Creating Objectives, Strategies and Tactics by understanding the Message

Writing Public Relations Objectives

Figure out the objectives for______________________________________public.

Category   To have an effect on                      Awareness

                                                                         Acceptance        

                                                                         Action

Direction   Specially, to                                    Create, Generate

                                                                          Increase, Maximize

                                                                          Maintain, Reinforce

                                                                          Decrease, Minimize

Effect         (w/awareness)                               Attention or Comprehension

                   (w/acceptance)                              Interest or +/- Attitude

                   (w/action)                                      Opinion or Behavior

Focus                  About        ______________________________________________________

Time Period______________________________________________________________

Message Planner

1.      What’s the situation?

List who what where when why

2.      What’s the objective?

Refer back to the effect area of objectives

3.      Who are the key publics? (KP)

Refer back to the effect area of objectives

4.      What is the tone of the message?

Will your KP respond to funny, serious, sarcasm, drama?

5.      Write benefit statement

Stay on message – KP think “Why should I care?”

6.      What do you want them to remember?

         What is the effect to KP? 

7.      How can we satisfy our key publics with our features / benefits?

How do we get KP to do number 7?

8.      What’s the “So What?

9.      What is the visual?

10.    How will we evaluate?