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MBO Management by OBJECTIVES

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GROUPS: Make up 3 attitudinal objectives . . . BEHAVIORAL objectives ... GROUPS: Which of the above objectives is 'deficient'? Make up 3 behavioral objectives. ... – PowerPoint PPT presentation

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Title: MBO Management by OBJECTIVES


1
MBO Management by OBJECTIVES
  • Few successes especially in business are
    accidents.

Successful ventures begin with well-crafted plans
and follow those plans through to their
completion Which usually means their objectives
have been achieved.
2
Objectives Reasons
  • Objectives are the reasons behind PR programs

They represent the practitioners desired
outcomes in communicating with target publics.
3
GOALS vs. OBJECTIVES
  • Goals are GENERAL OUTCOMES
  • Objectives are more
  • SPECIFIC
  • IMMEDIATE RESULTS

4
3 Basic Elements
  • 1) WHO is targeted

2) WHAT you want the targeted audience to do
3) WHEN you want them to respond to your message
OR when you need to reach them
5
FORMAT
  • State Objective as an INFINITIVE . . .
  • to understand . . .
  • to stimulate . . .
  • to publicize . . .

6
VERIFICATION
  • Objectives must be stated in quantified,
    measurable terms WITH a time frame or target
    completion date.

7
TWO Categories of Objectives
  • OUTPUT objectives
  • Work to be produced
  • Deliver a speech
  • Write a press release
  • Distribute a newsletter
  • IMPACT objectives
  • More important objectives
  • Represent specific intended effects of PR
    programs on their audiences

8
List THREE types of OUTPUTobjectives for your
organization
  • 1) To . . .
  • 2) To . . .
  • 3) To . . .

9
THREE kinds of Impact Objectives
  • Informational Objectives
  • Attitudinal Objectives
  • Behavioral Objectives

10
INFORMATIONAL objectives
  • Appropriate when you want to
  • publicize an event,
  • communicate instructions or procedures,
  • educate an audience about a NON controversial
    subject
  • EX To increase awareness of the companys open
    house by 10 among all segments of the community
    during the month of May
  • EX To increase employee awareness of new plant
    safety procedures by 50 during our 3-month
    safety campaign
  • GROUPS Make up 3 informational objectives . . .
  • Read aloud

11
ATTITUDINAL objectives
  • Aim at modifying the way an audience feels about
    the client or organization and its work,
    services, or products.
  • Attitude modification can consist of forming new
    attitudes where none existed previously OR
    reinforcing existing attitudes OR changing
    existing attitudes.
  • EX no previous attitude To create favorable
    attitudes toward a new department store among 25
    of mall shoppers during grand opening
  • EX reinforce To reinforce favorable public
    opinion toward a nonprofit organization among 80
    of its past donors during March and April
  • EX change To reverse within one year the
    negative attitudes and ill will now being
    expressed toward the manufacturer of a defective
    product among 20 of the manufacturers former
    and current customers.
  • GROUPS Make up 3 attitudinal objectives . . .

12
BEHAVIORAL objectives
  • Involve the modification of behavior toward the
    client or company
  • May consist of creation of new behaviors,
    intensification of existing favorable behaviors,
    or reversing negative behaviors on the part of
    the audience toward the practitioners client or
    organization
  • EX To accomplish adoption of new safety
    procedures among 75 of the organizations
    employees by September 15.
  • EX To encourage 30 greater usage of seat belts
    in automobiles this year.
  • EX To discourage smoking by 80 in the east
    wing of the restaurant during the next three
    months.
  • GROUPS Which of the above objectives is
    deficient?
  • Make up 3 behavioral objectives . . .
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