Interactive Powerpoint_How to Master effective communication
4-steps
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
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
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
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
