RACE and ROSTE Methods of Public Relations Campaigns
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It all begins with research and ends with evaluation. In between is a combination of action planning, communication, objectives, strategies and tactics. All successful public relations campaigns include these essential elements.
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RACE and ROSTE Methods of Public Relations Campaigns
- 1. RACE and ROSTE Client Relations Methods Kevin M Brett J454 April 10, 2013
- 2. RACE Method • Research • Action Planning • Communication • Evaluation
- 3. Research: More Than a Hunch • Primary – New and Original Descriptions and Measurements • Secondary – Review of Existing Literature and Data Bases • Mixed Method: Qual & Quan • Qualitative – Soft; To Describe – Focus Groups – In-Depth Interviews (Coded) – Ethnographic Research • Quantitative – Hard; To Measure – Telephone Surveys – Internet Surveys – Intercept Surveys – Piggyback Surveys
- 4. Action Planning • What are your client goals/objectives? • What needs to be accomplished? • What is the time frame? • What is the budget? • What is doable? • How will It be done? • Client Presentations: May 20-22; Class Presentation: May 29
- 5. Communication • What is/are the messages? • Who is/are the audience(s)? • What is the best means? • Conventional? Digital? Both?
- 6. ROSTE: Method of Client Relations • Research • Objectives • Strategies • Tactics • Evaluation
- 7. Objectives: How to Achieve the Goal • Correspond to organizational goals. • Must be measurable and have defined time frames • Must be informed by research. • Example: “To grow the online community by 20 percent in the next three months.”
- 8. Strategies: Plan of Attack • How much: Resources? Time? Talent? • What will you do? • What will you NOT do? • What is the intended end result?
- 9. Tactics: Carrying Out the Plan • What are your tools? (conventional, digital) • Interviews, digital cameras, Final Cut Pro • Video Targeting Active/Retired Military • Freshman orientation deliverables • Volunteer/Recipient “Story bank” with interesting art
- 10. Evaluation: Measuring Success? • Did We Change the Landscape? • How do we know? (e.g., follow-up qualitative, quantitative, primary, secondar y) • More students using Eugene Airport? • Greater utilization of SheerID tool? • More Hispanics served by FFLC?