages are

Succinct, clear Modified for each audience What do you want your audience

to think, do or feel? Why should your audience care? What benefits are you offering? Who-what-when-where-why-how Need factual support – 2-3 points

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Writing key messages Good messages are simple,

adaptable, applicable and durable e.g. “A diamond is forever” DeBeers 1947

Draft key messages to suit the situation, time, place, and audience

Pre-tested for credibility, understanding, desired affect

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Backing up your messages Need factual support – 2-3 points Few key messages, many supporting

points

e.g. Placing environment first makes good business sense. [We are committed to environmental responsibility.]

e.g. Syncrude is the world’s largest producer of crude oil from oil sands. [We are experts at what we do.]

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Framing the message

Reduce the discrepancy between the

position of the organization and the

position of the audience: Use media most closely identified

with the audience Use a communication source

(expert or spokesperson) that has high credibility with your audience

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Framing the message - continued Play down the differences between

the positions of the organization and the audience

Seek identification in vocabulary and anecdote with your audience

Establish the organization’s position as the majority position

Modify the message

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Frame your messages to be Newsworthy (even if unrelated to a

media campaign) Topical, local Understandable (simple) Immediately actionable

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Criteria for selecting media “Stickiness” (ability to draw attention

from target audience) Persuasiveness (most persuasive is f2f) Credibility (New York Times v.s. National

Inquirer) Timing (e-mail is immediate, print

production takes more time) Effective reach (targeted v.s. mass

communications)

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Tactics/tools/vehicles

“Match” media with audiences (message consumption patterns and preferences)

Use more than one vehicle but be consistent, integrated

Each form of media has strengths, weaknesses, relative costs

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Budgets

Include both fixed and variable costs

Fixed costs: salaries, office rent (or lease), phone, office supplies, equipment, technology etc.

Variable costs: printing, speakers’ fees, photography, travel, advertising, printing, postage etc.

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Determining the budget

There are four ways to determine PR

budgets

1. % of total operating budget

2. historical precedent

3. what other organizations spend

4. the accumulated total of quotes and estimates with a contingency built in (preferred method)

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Summary evaluation

Only three possible outcomes: (increase, decrease or maintain) knowledge, (increase, decrease or maintain) feelings or (increase, decrease or maintain) behaviors.

Outcomes are measured against benchmarks (ideally established through prior research)

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Summary and conclusions Writing goals, objectives,

strategies and tactics are essential steps in the PR process