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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
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GROUP RESEARCH PROJECT Publics Counties Targeted
media/Distribution List
Advertising Competitors/
Supporters Section 5: Five
ways to reach each public
Details
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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
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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
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4-STEP PUBLIC RELATIONS PROCESS
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FOUR STEPS TO THE PR PROCESS
Research Planning Communication Evaluation
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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
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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STEP ONE: RESEARCH
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• 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
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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
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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
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QUESTIONS?
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BLACKBOARD/WEB LINKS/4-STEPS POWERPOINT
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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