Understanding RACE Model and SWOT Analysis in PR

These flashcards cover essential concepts related to the RACE Model, SWOT analysis, types of research, and the understanding of publics in public relations and marketing.

RACE Model

A strategic communication process that guides the development of PR communications plans, focusing on Research, Action, Communication, and Evaluation.

Formative Research

Research conducted at the beginning of the planning process to inform the development of a campaign.

Summative Research

Research carried out at the end of a campaign to assess its effectiveness and outcomes.

SWOT Analysis

A tool for situation analysis that identifies Strengths, Weaknesses, Opportunities, and Threats related to a campaign.

Publics

Groups of stakeholders with whom an organization interacts, categorized as internal (employees) or external (consumers, community).

Latent Publics

Individuals affected by an issue but who are not yet aware of it.

Aware Publics

Individuals who recognize that they are affected by an issue.

Active Publics

Individuals who actively engage and respond to a problem or issue.

Situation Analysis

An evaluation of the internal and external environment of an organization to identify problems or opportunities for a campaign.

Primary Research

Research conducted by an individual or organization to collect original data directly from the source.

Secondary Research

Research that involves gathering existing data that has already been collected and published by others.