Your SlideShare is downloading. ×
0
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
471_Chapter 2
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

471_Chapter 2

140

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
140
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. PUBLIC RELATIONS 471 Let’s build a foundation January 9, 2012
  • 2. GIVE ME SOME ROPE I’M PULLING FOR YOU
  • 3. FOUNDATION FOR THE WHOLE CLASS
    • RESEARCH
    • OBJECTIVES
    • PROGRAMMING
    • EVALUATION
  • 4. LET’S TALK RESEARCH
  • 5. THREE KINDS OF RESEARCH
    • Client Research
    • Opportunity/Problem Research
    • Audience Research
  • 6. CLIENT RESEARCH
    • Mission Statement: Who are we and why do we matter?
    • Financial Status
    • Reputation
    • Past PR Practices
    • Current PR Practices
  • 7. LET’S TALK CLIENT RESEARCH
    • Organizational Structure
      • For profit has more accountability.
      • For profit also has more red tape.
      • Non-profit can give you more freedom.
      • Non-profits also can offer more drama.
    • How do they deliver a product to a consumer?
    • What is the company’s geography?
  • 8. OPPORTUNITY OR PROBLEM RESEARCH
    • Why are we doing what we’re doing?
      • Do we see an opportunity to influence opinion about our client?
      • Are we responding to a mistake?
      • The difference between playing offense vs. defense is critical.
      • Try to play as much offense as possible.
  • 9. LET’S TALK OPPORTUNITY OR PROBLEM RESEARCH
    • Proactive Programs arise out of opportunity.
      • These are long range.
      • These are rooted in more strategy.
      • These are harder to sell to people not in PR.
  • 10. LET’S TALK OPPORTUNITY OR PROBLEM RESEARCH
    • Reactive Programs arise out of problems.
      • These are short term.
      • These are rooted in survival.
      • These are what people not in PR tend to remember.
  • 11. AUDIENCE RESEARCH
    • Every audience breaks down into two core groups.
      • General
      • Specific
      • Each genre of PR has specific audiences within these groups we’ll talk about this quarter.
  • 12. LET’S TALK AUDIENCE RESEARCH
    • Regardless of the public or audience, you’ll need to remember these four questions.
      • Who are they?
      • Why do they matter?
      • How active are they?
      • Which public is most important to us?
  • 13. LET’S TALK AUDIENCE RESEARCH
    • Once you figure that out, now you can gather data.
      • How much media do they consume?
      • Where to they get said media?
      • Who’s in their ear?
  • 14. SO HOW DO WE RESEARCH THIS STUFF?
  • 15. LET’S TALK RESEARCH METHODS
    • There are two kinds of research
      • Nonquanitative.
        • I’ve also heard this called qualitative.
        • This is research that has already been done that you find
      • Quantitative:
        • This is you putting on the journalism hat and getting new information.
  • 16. SIX NONQUANITATIVE RESEARCH TOOLS
    • Client records (financial reports, annual reports)
    • Published material about them (news articles or trade publications)
    • Published material from them (speeches PowerPoint, marketing material)
  • 17. LET’S TALK SIX NONQUANITATIVE RESEARCH TOOLS
    • Feedback from previous customers
    • Talking to potential customers
    • Focus Group
  • 18. LET’S TALK THREE QUANTITATIVE RESEARCH TOOLS
    • Sample surveys
      • Email
      • Mail
      • Phone
      • Personal Interview
    • Experiments
    • Content analysis
    • These are usually done by professional firms. Most agencies and businesses will subcontract this kind of work out.
  • 19. OBJECTIVES
  • 20. LET’S TALK OBJECTIVES
    • Objectives are the most important part of the PR process. Here are two golden rules for a good objective.
    • Make it an singular infinitive phrase.
      • To publicize random special event
      • To stimulate interest in political candidate
    • Objectives must be verifiable.
      • How will we quantify
      • How will be meet the due date?
  • 21. LET’S TALK OBJECTIVES
    • There is a hierarchy to objectives.
    • Step One is disseminate.
    • Step Two is expose.
    • Step Three is reinforcement or comprehension.
    • Step Four is change.
  • 22. STEP ONE OUTPUT OBJECTIVES
    • Output objectives are about disseminating content.
    • They are easy to quantify.
      • We sent a news release to 300 newspapers.
      • We had 1,000 visitors to our website
    • They are like empty calories.
      • Did anyone act on those releases?
      • Did anyone do something differently because of those releases?
      • OUTPUT OBJECTIVES ARE LIKE A FOUNDATION.
      • THEY’RE NOT THE WHOLE HOUSE.
  • 23. STEP TWO IMPACT OBJECTIVES
    • There are three types of impact objectives.
      • Informational
      • Attitudinal
      • Behavior
    • Each relies on the following concept.
      • Create exposure
      • Create comprehension
      • Create change.
  • 24. PROGRAMMING
  • 25. LET’S TALK PROGRAMMING
    • Programming breaks down into four main areas.
      • Theme
      • Action/Special Event
      • Use of media
      • Communicating the program
  • 26. THEMES: MY FIVE RULES
    • What is your commitment statement?
    • What is brand differentiation?
    • Be catchy
    • Create catchphrase
    • Incorporate hashtag
  • 27. LET’S TALK ACTION OR SPECIAL EVENTS
    • There are dozens of ways to promote items listed on page 29 and 30 of the book. Here are four things the book doesn’t mention that I will.
    • What is your budget?
    • How much time do you really have to plan?
    • How shy is your client?
    • How many people will really show up?
  • 28. LET’S TALK MEDIA AND HOW TO USE THEM
    • Uncontrolled Media
      • Are you willing to deal with negative press?
      • Are you confident with reporters?
    • Controlled Media
      • Do you have the resources?
      • Do you have the platforms?
      • Do you have the audience?
  • 29. LET’S TALK ABOUT 9 TOOLS OF EFFECTIVE COMMUNICATION
    • Source Credibility.
    • Is it the right information for the right audience?
    • Nonverbal cues
    • Verbal cues
    • Two-way communication
  • 30. LET’S TALK ABOUT 9 TOOLS OF EFFECTIVE COMMUNICATION
    • 6. Opinion leaders
    • 7. Group influence
    • 8. Selective exposure
    • 9. Audience participation
  • 31. WHAT WE FORGET ABOUT NONVERBAL COMMUNICATION
    • Does the mood fit the objective?
      • If you’re trying to calm someone down, having it in a loud area with dozens of reporters screaming questions doesn’t work.
    • Are you dressed appropriately?
    • Is the backdrop right?
    • Are the guest comfortable?
    • Is everyone represented?
  • 32. EVALUATION
  • 33. LET’S TALK ABOUT INFORMATIONAL OBJECTIVE EVALUATION
    • Message exposure is measured through programs like Cision and Vocus. Website analytics also help.
    • Message comprehension is measured through software that tests how easy it is to swallow the words. Website analytics also help.
    • Message retention can be measured through surveys. Website analytics can also help.
  • 34. LET’S TALK ABOUT ATTITUDINAL OBJECTIVE EVALUATION
    • Surveys
  • 35. LET’S TALK ABOUT BEHAVIOR OBJECTIVE EVALUATION
    • Surveys
    • Are people doing what you want them to do?
      • Are smoking numbers down?
      • Are people wearing seatbelts?
      • Are people eating more vegetables?
  • 36. LET’S TALK ABOUT OUTPUT OBJECTIVE EVALUATION
    • Check your numbers

×