1/31/12

1. Solving Public Relations
Problems
1/31/12

3. ROPE
• Research
• Objectives
• Programming
• Evaluation

4. Research
• Three research items
▫ Client or organization
 Including departments, past and present PR efforts
 SWOT – strengths, weaknesses, opportunities
 threats
▫ The opportunity or problem
 True opportunity
 Unfavorable opinion
▫ Targeted audiences
 External
 Internal

5. Research Methods
• Nonquantitative Research
▫ Review of reports
▫ Past PR
▫ Published materials
▫ Interviews

6. • Quantitative Research
▫ Surveys – in person, mail, telephone, online
 Survey Monkey; Constant Contact
▫ Experiments – for messages
▫ Content analysis – public issues, what is trending
 And how that affects

7. Objectives
• Impact Objectives
▫ Informational – WSU
▫ Attitudinal – BP
▫ Behavioral - Texting
• Output
▫ To publicize charity golf tournament through
PSA’s on two TV stations and You Tube

8. Programming
• Theme
▫ X the Text
• Action or event
▫ Thank you events
• Use of Media
▫ PSA’s
• Communication
▫ Source credibility
 Press conference speakers

9. Non-verbal Communication
• Set the scene
▫ Noise level
▫ Run rehearsals
▫ Give speakers agendas

10. Evaluation
• Informational
▫ How many times mentioned in press
 Clippings
 Google alerts

11. Attitudinal, Behavioral
• Sophisticated or watch for results; ask questions
• Track website hits, FB, comments

12. Outputs
• Evaluate use of Output media
▫ Different ways; clippings, research on web, google
alerts

13. By Deirdre Breakenridge, November 16th, 2009