© The University of Queensland 2024
This content is protected and may not be shared, uploaded, or distributed.
COMU1052
Tutorial/Workshop Activities
Tutorial 3, Week 4
Semester 1 2025
• Introduction to Strategic Communication
COMU1052 2024 2
• The University of Queensland (UQ)
acknowledges the Traditional Owners and
their custodianship of the lands on which
we meet.
• We pay our respects to their Ancestors and
their descendants, who continue cultural
and spiritual connections to Country.
• We recognise their valuable contributions
to Australian and global society.
Acknowledgement
of Country
The Brisbane River pattern from A Guidance Through Time
by Casey Coolwell and Kyra Mancktelow.
Requires truth at its foundation
Weekly pulse check
Discussion on the week two textbook readings:
Silverman and Smith (2024) Step 3 Analysing the Organisation pp 66-86 and Step 4 Analysing the Publics
pp. 87-123
(Can supplement with Smith c2021): Step 1: Analyzing the Situation; Step 2: Analysing the Organization
pp.47-62 & Step 3: Analysing Publics pp.63– 99
Discussion about the second lecture & industry video Industry interview: Haylie Marchant, Haystac.
What have you learnt – main take aways?
Reminder to read the week three textbook reading:
Silverman and Smith (2024) Step 5 Creating Positioning Statements, Goals, and Objectives pp.127-151
(Can supplement with Smith (c2017): Step 4: Establishing Goals and objectives pp.104 -121)
• PR Plan on a page – find link in Week 3 Blackboard for easier viewing
• See also: PRIA Golden Target Awards Criteria on Blackboard Week3
Bakers Delight Bundraiser
Cat Haven Christmas Campaign
In both the Baker’s Delight and Cat
Haven campaigns, the goals could
have been expressed more
effectively.
Let’s look at some guidance:
It is a short, simple statement rooted in the organization’s
mission or vision. Using everyday language, a goal
acknowledges the issue and sketches out how the
organization hopes to see it settled. A goal is stated in
general terms and lacks measures; these will come later, as
objectives.
Smith (2017, p.105)
Goals
Communication goals are of three types…
Reputation management goals deal with the identity and
perception of the organization.
Relationship management goals focus on how the
organization connects with its publics.
Task management goals are concerned with getting certain
things done…
(Smith 2017, p.105)
It is unnecessary, even unlikely, that every campaign will have
each type of goal. Planners mix and match these as they
consider appropriate to their specific campaign…
Public relations goals should map out a vision of success for
achievements and consequences that are important to the
organization as a whole. In doing so, strategic communication
planners should note how the organization defines what it
means to be successful and then develop goals that grow out of
this understanding.
(Smith 2017, pp.106-107)
Activity –
Working in the same small groups have a turn at rewriting the goals
of either the Baker's Delight, or the Cat Haven campaign.
In both the Baker’s Delight and Cat
Haven campaigns, the objectives
were not explicitly given.
Let’s look at what guidance Smith
(course textbook) gives on writing
these…
Objectives:
• Are linked to the organisation’s mission, vision, goals, and
strategic plans.
• Are linked firmly to a specific public.
• Are oriented towards achieving an impact (the effect you hope to
make on the public).
• Are linked to the research gathered in the planning process for the
PR campaign.
• Are explicit, precise, measurable, and clearly indicate the time-
frame.
• Focus on one desired response from one specific public.
• Are challenging (they ‘stretch’ the organisation a little, and inspire
people to action).
(Smith 2017, p.110)
Objectives are ordered in a hierarchy …
a logical progression through three stages of persuasion:
awareness,
acceptance, and
action.
(Smith 2017, p.112)
(Smith 2017, p.116)
Public Objective for _________________________
Category To have an effect on
□ Awareness
□ Acceptance
□ Action
Direction Specifically, to
□ Create, Generate
□ Increase, Maximize
□ Maintain, Reinforce
□ Decrease, Minimize
Effect (w/ awareness) □ Attention, Comprehension, Retention
(w/ acceptance) □ Interest, Attitude, Intention
(w/ action) □ Opinion, Behavior
Focus About ________________________
Performance Metric ________________________________
Time Period _________________________________________
Example of an action objective:
To have an effect on the action of senior citizens in Lake County;
specifically to obtain an increase in their membership in the
Upstate Health Program (10 percent within six months,
and an additional 10 percent within a year).
(Smith 2017, p.111)
Activity –
Working in the same small groups rewrite the
objectives of either the Baker's Delight, or the
Cat Haven campaign.
CRICOS Provider No 00025B
Reminders..
• Reminder to read the week three textbook reading:
Silverman and Smith (2024) Step 5 Creating Positioning Statements, Goals,
and Objectives pp.127-151
(Can supplement with Smith (c2017): Step 4: Establishing Goals and
objectives pp.104 -121)
• Review the different best practice frameworks and awards criteria saved
under week 3 in Learning Resources on Blackboard
© The University of Queensland 2024
This content is protected and may not be shared, uploaded, or distributed.
Have a good week!
• Tutor contact:

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