4 steps

1. Return letter to the editor assignment; discuss2. Jeff Stensland3. Discuss group research project4. End of semester planner5. Four-step PR process6. Final project assignment7. End of semester planner

April 15, 2014

GROUP RESEARCH PROJECT Publics Counties Targeted

media/Distribution List

Advertising Competitors/

Supporters Section 5: Five

ways to reach each public

Details

4/15 (Tues) – Return LTE assignmentReturn group research projectsAssign final project

4/17 (Thurs) – Final project work day (no class) 4/22 (Tues) – Final project work day (no class)4/24 (Thurs) – Final project review (optional class)4/29 (Tues) – Final project due at 4 p.m. in RH

3435/6 (Tues) – Final exam

End-of-semester Planner

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 Action or special event(s) Uncontrolled media: news

releases, feature stories, photos, print, broadcast, social

Controlled media: advertising, fact sheets, internal, interactive, street, social

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 (Tues) – Return LTE assignmentReturn group research projectsAssign final project

4/17 (Thurs) – Final project work day (no class) 4/22 (Tues) – Final project work day (no class)4/24 (Thurs) – Final project review (optional class)4/29 (Tues) – Final project due at 4 p.m. in RH

3435/6 (Tues) – Final exam

End-of-semester Planner