chapter 7,8,9 PR Flashcards
Research
The controlled, objective, systematic gathering of information for the purpose of describing and understanding. Research is also considered a listening process
Evaluation
The systematic assessment of a program, team, or campaign’s results mapped to performance based goals
Purpose of evaluation
What was done right and what could be improved? Was there a return on the investment? Can our actions be mapped to actual quantifiable results
Proposals
A written document that describes capabilities, research, recommended tactics, metrics, and or recommendations to implement a new strategy or creative concept.
Three types of of proposals
Ad Hoc, Standing, or Contingency
Key sections of a proposal
Transmittal letter, executive summary, situation analysis, objective / goal, target audience, strategy, timeline, budget, and project team
Transmittal letter
Is a formal business letter that introduces and summarizes the proposal or recommendation.
Executive summary
One page overview that highlights key points of the overall proposal
Situation analysis
Describes the current situation and use findings from the SWOT analysis
Target audience
General introductory paragraphs about who is being targeted and why (primary and secondary audiences)
Differences between transmittal letter and executive summary
Letter is a one-page business letter that clearly introduces you, your capabilities, and thanks decision-makers for reviewing your proposal.
Summary is one-page focused on summarizing the entire proposal.
Using PESO in PR planning
Paid, Earned, Owned, Shared
Paid
Advertorial, boost posts, sponsored content, social media ads.
Earned
Media relations, influencer relations, blogger relations, word of mouth
Owned
Websites, content, newsletters, employee stories
Shared
Social media, influencer engagement, partnerships
Social media audit and analysis
is the process of reviewing your social media metrics to assess growth, opportunities, and to determine what can be done to improve your social presence
Why is social media audit important
Make actionable recommendations for new content or campaigns
Recommendations / goals / objectives
Introductory paragraphs describing how you suggest solving the problem
Timeliness
Demonstrate month to month timing of project from start to completion
Budget
Outlines estimated fees for time
Gantt Chart
Illustrates a project schedule
How do we plan?
Consensus building, brainstorming, SWOT analysis
SWOT analysis
strengths, weaknesses, opportunities, threats
Plan and proposal
The proposal comes first and is more informal, plan has all the details
