It all begins with research and ends with evaluation. In between is a combination of action planning, communication, objectives, strategies and tactics. All successful public relations campaigns include these essential elements.

1. RACE and ROSTE Client
Relations Methods
Kevin M Brett
J454
April 10, 2013

2. RACE Method
• Research
• Action Planning
• Communication
• Evaluation

3. Research: More Than a Hunch
• Primary – New and Original Descriptions and Measurements
• Secondary – Review of Existing Literature and Data Bases
• Mixed Method: Qual & Quan
• Qualitative – Soft; To Describe
– Focus Groups
– In-Depth Interviews (Coded)
– Ethnographic Research
• Quantitative – Hard; To Measure
– Telephone Surveys
– Internet Surveys
– Intercept Surveys
– Piggyback Surveys

4. Action Planning
• What are your client goals/objectives?
• What needs to be accomplished?
• What is the time frame?
• What is the budget?
• What is doable?
• How will It be done?
• Client Presentations: May 20-22; Class
Presentation: May 29

5. Communication
• What is/are the messages?
• Who is/are the audience(s)?
• What is the best means?
• Conventional? Digital? Both?

6. ROSTE: Method of Client Relations
• Research
• Objectives
• Strategies
• Tactics
• Evaluation

7. Objectives: How to Achieve the Goal
• Correspond to organizational goals.
• Must be measurable and have defined time frames
• Must be informed by research.
• Example: “To grow the online community by 20 percent
in the next three months.”

8. Strategies: Plan of Attack
• How much: Resources? Time? Talent?
• What will you do?
• What will you NOT do?
• What is the intended end result?

9. Tactics: Carrying Out the Plan
• What are your tools? (conventional, digital)
• Interviews, digital cameras, Final Cut Pro
• Video Targeting Active/Retired Military
• Freshman orientation deliverables
• Volunteer/Recipient “Story bank” with
interesting art

10. Evaluation: Measuring Success?
• Did We Change the Landscape?
• How do we know? (e.g., follow-up
qualitative, quantitative, primary, secondar
y)
• More students using Eugene Airport?
• Greater utilization of SheerID tool?
• More Hispanics served by FFLC?