公共关系第10版英文ppt (13)[21页]
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2. Situation Analysis (Internal and External) “What positive and negative forces are operating?” “Who is involved and/or affected?” “How are they involved and/or affected?”
6. Outline the five stages of acceptance in the diffusion of new ideas.
13-2
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Cutlip & Center's
Effective
PUBLIC RELATIONS
Tenth Edition
PART III Management Process
Chapter 13
Step Three:
Taking Action and Communicating
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Study Guide
After studying Chapter 13, you should be able to:
4. List and briefly describe the six criteria traditionally applied by gatekeepers to determine news value of messages.
5. Outline the five major reasons why information campaigns fail and the three major ways to increase their chances of success.
13-4
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
1. Differentiate between the action and communication components of program strategy.
2. Define action strategy to include primarily internal adjustment and adaptation.
3. Program Goal
“What is the desired situation?”
“ห้องสมุดไป่ตู้y when?”
4. Strategy
“What is the overall action and communication plan for achieving the program goal?”
Public Relations Strategic Planning Process
Four-Step Process
Strategic Planning Steps and Program Outline
STEP TWO: Planning and
Programming (Chapter 12)
Public Relations Strategic Planning Process
Four-Step Process
Strategic Planning Steps and Program Outline
STEP ONE: Defining the Problem
(Chapter 11)
1. The Problem, Concern or Opportunity “What is happening now?”
Public Relations Strategic Planning Process
13-3
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
3. Discuss major issues related to: (a) framing the message, (b) semantics, (c) symbols, and (d) barriers to communication.
13-1
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Study Guide
After studying Chapter 13, you should be able to:
6. Outline the five stages of acceptance in the diffusion of new ideas.
13-2
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Cutlip & Center's
Effective
PUBLIC RELATIONS
Tenth Edition
PART III Management Process
Chapter 13
Step Three:
Taking Action and Communicating
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Study Guide
After studying Chapter 13, you should be able to:
4. List and briefly describe the six criteria traditionally applied by gatekeepers to determine news value of messages.
5. Outline the five major reasons why information campaigns fail and the three major ways to increase their chances of success.
13-4
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
1. Differentiate between the action and communication components of program strategy.
2. Define action strategy to include primarily internal adjustment and adaptation.
3. Program Goal
“What is the desired situation?”
“ห้องสมุดไป่ตู้y when?”
4. Strategy
“What is the overall action and communication plan for achieving the program goal?”
Public Relations Strategic Planning Process
Four-Step Process
Strategic Planning Steps and Program Outline
STEP TWO: Planning and
Programming (Chapter 12)
Public Relations Strategic Planning Process
Four-Step Process
Strategic Planning Steps and Program Outline
STEP ONE: Defining the Problem
(Chapter 11)
1. The Problem, Concern or Opportunity “What is happening now?”
Public Relations Strategic Planning Process
13-3
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
3. Discuss major issues related to: (a) framing the message, (b) semantics, (c) symbols, and (d) barriers to communication.
13-1
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Study Guide
After studying Chapter 13, you should be able to: