Case Study Analysis

PlanningCycle.docx

Home >Reading homework help >Case Study Analysis

Planning Cycle

Audit: this stage consists of taking stock of and analysing existing data, with research being used to identify issues as well as to create benchmarks. This stage is often also called formative research, which is the data on which practitioners will build their communication programme or campaign.

Objectives: this stage involves setting objectives that follow from the audit, and in line with the organization’s general business objectives. objectives are broken down by stakeholder audience and timescale and are specified in measurable terms. Objectives are often specified in terms of any change in awareness, attitude and behavior of stakeholders that an organization aims for.

Planning and execution: this stage involves deciding on the design and execution of the programme or campaign, which may involve a pre-testing of messages and of the choice of media channels and tactics.

Measurement and evaluation: this stage is the first of several possible types of programme or campaign measurement, or continuous measurement. During the programme or campaign communication practitioners can ask themselves whether they are getting the desire results, or whether the campaign needs to be adjusted. This may involve monitoring the execution and any costs associated with it as well as taking stock of the initial results achieved.

Results: the final stage involves an assessment of the overall post-programme or post-campaign results and identifying any potential issues or learning points that may inform the audit stage and a new cycle of activity.