ADPR 3743 Dr. Chung

Research Role

To understand the public’s needs and develop powerful messages 

Primary

Hands on, face to face communication

Secondary

Data collected by someone else, Material aka books journals trade publication, libraries

Qualitative

Good for probing attitudes and perceptions, assessing penetration of messages, testing messages (most of PR research)

Quantitative

Polls and surveys, Using precise scientific methods, Getting numbers 

Content analysis

Systematic and objective categorization of information, Overall tone of the article or broadcast mention, Internet chat group and blogs

ethnographic research

observation of individual or group behavior, role playing

copy-testing

messages should be tested for effective communication

situation, objective, audience, strategy, tactic, budget, calendar, evaluation

8 elements of program plan

SOASTBCE

8 elements of program plan ACRONYM

Informational and Motivational

2 Types of objectives

Informational Objective

Change knowledge and increase awareness

Motivational Objective

behavior change, ex: increase number of followers

audiences/publics

programs should be directed toward defined

Strategy

describes how and why campaign components will achieve objectives, provides guidelines and key message themes for the ovrall program, and includes key messages

Tactics

the nuts-and-bolts or tactical part of the plan that describe the specific activities that put each strategy into operation and help achieve the states objectives

Tactics

involve using various methods to reach target audiences with key message

Staff-time and out-of-pocket (OPP) expenses

What are the two budget categories?

70%

STAFF and administrative time takes as much as ______ of budget

10%

Allow what percent of budget for unexpected costs

Evaluation

relates directly back to the state’s objectives of the program, evaluations criteria should be realistic, credible, and specific, and a plan’s evaluation section should restate the objectives and then name the evaluation methods to be used

Communication

sending and receiving messages

Implementation

when the PR plan sees action

to inform, persuade, motivate, or achieve mutual understanding

Interactions/goals in communication execution

Passive audiences

Pay attention to a message only because it is entertaining and offers a diversion and Need style and creativity, awareness

Active Audiences

Are already interested and engaged, Search of more sophisticated, supplemental information

PR Firm

an independent, functioning unit designed to serve multiple businesses by helping to bridge the gap between the business and the public. 

In-House Agency

a PR unit that functions as a part of an organization and is not independent. 

Spin

is the selective assembly of fact and the shaping of nuance to support a particular view of a story. can be defined as the intentional manipulation of the truth. Spin is the polite word for deception.

Framing Theory

when something is strategically presented to an audience in a way that sways peoples opinions and the way in which they interpret issues

Spin Techniques

press leak, fake customer testimonials, playing a dead bat, non-apology apology