General Planning
A short, simple statement rooted in the organization's mission or vision acknowledging the issue and sketches out how the organization hopes to see it settled.
What is a goal?
This type of public is active on all possible issues.
What is an all-issue public?
This must be completed BEFORE writing objectives.
What is research?
In public relations planning, strategy explains the (blank) of reaching your objectives.
What is the how?
The aspect of tactics that differentiates them from strategies.
What are, specific actions or items used in the strategy.
A public relations plan should have no more than this number of goals.
What is five?
What are primary, secondary, and intervening.
The Barcelona Principles discourage this type of objective for this specific reason.
Outcome objectives, because they specify the number of press releases/materials created and do not accurately assess the success of those materials.
A category of strategy that includes publicity, newsworthy information, generating news, news pegs, and transparent communication.
What is communication strategy?
Instagram, LinkedIn, and TikTok fall under this category of the PESO model.
What is shared media?
These types of goals deal with the identity and perception of the organization.
What is reputation management?
This type of public is active on a limited number of issues.
What is a single-issue public?
SMART stands for this.
What is, specific / measurable / achievable / realistic / timely
This type of strategy refers to how a message reaches the desired public.
What is a communication strategy?
Billboards, sky writing, and and site advertisements fall under this area of PESO.
What is paid media?
This requirement for an objective is what differentiates it from a strategy.
What is, following SMART guidelines
Publics such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan area(s) where an organization operates fall under this umbrella.
What are community relations?
Outcome objectives measure this.
Changes in awareness, opinions, behavior or support.
Each objective should have this many strategies.
What are several/multiple?
Newsletters and blogs fall under what area of PESO?
What is owned media?
These goals are concerned with getting certain things accomplished.
What are task management goals?
Publics can be grouped together by THESE traits (name as many as possible).
What are... (demographics, psychographics, motivating self-interests, status of current relationships with an organization, location)
Process objectives aim to do this.
To “inform” or “educate” publics.
The science and art of employing political, economic, psychological and military forces to support policies or achieve goals; to meet the enemy under advantageous conditions.
What is the military definition of strategy?
Pitch writing and press releases that get journalistic coverage fall under this area of PESO.