UARK PR PRINCIPLES EXAM 2

four essentials of PR

research

planning

communication

evaluation

before any PR program can be undertaken,

information must be gathered & data must be collected and interpreted

Communicator should ask whether the message is

appropriate, meaningful, memorable, understandable, believable

what research to use depends on

the particular subject & situation

to be an effective communicator, you must have knowledge of

process of communication, theories and techniques

2 way communication is

understanding not persuasion

techniques are (in communication)

what kind of communication tools are most appropriate for a particular message

pay attention to the message, exposure doesn't mean

attention, money & understanding

communication theory is

how people receive messages, how people process communication, and how they change their perception.

Controlled, objective & systemmatic

effective use of language in communication

cultural differences and conflicting values, clear and simple terms

to believe the message you need

Source credibility

word of mouth

identifying & researching opinion leaders, influencers and catalysts

to remember the message requires

repetition, to convey the message in a variety of ways, using multiple channels to help offset the "noise" surrounding a message.

The role of research is that it is the basis for

evaluating the program once it has been completed

What type of research to use depends on

the particular subject and situation of a campaign

questions to ask during research stage to determine research role & scope

What is the problem?

What kind of information is needed?

How will the research be used?

How much will it cost?

What specific public/s should be researched?

Should the organization do research in house or hire outside consultant?

How soon will the research be analyzed/applied/ reported?

How soon will the results be needed?

How much will the research cost?

The answers to the research stage questions will help a PR professional determine

the extent and nature of the research needed

Two purposes of research

to understand the public's needs

to develop powerful messages

research helps management stay in tact because it

helps bridge the gap by periodically surveying the key public's about problems and concerns

research helps to achieve credibility with management because

the inclusion of PR personnel in an organization's policy and decision making is strongly correlated with their ability to do research and relate their findings to the organization's objectives

research helps to define audience & segment publics

to ensure you reach the proper audience. ( you need detailed information about demographics, lifestyles, characteristics, & consumption patterns of audiences.

research helps to formulate strategy because

a lot of money can be spent on pursuing the wrong strategy. Sometimes there is nothing to fix so the new strategy is focused on reinforcing positive themes

research helps to test messages

to determine what message works the best for the audience

research helps to help management stay in touch

top management is often isolated from the concerns of employees, customers and important publics. By periodically surveying key public's about their problems & concerns, the feedback acts as a reality check for top executives and often leads to better policies & communication strategies.

research helps to prevent crisis

~90% of crises in organizations are caused by internal problems. Research can uncover trouble spots & public concerns before they become news headlines.

research helps to monitor competition

savvy organizations keep track of what the competition is doing. This can be done by surveys that ask consumers their opinions on competing products, content analysis of competition's media coverage & reviews of industry journals. Have google alerts set up on competition & developing news stories. This keeps professionals current on industry and competition

research helps to sway public opinion

facts and figures compiled from primary and secondary sources can change public opinion.

research helps to generate publicity

polls and surveys can generate publicity for an org. Surveys are mostly designed with the public in mind. News organizations are drawn to releases that include research findings that add substance and interest to stories

research helps to measure success

the bottom line of any PR program is whether the time & money spent accomplished their objective.

Research is

Casual & informational

Primary research

Is research you do yourself: polls, surveys, interviews, etc

Secondary research

data collected by outside sources in materials such as reference books, academic journals & trade publications in every city and university library.

Qualitative research

A non numerical type of research. A majority of PR is this because we value audience opinions and expressions. This is good for probing attitudes & perceptions, assessing penetration of messages, & testing messages

Techniques of qualitative research

Content analysis, interviews, focus groups, copy testing & ethnographics

Content analysis is (qualititative techniques)

systematic & objective categorization of information- overall tone of the article/ broadcast mention & internet chat group & blogs

Interviews (qualititative techniques)

Personal interview: public opinions / attitudes

Purposive: in depth interviews

Intercept: quick 2-5 minute interviews

Detailed questionnaires

Recordings, notes videos

Focus groups (qualititative techniques)

Identify attitudes and motivations of important public's to formulate communication strategy

Copy testing (qualititative techniques)

Messages should be tested for effective communication

Ethnographics (qualititative techniques)

Observation of individual or group behavior (Their attitude, body language or opinions)

Quantitative research

polls & surveys conducted using precise scientific sampling methods based on two major factors: random sampling and sampling size

Random sampling (Quantitative research)

Random, unbiased chance of being selected. Gives everyone a chance to be randomly picked & give their opinion.

Sample size (Quantitative research)

1,000-1,500, reflect highly accurate idea of US adult opinion

Average national poll sample (Quantitative research)

1,500 people margin of error +/- 3%, 95% of the time

Planning

The 2nd step in the PR process: defining a problem & setting realistic objectives & logical steps. Before any PR activity can be implemented, it is essential that considerable thought be given to what should be done & in what sequence to accomplish the organizations objective.

PR planning should be

Strategic and systematic

Elements of a program's plan: identifies what is to be done, why & how

1. Situation

2. Objectives

3.audience

4. Strategy

5. Tactics

6. Calendar / timetable

7. Budget

8. Evaluation

Situation (Elements of a program plan)

(Number 1) to overcome a problem/negative situation.

To conduct a specific one-time project to launch a new product/service

To reinforce an ongoing effort to preserve its reputation & public support

Objectives (Elements of a program plan)

(#2)

Stated objectives should be evaluated by asking: DOES IT REALLY ADDRESS THE SITUATION? IS IT REALISTIC & ACHIEVEABLE? CAN SUCCESS BE MEASURED IN MEANINGFUL TERMS?

Informational objectives are (Elements of a program plan)

Knowledge change

Motivational objectives are (Elements of a program plan)

Behavioral change

Audience (Elements of a program plan)

Many campaigns have multiple audiences by demographics & psychographics

Community Groups varying age, race, gender, sexual orientation, identity & religion

Social media marketing strategy though a series of _______ & ______ urged all ages to participate in the ALS ice bucket challenge (Elements of a program plan)

Hashtags, networks

Why was there a PR strategy for people tp pour ice water on their heads to stimulate the feeling of ALS? (Elements of a program plan)

To promote awareness of disease, as well as encourage donations & research

Tactics is the (Elements of a program plan)

Nuts & bolts part of the plan

audience Programs should be directed towards

Defined audiences

Market research can identify key public's (audience) (Elements of a program plan)

Demographics

Strategy describes (Elements of a program plan)

How & why campaign components achieve objectives

Strategy provides (Elements of a program plan)

Guidelines & key message themes for the overall program

Tactics i]nvolve using (Elements of a program plan)

methods to reach target audiences

Tactics describe the (Elements of a program plan)

specific activities that put each strategy into operation & help achieve the stated objective

Calendar/timetable(Elements of a program plan)

Scheduling of campaigns, scheduling of tactics and compiling calendar

Budget is divided into 2 categories (Elements of a program plan)

Staff time

Out of pocket (OOP) expenses

staff time takes up ____ of budget ( budget Elements of a program plan)

70%

Out of pocket expenses (OOP) include ( budget Elements of a program plan)

Collateral materials

evaluation relates directly back to(Elements of a program plan)

The stated objectives of the program

Evaluation criteria should be (Elements of a program plan)

Realistic, credible, & specific

Informational objective of planning is

To increase awareness of ALS

Motivational objective of planning is

To have x # of followers on Instagram between July & September of 2014

In implementing the plan of communication, goals are to

Process of communication is

what constitutes communication

Communicator should ask whether the message is:

Appropriate Meaningful Memorable Understandable Believable

content Wilbur Schramm's evolution of communication models:

Linear Model: Field of Shared Experience model & Loop model feedback

Linear Model:

simple: sender -(message channel)-> receive. But not enough to explain complex human communication so made the Field of Shared Experience model

Field of Shared Experience model:

makes communication better & more effective between senders & receivers but still 1 way communication.

Loop model

communication is 2 way, loop process based on feedback.

Importance of 2 way communication:

Ideal PR model Two way symmetrical

MOST EFFECTIVE 2 WAY COMMUNICATION:

Talking to people face to face

Types of audiences:

Passive audiences & Active audiences

Passive audiences:

pay attention to a message only because it is entertaining & offers a diversion, needs style & creativity; awareness. In most PR campaigns, communications are designed to reach primarily passive audiences,

Active audience:

are already interested & engaged. Search for more sophisticated supplemental information. (in depth newspaper, magazine articles, & attending events.

The intended audience has both passive & active member

multiple communication tools can be used in a full fledged information campaign

Writing for clarity:

Symbols: unique, memorable, widely recognized, appropriate

Acronyms: example: National organization for women or the NOW

Slogans: condense a concept and motivate movement

Tips for writing for clarity:

Avoid jargon

Avoid cliches & hype words: "first of its kind" "unique" & "a major breakthrough"

Avoid euphemisms

Avoid discriminatory language

Source credibility:

trustworthiness, expertise, dynamism, physical attractiveness, & perceived similarities between a source and a receiver for channel (publicity vs. advertising)

Keys to remembering the message:

Repetition

Convey information in a variety of ways, using multiple channels

Helps offset the "noise" surrounding a message.

Acting on the message: 5 stage adoption process

1. Awareness: 2. Interest: 3. Evaluation: 4. Trial: 5. Adoption:

Decisions are influenced In the awareness stage,

mass media

Decisions are influenced In the interest stage,

By detailed brochures, specialized publications, small group seminars, websites & meetings

Decisions are influenced In the evaluation, trial & adoptions stage, experience by

trial & adoptions stage, influenced by opinions of neighbors, friends & colleagues, personal experience, group norms

The purpose of evaluation:

It is the 4th step in the essentials of Public relations

It is the systematic assessment of a program & its results

It is accountability to the clients and to themselves

The reason for this stage is the desire to do a better job

The purpose of the evaluation stage is the desire

To do a better job

evaluation Informational objection:

awareness

evaluation Motivational objective:

Attitude and behavior- more difficult than the informational objective

three levels of measurement & evaluation:

Level 1: Basic: measures targeted audiences, impressions, & media placement Level 2: Intermediate: measures retention, comprehension, awareness, & reception. Level 3: advanced: measures behavior, attitudes and opinion change

three levels of measurement & evaluation: Level 1: Basic:

measures targeted audiences, impressions, & media placement

three levels of measurement & evaluation: Level 2: Intermediate:

measures retention, comprehension, awareness, & reception.

three levels of measurement & evaluation: Level 3: advanced

measures behavior, attitudes and opinion change

Measurement of production Counts the number of

news releases, feature stories, photos, guest editorials, blog postings created, published or produced

Measurement of production evaluation is skewed because

it measures quantity not quality.