"Understanding the difference among goals, objectives and tactics is important to your successful as a public relations practitioner," said OSU public relations professor, Bill Handy.
Now, I understand why.
Bill mentioned most public relations practitioners want to jump right into tactics instead of establishing goals and objectives, which we're all guilty of committing (it's not a crime, but it can effect the outcome of your campaign).
As the account team leader for our capstone course within the public relations sequence, Research and Campaigns, we have a client who has a need and our job is to establish the goals, objectives and tactics for our client as well as how to implement the campaign to achieve the client's goals and objectives. Easy enough right?
Our client would like to reduce the number of Frequently Asked Questions and raise awareness about their Web site, which the answers to the FAQ's will be answered. Also, leading to less one-on-one encounters with students.
Our team has completed the research, which shows that the Web site isn't the most effective way to communicate to current students. However, our research shows one-on-one encounters with students who are highly trained in the requirements for their specific program would be the most beneficial, especially among prospective students.
Our client does not want an ambassador program. They WANT THE WEB SITE! Research shows that no one visits the Web site or believes it's beneficial. They're sold on the tactic, which is frustrating.
Students rather receive their information via e-mail, listserv and from current students with experience in the requirements for their program. Hence, having the Web site as a supplement to all of the latter would make sense, but our client doesn't understand the concept and is very reluctant to the idea.
So what does our team do? Do we continue to do what the client wants even though in the future it will not solve their problem? Or do we go against our client and do what the research proves and they can decide whether to implement the campaign or not?
Such a real-world situation.
Advice would be appreciated. I will keep everyone posted on how the situation turns out.
Until next time,
GPaul
2 comments:
First, I disagree with Bill's assertion that PR practitioners want to jump into tactics. Clients want to jump into tactics; PR practitioners know the value of starting at the beginning. If you don't, then you aren't a PR practitioner.
Second, I think you can still align your client's goals and your client's wishes. These aren't always the same thing. Your job is not to force a solution you like; your job is to find a solution that works and works for your client.
A Web site isn't going to be the full solution, but it can be part of the larger solution. Honestly, I wonder if the problem is no that the Web site isn't an efficient communication vehicle, maybe the existing site isn't doing its job effectively.
Bonnie,
Improving the Web site is one of the things our group will be doing because as you stated the existing site isn't doing its job at all, according to the research.
I'm not trying to force a solution that I like, I'm trying to follow what the research, which we conducted a survey that went had a great response from the students.
It's just a confusing situation and I do not want to make the wrong move to damage a relationship.
Thanks for viewing Bonnie and your comments are so helpful.
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