Objective/Goal Statements Phase 2 Single most important element in a PR process Should state the desired outcomes of your efforts Describe the intended action and a measurable result

– Action Steps – Develop a Theme – Create an appropriate Slogan – Create special Events – Use different types of Media Strategies Action Steps Develop a Theme Create an appropriate Slogan Create special Events Use different types of Media

Developing a Theme The best themes are short. Slogans no more than five words long have the greatest impact. The first component of a PR strategy is creating a theme and message that captures the scope of the program. Strategy

Strategy Developing a Theme Use type, colors, font settings, shapes and patterns that are consistent with your message. Catchy and memorable themes with a creative flair are the most effective.

Company Slogans Plumber: “We repair what your husband fixed.” On the trucks of a local plumbing company: “Don't sleep with a drip - call your plumber.” At a tire shop: “Invite us to your next blowout.” On a taxidermist's window: “We really know our stuff.”

SLOGANS

Special Events Consider sponsoring a special event to go along with the program’s central theme and message. Note: Make sure to work with substance that can be taken seriously and holds public interest. Not fluff. Have the potential to make your program newsworthy, interesting and effective.

LOGOS

Controlled / Uncontrolled Media Making the Right Decision

Uncontrolled Media

controlled Media

More Research and Reconsider EVALUATION Research Problem Research Problem Change Program Revise Plan Plan Action Assessment and Next Steps Assessment and Next Steps

EVALUATION Evaluation is an ongoing process of monitoring It is NOT a ONE-TIME event

Need to Evaluate Theme Message Shift in awareness Change in attitude Behaviors based on objectives