Week 4

Question 1

(ARCOS)
What models does this reading compare?

Answer 1

OODA and SOUL intelligence in decision making, relationship management and strategic aspect of pr and strategic comms.

Intelligence Led PR vs. PR Intelligence

Government level vs. Organizational level definitions of strategic comms

Issues management vs. intelligence process

Question 2

VEECCCA (like vecna framing his story around his probs)

What are possible strategic framing options that could be used in IMP communications?

Answer 2

1. Anniversary/Memorial
2. Collaboration
3. Crisis Severity
4. Conflict
5. Economic Consequences
6. Emerging Heroes
7. Victims

Question 3

RRMICO

What are 6 common narrative structures that could be used in IMP communications?

Answer 3

1. rags to riches (rise)
2. riches to rags (fall)
3. man in a hole (fall then rise)
4. Icarus (rise then fall)
5. Cinderella (rise then fall then rise)
6. Oedipus (fall then rise then fall)

Question 4

What is Coombs’ suggested issues management model?

Answer 4

IM Model (IDENTIFICATION, ANALYSIS, STRATEGY, ACTION, EVALUATION)

Question 5

How might you justify writing strategic objectives given particular data sets? What considerations might you take into account?

Hierarchy of Objectives

Answer 5

1. Awareness objectives
   - What you want your publics to be exposed to and then to know, understand and remember (attention, comprehension, retention)
2. Acceptance Objectives
   - how you want your publics to respond emotionally to the information they receive (level of interest/or type of attitude you hope to generate)
3. Action Objectives
   - how you want your publics to take action such as speaking or acting (opinion and behaviour)

Question 6

The 3 O’s of Measurable Objectives

Answer 6

Outputs
- they physical products of a PR program. Anything publcish or produced

Outtakes
- what members of your target audience take away from your campaign. messaging, perceptions, understandings. How people THINK because of what you campaigned

Outcomes
- quantifiable changes in attitudes, behaviours, opinions that occur as end results of a PR program. how people BEHAVE

Question 7

What does SMART mean?

Answer 7

STRATEGIC

MEASURABLE

ATTAINABLE

REALISTIC

TIMELY