Final Flashcards
How to plan a program or campaign
Coordinate with a purpose
Achieve specific objectives
address and correct the issues
reinforce changes
What is R.O.S.I.E.
Research Objectives (the "what") Strategies (the "how") Implementation Evaluation
The puzzle pieces
Strategic research
Strategic thinking
Creative problem solving
Strategic planning
Mac Triad relationship
Audiences = objectives Messages = strategies Channels = tactics
Planning a PR program
Issues
Objectives
strategy
Tactics
Steps to solving a problem
Meet with an agency
Present your challenges
Provide as much info as possible
PR PLANNING process
Learn - collect data
think - describe, identify, write messages
Plan- objectives, strategies, tactics
Learn - Think - Plan
Learn: record issues, collect data, conduct research
Think: identify audiences, construct messages, select appropriate channels
Plan: develop objectives, strategies, tactics
Message content strategy
Vs
Message delivery strategy
Content : deals with how many messages are developed, created and expressed
Delivery : deals with the message dissemination channels
Compliance-gaining strategies
- Sanction
- Altruism
- Argument
- Circumvention
Crafting the messages
Power and fear appeals
Framing the messages
Put the message into a context that facilitates compliance, understanding or agreement
framing for news media
- Impact: # of people
- Proximity: distance and location
- Timeliness
- Prominence: recognition
- Novelty: unusual or bizarre
- Conflict
Message content symbols
Offer a dramatic and direct means of persuasion
Stereotypes
Making judgement of groups of people without knowing them.
Racial, sexual, and gender remarks
Ropers concentric-circles theory
- Great thinkers
- Great disciples
- Great disseminators
- Lesser disseminators
- Participating citizens
- Politically inert
Message delivery channels
Print Broadcast Digital face to face Special events
Research
Primary vs secondary
Primary : intercept surveys, telephone surveys, one to one interviews, media audits
Secondary: looking for existing material
Six functions of Public Relations
Research Counseling Strategic thinking Strategic planning Communication planning Evaluation
