Intro to pr cheat sheet - Lecture notes Unit 3 PDF

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Intro to PR cheat sheet to take into exams, Dr Moore...

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RPIE: Research, Planning, Implementation, Evaluation (PR Process) Defining the problem/opportunity (What’s happening now? Probing, monitoring, gathering info about knowledge, opinions, attitudes, behaviors etc) Planning & programming (Based on what is learnt abt the situation, what should we do/change in order to solve the problem/seize the opportunity, Strategic decisions about goals, target publics, objectives, actions, communication) Taking action & communicating (What/who should (we) do/say, in what sequence and how? Implementing program of action & communication tactics designed to achieve specific objectives for each public to accomplish program goal(s)) Evaluating the program (How are we doing/how did we do, Assessing prep, implementation, impact of program //Formative research: summary of background research gathered, identification of key audiences, description of proposed methods for primary research //4 ‘areas’: situation/issue (rep management, r/s management, task management), organization, publics (knowledge, predisposition, behavior) //Situation/issue research: think opportunity/obstacle (background, importance/consequences, resolution) //Organization research: Internal environment (performance/niche, structure, internal impediments, reputation), external environment (competition, opposition, external impediments) //Publics research: identifying publics (customers, producers, enablers, limiters), analyzing key publics (knowledge of issue, knowledge of orgz, perception of orgz, opinion research, communication, demographics/psychographics, benefits) //Secondary research: reuse of data gathered by someone else, include internet, library, organizational records, government records, databases, survey research centers, commercial surveys, special interest publications, scholarly journals, polls (AC Nielsen, George Gallup, Elmo Roper, Louis Harris) //Informal research techniques: exploratory (background, nonscientific, preliminary), types: record keeping (org info, personnel info, ongoing activities, formal communications, publicity), advisory groups, field reports, casual monitoring (incoming mail, telephone calls, sales reports), key contacts (media lists, sponsors, community leaders) //Formal (primary) Research Techniques: Quantitative (content analysis, surveys, experiments), Qualitative (focus groups, In-depth interviews, case studies), formal research steps (identify general info needs, specify how info will be used, define publics to be studied, select research design, write research plan, collect & analyze data, interpret results & report findings, make program decisions) //PR professionals measure: inputs (what you put into campaign i.e. formative research, quality & appropriacy of what guides your campaign), outputs; short term (what you create based on results from your research, mechanisms/deliverables of PR, evidence of campaign i.e. messages out to audiences, # of media releases and amount of news coverage), outtakes; moderate (key messages you want your audience to receive in your

campaign), outcomes; long term (changes in attitudes/behavior you want to see happen based on campaign) Benchmarking: allows orgz to understand current situation, where they relate to competitors, gain insight 2 media interest, see ongoing success of their campaign//Return on Investment (ROI): ratio of $$ gained/lost relative to cost of program/product //Problem/Opportunity statement: cuts to core of situation, IDs consequences of not dealing w/ problem/opportunity. //Product evaluation: outputs from individual/group (i.e. TACTIC evaluation in strategic comm)//Outcome evaluation: treatment effects that may occur during and/or participation in program/campaign (knowledge, attitudes, behaviors)//Process evaluation: describes and assesses program activities//Campaign evaluation: systematic process of measuring outcomes of program, project or campaign based on extent to which stated objectives are achieved; perhaps most impt stage in development of campaign plan; evaluation planning takes place BEFORE any tactics are implemented (ongoing: looks @ implementation & impact of each tactic; summative: gauges how well objectives were met)//Ongoing evaluation: interpersonal, organizational, news media, advertising & promotion//Summative evaluation questions: how will u measure awareness objectives? How will u measure acceptance objectives? methodology: how & when can this info be obtained? (research design) Which research method(s) would be most effective? (secondary research, interviews, focus groups, surveys, content analysis,experiment)//Communication outputs: message production (quantifies work output of PR office), message dissemination (focuses on media contacts, asks how many news releases were mailed/faxed/tweeted/posted on blog/uploaded to website), message cost (analyzes how much money an organization spends to present its message), publicity value, advertising equivalency //Outtake objectives: focused in increasing awareness, understanding, retention of key message points. //Outcome objectives: change in awareness, attitudes, behavior. //Implementation report: documents how program tactics carried out, includes schedule of progress to date toward implementing each tactic & any work remaining, identify any gaps, defects, potential delays, any difficulties encountered & how they resolved, efficiency with which tactics set in motion. //Progress reports: preliminary evaluations on which planners can make strategic modifications as they further implement the program //Final/summative reports: review the whole of the program: gauges how well tactics achieved what they set out to achieve//Research design: how to structure the evaluation in relation to measurement standards//Afteronly study: implement a tactic, measure its impact, presume that tactic caused the impact. //before-and-after study: involves observation b4 any PR programming implemented (initial observation provides benchmark)// Controlled before-and-after: involves 2 sample grps drawn from same key public, one of which receives the

msg and the other doesn’t. 1. Observe & measure each group 2. Expose one group to a tactic, but not the control 3. Measure each group again 4. Compare the results of each group//Extraneous factors: undesirable factors influencing r/s between variables (not every change in key public c&e to your programming) //Hawthorne/placebo effect: employees made aware that they are being observed//Judgmental assessment: relies on personal/subjective observations (informal) e.g. “seem happy” //Publicity value: Canadian PR develops point system called Media Relations rating points (MRP): uses proprietary software to yield % point based on calculation that includes total # of articles/reports, reach, total impressions, budget, tone, takes into account company/brand & product mentions, quotes by spokespersons, use of photos, call-to-action, key msg, length of broadcast/print/online report // Advertising value equivalency: trying to place $ value on publicity; highly inappropriate method (treats nonadvertising item as if it were an ad) //Message exposure: focuses on # of people in key publics who were exposed to message, looks more closely @ communication tactics, not only distribution but audience attention e.g. evaluator using metrics for media exposure//Reading measures: most newspapers written @ ninth grade level, so majority of readers understand/interested //Audience feedback: acceptance evaluation based on voluntary reaction of an audience //Baseline study: provides basis for comparison against a standard //Audience participation: effective when attendance is the desired objective (e.g. concerts). Not so when attendance doesn’t mean a guaranteed call to action (e.g. political rally)//Direct observation: measure different aspects of your objective e.g. campaign for seatbelts? Ask those in tollbooth to observe how many are belted/not//Relative media effectiveness: deals w/ behavior generated by particular medium e.g. invite bloggers/personalities to try product out. Survey consumers some time later, how many % said “social media” when asked where you heard about. //Engagement: synonym for r/s? to what extent they are engaged? //Barcelona Measurement principles: Goals (manage goal setting & measurement in a way that is both quantitative & holistic), Quality & Quantity (rather than measuring media placement, evaluation should consider quality of media coverage incl. tone, credibility, relevance, message delivery, spokesperson, prominence in medium) Advertising Equivalency (rejected as a concept), social media (no single metric, but eval program should be developed for organizational use), outcomes (more impt to measure effects on outcomes than outputs), results (shd be focused on business/orgz results & impact of PR activity on bottom line) Planning: positioning against competition, statement of orgz goals, setting campaign objectives, creating strategies to meet objectives (action strategies, communication/promotion strategies e.g. lists of messages. & themes, descriptions of channels chosen), overview of tactics/deliverables// Positioning: what is a

key public for this product/service/concept? What position do you seek for your “for this public? Is the desired position appropriate (if not, reconsider the position)? What is your current position? What change do you need to make to achieve the desired position? What is the competition? What is its position? //Goals: global indication of how an issue should be resoved/general outcomes (1-3) of organizational accomplishments sought; stated in organizational terms (i.e. increased sales, market share, activity levels etc), goals provide the direction, objectives pinpoint the destination. Three main types of goals: reputation management goals (identity/perception of orgz), relationship management goals (how orgz connects w/ publics), task management goals (getting certain things done; public support, social change, public behavior, favorable climate, attract crowd) //Objectives: specific/measurable indicator if goals have been met. Deals with intended outcomes, NOT procedure for reaching them. Three types of objectives: awareness objective (reputation; exposure to info/communication), acceptance objective (relationship; attention, comprehension, retention), action objective (task; hopedfor response to info & feelings) //SMART objectives: Specific; not vague, Measurable w/ numbers, Attainable; possible to achieve, Results oriented; tied to goals, Time bound; have an endpoint //Communication process: information, persuasion, dialogue, Rhetoric (pathos: emotion e.g. love, disgust, ethos: credibility of speaker e.g. competence, likability, logos: reason e.g. factual claim, statistical evidence) //Message structure: onesided argument (audience friendly, position is only one presented, members of audience have low knowledge, objective is immediate opinion change), two sided, order of presentation, drawing conclusion, reiteration //Message content: Clarity (fog index), Salience (USP), Power words, product/program names, branding rights, strong quotes, ethical language (as opposed to pretentious/doublespeak), legal language (defamation, privacy)/ //Message appeals: Love, virtue, humor, sex, fear, guilt //nonverbal communication: kinesics (body lang), occulesics (eye contact), proxemics (space); 0-18 inch = intimate, 18 inch-4 ft = personal, 4-12 ft = social, 12+ = public, haptics (touching), vocalics (accent, loudness, tempo, pitch, cadence, rate, nasality, tone), chronemics (time), mono: talking about one thing at a time, poly: talking about several things at one time //visual communication: symbols, logo, music, language, physical artifact, clothing, people, mascot, color, setting //spokespeople: credibility (expert, credentials, trustworthiness), charisma (similarity to audience, familiarity to audience, attractiveness to audience), control (moral leverage, power, authority) //interpersonal communication tactics: info exchange (education gathering, product exhibition, trade show, meeting, demonstration, speech), personal involvement (onsite, audience site, door 2 door), special event (civic, sporting, contest, holiday, progress-oriented, historic, social, artistic, fundraising, publicity) //organizational

communication tactics: publications (serial, standalone, reprints, progress reports, user/teacher kits, research reports, misc print media), direct mail (memos, letters, postcards, invites, catalogs), e-media (audio, video, epublishing), digital media (email, listservs, website, mobile devices), social media (wiki, blog, social networking) //news media tactics: direct news material (news fact sheet, event listing, interview notes, news release, feature release, actuality/soundbite, audio news release, video b-roll, video news release, email release, social media release, media kit, online newsroom), indirect news material (media advisory, story idea memo/tipsheet, query letter/pitch), opinion material (position statement, letter 2 editor, guest editorial/op-ed), interactive news opportunity (news interview, news conference, studio interview, satellite media tour, editorial conference) //advertising & promotional tactics: print advertising media (magazine ads, advertorial, newspaper ads, display classified, personal classified, directory ads, house/program ads), electronic advertising media (TV, commercial, spot, radio, commercial, network radio, spot radio, cableTV, advertising, cable crawl, digital media ad, web-only, popups, interstitial ads, superstitial ads, virtual ads, long-form TV & radio sponsored news, infomercial, computer media, e-zine, e-catalog), out-of-home advertising (outdoor poster, billboard, paint spectacular, wall mural, arena poster, signage, video wall, transit advertising, aerial advertising eg blimp), promotional items (clothing, costume, home/office accessory) //key performance indicators/metrics: time definite (clear indication of timeframe “within six months”), singular (one desired response from one public), challenging (stretch orgz a bit, inspire people to action), attainable (be realistic) Implementation: tasks/logistics (scheduling, staffing, budgeting) //Logistics = campaign schedule: implementation details help assure a program can be executed, suggest timeframes required to execute plan, guarantee that sufficient resources provided, ensure deadlines met //Staffing: allocation of responsibilities to specific people/groups (agency v client: who does what? Freelancers? Ongoing maintenance issues? Original contractor or “fresh blood”? volunteers?) //Tasks: a list of specific tasks to be undertaken, list of materials to be produced, key steps to accomplish each (be very detailed)// Timeline of tasks: works best if work backward from final tactic date; aka Implementation Schedule, includes each task in planning, obtaining approval, assigning staff, creation, drafting, finalizing, production, delivery etc //Gantt chart: visual list of tactic & various associated tasks w/ time included for each task //Pert Chart: visual of dates/assignment to particular individuals //Packaging communication tactics: let natural r/s among tactics determine how they fit into your plan, present tactics to client using one of following packaging methods: media category = media, publics, objectives, public = public, objectives, communication tactic, goal = goals, objectives, strategies, tactics,

objective = objectives, strategies, tactics //budgeting: tabular summary of proposed expenditures to obtain client approval, used by campaign staff to monitor spending by category, includes (personnel, material, media, equipment & facilities, program & production, administrative, donated itesm, 5-10% contingency) //budgeting approaches: competitive parity, same as before, percentage of sales, unit of sales, all you can afford, cost benefit analysis, what if not funded, stage of life cycle, zero based, objective based //full-cost budgeting: in presenting budget, include full cost of all tactics; though some do not have specific price tag, if they are of value should be noted along w/ equivalent costs //break even point: total project cost c, outcome value v. BEP = c/v //per-capita cost: cost associated w/ no of people needed to cover. Project cost c, no. of ppl p, outcome value v PCC = v/p...