Why does the diner need to use marketing communications
Discussion “The Basis for Objectives of marketing communication
20140717055209 communications-objectives
A planned effort to influence public opinion is one of the strongest definitions of Public Relations we know.
Planning is a management necessity in successful corporations, with most businesses routinely assembling five-year plans, including support planning down to its lowest operating levels.
The Public Relations function, internal or via agency, should not be exempt from this critical process. Too frequently, this annual process is viewed as simply an update of the prior year’s campaign, without regard to the current business and economic environments.
At Stern And Company, planning is one of five steps that we follow in developing an overall communications program:
Fact finding about the client, its charter, products, markets, audiences, competition, corporate and marketing objectives, and strategies behind those objectives.
Research in order to determine the foundation for the plan. As we’re seeking to influence public opinion, we must first determine what those opinions are.
Planning, which is based on the fact finding and research.
Communication, the implementation of the plan.
Measurement, to evaluate the results achieved against desired objectives.
An annual public relations plan does not mean that the prior year’s program must be discarded entirely. However, it does mean that the world is dynamic; full of change and to obtain the best opportunity for the desired public relations results, plans must be re-examined and recast based on the changing world.
• Locate the “who, what, where, when, why, how” questions and apply them to the case study.
• Why does the diner need to use marketing communications?
• Whom does the diner need to reach?
• At this point, where is the best communication (what are the best channels)?
• How will the diner say it?
• When will the communication happen?
• Create a SMART marketing objective for the
