Test 2- Strat Comm

What does the R.A.C.E. Model stand for?

Research, Action Planning, Communication, and Evaluation.

8-Step Communications Matrix

A breakdown of the R.A.C.E. Model steps to encourage analytical strategic planning.

Research

An established and ongoing process in any organization that involves scanning the external and internal environment and gathering feedback.

External Environment

Economic, political, and social developments outside an organization that influence it.

Internal Environment

Events or conditions inside an organization that influence how it operates, categorized as strengths or weaknesses.

Stakeholders

A broad group of individuals with a vested interest, or 'stake,' in an organization.

Publics

A specific group of people who share a common interest.

Self Interests

The principle that individuals and organizations are primarily motivated by their own needs, desires, and benefits.

Opinion Leaders

Individuals or organizations with significant influence over the attitudes and behaviors of others within a social network.

Background

A summary of comprehensive research that establishes credibility and builds the foundation of a plan.

Situation Analysis

A statement of the current situation and a description of the challenge or opportunity based on research.

Number of Paragraphs in Situation Analysis

2 paragraphs.

First Paragraph of Situation Analysis

A statement of the current situation and a description of the challenge or opportunity based on research.

Goals & Objectives

Part of the Action Planning step in the R.A.C.E. Model.

Analytical Process

Action in each step is determined by the information acquired and decisions made in previous steps.

Situational Analysis

Identifies potential difficulties that could impede success.

Purpose of Situational Analysis

Redefines the situation after research has been synthesized.

Core Problem or Opportunity

Conveys the heart/core of the problem or opportunity identified by research.

Core Problem/Opportunity Length

1 sentence.

Action Planning

The planning process must be flexible, adaptive to feedback or new information, and based on good research.

Goals

A one-sentence statement of the result or desired outcome needed to solve the problem or to seize the opportunity.

Campaign Goals

Should not be established in isolation; sound communication goals and objectives will enhance and support the overall organization's mission and goals.

Objectives

Specific, measurable statements of what needs to be accomplished for the goal to be reached.

Specific Objective Criteria

Clearly articulate what you hope to accomplish without ambiguity.

Measurable Objective Criteria

Improvement-oriented and quantifiable; must include data, i.e., number; benchmark.

Attainable Objective Criteria

Realistic, while still seeking significant improvement.

Relevant Objective Criteria

Aligns with/supports overall organizational mission and goals.

Time-bound Objective Criteria

Includes a deadline, i.e., target date.

Written Objective Criteria

Avoids confusion and provides tangible guides for evaluation.

Efficient Objective Criteria

Reflects the most direct route to reach the desired outcome.

Cost-conscious Objective Criteria

Considers available budget.

Outcome Objectives

Two types: Informational and motivational.

Informational Objectives

Lay the necessary foundation of understanding and awareness.

Motivational Objectives

Directly tied to behavior; used to get the public to act.

Function of Informational Objectives

Create awareness.

Function of Motivational Objectives

Create behavior.