4-step public relations process
DESCRIPTION
Jour 436 Spring 2013TRANSCRIPT
1. End of semester planner2. Letter to the editor assignment3. Four-step PR process4. Final project assignment5. End of semester planner
April 15, 2013
4/15 (Mon) – 4-step public relations processReturn group research projects,
LTE4/17 (Wed) – Final project review (optional
class)4/22 (Mon) – Final project due by 4 p.m.
Group presentations assignedGroup presentation work day
4/24 (Wed) – Group presentation work day4/29 (Wed) – Group presentations
Extra credit assignments due5/1 (Wed) – Final exam??
End-of-semester Planner
Letter to the Editor Rubric – E-P-I-CEngage Your AudienceHere, you want to get your audience’s attention with a dramatic fact or short statement. Keep this opening statement to one sentence if possible.
Problem-State the ProblemHere you present causes of the problem you introduced in the first section. How widespread or serious is the problem?
Inform about SolutionsHere you inform the audience about a solution to the problem you just presented. Develop your solution by examples of how and where it has worked. You could site a recent study or report or tell a first-person account of how the solution has impacted you or others you know.
Call to ActionNow that you’ve engaged your audience, presented the problem and informed them of a solution, what do you want them to do? Make the action something specific.
GROUP RESEARCH PROJECT
Publics Targeted media Distribution 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 Theme (if applicable) and
message(s) 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
4/15 (Mon) – 4-step public relations processReturn group research projects,
LTE4/17 (Wed) – Final project review (optional
class)4/22 (Mon) – Final project due by 4 p.m.
Group presentations assignedGroup presentation work day
4/24 (Wed) – Group presentation work day4/29 (Wed) – Group presentations
Extra credit assignments due5/1 (Wed) – Final exam??
End-of-semester Planner