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
