1. Turn in letter to the editor2. Discuss group research project3. End of semester planner4. Four-step PR process5. Final project assignment6. End of semester planner
November 13, 2013
11/13 (Wed) – Turn in LTE assignmentReturn group research projectsAssign final project
11/18 (Mon) – Final project work day (no class)11/20 (Wed) – Final project review (optional class)11/25 (Mon) – Final project due
Group presentations assigned11/27 (Wed) – Thanksgiving break. No class!12/2 (Mon) – Group presentation work day (no
class)12/4 (Wed) – Group presentations12/13 (Fri) – Final exam
End-of-semester Planner
GROUP RESEARCH PROJECT
Publics Counties Targeted
media/Distribution List
Advertising Competitors/
Supporters Section 5: Five
ways to reach each public
Details
FINAL PROJECT CRITERIA Comprehensive breakdown of event – 15
percent 4-step process – 15 percent Press release (1) – 15 percent Press release (2) – 15 percent Fact sheet – 15 percent Letter to the editor – 15 percent Distribution – 5 percent Bibliography – 5 percent
4-STEP PUBLIC RELATIONS PROCESS
FOUR STEPS TO THE PR PROCESS
Research Planning Communication Evaluation
STEP ONE: RESEARCH
Find out everything about your client
Products and services Reputation
(industry/customers) Financial status Competitive environment Identity and demographics of
customers Location(s) of company Mission of the organization,
goals
STEP ONE: RESEARCH
STEP ONE: RESEARCH
STEP ONE: RESEARCH
STEP ONE: RESEARCH
STEP ONE: RESEARCH
STEP ONE: RESEARCH
STEP ONE: RESEARCH
• What publics do they need to communicate and how will it take place?
• Informational objectives: message exposure, comprehension, retention
• Attitudinal objectives: formation of new attitudes, reinforcement of existing attitudes, change of existing attitudes
• Behavioral objectives: formation of new behaviors, reinforcement of existing behaviors, change of existing behaviors
• Output objectives: distribution or execution of uncontrolled and controlled media
• Setting objectives -- quantifiable and verifiable
STEP TWO: PLANNING
STEP THREE: COMMUNICATION
Planning and execution Action or special event(s) Uncontrolled media: news
releases, feature stories, photos, print, broadcast, interactive
Controlled media: advertising, fact sheets, internal, interactive, street
Effectively communicating the message
STEP FOUR: EVALUATION
Did it work? An ongoing process of
monitoring and assessment of the stated objectives
Informational objectives: measured by publicity placement
Attitudinal objectives: measured by attitude/satisfaction surveys
Behavioral objectives: measured by surveys and observation of behaviors
Output objectives: measured quantitatively by counting output
QUESTIONS?
BLACKBOARD/WEB LINKS/4-STEPS POWERPOINT
11/13 (Wed) – Turn in LTE assignmentReturn group research projectsAssign final project
11/18 (Mon) – Final project work day (no class)11/20 (Wed) – Final project review (optional class)11/25 (Mon) – Final project due
Group presentations assigned11/27 (Wed) – Thanksgiving break. No class!12/2 (Mon) – Group presentation work day (no
class)12/4 (Wed) – Group presentations12/13 (Fri) – Final exam
End-of-semester Planner