J4/554 – Theory & Writing the Plan

January 28, 2010©Margy Parker

Theory = “So that…”

• Theory = Prediction (of how actions/events are related

• Theory = Explains why (you think the plan will work)

• Theory and models are usually tested

• No single theory covers all -- a group of theories helpful

Relationship Theories

• Systems Theory

Examines, assesses, monitors relationships

PR staff = boundary spanners

Relationship Theories

• Situational theory - predicts level of involvement

A. Problem Recognition- level of awareness?

B. Constraint Recognition – perception of obstacles?

C. Involvement – how much do they care?

• A – B + C = Active Engagement.

Influential Theories

• Social Exchange Theory - People are influenced by perceived “rewards” (low costs, high benefits)

Reward: low costs (time, resources) high benefits

Reward: effort recognition

Reward: change avoid disaster

Influential Theories

• Social Learning Theory – People are influenced by observing others Through individual examples Through mass media

Influential Theories

• Elaborated Likelihood Theory -- People are influenced by sources outside of the organization

peripheral endorsement supports positive perceptions

repetition (outside the environment)

tangible rewards.

Media Theories

• Uses and Gratifications Theory – people use different types of media for different reasons. Entertainment

Scan the environment

As a diversion

As a measure against

personal identity and values.

Media Theories

• Agenda Setting Theory* Provides topics/info.

to think about

Creates information sources/resources

*Can’t tell a person how to think, but can tell a person what to think about

PR Models

• One way asymmetrical: Dominant, top down, no compromise. One way persuasion, information.

• Two way asymmetrical: Influence takes into account both self interest and interests of others

• Two way symmetrical: Others’ input formulates communication strategies and tactics. All stakeholders participate.

PR Plan - Basic Components

Opportunity or Challenge Statement

PR Plan - Basic Components

• Situation Analysis In-depth

understanding of situation

Conveys story of what’s-going-on

Argues a case for a PR plan

Includes research findings

Basic Components - PR Plan

Goal statement

• “To Be” statement

• The vision of plan success

• A target for objectives

Basic Components - PR Plan

• Primary focus (target audiences)

Who will be influenced

What are the details about the audience? –(Includes findings from primary research)

Why a focus/target?

Basic Components - PR Plan

• Objectives (for each target/focus)

An ACTION statement

To-do-what-to-whom-for-what-purpose

Must be measurable

Forming an Objective

• ExampleTarget Independent Physicians

Action To establish opportunities to feel involved in and respected by Wilcox Health

Purpose So that physicians develop a stronger sense of identity with the organization and have a more positive speaking of Wilcox Hospital.

OBJECTIVE To establish opportunities for independent physicians to feel involved in and respected by Wilcox Health so that physicians develop a stronger sense of identity with the organization and have a more positive speaking of Wilcox Health.

Measure Number of opportunities; number of physicians who respond

Theory: Supports Plan Objectives

Target Independent Physicians Action To establish opportunities to feel involved in and respected by

Wilcox Health Purpose So that physicians develop a stronger sense of identity with the

organization and have a more positive speaking of Wilcox Hospital. OBJECTIVE To establish opportunities for independent physicians to feel

involved in and respected by Wilcox Health so that physicians develop a stronger sense of identity with the organization and have a more positive speaking of Wilcox Health.

Measure Number of opportunities; number of physicians who respond. Model/theory Two-way symmetrical model/identity theory (identifying with an

organization increases likelihood of affiliation with that organization).

Intended Result Independent physicians will improve their “speaking” of Wilcox and increase likelihood of referring patients to Wilcox Health

Basic Components - PR Plan

• Strategy Says how to

accomplish an objective.

Discusses key messages/themes.

Platform for action.

Concept leading to recommended action/tactic

Basic Components - PR Plan

• Tactics/Activities Puts strategy into

action. Typically makes use

of communication tools.

Explains why Not a chore list.

Basic Components - PR Plan

• Evaluation Measures Tracks progress toward objective

Includes achievement of activities

Is a tool for adjustment

Is a tool for follow-up

Goes beyond counting; it evaluates

Basic Components - PR Plan

• Time Line

Allocates time for tactics

Project management tool

Basic Components - PR Plan

• Budgets

Written for each tactic

Summarized per objective

Guideline for allocations

Ten Components - PR Plan

1. Opportunity/Challenge

2. Situation analysis

3. Goal statement - vision

4. Target audience description

5. Objectives – for each audience

6. Strategies - – key messages

7. Tactics

8. Evaluation measures

9. Timeline

10. Budget

11th Component - PR Plan

Follow up measures

with target audiences

-Notes requesting

input

-Surveys

-Interviews

-Updates

Assignments for Feb. 2

• Research – should be in “full on” mode

• Weekly update due Friday to Margy Jan. 29

• Read BB postings on presentations for Feb. 2

• Start thinking about draft plan, client “pitch.”

• Flex day – Feb. 4

R.A.C.E

• Research evaluate

• Action evaluate

• Communication evaluate

• Evaluation