PR Test 3 Flashcards
RACE
- research, plan, communication, evaluation
- PR Process
Initial Client Interview
Research
Situation Analysis
Initial Client Interview
-prepare: review website, social media, google, media coverage
-questions: goals? products? target audience? strategies to reach audience? What is the image? budget?
Archival Research
- anything the organization has produced itself (photos, kinds of language, style)
- organization completely controls content
Secondary Research
- anything outsiders say about/portray the company
- uncontrolled
- helps view what other people think about client
- published materials, articles, Nexis/Lexus, transcripts
- retweets, reviews
Publics
a group of people who share a common interest about an organization
Qualitative
- soft data
- open-ended questions
- exploratory
- offers rich insight/understanding
Quantitative
- hard data (numbers)
- closed-ended questions
- can generalize to large populations
Primary Research
Qualitative/Quantitative Research
Qualitative Method
ask open-ended qs
focus group
-informal research method in which interviewers meet with groups of selected individuals to determine their opinions
Advantages of focus group
-inexpensive, appeals to the elderly and children, immediate feedback, visual stimuli, follow up questions
Disadvantages of focus group
-need an experienced moderator, session domination, results can’t be quantified, courtesy bias
courtesy bias
tell researcher what you think they want to hear
Why pick a focus group?
- test potential of proposed new products
- generate ideas for improving existing products
- to get feedback about idea in short amount of time
- choose questions to be used in quantitative studies
How do you conduct a focus group?
- select moderator
- recruit 8-12 participants
- record session (must ask permission)
- observe session
- 60-90 min. max.
- open-ended questions
- discuss problems, opinions, needs
- transcribe
- write up report
Field Observation/Ethnography
- researcher is an active/passive participant in activity being studied
- qualitative
Advantages of field obs/ethnography
- inexpensive
- little preparation required
Disadvantages of field obs/ethnography
- superficial results
- results can’t be quantified
- hawthorne effect: when people know their being watched, they act differently
Content Analysis
- quantitative
- systematic coding of questionnaire responses or other written messages into categories that can be totaled
- can analyze news, stories, articles, blogs, letters, etc.
Content analysis allows
- the researcher to quantify verbal content of a written message
- analyze favorable, negative, neutral mentions
- tone
- % of stories that mention key messages
Survey
- quantitative
- closed-ended questions
- dichotomous, multiple choice, barometer scale, rank order, likert scale
- open-ended questions
Dichotomous
Y___ N___
Multiple choice
- three or more choices
- Current class: f__ so__ jn__ sn__
- Major: COM__ BIO__ INT___ ENG___
Barometer scale
- up or down from a natural 0
- How often do you watch the news? 0-never 1-once/yr 2-once/mth 3-once/wk 4-everyday
Rank order
- 1=worst, 10=best
- 1=most important, 5=least important
Likert scale
- disagree, neutral, agree
- I feel that watching the news is important 1. strongly agree 2. agree 3. neutral 4. disagree 5. strongly disagree
What information do you want to find out when making a survey?
- demographics (sex, age, state, major, zipcode)
- incentives
- existing opinions
- price ranges
- obstacles
What kinds of questions can you ask to find out information for a survey?
- open-ended
- closed-ended
How can you administer a survey
- telephone
- internet/email
- In-person
- low response rate, expensive, pay for return postage
- hits wide geographic area
Telephone
- higher response rate than mail, wide geographic area, more personal, can clarify questions if needed
- main audience: old people and stay at home parents
Internet/Email
- wide geographic area, fast, cost-effective, convenient for respondent
- low response rate
In-person
- highest response rate; it’s harder to say no
- experience with travel
- can observe non-verbals
Mutually exclusive surveys
- options don’t overlap
- 0-1 1-2 2-3= not mutually exclusive
- 0-1 2-3 4-5=mutually exclusive
Writing survey questions
- mutually exclusive
2. exhaustive
Population
all members of a group that you are studying
Sample
a segment of the population you are surveying that represents the population you are studying
Simple random sampling
- when everybody in population has an equal chance of being selected
- ex: names out of hat
- larger population least likely to use this
Convenience sampling
ease of availability
Systematic sampling
- figure out who you are studying
- every nth name from list is sampled
- list with a starting point, samples every nth name
Stratified random sampling
-sample you attain accurately shows some characteristic of the population you are studying
- Take population, put everyone in mutually exclusive groups
- Pick certain # of each group
- Stratified random sampling
- only way to have sample truly represent characteristics of the population
Neelson survey
sends cash envelopes
PR plan goal
- broader general outcomes you want to see as a result of your persuasive efforts
- general, not quantifiable
Objectives
- specific and measurable indicators of whether or not you have met your goals
- key idea: What does the target have control over that you want to change?
Characteristics of objectives
-realistic, clearly defined, and measurable
Constructing objectives
- begins with the infinitive phrase “to”
- desired result
- quantification: what % you want to inc/dec and a time frame
- time frame
Themes
- overarching idea that applies to all target publics
- must be consistent through all forms of COM used
Messages
- basic idea you want audiences to remember as a result of receiving your communication
- what you tell your target public in order to get them to accomplish the objective
- Students: volunteering is fun
- Business: it will help your image
- Media: could make a success story
Examples of messages
Audience
- group designated as the target of a COM campaign
- should be as narrow as possible to be most effective
- ex: college students: year, major, age, gender, race, transfers, on/off campus, etc.
Communication tactics
- how your message will be delivered to your publics
- consider what tactics your target publics use (found in research)
Traditional media
-radio, TV, newspaper, and magazine ads, media release/kit, press conference, PSA
Non-traditional media
-email, social media, website, internet ad
Non-media tactics
-brochure, flyers/posters, face-to-face, kiosk, display board, giveaways, events, newsletters
Don’t use ads for the sole purpose of
media coverage
Factors to consider for COM tactics
- who your client is
- who your audiences are
- time availability
- opportunities for two-way COM
- budget
- credibility important?
- is control of message important?
Audiences receive most of their information from
TV
We retain more of what we read in
newspapers and magainzes
Print media is better for
logical appeals
Broadcast media is better for
emotional appeals
News
fast, credible, and free
Ads
controlled message, placement, number of reps.
Newspaper
appeals to retirees/huge cities
Magazines
- portable/permanent, can pass information around
- must have information months in advance
TV
-expensive
Radio
- captive audience, good way to promote company
- people forced to listen in car
Strategies
- explanations of how categories of media and non-media tactics will be combined, prioritized, or applied to achieve objectives
- don’t list individual tactics-only category of tactics
Provides concept/rationale for planned actions and program components
strategies
May involve splitting target publics into specialized audiences
strategies
Formative Evaluation
list problems/opportunities that should be addressed in future studies
Logistics
- pick two types of tactics and describe
1. staffing
2. budget
3. timetable
Evaluation
- to justify expenditures to financial decision-makers
- prove PR’s worth
Difficulty of evaluation
- hard to prove that campaign was sole factor
- cost
- fatigue/lack of motivation
On-going evaluation
- tweak, fine-tune, or eliminate elements of campaign while it is going on
- can analyze responses from comment cards and questionnaires
- solicit feedback from staff/participants
Summative evaluation
go back to each objective and describe how you would measure its success
Criteria/examples of research methods for Summative evaluation
- anecdotal audience (not common)
- analysis of media coverage
- financial indicators
- before/after comparisons
- audience feedback
- Keep log of volunteers and check each month towards progress
- Keep a log of donations and check each month towards progress
- Monitor media stories each day
on-going evaluation
