External Issues/Values
What other organizations compete on this issue?
What are their reputations?
What are their resources?
What does the competition offer that you don't?
How has the competition changed within the last three years?
Within the next three years, is the competition likely to increase, remain unchanged or deteriorate?
What are their reputations?
What are their resources?
What does the competition offer that you don't?
How has the competition changed within the last three years?
Within the next three years, is the competition likely to increase, remain unchanged or deteriorate?
What
is the reputation of your organization?
How widely used is your service/product?
How is the product/service generally perceived?
How is your organization generally perceived?
Is the public perception about your organization correct?
What communication already has been done about this situation?
Within the last three years, has your organization's reputation improved, remained unchanged or deteriorated?
How is the product/service generally perceived?
How is your organization generally perceived?
Is the public perception about your organization correct?
What communication already has been done about this situation?
Within the last three years, has your organization's reputation improved, remained unchanged or deteriorated?
Public(s)/Values
Who
are the major publics for your organization?
Who
are the key publics for this situation?
Who
are the major opinion leaders for these publics?
What
are the major wants, interests, needs and expectations of each public?
What
benefits can you offer this public?
Demographic/Psychographic
Characteristics of each Key Public
Age
Geographic characteristics
Socio-economic traits
Product/service usage
Cultural/Ethnic/Religious traits
Education level
Lifestyle traits
Age
Geographic characteristics
Socio-economic traits
Product/service usage
Cultural/Ethnic/Religious traits
Education level
Lifestyle traits
Media
What
personal communication channels do this public use?
What organizational media does this public pay attention to?
What news media does this public pay attention to?
What advertising or promotional media does this media pay attention to?
Is this public actively seeking information on this issue?
How likely is this public to act on information it receives?
Who are credible sources and opinion leaders for this public?
What organizational media does this public pay attention to?
What news media does this public pay attention to?
What advertising or promotional media does this media pay attention to?
Is this public actively seeking information on this issue?
How likely is this public to act on information it receives?
Who are credible sources and opinion leaders for this public?
Objectives
Answer
the following questions for each individual objective:
Is this objective linked to the organization's mission or vision statement?
Is this objective responsive to the issue/problem/opportunity/goal?
Is this objective focused on a particular public?
Is this objective clearly measurable?
Does this objective indicate a time frame?
Is this objective challenging to the organization?
Is this objective realistically attainable?
Is this objective linked to the organization's mission or vision statement?
Is this objective responsive to the issue/problem/opportunity/goal?
Is this objective focused on a particular public?
Is this objective clearly measurable?
Does this objective indicate a time frame?
Is this objective challenging to the organization?
Is this objective realistically attainable?
Write
at least one awareness objective for each key public: "To have an effect
on awareness, specifically...
Write
at least one acceptance objective for each key public: "To have an effect
on acceptance, specifically...
Write
at least one action objective for each key public: "To have an effect on
action, specifically...
Tactics
What
is the main advantage of this tactic?
What advantages does this tactic offer that other tactics do not?
Are there any disadvantages with this tactic?
What advantages does this tactic offer that other tactics do not?
Are there any disadvantages with this tactic?
Tactic Ideas
Personal
Involvement
Organizational-site involvement: Plant tour, open house, test drive, trial membership, free class, sample, shadow program, ride-along, premiere
Audience-site involvement: Door-to-door canvassing, in-home demonstration, petition drive
Organizational-site involvement: Plant tour, open house, test drive, trial membership, free class, sample, shadow program, ride-along, premiere
Audience-site involvement: Door-to-door canvassing, in-home demonstration, petition drive
Information
Exchange
Educational Gathering: Convention, council, convocation, synod, conclave, conference, seminar, symposium, colloquium, workshop, training session
Educational Gathering: Convention, council, convocation, synod, conclave, conference, seminar, symposium, colloquium, workshop, training session
Product
Exhibition: Trade show
Meeting:
Annual stockholder meeting, lobbying exchange, public affairs meeting
Demonstration:
Rally, march, demonstration, picket, boycott
Speech:
Question-answer session, oration, talk, lecture, guest lecture, address,
keynote, sermon, homily, panel, debate, speaker’s bureau, forum, town meeting
Special Event
- Civic event: fair, festival, carnival, circus, parade, theme event
- Sporting event: tournament, marathon, triathlon, outdoor spectator event, meet, field day)
- Contest: science fair, spelling bee, beauty pageant, talent contest.
- Holiday event: civic, cultural, religious
- Progress-oriented event: procession, motorcade, grand opening, groundbreaking, cornerstone, dedication, ribbon-cutting
- Historic event: founders' day, anniversary, centennial, play, pageant, caravan
- Social event: luncheon, dinner, reception, tribute, banquet, roast, awards, recognition, fashion show, tea
- Artistic event: concert, concert tour, recital, play, film festival, art show, photo exhibit
- Fund-raising event
- Civic event: fair, festival, carnival, circus, parade, theme event
- Sporting event: tournament, marathon, triathlon, outdoor spectator event, meet, field day)
- Contest: science fair, spelling bee, beauty pageant, talent contest.
- Holiday event: civic, cultural, religious
- Progress-oriented event: procession, motorcade, grand opening, groundbreaking, cornerstone, dedication, ribbon-cutting
- Historic event: founders' day, anniversary, centennial, play, pageant, caravan
- Social event: luncheon, dinner, reception, tribute, banquet, roast, awards, recognition, fashion show, tea
- Artistic event: concert, concert tour, recital, play, film festival, art show, photo exhibit
- Fund-raising event
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