4-step public relations process

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

HARDEE’S

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