Obtain the organization's goals and objectives regarding the organization's responsibility to the public.
Set goals for the promotion of the organization.
Identify and study target audiences.
Develop objectives based on your goals for the celebration.
Develop strategies to meet objectives
Evaluate the success of the celebration
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.
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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.
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.
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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.
Public works employees and their families
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.
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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.
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.
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.
Public service announcements
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.