Public Relations Chapters 1-3

Front 1

RPIE

Back 1

RESEARCH, PLANNING, IMPLEMENTATION, AND EVALUATION

Front 2

PLAN

Back 2

ACTIONS INTENDED TO ACCOMPLISH GOAL ENABLE TO MOVE FROM ONE SET CIRCUMSTANCES TO ANOTHER.

Front 3

THE RIGHT MESSAGE ENTAILS

Back 3

RIGHT MEDIA, RIGHT AUDIENCE, RIGHT TIME, RIGHT EFFECT

Front 4

RACE

Back 4

RESEARCH, ACTION PLAN, COMMUNICATION TACTICS, EVALUATION

Front 5

KETCHUM PLANNING PROCESS

Back 5

1. DISCOVER

2. SET GOALS

3. STRATEGIZE

4. CREATE

5. DELIVER

6. EVALUATE

Front 6

SECONDARY RESEARCH

Back 6

GOOGLE, CLIENTS, WEBSITES, LOOKING AT PROMO MATERIALS, READ ARTICLES, ETC.

Front 7

PRIMARY RESEARCH

Back 7

CONDUCT OWN RESEARCH, SURVEY FOCUS GROUP, NOT EXPECTED TO GET RANDOM SAMPLE, CONVENIENCE SAMPLE IS FINE.

Front 8

SITUATION ANALYSIS

Back 8

REMIDIAL: CRISIS - FIX IT EX. BP

ONE TIME: OPENING NE CENTER EX. LIBRARY

STANDING: ON GOING, EX. TEXAS STATE

Front 9

SWOT

Back 9

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS 1. INTERNAL 2. EXTERNAL

Front 10

OBJECTIVES

Back 10

1. INFORMATIONAL (awareness, msg placement)

2. MOTIVATIONAL (attendance, sales)

Front 11

OBJECTIVES MUST BE

Back 11

1. MEASUREABLE

2. DATE

ex. i'm going to sell 1,000 tickets by Thursday.

Front 12

AUDIENCE

Back 12

Define public to be reached

1. primary: absolutely must reached

2. secondary: ppl you might reach if resources permit

Front 13

SEGMENTING

Back 13

TARGETING SPECIFIC PUBLICS. SMALLER CATEGORIES/GROUPS.

Front 14

TARGETING USING DEMOGRAPHICS

Back 14

RACE

GENDER

AGE

POLITICS

RELIGION

SOCIAL CAUSES

URBAN, SUBURBAN, RURAL

EDUCATION

Front 15

TARGETING USING PSYCHOGRAPHICS

Back 15

LIFESTYLE

VALUES

INTERESTES

ATTITUDES

Front 16

VALS

Back 16

VALUES, ATTITUDES, LIFESTYLE

Front 17

STRATEGY

Back 17

PLAN OF ACTION TO ACHEIVE OBJECTIVES. UNDERLYING THEME/IDEA. "BIG IDEA"

Front 18

STRATEGY VS. TACTICS

Back 18

GENERAL VS. SPECIFIC

EX. STRATEGY - USE CELEB ENDORSEMENTS TO GAIN COVERAGE FOR NEW CLOTHING PRODUCT. TACTIC - CREATE EDGY YOUTUBE VIDEOS, WEAR PRODUCT ON RED CARPET, ETC.

Front 19

EVALUATION

Back 19

CLEINTS WANT PROOF THEIR $ WAS WELL SPENT AND THAT OBJECTIVES WERE ACHEIVED

Front 20

OUTCOMES

Back 20

HAE TO BE MEASURED AND REPORTED TO CLIENTS

Front 21

2 TYPES OF EVALUATIONS

Back 21

1. FORMATIVE - evaluating things as you go along ex. political campaign

2. SUMMATIVE - do evaluation at the end

Front 22

AUDIENCE COMES BEFORE

Back 22

STRATEGY, TACTICS, OR TIME TABLE

Front 23

PUBLIC RELATIONS IS

Back 23

STRATEGIC STORYTELLING

Front 24

PUBLIC RELATIONS HELPS

Back 24

1. ORGS PROMOTE THEIR BRANDS

2. MANAGE CRISIS

3. CHANGE PUBLIC OPINION

Front 25

WHY PR MATTERS

Back 25

PR IS THE KEY DRIVER OF BUSINESS OUTCOMES CRITICAL TO ORGANIZATIONS SUCCESS, INCL. CRISIS MGMT, REPUTATION, AND BRAND BUILDING. CONSUMER ENGAGEMENT, SALES GENERATION, WEALTH CREATION, ISSUES MGMT, AND BENEFICIAL SHIFTS IN CONSTITUENT ATTITUDES AND BEHAVIORS.

Front 26

PR IS IN THE EYE OF THE BEHOLDER. 2 CONCEPTS

Back 26

PERCEPTION - WHAT PPL THINK THEY KNOW

REALITY - THE TRUTH

Front 27

DIRECT PERCEPTIONS

INDIRECT PERCEPTIONS

Back 27

DIRECT - BASED ON 1ST HAND EXPERIENCES

INDIRECT - COME FORM MEDIA, FRIENDS, OR ADVERTISING (1ST)

Front 28

SPIN

Back 28

EXPLAINING AWAY DIFFICULTIES, FUDGING, LYING, "POLISHING THE TRUTH", POSITIVE SIDE OF THE STORY

Front 29

MEDIA RELATIONS

Back 29

CORE OF PR WORK. "THE WORLD IS WIRED AND WIRELESS"

Front 30

PR VS JOURNALISTS

Back 30

PR: AGENDA, REPRESENT ORGANIZATION, CLIENT OR ISSUE

JOURNALISTS: OBJECTIVE NO BIAS, OR AGENDA

Front 31

TRENDING REALITIES IN TODAYS MEDIA

Back 31

1. INFO IS ACCESSIBLE AND INTERACTIVE FROM VIRTUALLY ANYWHERE

2. INFO IS TRANSFERRABLE FROM VIRTUALLY ANYWHERE

3. THINKING IS GLOBAL

Front 32

PUBLIC RELATIONS IS A STRATEGIC COMMINICATION PROCESS

Back 32

THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BTWN ORGS AND THEIR PUBLICS.

Front 33

FEEDBACK

Back 33

CLOSES THE PR LOOP

ORGANIZATIONS > PR > PUBLICS> FEEDBACK

Front 34

BOUNDARY SPANNING

Back 34

PR LINKS OR CONNECTS AN ORG AND ITS PUBLICS

Front 35

REACTIVE

Back 35

public relations focuses on immediate problems and tasks that need attention, whether or not they are part of a long-term strategic communication plan.

Front 36

PROACTIVE

Back 36

public relations encourages deliberate and planned strategic behavior.

Front 37

PUBLIC RELATIONS TACTICS

Back 37

News releases

Media kits

News conferences

Interviews

Feature articles

Special events

In-house publications

Front 38

THE 4 P'S OF THE MARKETING MIX

Back 38

product, price, placement and promotion

Front 39

MARCOM

Back 39

short for marketing communication, refers to the various techniques for communicating marketing information to consumers.

Front 40

GATEKEEPER

Back 40

someone who controls access to something

Front 41

REACH

Back 41

Refers to the number of different people reached with a message

Front 42

FREQUENCY

Back 42

refers to the number of exposures the average audience member has to a message

Front 43

MARKETING PUBLIC RELATIONS

Back 43

focuses specifically on PR that supports the marketing and advertising programs of an organization

Front 44

BRAND

Back 44

“Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Front 45

INTEGRATED MARKETING COMMUNICATION (IMC)

Back 45

is an effort to coordinate messages from different parts of an organization to provide a consistent view of the organization that can achieve maximum impact.