1. November 13, 2013
1.
2.
3.
4.
5.
6.
Turn in letter to the editor
Discuss group research project
End of semester planner
Four-step PR process
Final project assignment
End of semester planner

2. End-of-semester Planner
11/13 (Wed) –
11/18 (Mon) –
11/20 (Wed) –
11/25 (Mon) –
11/27 (Wed) –
12/2 (Mon) –
12/4 (Wed) –
12/13 (Fri) –
Turn in LTE assignment
Return group research projects
Assign final project
Final project work day (no class)
Final project review (optional class)
Final project due
Group presentations assigned
Thanksgiving break. No class!
Group presentation work day (no class)
Group presentations
Final exam

3. GROUP RESEARCH PROJECT
 Publics
 Counties
 Targeted
media/Distribution
List
 Advertising
 Competitors/Support
ers
 Section 5: Five ways
to reach each public

4. FINAL PROJECT CRITERIA
Comprehensive breakdown of event – 15 percent
 4-step process – 15 percent
 Press release (1) – 15 percent
 Press release (2) – 15 percent
 Fact sheet – 15 percent
 Letter to the editor – 15 percent
 Distribution – 5 percent
 Bibliography – 5 percent


5. 4-STEP PUBLIC RELATIONS PROCESS

6. HARDEE’S

7. FOUR STEPS TO THE PR PROCESS
 Research
 Planning
 Communication
 Evaluation

8. STEP ONE: RESEARCH
Find out everything about your
client
 Products and services
 Reputation (industry/customers)
 Financial status
 Competitive environment
 Identity and demographics of
customers
 Location(s) of company
 Mission of the organization, goals

10. STEP ONE: RESEARCH

11. STEP ONE: RESEARCH

12. STEP ONE: RESEARCH

13. STEP ONE: RESEARCH

14. STEP ONE: RESEARCH

15. STEP ONE: RESEARCH

16. STEP ONE: RESEARCH

17. STEP TWO: PLANNING
• What publics do they need to
communicate and how will it take
place?
• Informational objectives: message
exposure, comprehension, retention
• Attitudinal objectives: formation of
new attitudes, reinforcement of
existing attitudes, change of existing
attitudes
• Behavioral objectives: formation of
new behaviors, reinforcement of
existing behaviors, change of
existing behaviors
• Output objectives: distribution or
execution of uncontrolled and

18. STEP THREE: COMMUNICATION




Planning and execution
Action or special event(s)
Uncontrolled media: news
releases, feature stories, photos,
print, broadcast, interactive
Controlled media: advertising, fact
sheets, internal, interactive, street
Effectively communicating the
message

19. STEP FOUR: EVALUATION





Did it work?
An ongoing process of monitoring and
assessment of the stated objectives
Informational objectives: measured by
publicity placement
Attitudinal objectives: measured by
attitude/satisfaction surveys
Behavioral objectives: measured by
surveys and observation of behaviors
Output objectives: measured
quantitatively by counting output

20. QUESTIONS?

21. BLACKBOARD/
WEB LINKS/
4-STEPS POWERPOINT

22. End-of-semester Planner
11/13 (Wed) –
11/18 (Mon) –
11/20 (Wed) –
11/25 (Mon) –
11/27 (Wed) –
12/2 (Mon) –
12/4 (Wed) –
12/13 (Fri) –
Turn in LTE assignment
Return group research projects
Assign final project
Final project work day (no class)
Final project review (optional class)
Final project due
Group presentations assigned
Thanksgiving break. No class!
Group presentation work day (no class)
Group presentations
Final exam