PR MANAGEMENT - WEEK FOUR - COMMUNICATIONS PLANNING

Question 1

What is the first key element when creating a strategic communications plan?

Answer 1

Precis

-Summary of the issue client is facing, and/or the desired outcome they wish to achieve

Question 2

What is a comprehensive environmental scan?

Answer 2

SWOT analysis

-Research (qual and quant) should be used to develop scan

Question 3

What is an issues management scan?

Answer 3

Identifies and monitors major issues, areas or concern and key publics that may have an impact on the organizations future success

Question 4

What are the four key pillars that objectives are built around?

Answer 4

1. Information sharing (raising awareness, education)
2. Building support (expanding knowledge, strengthening current relationships)
3. Managing and resolving issues (addressing controversy, responding to issues)
4. Changing behaviour (engaging key publics, motivating and enabling change)

Question 5

What are the benefits to evaluating at the beginning of a project?

Answer 5

Enables you to determine starting point on an issue and benchmark position against future activity

Question 6

What are the benefits to evaluating in the middle of a project?

Answer 6

Enables you to determine ‘where you are’. i.e. Are your key messages being received and understood? Do you need to do anything differently?

Question 7

What are the benefits to evaluating at the end of a project?

Answer 7

Enables you to determine and benchmark success, i.e. did you achieve your strategic objectives? Did your program deliver desired outcomes?

Question 8

What is ‘Stakeholder Mapping’?

Answer 8

Determining where key stakeholders stand on an issue

-To focus communications outreach and engagement activities effectively and efficiently