COM 400 Exam

Audience profile consist of

demographic, psychographic, geographic, behavioral/media consumption

Ketchum's Model

encourages professionals to ask and determine answers to key questions about facts, goals, and audience when planning PR efforts

Examples of Primary research

focus groups, interviews, surveys, message testing, piggyback

Why do we need key messages

forms a master narrative, ensures consistency, and is informal and motivational

Goal

general statement of what you hope to achieve (what)

Goal of paid media

generate broad awareness

goal of earned media

generate credibility via news coverage and social media commentary

goal of shared media

generate online conversations that build and amplify brand awareness and gain real-time feedback

how is research used in public relations

its the basic groundwork for any campaign, it is gathering and interpreting information to address the needs of the public and a persuasive message.

weaknesses of paid media

lacks credibility and can be costly

weakness of shared media

shared information can be inaccurate and lead to issue crisis

eight elements of a public relations campaign

situation, goal and objective, audience, strategy, tactics, calendar/timetable, measurement, budget

Quantitative research examples

surveys/interviews, message testing, content analysis

What is the goal of a public relations plan

to help achieve consensus or secure resources, provide a path forward in the name of an issue, opportunity, or situation, and to help keep actions in line with mission

When developing a key message its important to remember

to write the message in a way your audience can connect to and understand, Avoid jargon, cliches, hype words, and shaming the audience.

When is a public relations campaign proposed

when a company identifies a problem to be addressed or an opportunity to be met.

Social media in action

Moving beyond asking for "likes" and to "watch us" on Facebook and Youtube. QR codes (quick response codes) are now thriving. Macy's, HBO, Best Buy, and Museums all readily use these.

George Creel

Organized a PR effort to unite the nation and influence world opinion during WWI

Public Relations Process

PR is a cyclical process. Feedback leads to assessment of the problem, an essential element of product refinement and development

PESO stands for

Paid, Earned, Shared, Owned

Four major important contributions to PR?

Seeking active support and contributions of top management Emphasizing the necessity of humanizing business Aligning business interests with the public interest Maintaining open communication with the news media

Framing

Shaping of views and discussions through selective choice of facts, themes, and words

Qualitative Research

Soft data Open ended questions Valid, but not reliable Non-Random samples Focus groups, one-on-one interviews, role playing studies

PR should be directed at whom for best results?

Specified and defined publics

Frito Lay Campaign Case Study

Suffered from label as "Junk food" Changed image by exploiting the healthy ingredients in their product Changed public opinion

Why is planning so important for the public relations process?

Systematic and strategic planning prevents haphazard, ineffective communication. Having a blueprint of what is to be done and how it will be executed makes programs more effective and public relations more valuable to the organization.

"Don't Be That Guy" Binge drinking campaign

Targeted servicemen ages 18-24 to lower binge drinking

Agenda Setting

Theory that the media, by selecting stories and headlines they thing are important, tells the public what to think about. Media content sets the agenda for public discussion

tactics

Things you do to achieve your objectives (tools)

Transparency

This is causing all of society's institutions to be more transparent in their operations, due to instant global comm, corporate finance scandals, government regulations, and public demand for accountability

Most frequently outsourced jobs

Writing and Communication Media relations Publicity Strategy and planning Event planning

6 basic abilities PR professionals must have

Writing skills Research ability Planning expertise Problem-solving abilities Business/Economic competence Expertise in social media

What category of the PESO model does social media fall under

all of them

strengths of earned media

builds 3rd party credibility and positive coverage can influence, change, or reinforce attitudes and behavior

Edward Bernays

"Father of Modern PR" Author of, "Crystallizing Public Opinion"

Measuring social media campaign

"Identifying the positive and negative mentions in all social media is often indicative of where we need to focus our energy in crisis or what platform presents the most opportunity"

Organization roles of PR

(Highest to Lowest) Executive Director Manager Supervisor Entry-Level Technician

Why are timing and scheduling so important in a public relations campaign?

-Timing is important because program planning should take into account when key messages are most meaningful to the intended audience -Scheduling is important because it allows the practitioner to concentrate the most effort at the beginning of a campaign, when a number of tactics are implemented

Should a practitioner define an audience as the "general public?" Why or why not?

-PR programs should be directed toward specific audiences or publics, not just general public but specific groups within the general public -Done through market research

What is the difference between a strategy and a tactic?

-Strategies describe how and why campaign components will achieve objectives and provide guidelines and key message themes for the overall program -Tactics are the nuts-and-bolts part of the plan, and they describe specific activities that put each strategy into operation and help achieve the stated obejectives

PR interns are most likely to do what tasks?

Media monitoring writing press releases financial estimating compiling status reports

The value of planning

-After research is done, the next step in the public relations process is planning a program or campaign to accomplish organizational objectives -Must be strategic, creative, and pay close attention to reaching key audiences -A program's objectives can be purely informational to create awareness, or more motivational to actually increase participation or sales

Approaches to planning

-Classic approach is the management by objective model, which systematically categorizes objectives, communication strategies, audiences, and the essence of the message -Public relations firms often have their own planning model, which often includes market research, demographic segmentation of target audiences, and establishment of key messages

Elements of a program plan

-Either a brief outline or an extensive document identifying what is to be done and how -Public relations firms prepare these for client approval, and there is joint consultation about budgets, strategies, and tactical communication tools -Contains 8 elements: situation, objectives, audience, strategies, tactics, calendar or timeline, budget, and evaluation

Difference between an informational objective and a motivational objective

-Informational objective is designed primarily to expose audiences to information through key message points and to increase awareness of an issue, an event, or a product -Motivational objectives are based on clearly measurable results that can be quantified

What is MBO, and how can it be applied to pubic relations planning?

-MBO (management by objectives) provides focus and direction for formulating strategy to achieve specific organizational objectives -Ensures the production of relevant messages and establishes criteria agains which campaign results can me measured -9 steps: (1) client/employer objectives (2) audience (3) audience objectives (4) media channels (5) media channel objectives (6) sources and questions (what secondary information should be collected?) (7) communication strategies (8) essence of the message (9) nonverbal support (what images, etc. will enhance the message?)

Why is evaluation of a campaign linked to the program's objectives?

-Objectives must be measured in some way to show clients and employers that the program accomplished its purpose

Five-Stage Adoption Process

1. Awareness - person becomes aware of product/idea by means of advertisement or news 2. Interest - individual seeks more information. Ex: Pamphlet, brochure, article's... 3. Evaluation - Individual evaluates the idea/product on how it meets their specific needs and wants. This stage includes social collaboration 4. Trial - Person tries product/idea as experiment. Ex: Samples, demonstrations, "I read..." 5. Adoption - Individual begins to use product regularly or integrates the idea into their belief system. "I read..." becomes "I think/believe..."

Classic Models of PR

1. Press Agentry/Publicity - One-way exaggerated comm through media 2. Public Information - One-way comm to purely get accurate information out to the public 3. Two-Way Asymmetric - Two-Way communication, but its primary purpose is to benefit the communicator/practitioner. 4. Two-Way Symmetric - Two-Way communication with balanced effects to benefit both parties

Five-Stage Persuasion Process

1. Relative Advantage - degree to which an innovation is perceived as better than whats being replaced. 2. Compatibility - is it consistent with the existing values, experiences, and needs of adopters 3. Complexity - degree to which an innovation is perceived as difficult to use/understand 4. Trial-ability - degree to which it may be experienced on a limited basis 5. Observability - degree to which its results are visible to other. (feedback)

Elements of the program plan

1. Situation 2. Objectives 3. Audience 4. Strategy 5. Tactics 6. Timetable, calendar 7. Budget 8. Evaluation

Situation

3 traditional situations: (1) remedial program to overcome a problem (2) launching a new product or service (3) reinforcing an ongoing effort to preserve reputation

Which movements employed publicity techniques to further its cause?

Abolition Suffrage movement Prohibition Evironmentalism

PR firm advantages & disadvantages

Advantages: Objectivity (new perspective, fresh insight) Variety of skills/expertise Extensive resources/contacts Offices throughout the country Credibility Disadvantages: Superficial grasp of client's unique problems Lack of full-time commitment Prolonged briefing period Resentment by internal staff Direction by Top Management is required Disclosure of Full information to PR company High Costs

Avdertising vs. PR

Advertising is addressed to mainly consumers. PR presents itself to specialized audiences Advertising is a specialized comm function. PR is broad, including all pieces of an organization Advertising is to sell goods and services. PR is to help organizations thrive

4 largest areas PR people are working in

Corporations (26%) PR firms/agencies (20%) Non-profits (17%) Education (13%)

PR Weekl identifies _____________ as the best-known publicity stunt of all time?

Boston Tea Party

Which sector offers the highest salary for recent college grads?

Corporate

Representative terms of the definitions of PR

Deliberate planned strategic public interest

Representative terms of the definition for P.R.

Deliberate. Planned. Strategic. Public Interest. Performance. - Public relations helps an organization and its public adopt mutually to each other

Accreditation

Efforts to improve standards and professionalism in PR around the world. Accreditation is a modern alternative to licensing

G.R.R.I.T.

Enables professionals to battle for success of an organization across a broad range of goals Global/Multi-cultural Research Based Relationship focused Internet/New Media Oriented Toolbox-driven tactics

Ivy Lee

First PR Counselor 1. Business and Industry should align with public interest 2. Maintaining open comm with news media 3. Emphasizing need of humanizing business and bringing PR down to community level

Examples of qualitative research include

Focus groups In-depth interviews Observation Role-playing studies

Secondary research

Found out of materials and documents generated by others.

Marketing vs. PR

Marketing is to build and obtain markets. PR is to build and maintain a hospitable environment. PR is a distinct discipline and must be practiced seperately

10 qualities employers want

Good writing Intelligence Cultural literacy Ability to recognize good stories Media savvy Contacts Good business sense Broad comm experience Specialized experience Fresh perspective

Quantitative Research

Hard data Closed ended questions Valid and Reliable Random Samples Telephone polls, mail surveys, mall-intercept studies, panel studies

The sectors of PR most likely to be growth areas are?

Health Personal Finance Technology

Areas of growth in PR

Health care consumer goods technology financial products/services

Fundamental Public's (8)

Investors/donors, retail consumers/vendors/business partners, consumers, employees, community groups, experts/thought leaders/celebrities, news media, government/legislatures

What to avoid in PR?

Jargon, Cliches, Hype words, Euphemisms, and Discriminatory language

Opinion Leaders

Knowledgeable experts who articulate opinions about specific issues in public discussion Opinion leaders have control of a group of followers, so there is need to only target these leaders

Conglomerates

Large companies who own many other companies Largest one is WPP with a total revenue = $14.4 billion

PR Practitioners?

Management Staff Technicion

Uses and Gratifications

People use the mass media for a variety of purposes.

PR contributes to the bottom line

Process. Principle activities. Outcomes.

Licensing

Proposal that PR practitioners must be licensed. Bernays was a huge advocate, feeling it would protect the profession

Psychographics

Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. Classifies people based on their lifestyles, attitudes, values, and beliefs

R.A.C.E.

Research - What is the problem or situation? Action - What is going to be done about it? Communication (execution) - How will the public be told? Evaluation - Was the audience reached and what was the effect?

Essential Steps of Effective PR (RACE)

Research. Action. Communication. Evaluation (measurement).

Stakeholder

a group critical to an organizations success

Public

a group with common interests or values in a particular situation

weakness of earned media

cannot control the coverage or social sharing and coverage can potentially be damaging to the organization reputation

Qualitative research examples

client records, published materials, focus groups, target audience interviews

strengths of paid media

control content and placement

key messages

cor message you want your audience to read, hear, and remember

Types of spokespersons

corporate and 3rd party

Components of basic PR practice

counseling employee relations fundraising issue-management

qualities of a good spokes person

matches with you companies purpose, good reputation, public speaking skills/articulate/conversational, influential.

impact objectives

measurable by awareness, attitudes, and behavior

objectives

miniature goals

Primary research

new research you have developed from scratch. Answers questions that secondary cannot

The PESO model is used to

optimize an organizations message

Strategy

overall programming approach that guides the direction of your campaign and informs the selection of tactics (how)

tactics for earned media

press releases, press kits, news room, and satellite media tours

tactics considered to be paid media

print, tv, radio, billboards, internet display, sponsored posts and tweets

key message format

problem/opportunity, solution, call-to-action

Examples of Secondary Research

published materials, organizational records, content analysis, stakeholder feedback, audit

Two modes in which PR practitioners work

reactive and proactive