1.
Obtain the organization's goals and objectives regarding the organization's
responsibility to the public. (Back
to top)
Typically, every
structured organization has written goals and objectives, both short-term
and long-term. These often are paraphrased into public statements of obligation.
Examples are mission statements, standards of conduct and statements of
purpose. The part of this statement that focuses on public obligations
and responsibility is the raw material with which to build the framework
for your plan. Every effort in your celebration should reflect the goals
and objectives at the heart of your organization.
2.
Set goals for the promotion of the organization. (Back
to top)
With the organization's
goals and objectives firmly in mind, you can determine one or more goals
for the promotion of the organization. You should express each goal in
a goal statement. Goal statements are general, and describe what you want
to accomplish during National Public Works Week.
 Thought
starters:
- To increase public
understanding of...
- To generate corporate
support for...
- To enhance relationships
with the community so that...
- To gather and analyze
public opinion of...
Once the overall message
of the organization is clear and the goals for the celebration are set,
you may turn your attention to the next task: defining one or more target
audiences.
3.
Identify and study target audiences. (Back
to top)
Whom are you trying
to influence? Remember,
your task is to evoke a desired response. You must identify and study
those you want to influence so that you can refine your message and choose
the most effective means to send the message. Once you define your target
audience, you can refine your message so that it is appropriate for each
audience.
Thought
starters:
- Taxpayers
- School-age children
- Public works employees
and their families
- Local media
Determining your target
audiences prepares you to form messages that consider the unique needs
of each group. Review the four sample target audiences above. What kind
of message would each respond to most readily? How can you ensure the
desired response? The key is knowing your target audience well enough
to communicate the benefits they will receive from the information you
have to share.
4.
Develop objectives based on your goals for the celebration. (Back
to top)
The next phase is
to develop objectives based on your goals. Objectives are more specific;
they often are measurable. By setting measurable objectives, you lay the
foundation for evaluating the success of your efforts. You have a record
of what works and what falls short. You can celebrate documented success
now and avoid pitfalls next year.
Thought
starters:
- Take two educational
outreach programs to all community schools this year.
- Increase radio
and television air time devoted to public works by 50 percent.
- Survey 500 citizens
about their knowledge of a public works project.
5.
Develop strategies to meet objectives. (Back
to top)
Strategies are the
specific events, activities, publications and other efforts designed to
meet objectives. Committees will devote their efforts to the organization
of all strategies and the recording of information for evaluation.
Thought
starters:
- Tours
- Equipment demonstrations
- Exhibits
- Educational programs
- Open house
- Speakers bureau
- Public service
announcements
- Questionnaires
6.
Evaluate the success of the celebration. (Back
to top)
To what degree did
you meet your objectives? What have you learned? Evaluation enhances the
feeling of accomplishment, celebrates success and provides a starting
point for future efforts. Share this information openly with those who
participate, and with APWA headquarters.
Thought
starters:
- Attendance records
- Questionnaires
- Media placeme
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Grants/Cooperative Agreements
Grants/Cooperative Agreements
