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28 Cards in this Set
- Front
- Back
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What is a goal?
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What is a strategy?
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What is a tactic?
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Deals with the visible elements of a PR or marketing plan – the things we see
Consider the best mix of communication tools to achieve your objectives Involves creativity to create a compelling and resourceful action plan Also deals with budgeting and scheduling Requires attention to detail and the ability to manage many tasks at the same time |
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What are the traditional categories of media?
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How can the tactic of information exchange be used?
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Educational Gatherings
Product Exhibitions (trade shows) Meetings (stockholder) Demonstrations Speeches |
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What are the purposes of holding special events.
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step 7
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Know some examples of general publications.
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Serial Publications: newsletters
Stand-Alone Publications: brochure, flyer, fact sheet Reprints: of article, speech, formal presentations Progress Reports: annual report, quarterly report User Kits: manuals, instructor’s guides Research Reports: share findings with publics, including media |
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What is a third-party endorsement.
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step 7
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How is advertising space in magazines purchased?
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Know the differences between general interest, trade, special interest, or special audience
newspapers. |
General-Interest: diverse content for national, metropolitan, or community audiences
Trade: focused on a particular industry or profession, usually published by an organization or association Special-Interest: focused on the arts, business, sports, or entertainment Special-Audience: for ethnic or special interest groups (gay/lesbian, military black, Jewish, Hispanic) |
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What are E-zines?
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online magazines
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Know the various direct news material tactics.
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Ready-to-use info presented to media (step 7)
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What is a program plan, also called a campaign plan.
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What is message frequency?
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the number and pattern of messages presented to a particular public in a given period of time
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What is message reach?
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the number of different people who are exposed to a single message
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Understand the concept of “frequency” and characteristics of frequency.
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A minimum of three exposures is needed to make an impact; be sure to repeat your message
Messages repeated over several days are more memorable than those presented several times in a single day. Overexposure leads to wearout. It’s better to try reaching a targeted number of key people frequently, than to try reaching a greater number of people. |
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Know the difference between a Gantt chart, timeline, and PERT chart.
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Helps you manage activities, makes training and delegation easier, and keeps a record for billing purposes
PERT= flowchart Gantt=xxxx pg221 |
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What must be considering when budgeting for a project or campaign?
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Personnel – number of inside and outside people and time needed for tactic expressed in hours or labor dollars.
Material – paper for brochures, banners, media kits, uniforms, giveaways Media Costs – for advertising including media commissions Equipment and facilities – computers, scanners, printers, software, A-V equipment Administrative Items – telephone bills, delivery costs, photocopying, travel |
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Know the methods of budgeting.
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step 8
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Know the various fee structures used by PR consultants and agencies.
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Understand the concept of break-even point.
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the level of achievement necessary to cover the costs of the program
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What is per-capital point.
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the cost associated with the number of people needed to cover the cost
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Why don’t PR executives and practitioners conduct research to evaluate the effectiveness
of their tactics and programs in achieving their objectives? |
. step 9
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What is research design?
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the plan for program evaluation.
Outline criteria used to judge success Determines what info is needed and how accurate and reliable it needs to be Decide who has the info we need and how can we get it State when you’ll evaluate (timing) and ways to measure each level of objectives (awareness, acceptance, action) Determine evaluation tools (e.g. survey) Indicate how evaluation will be used (Who will get it and what will they do with it?) |
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What are progress reports?
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preliminary evaluation which allow you to make modifications or corrections along the way
Takes into account the environment and its publics |
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program evaluation
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the systematic measurement of the outcomes of a project, program, or campaign, based on the extent to which stated objectives were achieved.
What to you want to evaluate? (research design) When will you evaluate? (timing) How will you structure evaluation relative to measurement standards (research design) How will you evaluate? (methodology) |
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guidelines for evaluation criteria.
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Useful to the organization by being linked with objectives
Realistic, feasible, and appropriate as to cost, time and other resources Ethical and socially responsible Credible, with accurate data Presented in a timely manner |
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Three stages of program evaluation
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Implementation report – documents how the program tactics were carried out
Schedule of progress, work remaining, gaps/defects, difficulties Progress report – preliminary evaluation which allow you to make modifications or corrections along the way Takes into account the environment and its publics Final evaluation – also called final report or summative report; review the whole program measuring impact and outcome for various tactics Did the tactics achieve our objectives? |
