The document outlines the ROPE process, which is a 4-step public relations process involving research, objectives, programming, and evaluation. It discusses each step in detail. Research involves analyzing strengths, weaknesses, opportunities and tactics through background analysis, focus groups, and surveys to understand the target audience. Objectives are impact and output goals defined based on research findings. Programming determines communication tactics like print, broadcast, and email to disseminate messages. Evaluation assesses if objectives were achieved by measuring outcomes like attendance, surveys, and media coverage. The ROPE process provides a framework for effective community outreach and public relations.

1. A Good ROPE Will Help Your
Program PROSPER
Michel M. Haigh
May 6, 2014

2. Objectives
• Define ROPE
• Discuss the process of ROPE
• Practical applications in every day
community relations

3. ROPE
• Four step process used in public
relations
–Research
–Objectives
–Program
–Evaluation

4. Research
• Background analysis
–Strengths
–Weaknesses
–Opportunities
–Tactics
–Understand the program and
abilities before targeting the
audience

5. Research
• Background analysis example:
• Everybody Walk Across PA
– History of statistics about PA health
– History of statistics discussing PA exercise
habits
– History of land grants
– History of Extension
– History of Penn State Cooperative Extension
– History of “Nutrition, Diet, Health” programs
– Discussion of Everybody Walk Across PA

6. Research
• Content analysis
–Examine the media coverage
PROSPER has received in PA
newspapers.
–Helps determine where to send stories
or pitch ideas in the future.

7. Research

8. Research

9. Research
• Qualitative and quantitative research
–Focus groups, interviews, case
studies
–Surveys, public opinion polls,
attitude/behavior research

10. Research
• Research
–Research the target audience in order
to understand latent and active needs

11. Research
• Research examples:
–What needs does “My New Weigh of
Life” program meet over other weight
loss programs?
–What are the benefits of taking part in
“Strengthening Families?”

12. Research
• Research examples
–Why would participants choose DWD?
–What appeals to participants about
Everybody Walk Across PA?
–What is one of the strengths of
StrongWomen?

13. ROPE
• Research
–You were able to identify issues
impacting youth and families in
Lackawanna County with programs that
address those issues.

14. ROPE
• Research
–Understand the issues/needs of the
target audience/promote the
programs that meet those needs
–Promote the aspects of the
program the target audience finds
appealing

15. ROPE
• Research
–Identifies attitudes, behaviors,
preferences
–Gives you an idea of what part of
the program to promote
–Provides a snapshot of media use
habits

16. Research Findings
• My New Weigh of Life
–Low cost of program
–Easier to use than others
–Educational aspect of the program
–Pay $10 to $20 a session or up to $200
for the entire program.

17. Research Findings
• Everybody Walk Across PA
–It is free
–No meetings
–Motivated and obligated by group
–Recipes for quick snacks and dinners
–Can include family members

18. Objectives
• Take the research and come up with
objectives for the campaign
• Impact objectives
• Output objectives

19. Objectives
• Impact objective
–Attitudinal
–Behavioral
–Informational
–Time bound and measureable –
measure success of campaign

20. Objectives
• Output objectives
–Media – how many news releases
to send out, develop a brochure,
how many media impressions
gained from campaign messages

21. Sample Objectives
• Impact objectives
• Informational: To inform 3- 5% of residents in
Lackawanna County about the “Promoting
Alternative Thinking Strategies” (PATHS)
program by June 30, 2015.
• Informational: To inform 3- 5% of residents in
Lackawanna County about the “Strengthening
Families Program” by June 30, 2015.

22. Sample Objectives
• Impact objectives
• Behavioral: To have 20 more families take part in
the “Strengthening Families Program” by June
30, 2015.
• Behavioral: To have at least 3 more K-3 classes
take part in the “Promoting Alternative Thinking
Strategies” (PATHS) by June 30, 2015.

23. Sample Objectives
• Impact objectives
• Attitudinal: To increase positive attitudes by 3%
about the “Strengthening Families Program” by
June 30, 2015.
• Attitudinal: To increase positive attitudes by 3%
about “Promoting Alternative Thinking Strategies”
(PATHS) by June 30, 2015.

24. Sample Objectives
• Output Objectives
• To air 10 public service announcements
emphasizing the benefits of “Strengthening
Families Program” on Rock107, New Cool FM
WGGY - Froggy 101, and ESPN Radio by June
30, 2015.
• To send out 30 news releases and 10 feature
stories to The Scranton Times-Tribune, The
Citizens’ Voice, The Daily Review by June 30,
2015.

25. Sample Objectives
• Output Objectives
• To distribute 5,000 brochures to local schools by
June 30, 2015.
• To create a mail/email listserv of local residents
to send them information about classes and
programs June 30, 2015.

26. Programming
• Include speeches to local clubs/organizations
• Include listserves/email
• Include print, broadcast, direct mail
• Think of all possible ways to communicate
• Tie this to research – focus time and energy on
the media from the content analysis findings and
the interview findings
• Don’t rely on forms of communication the target
audience doesn’t use

27. Programming
• Employ different types of messages for
different forms of media
–Active/passive receivers
–Episodic/thematic frames
–Process a message 5 times to
understand it

28. Programming
• Things to think about….
• Practical implications of what you
already do without the ROPE plan
• Next slides are about these things

29. Keys to Good Writing
• Keep sentences short
–Average around 16 words
–Leads are short and simple
–Vary length of sentences
–Avoid compound sentences
–Avoid passive voice

30. Keys to Good Writing
• Use common language
–Avoid jargon
–Explain difficult/technical terms
–Skip adjectives and adverbs
• Be objective
–Don’t express opinions - keep it
balanced. Present both sides.

31. Keys to Good Writing
• Follow style rules
–AP style - pick one up at the bookstore
–Adds consistency and clarity -
especially when journalists don’t have
time to fix mistakes
–Webster dictionary spelling

32. Keys to Good Writing
• Know journalism style
–Hard news has most important features
at top and follows the inverted pyramid
style (announcement)
–Feature stories focused on one person
or issue - less likely to tell the whole
story (success story)

33. Tips for Writing
• Write to the 8th grade level
–Short, simple sentences
–Writing down
–Write to audience
–Wall Street Journal is written at this
level

34. News Values
• Audience
• Impact
• Timeliness
• Proximity
• Prominence
• Novelty or oddity
• Conflict or drama

35. Leads
• Hard news - get to the bottom line
–Thirty people were injured in the
collapse of the building.
• Soft news - grab readers attention
–A building collapses in Center City. At
least 30 people have been injured.

36. Leads
• The lead
–Strong declarative sentences
–Five lines or less
–Does not have to answer all 5 questions
–Avoid prepositional phrases
–Avoid participial phrases
–Avoid dependent clauses
–Avoid clutter

37. Formatting
• Don’t split sentences
• Avoid hyphens
• Number pages
• Have a header
• Slug line on each page
• Write -MORE- at end of page 1
• Include page 1 of 2 or 2 of 2 in header
• Write -30- or end or ### at end
• Include photo caption if sending a photo

38. Evaluation
• Evaluate if you met the objectives
• Plan at the start how to do this
• Time bound and measureable objectives
• Success and future depend on taking the
time to learn from this

39. Evaluation
• Pre/post surveys (informational/attitudinal)
• Counting people that attend (behavioral)
• Count output and clip content from media

40. Review
• Define ROPE
• Discuss the process of ROPE
• Practical applications in every day
community relations
Contact mmh25@psu.edu