A Good ROPE Will Help Your Program PROSPER

Michel M. Haigh

May 6, 2014

Objectives

• Define ROPE• Discuss the process of ROPE• Practical applications in every day

community relations

ROPE

• Four step process used in public relations–Research–Objectives–Program–Evaluation

Research

• Background analysis–Strengths–Weaknesses–Opportunities–Tactics–Understand the program and

abilities before targeting the audience

Research• Background analysis example:• Everybody Walk Across PA

– History of statistics about PA health– History of statistics discussing PA exercise

habits– History of land grants– History of Extension– History of Penn State Cooperative Extension– History of “Nutrition, Diet, Health” programs– Discussion of Everybody Walk Across PA

Research

• Content analysis–Examine the media coverage

PROSPER has received in PA newspapers.

–Helps determine where to send stories or pitch ideas in the future.

Research

Research

Research

• Qualitative and quantitative research–Focus groups, interviews, case

studies–Surveys, public opinion polls,

attitude/behavior research

Research

• Research–Research the target audience in order

to understand latent and active needs

Research

• Research examples:–What needs does “My New Weigh of

Life” program meet over other weight loss programs?

–What are the benefits of taking part in “Strengthening Families?”

Research

• Research examples–Why would participants choose DWD?–What appeals to participants about

Everybody Walk Across PA?–What is one of the strengths of

StrongWomen?

ROPE

• Research–You were able to identify issues impacting

youth and families in Lackawanna County with programs that address those issues.

ROPE• Research

–Understand the issues/needs of the target audience/promote the programs that meet those needs

–Promote the aspects of the program the target audience finds appealing

ROPE

• Research–Identifies attitudes, behaviors,

preferences–Gives you an idea of what part of

the program to promote–Provides a snapshot of media use

habits

Research Findings

• My New Weigh of Life–Low cost of program–Easier to use than others–Educational aspect of the program–Pay $10 to $20 a session or up to $200

for the entire program.

Research Findings

• Everybody Walk Across PA– It is free–No meetings–Motivated and obligated by group–Recipes for quick snacks and dinners–Can include family members

Objectives

• Take the research and come up with objectives for the campaign

• Impact objectives• Output objectives

Objectives

• Impact objective–Attitudinal–Behavioral–Informational–Time bound and measureable –

measure success of campaign

Objectives

• Output objectives–Media – how many news releases

to send out, develop a brochure, how many media impressions gained from campaign messages

Sample Objectives

• Impact objectives• Informational: To inform 3- 5% of residents in

Lackawanna County about the “Promoting Alternative Thinking Strategies” (PATHS) program by June 30, 2015.

• Informational: To inform 3- 5% of residents in Lackawanna County about the “Strengthening Families Program” by June 30, 2015.

Sample Objectives

• Impact objectives• Behavioral: To have 20 more families take part in

the “Strengthening Families Program” by June 30, 2015.

• Behavioral: To have at least 3 more K-3 classes take part in the “Promoting Alternative Thinking Strategies” (PATHS) by June 30, 2015.

Sample Objectives

• Impact objectives• Attitudinal: To increase positive attitudes by 3%

about the “Strengthening Families Program” by June 30, 2015.

• Attitudinal: To increase positive attitudes by 3% about “Promoting Alternative Thinking Strategies” (PATHS) by June 30, 2015.

Sample Objectives

• Output Objectives• To air 10 public service announcements

emphasizing the benefits of “Strengthening Families Program” on Rock107, New Cool FM WGGY - Froggy 101, and ESPN Radio by June 30, 2015.

• To send out 30 news releases and 10 feature stories to The Scranton Times-Tribune, The Citizens’ Voice, The Daily Review by June 30, 2015.

Sample Objectives

• Output Objectives• To distribute 5,000 brochures to local schools by

June 30, 2015.

• To create a mail/email listserv of local residents to send them information about classes and programs June 30, 2015.

Programming

• Include speeches to local clubs/organizations• Include listserves/email• Include print, broadcast, direct mail• Think of all possible ways to communicate• Tie this to research – focus time and energy on

the media from the content analysis findings and the interview findings

• Don’t rely on forms of communication the target audience doesn’t use

Programming

• Employ different types of messages for different forms of media–Active/passive receivers–Episodic/thematic frames–Process a message 5 times to

understand it

Programming

• Things to think about….

• Practical implications of what you already do without the ROPE plan

• Next slides are about these things

Keys to Good Writing

• Keep sentences short–Average around 16 words–Leads are short and simple–Vary length of sentences–Avoid compound sentences–Avoid passive voice

Keys to Good Writing

• Use common language–Avoid jargon–Explain difficult/technical terms–Skip adjectives and adverbs

• Be objective–Don’t express opinions - keep it

balanced. Present both sides.

Keys to Good Writing

• Follow style rules–AP style - pick one up at the bookstore–Adds consistency and clarity -

especially when journalists don’t have time to fix mistakes

–Webster dictionary spelling

Keys to Good Writing

• Know journalism style–Hard news has most important features

at top and follows the inverted pyramid style (announcement)

–Feature stories focused on one person or issue - less likely to tell the whole story (success story)

Tips for Writing

• Write to the 8th grade level–Short, simple sentences–Writing down–Write to audience–Wall Street Journal is written at this

level

News Values

• Audience• Impact• Timeliness• Proximity• Prominence• Novelty or oddity• Conflict or drama

Leads

• Hard news - get to the bottom line–Thirty people were injured in the

collapse of the building.

• Soft news - grab readers attention–A building collapses in Center City. At

least 30 people have been injured.

Leads• The lead

–Strong declarative sentences–Five lines or less–Does not have to answer all 5 questions–Avoid prepositional phrases–Avoid participial phrases–Avoid dependent clauses–Avoid clutter

Formatting• Don’t split sentences• Avoid hyphens• Number pages• Have a header• Slug line on each page• Write -MORE- at end of page 1• Include page 1 of 2 or 2 of 2 in header• Write -30- or end or ### at end• Include photo caption if sending a photo

Evaluation

• Evaluate if you met the objectives

• Plan at the start how to do this

• Time bound and measureable objectives

• Success and future depend on taking the time to learn from this

Evaluation

• Pre/post surveys (informational/attitudinal)

• Counting people that attend (behavioral)

• Count output and clip content from media

Review

• Define ROPE• Discuss the process of ROPE• Practical applications in every day

community relations

Contact mmh25@psu.edu