Week 6; Creating an effective communication mix, Measuring results against objectives
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Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia

Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia | Week 6; Creating an effective communication mix, Measuring results against objectives | Scoop.it
Jillian Hor Maelynn's insight:

This article explains how setting goals and objectives helps to make PR plannings more effective for your business. Setting goals and objectives are both very important in planning. The difference between goals and objectives is that objective is a strategic step in helping you achieved your desired goal. In other words, goal is what you want to achieve and objective is a step in the process that helps you achieve that particular goal. 

 

In PR, there are 3 types of goals- reputation management goals, relationship management goals and task management goals. Also, there are four requirements in which objectives should be measured,  

1. an infinitive verb,

2. a single outcome stated as a receiver of a verb’s action,

3. the magnitude of the action expressed in quantifiable terms  

4. include a target date for achieving the outcome.

 

This article also includes examples of how setting goals and objectives helps to make PR plannings more effective, to give us a better and clearer understanding on this matter. 

 

 

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Sophie Trethewey's comment, September 26, 2013 7:20 PM
This article discusses the importance of PR planning and addresses how it can be measured by firms. Goal setting is a major theme in this article as it has several relevant benefits. It helps to quantify the resources that a business will need and improves the communication strategy. Objectives are subsets of goals that are often quantitative measures sometimes stated in percentages which are factual and can be observed for the business to evaluate. The three types of goals in PR are: Reputation management, Relationship management and task management goals. Intentions are stipulated in these goals which helps to rationalize outcomes. Overall the measurement of PR activities can not be measured unless the components are clearly defined. PR objectives should fit within the SMART goal formula so that it is achievable and will be most likely to result in a positive long-term outcome.
DavidShin's comment, September 26, 2013 8:38 PM
@danielle Peterson: I agree that the big objectives can be layered down to several small goals providing steps to make the goals easier to achieve. I agree with you @lily tran that SMART is a very simple a good way to achieve a realistic goal!!
the steps stated to achieve a successfull public relation strategy are very important too as some consumers want more than just advertising.
Steven Chen's comment, September 26, 2013 9:32 PM
Thanks for sharing this article, Lycoris. This article not only helps me to understand the different between goals and objectives but also let me know the importance of setting goals and objectives in terms of creating an effective public relation plan. Goals refer to the whole picture of the company, and they are broad, relatively abstract and hard to quantify. Objectives are measurable points that indicate how the company is making progress towards a broad purpose. The SMART objective is well known and used not only in marketing but also other domain such as event planning, and it is really useful. There are many benefits for setting communication goals and objectives such as 1. Lets employees know what is expected of them, 2. Let all people within an organisation know what is planned, 3. Helps to quantify the resources, 4. Helps to improve communication between the participants and 5. Creates measurable results.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Week 6; Creating an effective communication mix, Measuring results against objectives | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Jillian Hor Maelynn's insight:

This is a great insightful article which starts off with defining what is including in the marketing communication mix. Advertising, sales promotion, public relations, direct marketing and interactive marketing are all aspects included within the marketing communication mix. The article suggests four aspects which can influence an effective marketing communication mix. These are target customers, communication channels, cost estimates and measuring. Essentially the article is saying that,

1. first of all you need to understand who your target cusomter is for your particular product/ service.

2. Once understanding the type of customer you can then develop which type of communication channel would best suit that particular customer.

3. Then you should estimate the cost of the communication channel then once your have implimented the marketing mix you can then measure how effective the campaign was by finding out from either the financial information or the consumer.

4. Once measured, restructure the marketing communication mix to best suit the company and the consumer. 

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.