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16 Cards in this Set
- Front
- Back
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PR process
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ROPE
Research Objectives Programming Evaluation |
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main areas of research
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client/organization
opportunity (proactive/reactive) audiences (segmentation/targeting) |
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different areas to target
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level of information
attitudes behaviors media habits/preferences |
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format of objectives
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1) to do something
2) measurable |
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output objectives
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focused on production rather than effectiveness
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3 impact objectives
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informational
attitudinal behavioral |
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informational objectives
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message exposure, comprehension, retention
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attitudinal objectives
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attitude creation, reinforcement, change
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behavioral objectives
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behavior creation, reinforcement, change
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programming
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planning
execution |
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elements of planning/execution
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theme/message
actions/special events media communication |
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how to evaluate attitudinal objectives
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pre+post testing
professional quantitative research |
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how to evaluate behavioral objectives
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ask people about behaviors pre+post
observing behaviors |
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how to evaluate output objectives
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distribution of controlled and uncontrolled media
keep records compare to original plans/objectives |
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definition of PR
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strategic comm. process
mutually beneficial b/w orgs + pubs |
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core values of ethics
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advocacy
honesty expertise independence loyalty fairness |
