Apr Flashcards For Accreditation 2012-Research, Planning, Implementation, Evaluation

Front 1

What is the correct combination of elements for a complete objective?

Back 1

Desired result;
Publics;
Level of accomplishment;
Time frame

Front 2

What is the ultimate goal of good public relations?

Back 2

To impact and/or change long term behaviors and actions.

Front 3

What does the accreditation process focus on?

Back 3

The accreditation process focuses on behavioral public relations strategic thinking and planning

Front 4

Goals should be

Back 4

broad

Front 5

Objectives should be

Back 5

specific

Front 6

Strategies should

Back 6

indicate how you are going to proceed to try to reach your objective

Front 7

Goals are

Back 7

more global
the result you desire
"statement of being"

Front 8

An end result goal could be something like:

Back 8

"broad and continuing public support" for your organization or a concept;

"widespread understanding of the value of..." a concept you are fostering

Front 9

Objectives

Back 9

define behavior you would like from certain publics or audiences

and

how much you hope to achieve and when

Front 10

Four necessary parts of objectives:

Back 10

1. Key publics
2. End result expected from these publics
3. Level of accomplishment expected from these publics
4. Time frame

If you don't have all four, think some more

Front 11

What is the four step process of public relations planning?

Back 11

1. Research
2. Planning/Analysis
3. Implementation/Execution/Communication
4. Evaluation

Front 12

STEP 1: Research

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Research is the systematic gathering of information to describe and understand a situation; check assumptions about publics and perceptions, and check the public relations consequences. Research helps define the problems and the publics.

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STEP 1: Research Key Questions

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WHO do we want to reach?
WHAT do we want them to DO?
WHAT messages do we want to communicate to each public that will:
- Encourage desired behavior
- Increase knowledge
- Change attitudes

Front 14

STEP 1: Research Terms

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- Primary or secondary
- Formal or informal
- Qualitative or quantitative
- Scientific method

Front 15

STEP 1: Research methods

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What are some research considerations?
- What decision will be made from the research, and what information is required to support the decision?
- Available resources?
- What other parts of your organization have already done research you could use?
- Does sample selection give you an accurate assessment of your target population?
- Size of sample and universe/population?
- How will you collect data--survey, telephone, mail-in, on-line?
- How much time do you have?
- How scientific do you need to be; what level of confidence do you need to have in the data?
- What questions will you ask?
- How will results be used? Will the results be used internally only or will results be made public?
- How will you tabulate your answers?

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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) GOALS

Back 16

Goals are longer-term, broad, more global, future statement of "being".

Goals may include how an organization is uniquely distinguished in the minds of its target publics.

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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES

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There is a focus here on shorter term, defines WHAT behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve, and when to achieve.

Front 18

STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what should they be?

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Objectives should be:
Specific
Measurable
Attainable
Audience Specific
Relevant
Results (Outcome) Oriented
Time Specific

Front 19

STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are outcome objectives?

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Outcome objectives change behavior, awareness, opinion, support.

Outcome objectives require high-level strategic thinking.

Differentiate between measuring public relations "outputs", generally short-term and surface (e.g. amount of press coverage) and measuring public relations "outcomes" usually more far-reaching and carrying greater impact (changing awareness, attitudes, and even behavior).

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STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are process objectives?

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Process objectives serve to "inform" or "educate"

Front 21

STEP 2: Planning (goals, audiences, objectives, strategies and tactics) OBJECTIVES what are outputs?

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Outputs measure activities, e.g. number of contacts or news releases.

Output can help monitor your work but have no direct value in measuring the effectiveness of a campaign

Front 22

STEP 2: Planning (goals, audiences, objectives, strategies and tactics) STRATEGIES: What are strategies?

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These serve as a road map or approach to reach objectives. This includes communication strategies that target publics for change and action strategies that focus on organizations' internal changes.

-Strategies describe HOW to reach your objectives;
-Strategies include "enlist community influentials to accelerate and position.

Front 23

STEP 2: Planning (goals, audiences, objectives, strategies and tactics): STRATEGIES: What are tactics and tools?

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Tactics and tools serve as specific elements of a strategy or specific tools, more specifically "how to."

Examples include meetings, publications, tie-ins, community events, news releases, etc.

Activities are details of tactics: six meetings, four publications, etc. Activities have dates, indicate who is in charge, attendance expected, etc.

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STEP 3: Implementation: Execution of the plan or communicating

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- Actual messages sent through what channels?
- How many reached targeted audiences?
- Monitoring tools for execution?

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STEP 4: Evaluation: What does evaluation do?

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- Measure effectiveness of the program against objectives.
- Identify ways to improve and recommendations for the future.
- Adjust the plan, materials, etc. before going forward.
- Can serve as research for the next phase or program

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WRITING A PUBLIC RELATIONS PLAN: Summarize

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