Basic Definitions
Goals
Objectives
Hierarchy of Objectives
Writing Objectives
100
This is the process of managing how an organization distinguishes itself with a unique meaning in the mind of its publics.
POSITIONING
100
Goals of this type call for getting things done.
Task Management Goals
100
Explain the following elements of effective objectives: 1. Goal Rooted 2. Public Focused 3. Impact Oriented
1. Goal Rooted: objectives grow from the organization's goal statements, which themselves emerge form the organization's mission or vision. 2. Public Focused: objectives are based on wants and needs of a particular public. 3. Impact Oriented: objectives define the effect we hope to make on our public.
100
What logical progression lies behind the hierarchy of objectives? Please name all three stages.
Awareness. Acceptance. Action.
100
PR objectives are not meant to be presented publicly. True or false?
True. The objectives are internal information, a part of a strategic communication plan.
200
Is it appropriate for a positioning statement to include a little exaggeration?
NO. Wanting to be seen as the first does not mean being the first. Our publics will easily see through swaggering.
200
Goals of this type focus on how the organization connects with a particular public.
Relationship Management Goals
200
When an objective includes clear measures that state the degree of change being sought, the objective is _____(fill in the blank).
MEASURABLE
200
At what stage do we want our publics to be exposed to information, know, understand and remember? Please specify the type of objective, according to the hierarchy.
AWARENESS OBJECTIVES
200
A well-stated objective must meet a number of requirements. Which one is NOT a requirement? a. SPECIFIC PUBLIC b. INDICATE CATEGORY (TYPE) OF AN OBJECTIVE c. YOUR OBJECTIVE MUST BE AT LEAST 15 WORDS
c. There is NO standard word count for objectives.
300
When it comes to public relations management, what is a GOAL?
Assertion of what we want to accomplish. Rooted in mission. Broad.
300
What are Reputation Management Goals? Goals of this type deal with the identity and perception of the organization.
Reputation Management Goals
300
Can an effective objective be both CHALLENGING and ATTAINABLE at the same time?
Yes. Objectives should inspire people to action without setting the bar too high.
300
These objectives focus on how people react to information.
Acceptance Objectives
300
A well-written objective should not provide information on strategy or tactics. True or false?
True. Focus on the SPECIFIC EFFECT you want to achieve. Stick to the impact.
400
Awareness objectives
What type of objectives deal with dissemination of information and message exposure?
400
What type of goal is it? "Reinforce the organization's image with potential donors"
Reputation Management Goal
400
Is "AS SOON AS POSSIBLE" a clear indication of a time frame for an objective?
No. Objectives must be time definite.
400
What objective deals with "affective" or "feeling" component of the message?
ACCEPTANCE OBJECTIVE
400
"When setting metrics for objectives, use raw numbers or percentages." Is this a valid piece of advice?
Yes. Our desired levels of achievement should be stated in measurable terms.
500
An abbreviation for a process by which effective organizations plan their activities.
MBO. Management by objectives.
500
Who sets PR goals within a company?
Public relations practitioners set goals based on the company's strategic business plan.
500
An effective objective must focus on only one desired response from one public. True or false?
True. Each objective should be stated separately for an easire evaluation process.
500
What two types of action may form the behavioral component of the message?
Opinion (verbal action) Behavior (physical action)
500
Objective: "To have an effect on the acceptance of students at the University of South Florida; specifically, to eliminate negative perceptions of petrochemical industry over the period of 9 months, by December 2017" Provide critique.
ELIMINATION is not an option. We are seldom able to completely remove an unwanted effect. At best, we can MINIMIZE or DECREASE it
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