solving public relations problems
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Solving Public Relations Problems1/31/12
ROPE•Research•Objectives•Programming•Evaluation
Research•Three research items
▫Client or organization Including departments, past and present PR efforts SWOT – strengths, weaknesses, opportunities
threats▫The opportunity or problem
True opportunity Unfavorable opinion
▫Targeted audiences External Internal
Research Methods•Nonquantitative Research
▫Review of reports▫Past PR▫Published materials▫Interviews
•Quantitative Research▫Surveys – in person, mail, telephone, online
Survey Monkey; Constant Contact▫Experiments – for messages▫Content analysis – public issues, what is
trending And how that affects
Objectives•Impact Objectives
▫Informational – WSU▫Attitudinal – BP▫Behavioral - Texting
•Output▫To publicize charity golf tournament
through PSA’s on two TV stations and You Tube
Programming•Theme
▫X the Text•Action or event
▫Thank you events•Use of Media
▫PSA’s•Communication
▫Source credibility Press conference speakers
Non-verbal Communication•Set the scene
▫Noise level▫Run rehearsals▫Give speakers agendas
Evaluation•Informational
▫How many times mentioned in press Clippings Google alerts
Attitudinal, Behavioral•Sophisticated or watch for results; ask
questions•Track website hits, FB, comments
Outputs•Evaluate use of Output media
▫Different ways; clippings, research on web, google alerts
By Deirdre Breakenridge, November 16th, 2009
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