Chapter 6: Program planning

April 28, 2009 at 12:04 am (chapter summaries)

     In chapter 6 http://www.pearsonhighered.com/educator/academic/product/0,3110,0205626130,00.html the book lectures on the importance of program planning. Program planning is the next step after research in the public relations process. Planning programs is a way to take what you learned from the research gathered and apply it. It is the “action” in the R.A.C.E acronym. A good program should successfully showcase an organization. It should be strategically planned. A common approach to planning ic the management by objective model. The model has steps which can be used as a checklist for program planning. The steps are as follows:

  • client/employer objectives
  • audience/publics
  • audience objectives
  • media channels
  • media channels
  • media channel objectives
  • sources and questions
  • communication strategies
  • essence of the message
  • nonverbal support
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