© The University of Queensland 2024

This content is protected and may not be shared, uploaded, or distributed. COMU1052 Tutorial/Workshop Activities Tutorial 3, Week 4 Semester 1 2025 • Introduction to Strategic Communication COMU1052 2024 2 • The University of Queensland (UQ)

acknowledges the Traditional Owners and

their custodianship of the lands on which

we meet. • We pay our respects to their Ancestors and

their descendants, who continue cultural

and spiritual connections to Country. • We recognise their valuable contributions

to Australian and global society. Acknowledgement

of Country The Brisbane River pattern from A Guidance Through Time

by Casey Coolwell and Kyra Mancktelow. Requires truth at its foundation Weekly pulse check Discussion on the week two textbook readings: Silverman and Smith (2024) Step 3 Analysing the Organisation pp 66-86 and Step 4 Analysing the Publics

pp. 87-123 (Can supplement with Smith c2021): Step 1: Analyzing the Situation; Step 2: Analysing the Organization

pp.47-62 & Step 3: Analysing Publics pp.63– 99 Discussion about the second lecture & industry video Industry interview: Haylie Marchant, Haystac. What have you learnt – main take aways? Reminder to read the week three textbook reading: Silverman and Smith (2024) Step 5 Creating Positioning Statements, Goals, and Objectives pp.127-151 (Can supplement with Smith (c2017): Step 4: Establishing Goals and objectives pp.104 -121) • PR Plan on a page – find link in Week 3 Blackboard for easier viewing • See also: PRIA Golden Target Awards Criteria on Blackboard Week3 Bakers Delight Bundraiser

Cat Haven Christmas Campaign

In both the Baker’s Delight and Cat

Haven campaigns, the goals could

have been expressed more

effectively. Let’s look at some guidance: It is a short, simple statement rooted in the organization’s

mission or vision. Using everyday language, a goal

acknowledges the issue and sketches out how the

organization hopes to see it settled. A goal is stated in

general terms and lacks measures; these will come later, as

objectives. Smith (2017, p.105) Goals Communication goals are of three types… Reputation management goals deal with the identity and

perception of the organization. Relationship management goals focus on how the

organization connects with its publics. Task management goals are concerned with getting certain

things done… (Smith 2017, p.105) It is unnecessary, even unlikely, that every campaign will have

each type of goal. Planners mix and match these as they

consider appropriate to their specific campaign… Public relations goals should map out a vision of success for

achievements and consequences that are important to the

organization as a whole. In doing so, strategic communication

planners should note how the organization defines what it

means to be successful and then develop goals that grow out of

this understanding. (Smith 2017, pp.106-107) Activity – Working in the same small groups have a turn at rewriting the goals

of either the Baker's Delight, or the Cat Haven campaign. In both the Baker’s Delight and Cat

Haven campaigns, the objectives

were not explicitly given. Let’s look at what guidance Smith

(course textbook) gives on writing

these… Objectives: • Are linked to the organisation’s mission, vision, goals, and

strategic plans.

• Are linked firmly to a specific public. • Are oriented towards achieving an impact (the effect you hope to

make on the public). • Are linked to the research gathered in the planning process for the

PR campaign. • Are explicit, precise, measurable, and clearly indicate the time- frame. • Focus on one desired response from one specific public. • Are challenging (they ‘stretch’ the organisation a little, and inspire

people to action). (Smith 2017, p.110)

Objectives are ordered in a hierarchy …

a logical progression through three stages of persuasion:

awareness,

acceptance, and

action. (Smith 2017, p.112) (Smith 2017, p.116) Public Objective for _________________________ Category To have an effect on □ Awareness

□ Acceptance

□ Action

Direction Specifically, to

□ Create, Generate

□ Increase, Maximize

□ Maintain, Reinforce

□ Decrease, Minimize Effect (w/ awareness) □ Attention, Comprehension, Retention (w/ acceptance) □ Interest, Attitude, Intention

(w/ action) □ Opinion, Behavior

Focus About ________________________

Performance Metric ________________________________ Time Period _________________________________________ Example of an action objective: To have an effect on the action of senior citizens in Lake County;

specifically to obtain an increase in their membership in the

Upstate Health Program (10 percent within six months,

and an additional 10 percent within a year). (Smith 2017, p.111) Activity – Working in the same small groups rewrite the

objectives of either the Baker's Delight, or the

Cat Haven campaign. CRICOS Provider No 00025B Reminders.. • Reminder to read the week three textbook reading: Silverman and Smith (2024) Step 5 Creating Positioning Statements, Goals,

and Objectives pp.127-151 (Can supplement with Smith (c2017): Step 4: Establishing Goals and

objectives pp.104 -121) • Review the different best practice frameworks and awards criteria saved

under week 3 in Learning Resources on Blackboard © The University of Queensland 2024

This content is protected and may not be shared, uploaded, or distributed. Have a good week! • Tutor contact: 51作业君版权所有