COMM 331 Midterm

iterative planning cycle

Drafting goals leads to additional research, which leads to revision of the goals, which prompts additional researchable questions

what are objectives that may be based wholly on output or org resutls considered

OUTTAKE objectives & include COMPETITTIVE OBJECTIVES (allow sharing of voice or quality of media coverage to tbd thru content analysis)

what does the two-step flow model state?

an organization initially targets its message to mass media, which in turn delivers that message to throngs of viewers, readers, and listeners

goals are _____ but objectives ____

aspirational, reflect org and env. realities

what does primary research mainly measure

attitudes & awareness

what is a campaign's scope

available resources, preferred timeline, necessary expertise, and desired impact of campaign

informative objectives measure

awareness and knowledge

four key factors for addressing issue of scope

budget, timeline, desired change, and expertise of team

what do outcomes measure

change in opinion and behavior

strategic communication means

communicating the best message, through the right channels, measured against well-considered org and comm-specific goals

two-way asymmetrical model

convince others to accept an org's message

what is metadata

data about the data itself

what is primary research defined as

devising and executing original research

what is developmental research?

diagnosing the problem and/or opportunity: helps practitioners understand the environment and current situation. often overlooked; it allows practitioners to understand the org and comm environment, define publics, clarify problems or opportunities, and set baselines from which to measure improvement

in diffusion theory, what stage do opinion leaders adopt?

early adopters (13.5%)

goal setting process 3 steps

establish 1. the impact role for comm 2. the scope of the campaign 3. publics/program size, budget, and duration

excellent theory

f/w for PR departments to: - understand their org's environments - contribute to leadership & decision-making - measure value of PR - two way symmetrical comm; relationship between an org and its publics

what does it mean to be competitive media coverage analysis based in competitor analysis

focus on what the media is saying about your competitors

what does it mean to be output-based in competitor analysis

focus on what your competitors are saying; research the media output of select competitors (i.e. press releases, company website news, social media channels) in order to understand the objectives and massaging existing w/in the market

diffusion theory

focuses on the spread of messages that are perceived as new ideas. explains how an idea or product gains momentum and spreads thru a population

ex of outtakes

formal surveys or focus groups or digital tracking of social media platforms

Why is PR considered two-way asymmetrical?

goal is to convince others to accept org's message; relies on publics adjusting to the org

GOST

goals, objectives, strategies, tactics

types of secondary research

gov data, scholarly research, publicly available case studies thru PRSA, nonprofit reports or think tank, trade association research

is the process of setting formal objectives universally subscribed to within the practice of PR?

no

examples of outputs

number of press releases distributed, number of messages posted on a specific social media channel

how are outputs limited?

only provide process-related insights, limited in their direct connection to organizational gaols

Why is PR considered two-way symmetrical?

organizations and publics attempt to achieve mutual understanding

systems theory

orgs are comprised of interrelated parts that adapt and adjust to changes in the env

what is the only objective type that measures the impact on key audiences or progress towards org goals

outcomes

examples of primary research

polling or doing surveys; content analysis, focus groups, interviews

what does diffusions theory say people make decisions on

- awareness - interest - evaluation - trial - adoption

what are 3 things to consider in excellence theory?

- senior mngment - organization of comm - diversity in PR

**What are the 5 objectives of PR plannning?***

1. Message exposure 2. Accurate dissemination of message 3. Acceptance of message 4. Attitude change 5. Change in behavior

What are the 2 categories that budget includes?

1. Staff time 2. Out of pocket (OOP)

4 elements that contribute to campaign or program objectives

1. a target public 2. outcome 3. measurement 4. target date

what are the 5 criteria for evaluating a theory

1. accuracy 2. practicality 3. succinctness 4. consistency 5. acuity

formula for smart objectives

1. action 2. context 3. audience 4. volume 5. duration

3 categories that most useful outtake and outcome objectives fall into

1. awareness 2. opinion change 3. behavior change

what are 5 examples of secondary research?

1. case studies 2. gov data 3. scholarly research 4. think tank/nonprofit reports 5. trade association research

what are four simple guidelines to creating more purposeful campaigns?

1. diversity-first approach 2. be aware of personal biases 3. heterogenous groups 4. be an advocate by promoting DEI

3 useful budgetary plannning considerations

1. identify all costs to the organizzation and resoruces allocated to the campaign 2. define the cost necessary 2 achieve specific results 3. a budget is an estimate - manage and track it at each step in the process

3 tips for issue prioritization

1. imminence of action 2. impact on the organization 3. actionability (opportunities where comm can make a huge positive impact)

What are the 4 goals of communication?

1. inform the recipient 2. persuade the recipient 3. motivate the recipient 4. build a mutual understanding b/w the recipient and the originator of the message

what are the 6 core parts of the diversity and inclusion wheel?

1. national origin 2. age 3. physical qualities/abilities 4. gender 5. race 6. ethnicity

what are 6 examples of primary research?

1. polling and surveys; opinion & awareness 2. content analysis 3. competitor analysis 4. experimental research 5. interviews 6. focus groups

what are 3 tips from turner for strategic messaging?

1. prioritize and crystallize info 2. ensure consistency, continuity, and accuracy 3. measure &track success

what are the 3 factors that objectives must be?

1. realistic 2. achievable 3. measurable

what are the 3 number of approaches to consider when conducting research on a brand?

1. review the organizational mission statement 2. look for the "uniqueness" 3. talk to individuals on the front lines

4 components of successful objectives

1. the result/outcome 2. public or publics addressed 3. the "expected level of accomplishment" 4. the time frame

what are the four elements objectives should connect?

1. the target audience/public 2. the specific outcome 3. the measurement or magnitude of change required to reach this outcome 4. the target date

what are the 1-2 factors to focus on when defining opportunities for a PR campaign

1. understanding both the org as a whole and the business model that it is built upon

3 considerations for more inclusive objectives

1. why are some groups targeted and not others 2. how might attaining these objectives affect diverse stakeholders 3. what might some unintended consequences be of achieving these objectives

Situational Theory of Publics

Identifies and classifies publics by their level of problem awareness and their ability to resolve the problem. Examines when messages aimed at the public are most likely to be effective (i.e. burger king centering "be your way" campaign in san francisco during pride events)

What does ROSTIR stand for?

Research Objectives Strategy Tactics Implementation Reporting/Evaluation

What does RACE stand for?

Research, Action, Communication, Evaluation

What does ROPE stand for?

Research, Objectives, Programming/Planning, Evaluation

What does ROSIE stand for?

Research, objectives, strategies, implementation, evaluation

what are intercept interviews

hired or trained on-site interviewers; researcher tracks down individuals on the street for quick engagement

theory

idea(s) intended to explain related facts/event

reliability

if you get the same result when you try it again

press agentry

in this model, public info flows in one direction; from the org to its audiences and publics; includes propaganda tactics and publicity stunts such as giveaways almost everyone of big names (i.e. kanye or beyonce) have press agents that do persuasive techniques, half true techniques, etc to get press linked to client;

outcomes ex

increasing event attendance, shifting public opinion on a ballot initiative

motivational objectives track

info received & understood to measure opinion change

diffusion theory stages of ppl interest in idea/product

innovaters --> early adopters --> early majority --> late majority --> laggards

flow of PR systems theory

input <---> process --> output --> feedback --> input <---> process --> output --> feedback

what do outtakes provide

insights with substantially more value than outputs but are ONLY measuring the transactional side of outreach

what is refinement research

it is undertaken while campaign is underway; assists in the regular adjustment and optimization of messages, as well as the clarification of audience needs and perspectives

what do short term objectives focus more on

knowledge and awareness

what is evaluative research

looks back on a campaign to understand areas of success, methods for improvement, and lessons learned

what does MBO stand for

management by objectives

agenda setting theory

media sets public agenda by telling people WHAT to think about. PR professionals use agenda setting when creating and disseminating messages; active publics focus on a specific cause attract the attention of news media outlets

crisis

negative event that leads stakeholders to assess crisis responsibility

situational crisis comm theory

predicts level of threat to an org's reputation during a crisis

two-way symmetrical model

presents a balanced, strategic, and informed approach to PR; orgs and publics adjust to each other and achieve a mutual understanding using two-way commm

tactics

specific actions in the campaign, the things you do to implement the story

what do long term objectgives focus more on

successfully driving attitude & behavior change

what is a communication goal

the overarching, long-term achievement a particular communication campaign or program attempts to accomplish

what is secondary research defined as

the selective sampling of the research of others

**triangulation**

using multiple sources of data and or multiple methods of analysis to increase the reliability and credibility of findings

framing theory

what is presented to the audience can influence how they process info. communication sources define & construct info thru framing

what do outtakes measure

whether targets received, paid attention to, understood, and/or retained organizational messages

what do experimental research techniques test

whether the IV causes a change in the DV

behavioral objectives chart

whether the audience takes an intended action

validity

whether the research measures what it is intended to measure