Every time I read a new case study of a program plan, it is always different to the previous. I guess this is one of the key aspects I learned this week. Although the differences between program plans was not identified in the reading this week, I think it has been implicit throughout all of the research I have done for the group plan. Further, I think this demonstrates how each program plan needs to be formulated to the particular task – while they all do have similar aspects, they need to be tailored to fit.
The reading identified several key areas of a program plan, namely: objectives, target audiences, background/current situation, research, campaign and implementation, budget, timeline and evaluation. I would have liked to see more of a focus on campaigns and implementation, as I feel this is where the main body of the program plan should be (perhaps I am wrong about this?). It was difficult to look at it as a whole though, as I kept relating each sector back to our individual plan. As such, I really liked seeing how audiences can be split up in to smaller groups, as this is a problem I have experienced with Smartypantz Kidz. Because they have so many stakeholders, it is essential that they be split or even prioritised into which groups need the communication process to happen first.
However, it was interesting to see how a program plan can be approached from different focus points. All the time I have been researching how to present an issues management plan – and realistically PR practitioners need to have a bigger grip on program plans as a whole, instead of being so focused on one aspect. I learned more about program plans as a whole through this reading.
This reading has furthered the research I have all ready done on how to construct a program plan, with a focus on issues and crisis management.
1 comment:
Hey Al, You have highlighted some crucial points in this weeks readings.
Although every reading on 'how to do a program plan' is different, they do have one main element that is evident throughout every plan, which is research and establishing the current opinions of your client. This is one of the first steps in any PR program plan and it is crucial that this is done properly. Many of this is informal research however, formal research is always apparent.
One of the important steps in the research stage was to develop a four stage image of the organisation,
1st, the current image, which is done through research, possibly surveys.
2nd, The mirror image, how your organisation sees itself, this isn't to hard to research.
3rd the wish image, how the organisation wishes to be viewed, and
4th The optium image, the most desirable image.
Kate
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