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