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4-step public relations process

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Jour 436
Spring 2013

Published in: Business, Technology
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4-step public relations process

  1. 1. 1. End of semester planner2. Letter to the editor assignment3. Four-step PR process4. Final project assignment5. End of semester plannerApril 15, 2013
  2. 2. 4/15 (Mon) – 4-step public relations processReturn group research projects, LTE4/17 (Wed) – Final project review (optional class)4/22 (Mon) – Final project due by 4 p.m.Group presentations assignedGroup presentation work day4/24 (Wed) – Group presentation work day4/29 (Wed) – Group presentationsExtra credit assignments due5/1 (Wed) – Final exam??End-of-semester Planner
  3. 3. Letter to the Editor Rubric – E-P-I-CEngage Your AudienceHere, you want to get your audience’s attention with a dramatic fact or shortstatement. Keep this opening statement to one sentence if possible.Problem-State the ProblemHere you present causes of the problem you introduced in the first section. Howwidespread or serious is the problem?Inform about SolutionsHere you inform the audience about a solution to the problem you justpresented. Develop your solution by examples of how and where it has worked.You could site a recent study or report or tell a first-person account of how thesolution has impacted you or others you know.Call to ActionNow that you’ve engaged your audience, presented the problem and informedthem of a solution, what do you want them to do? Make the action somethingspecific.
  4. 4. GROUP RESEARCH PROJECT Publics Targeted media Distribution Details
  5. 5. 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
  6. 6. 4-STEP PUBLIC RELATIONS PROCESS
  7. 7. HARDEE’S
  8. 8. FOUR STEPS TO THE PR PROCESS Research Planning Communication Evaluation
  9. 9. STEP ONE: RESEARCHFind out everything about yourclient Products and services Reputation (industry/customers) Financial status Competitive environment Identity and demographics ofcustomers Location(s) of company Mission of the organization, goals
  10. 10. STEP ONE: RESEARCH
  11. 11. STEP ONE: RESEARCH
  12. 12. STEP ONE: RESEARCH
  13. 13. STEP ONE: RESEARCH
  14. 14. STEP ONE: RESEARCH
  15. 15. STEP ONE: RESEARCH
  16. 16. STEP ONE: RESEARCH
  17. 17. • What publics do they need tocommunicate and how will it takeplace?• Informational objectives: messageexposure, comprehension, retention• Attitudinal objectives: formation ofnew attitudes, reinforcement ofexisting attitudes, change of existingattitudes• Behavioral objectives: formation ofnew behaviors, reinforcement ofexisting behaviors, change ofexisting behaviors• Output objectives: distribution orexecution of uncontrolled andSTEP TWO: PLANNING
  18. 18. STEP THREE: COMMUNICATIONPlanning and execution Theme (if applicable) andmessage(s) Action or special event(s) Uncontrolled media: newsreleases, feature stories, photos,print, broadcast, interactive Controlled media: advertising, factsheets, internal, interactive, street Effectively communicating themessage
  19. 19. STEP FOUR: EVALUATIONDid it work? An ongoing process of monitoring andassessment of the stated objectives Informational objectives: measured bypublicity placement Attitudinal objectives: measured byattitude/satisfaction surveys Behavioral objectives: measured bysurveys and observation of behaviors Output objectives: measuredquantitatively by counting output
  20. 20. QUESTIONS?
  21. 21. BLACKBOARD/WEB LINKS/4-STEPS POWERPOINT
  22. 22. 4/15 (Mon) – 4-step public relations processReturn group research projects, LTE4/17 (Wed) – Final project review (optional class)4/22 (Mon) – Final project due by 4 p.m.Group presentations assignedGroup presentation work day4/24 (Wed) – Group presentation work day4/29 (Wed) – Group presentationsExtra credit assignments due5/1 (Wed) – Final exam??End-of-semester Planner

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