Case Studies: Test 1

Evaluate- Comparative analysis-

-compare data against competitor, research social media, metrics ie show market share at time, evaluate research above pact, use article mention views - which info you measure on a competitor, look better client

Benchmark

-did you meet the goal with the measurable objective - can relate to competitor ie show more sucessful than competitor - ie burger king campaign made MCD look bad makes client happy

Enabling stakeholders

-have some control and authority over the organization -stockholders, board of directors, elected officials, governmental legislators and regulators, and so on. -These stakeholders provide an organization with resources and necessary levels of autonomy to operate. When enabling relationships falter, the resources can be withdrawn and the autonomy of the organization limited, restricted, or regulated.controlling

FOMO (FOFO)

Fofo- fear of finding out - Both marketers and public relations professionals look at questions like that and are more worried about what the answers may reveal than they are excited about the possibility of proving conclusively that what they do has an impact. We hear a lot about - strategic comm. drives sales, trust, concern is if do research they may limit money to PR - Recent trend is cutting payment FOMO (Fear of Missing Out), but in the PR industry the greater concern might be FOFO (Fear of Finding Out).

Diffused link

-are the most difficult to identify because they include publics who have infrequent interaction with the organization, and become involved based on the actions of the organization. -These are the publics that often arise in times of a crisis; linkages include the media, the community, activists, and other special interest groups

Cluster sampling

shortcut, put into groups, only pick from certain subgroups ie into group abc random sample

SEO

- Search engine optimization - rank on google - where you or a clinet is ranked on google where do you or client come up - focus on key works, like keyword rank check - when search were is your rank

Communication- Communication Implementation

- best campaigns include communication and action - Two additional components to the public relations process usually are developed during the communication and action stage: the planning calendar and the budget. Once the tactics have been determined it is best to plan the development and execution of the tactics using a calendaring tool such as a Gantt chart - Gantt-horizontal flow chart that provides a graphic illustration of when tasks should begin and end in comparison to all other tasks.

Quantitative

- good Pr does both, breadth - Quantitative- statistical, based on numbers, goal generalize, breadth

Engagement

- how customers interact with a campaign - google analytics make it easy - see what is liked, commented, shared - ie hastag tracking

Tactic

- most creative element in the strategic planning stage -Tactics are the specific communication tools and tasks that are used to execute the strategy.

Reach

- social media - not just tracked but clicked on, who sees it - posts, users, reashed - traditionally was media mentions - now how many people see the post, ad, or tactic the impression linked to it - ie track hastag Jury Duty

Advocate stakeholders

-bring in for supportive actions, action/behavior - individuals very supportive and want to support, not employees give task and are excited to help ie donors that actively help on campus, meet students don't just passively donate could be faculty that speak to highschool, or volunteers that recruit

Research- Using a SWOT analysis

-A very popular tool for analyzing situations is the SWOT (strengths, weaknesses, opportunities, threats) analysis. -This breaks down a situation by looking at the internal and external factors that might be contributing to the situation before developing strategies. -The internal factors are the Strengths and Weaknesses of the organization. The external factors are the Opportunities and Threats existing in the organization's environment

Qualitative

-Depth - based on experiences - quality -understand how and why - depth of information - not generalization. how and why in group - ie focus group, one person

Benchmarking

-Done in evaluative research -measure change before/after campaign and it's effects

Non-numerical

-Done in informal research -not generalizable to a larger population, but they yield a great deal of useful information. -used to craft messages/industry changes

Formal Research

-Formal research normally takes place in order to generate numbers and statistics that we can use to both target communications and measure results. -Formal research also is used to gain a deeper, qualitative understanding of the issue of concern, to ascertain the range of consumer responses, and to elicit in-depth opinion data. -Formal research is planned research of a quantitative or qualitative nature, normally asking specific questions about topics of concern for the organization. -Includes both formative, at the outset of a public relations initiative, and evaluative, to determine the degree of change attributable to public relations activities. Numbers and Stats., % Qualitative and Quantitative

Quantiative data: population

-In quantitative research, the cluster of people, events, things or other phenomena that you are most interested in --- the entire public you wish to understand or make statements about is called the... -who you want to learn, public group, you wan to learn about, client wants info ie demographic, geography, regional what are parameters of population, international, national, global, if you don't know you need to find, no random survey

Correlation does not equal causation

-careful what you measure - be careful draw - tie goal to objectives, make useful, campaign measureable and show off - focus on measuring objectives and do a comparison with competitors, evaluate, tie original goal

Research- Situational analysis

-Once enough data and information has been collected so that you really do understand the core contributing factors and not just the surface conditions, then it is time to write a two-paragraph statement that summarizes the situation. -The first paragraph should redefine the situation using the data (formative research) collected by your research. Highlight the insights gained through formal and informal research. -The second paragraph should identify the problems, difficulties, and potential barriers to resolving the issue. Research also should help you recommend solutions to these barriers, what we want to do, research and analysis. -Regardless of the situation, before acting or responding the public relations professional asks, "What do I know about this situation?"

Stakeholder

-Organization should attempt to identify all stakeholders before narrowing them by their attributes. One way to do this is by considering how these groups are linked to the organization. -is a group or individual who is affected by or can affect the success of an organization, has been expanded to include groups who have interests in the corporation, regardless of the corporation's interest in them. Employees, customers, shareholders, communities, and suppliers are those most commonly classified -have a stake in an organization or company affect/influence an organization or company Internal/external ie customers or anyone actively involved Could be employees ie job satisfaction Org choose stakeholders, easy to define and interchangeable INCLUDES: Enabling Functional Normative Diffused

Action Plan: Base on self-interest

-People pay more attention to communications that are tied to their values, needs, and goals. You should ask yourself what your publics value and care about (based on research). Knowing the demographic, geographic, and/or psychographic differences of key publics, you can create a message that connects them to your program. -Once the self-interests have been identified, a primary message can be created that will give direction to the communication efforts. These can become slogans if they are clever and effective enough. The "Click it or Ticket" campaign uses the threat of police monitoring to encourage compliance.

Stakeholder vs. publics

-Public part of stakeholder but arise on own from conflicit or issue -Publics are ones who respond like union as fragement of stakeholder, have active problem ie. Ui, donors, students, publics but also investment, could also be internal employees like professors

Action Plan: Choose Communication Channel

-The last element in the strategy is identifying the channel or medium through which you can reach target publics. -The channels can be mass media, such as newspapers or television or radio programming. -They can be transmitted by other mediated channels such as e-mail, blogs, or Twitter. -They can also be town hall meetings, mediated slide shows, and face-to-face (interpersonal) communication. -Sometimes the channel is a group of people, usually opinion leaders, such as teachers, scientists, doctors, or other experts

A- Action planning

-The strategic plan should be focused on resolving or capitalizing on the situation identified in the problem/opportunity statement. It begins by flipping the problem/opportunity statement into a goal. -The goal provides the direction for the strategic plan and objectives provide the direction of specific and measurable outcomes necessary to meet the goal. A good objective meets the following criteria: it should be an end and not a means to the end; it should be measurable; it should have a time frame; and it should identify the public for the intended outcome. INCLUDES: Segmenting audiences Objectives Tie strategy to objectives Base on self-interest Choosing a communication channel

Big Data vs Thick Data : ie Quantative Vs. Qualitative research

-Thick data brought to light using qualitative, ethnographic , research methods, uncover peoples emotions stories, and models of their world - big is quantitative, at large scale, involves new technology -Can't be independent, need to use both, need to overlap -Thick data- is same as qualatative, human experience, social context missed with big data only and lose scales as it can't be scaled up ie focus group -Big data- relies on machine learning, no why to what is found, reveals insights, but loses resolution, it is the big picture

Validity

-While reliability is about consistency, validity is about shared understanding. What image comes to mind for you when you hear the word alcoholic? Are you certain that the image you conjure up is similar to the image others have in mind? If not, then we may be facing a problem of validity; To be valid, we must be certain that our measures accurately get at the meaning of our concepts -Shared understanding if diff. come up with measure would be the same, work an internal/external, get same result

Normative linkage

-are associations or groups with which the organization has a common interest. These stakeholders share similar values, goals, or problems and often include competitors that belong to industrial or professional associations. -stakeholder with shared interest not part of company ie BSU, small businesses, competors, peer instituions, associations, political groups, professional

Functional Stakeholder

-are essential to the operations of the organization and are divided between input—providing labor and resources to create products or services (such as employees and suppliers)—and output—receiving the products or services (such as consumers and retailers) -Needed for operations ie labor, cosnumers, retailers, distributors, industrial purchaser

Formative Research

-is conducted so that we can understand what publics know, believe, or value and what they need or desire to know before we began communicating. Thereby, public relations does not waste effort or money communicating with those that have no interest in our message. - Is conducted using secondary information, census data, done before and primary information- you do from scratch -good if secondary gives foundation -research conducted at the beginning of the planning process, or during the implementation of a plan

Research- Problem/opportunity statement

-is written that cuts to the core of the situation and identifies the consequences of not dealing with the problem or opportunity. \ -From the description paragraphs, a succinct one-sentence problem/opportunity statement is written that cuts to the core of the situation and identifies the consequences of not dealing with the problem or opportunity. -one sentence that identifies situation and consequences, guides research and campaign, can be easy to get lost, overwhelming, have before helpful to keep you focused, research guides campaign, focus problem/opp statement, if given generates self

Public Types

-priority publics: necessary to accomplish goals, small vocal group maybe, research demography or lifestyle;Priority publics can be profiled by their demographics, lifestyles and values, media preferences, cooperative networks, and self-interests -intervening publics- pass the information on to the priority publics and act as opinion leaders. Sometimes these publics, such as the media, are erroneously identified as priority publics; disseminate messages -influential- support or go against organization, influence on social media not in control but care, share opinion, personal info, network, make impatient ie what public listens to person, media, or influential

Counting VS Understanding

-traditional metrics limited to counting ie reach media mentions to identify well - incorporate content ect. demonstrait understanding - Links to formative research, don't now whats happening always - topic and objective is interesting starting place, not till work see what doing, help understand what happened

Reliability

.-When social scientists measure concepts, they aim to achieve reliability and validity in their measures; in measurement is about consistency. If a measure is reliable, it means that if the same measure is applied consistently to the same person, the result will be the same each time. One common problem of reliability with social scientific measures is memory -all about consistency if the same person result is same, if apply 1,000 do they fit, do you get consistant results

Action Plan: Three types of Objectives

1. Cognitive- know/understand it/ awarness 2. Attitudinal- what they think/campaign 3. Behavioral- get them to do something, measurability, all can be measured, but not all easy, behavior can be measured. but not all easy, behavior an be easy

How to gain trust on research

1. Is it generalizable- can you say that it is quantifiable, shows a message from a whole 2. Is it unbiased free from influence cognitive of bias, intentional, ie home phone old people can't 18 year olds 3. Transparent- alway answer who, what, when, why, how ie show your work 4. As objective as possible- objective complicated, context matters 5. Is it ethical- always voluntary why, what, context, what personal info is collected, be clear, how use

RACE

1.Use research to analyze the situation facing the organization and to accurately define the problem or opportunity in such a way that the public relations efforts can successfully address the cause of the issue and not just its symptoms. 2. Develop a strategic action plan that addresses the issue that was analyzed in the first step. This includes having an overall goal, measurable objectives, clearly identified publics, targeted strategies, and effective tactics. 3.Execute the plan with communication tools and tasks that contribute to reaching the objectives. 4.Measure whether you were successful in meeting the goals using evaluation tools. -to be strategic you must be informed ie research -focus effects -more comprehensive incorporates SWAT -help understand, where, when, research is relevant, inform and guide similar to ROPE RESEARCH ACTION PLANNING COMMUNICATION EVALUATION

In class discussion (case study): CVS BEAUTY UNALTERED

2017 realize beauty sales declining, not a beauty specific store like ulta structure new campaign, internal market, social media found that they should move from airbrush and toward indie unfiltered athestetic, authentic experience formative research first then evaluative CVS attempt to be unfiltered by 2020 1700 earned media articles, 80% positive 0% negative sentiment on social Track hashtags, software, codes language to show negative, cant tell irony Evaluative shows success of campaign Could have done a folow up or focus group for evaluative

Four Strategic Approaches to communicating in public relations crisis

ACTIVE- deal with existing problems that need correcting The defensive approach -is a reactive behavior that acts principally in the self-interest of the organization. -one-way communication - use tools to disseminate facts; educate about policies when responding to a crisis - may be used if falsely accused of something and defending from false information The responsive approach - also used to react to situations - however, reacts to show concern for society - is a reactive behavior that considers its impact on stakeholders. - includes social responsibility; uses strategy of showing remorse or concern for society - also try to shift into a more proactive mode by identifying actions they were taking to prevent such crises in the future. PROACTIVE-steps taken to prevent before an event happens The assertive approach -is proactive behavior that promotes self-interests in an attempt to control an organization's environment. - helps control external enviornment - shape marketing, social, and regulatory conditions that favor them - ie civil rights, health awareness campaigns The collaborative approach -is proactive behavior that uses dialogue to create mutually beneficial solutions that incorporate the interests of both the organization and its stakeholders. - requires interaction with publics that invites particpation, and open dialogue - Works to strengthen relationships

Types of research: History and secondary

Already done ie census, quantitative, sometimes qualitative if historical interviews with similar people

Action Plan: Objectives

An objective should be an outcome that contributes to the goal. There are three possible outcomes for these objectives: cognitive (awareness, understanding, remembering), attitudinal (create attitudes, reinforce positive attitudes, change negative attitudes), and behavior (create behaviors, reinforce positive behaviors, change negative behaviors)

Ted Talk- Tricia Wang

Big data, thick data balance quantative and qualitiative

Class discussion: Case Study (HP)

Campaign, feel good, appeal to stakeholder and public, traditional family changes, research supporting, increase photo-printer sales

Content Analysis

Categories, counting, quantiative- counting news stories

Conceptualization

Conceptualization involves writing out clear, concise definitions for our key concepts ie Sticking with the previously mentioned example of masculinity, think about what comes to mind when you read that term. How do you know masculinity when you see it? Does it have something to do with men? With social norms? If so, perhaps we could define masculinity as the social norms that men are expected to follow.

Non probability samples

Convience sample- people nearby or easy to reach ie first 20 people on a street, not representative snowball samples- online ask respondents to retweet or message survey, only network of those who took reccomend to firends, hard to reach population bu tgood way is end date Purposive sample- small specfic group where all are asked

Action Plan- Segmenting audiences

Demographics- include variables such as gender, income, level of education, and ethnicity. Females may be connected to the issue very differently than males. College graduates may have different attitudes than high school graduates. Geographics describe your public by their location. People living within a thousand feet of a pipeline may have different attitudes toward energy companies than those who live a mile or farther from those lines. Psychographics segment your audience based on their values and lifestyles. People who are single, adventurous, drive fast cars, and spend a lot of their income on entertainment may have very different opinions about seatbelts than people who have small children, drive minivans, and invest most of their money on securities Demographics- clearly categoriezed variables ie age gender race religon Geographics- describe public by location/relion, not always necessary, soemtimes perspective different Psychographic, lifestyle caregories, segement audience based on life style, more useful than demographics, easily anaylitics, segement values, demographics, and geographics, easy liberal conservative relgions

Dunning-Kruger Effect (Ted-Talk video)

Estabished idea that poeple over estimate how good they are relates to PR because over estimate you effects if you don't do research

Two major forms of Pr research (before/after)

Formative- planning research; learning what public knows, values, believes Evaluation research-measures impact effors after Informal observation, selective, overgeneralization, authority, research methods; make observation for assesing accuracy of what we observed

Ie Boys: General interest, concept, conceptualization, operationalize

General interest- boys socialize Concept- Masculintiy Conceptulization- behaviors given to men Operationalize- chores, toys, ect. given to men

Pew Research

Good secondary data on US customer attitues on certain things, best samples (video)- discuss sampling, weighng from census to random sampling

Concept

Has come up quite a bit, and it would behoove us to make sure we have a shared understanding of that term. A concept is the notion or image that we conjure up when we think of some cluster of related observations or ideas -Define what you want to look at - Ie For example, masculinity is a concept. What do you think of when you hear that word?

Metrics

How you measure what you did, evaluation

Evaluation

INCLUDES: -Benchmark-compares your current situation to your past -Comparitive analysis- comparing the data gathered to other organizations, such as key competitors; makes data relevant -Share of voice- how much the competition is getting. - If primary research used to establish benchmarks then use it to evaluate success - ie if you surveyed to establish benchmark survey to evaluate - Clip counting- A clip is an article, broadcast story, or online message that mentions the company or product. At the end of a predetermined period, the number of clips obtained is examine (least informative, counted not evaluated) - To make more informative: Many public relations measurement services will analyze media coverage to evaluate the percentage of articles that contain program key messages, the prominence of the message (for a press release, whether it was printed on page 1 versus page 16; in a broadcast, how much time was allocated to the story and where it appears in the program), the tone of the message (positive, neutral, negative), and how the media efforts compare with key competitors (share of voice)

Prioritization: -Stakeholders who are also active publics become the obvious top priority publics

Includes: Advocate Dormant Adversarial Apathetic

How much attention does each stakeholder deserve

Managing time 1. Define stakeholder/publics 2. prioritize identified stakeholder/publics 3. The role of research

In class- Burger King Case Study

McDonalds Loses Big Mac Not Big Mac - Potential Oppourtunity- not always avaliable- big mac lost use, not always easy as client does not give it - SWOT- good foundation, brand recognition, behind MC #2, very competitive, good leg up, suprfans send cupons WEAKNESS- health consious, gov, pay waulity, biggest competiotr OPP- appeal younger 18-35, gen appeal, #2 Therats- gamble, sometimes works, some not, regulations Problem- opp statement- be specific, MCD has bigger brand warness, build brand play off to use menus Objectives- Behavioral- measure not metrics/ask Attitude- increase behavioral attitude perception of MCD, correlation/cause Survey- convience, give cupon

Social media research

Mostly quantiative, sometimes qualtiative if response number, but not quanitative if feeling

Selective observation

Notice pattern that you want to find ie all men are bad; see only what we want to see ie clients may lean towards this

How is PR 2-Way communication

One way disseminate the message, with research it is two way because you gain the other side of the message Without research can't prove hitting target, costs more money because you don't know where to send message to It is 2-way because it is an ongoing dialogue with surveys/focus groups/ ect. without research PR is not strategic, it is not an instinct

Understanding Metrics- Websites

Owned- put on own website for campaign Earned- Outside site w/orginal content is project ie guest blog Social Media Post (Content)

Focus group

Qualitative, interviews, in-depth

Survey

Quantiative, numbers and graphs- overview

In class discussion (Denny commerical)

Recreate viral video video of father and son goes viral Denny recrated for fathers day the viral video did in two weeks human connection concept, natural feel If done with respect, brands can use to their advantage Formative: background checkm non other dude to timing wanted out by fathers day Can't always do both formative and evaluative, pre presearch was not done but did evaluative Found video had 11.7M views, 530 placements Could have done Focus Group- liked or didn't more viral concept to do in future, showed depth not overall Would have been different if didn't see it

RACE- Research

Same, research, objectives, programming evaluation 1. Research- analyze a situation, define problem, address the cause not symptoms, problem client will face, formative, not just address symptoms, get at cause, emphasize/address cause use combination of formative, background and SWOT analysis existing/potential situations, very situational, could be threat or opportunity, once research done and SWOT INCLUDES: - Formative Research -Using a SWOT analysis - Constructing a situational analysis (once enough data has been selected), - Problem/opportunity statement

Evaluation Research

This research allows public relations professionals to show the impact made through their communication efforts after a public relations campaign - Can be from inside company ie how is the company doing, comment cards, asking employees - Use both formative and this to demonstrate effectiveness --Research also allows public relations professionals to show the impact made through their communication efforts after a public relations campaign. This type of research is called - only primary - evaluate what you did

Action Plan- Tie Strategy to Objective

What makes public relations strategic is having the action tied to the real needs of the organization. If you come up with a really clever tactic but it does not help meet any objectives it should be seriously reconsidered. Far too many resources often are wasted on creative tactics and fall short of addressing the needs of the issue. At the same time, brainstorming on strategies may lead to a legitimate idea that was not considered during the objectives phase, and it may require reevaluating the objectives. But if a strategy cannot be tied to an essential outcome, then it should not be executed.

Reliability v. Validity

While reliability is about consistency, validity is about shared understanding

Quantative data: sample

actual people that you talk to, portion you interact with, figure out sample size From that population, you would select a sample to actually contact with questions

Simple random sample

all particpants have equal chance of being sleected, ie call every 10th person, hope equal not always, (age, money) always issues

Publics

are active and others are passive. Within the stakeholder categories he notes that situational theory can identify which publics will "communicate actively, passively, or not at all about organizational decisions that affect them.

Overgeneralization

assume broad patterns exist, assume all have same idea ie two people say a class sucks, the class sucks

Probability sample

generalizable, randomly drawn, better than non-probabily, easier for generalization, larger the better ie how small-still good Includes: the following types of sampling

Informal Research

is collected on an ongoing basis by most public relations managers, from sources both inside and outside of their organizations. Informal research usually gathers information and opinions through conversations. It consists of asking questions, talking to members of publics or employees in the organization to find out their concerns, reading e-mails from customers or comment cards, and other informal methods, such as scanning the news and trade press.

Trust

is huge, brand used to rely on audience but cannot with millennial don't have brand reliance, millenials want to trust a brand, they want cheap but also trust brand needs to allign morally, ethically, to sell product

Operationzation

is the process by which we spell out precisely how a concept will be measured. It involves identifying the specific research procedures we will use to gather data about our concepts. This of course requires that one know what research method(s) he or she will employ to learn about her or his concepts, and we'll examine specific research methods in through -Figure out how measure phenomenom you trying to undersand ie concept, which research methods, which indictor are important, how to define, care demographics or actual action how to define, how to measure

Strategies

is the way you intend to accomplish your objectives to reach your goal

episemology

knowledge how we know what it is

Authority figures

likely to believe them when false; parents, police officer, law enforcement, professor; shape our beliefs, even if it is not true

Issues with surveys

limited options to give respondents preliminary to find big issues if not on list, no qualitative- miss a major problem that population thought

ontology

nature of reality

Qualitative

news, beliefs, values, populations cannot generalize use qualitative to understand use to show gaps, miss questions

Apathetic stakeholder

not quite dormat but don't care, teach by increase awarness and collaborate create emotional attachment

Research methods

organized way of learning about our world; good way to get logical information

Stratified random sample

put in category and select same number from each group, then randomly select, three names from c's bs, or stat. men/women equal random between

Active vs. passive publics

those who want actual change or some who just complain research found one main difference to active vs passive, high problecm recognition, low constraint high- problem and want to fix constraint- can't fix anything or cause change

Dormant stakeholder

tied to success but inactive and don't want to be involved, can be reached by reducing apathy and building emotional attachement ie alumni that aren't active or could be students that aren't involved, try build community

Evaluative Research

to determine the degree of change attributable to public relations activities.

Adversarial stakeholder

upset/defense reaction ie active publics, reach by conflict resolution strategies, accept balme and try and fix make neutral, disgruntled student group and wanting change