3. • Research-provides the info required to
understand the needs of publics and to develop
powerful messages
• Planning-setting goals and objectives and
determining ways to meet them
• Communication- is related to message strategy-
making a message more appealing and
persuasive to the public
• Measurement-is becoming increasingly
important in our profession

4. • R-Research-What is the Problem?
• A-Action (a.k.a. program planning)-How can it
be handled?
• C-Communication-How will the public be told?
• E-Evaluation- Was the audience moved and
how were they effected?

5. • Message Exposure-PR gives materials to mass media and
disseminate other messages through controlled media
• Accurate Dissemination of the Message- basic info often
filtered through media gatekeepers
• Acceptance of the Message- Audience not only retains the
message, but also accepts it as valid
• Attitude Change- Audience believes the message and
commitment
• Change in Overt Behavior-Audience change their behavior
and purchase the product

6. • 1)-change or neutralize hostile opinions
• 2)-crystallize latent opinions and positive
attitudes
• 3)-maintain favorable opinions