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45 Cards in this Set
- Front
- Back
RPIE |
RESEARCH, PLANNING, IMPLEMENTATION, AND EVALUATION |
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PLAN |
ACTIONS INTENDED TO ACCOMPLISH GOAL ENABLE TO MOVE FROM ONE SET CIRCUMSTANCES TO ANOTHER. |
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THE RIGHT MESSAGE ENTAILS |
RIGHT MEDIA, RIGHT AUDIENCE, RIGHT TIME, RIGHT EFFECT |
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RACE |
RESEARCH, ACTION PLAN, COMMUNICATION TACTICS, EVALUATION |
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KETCHUM PLANNING PROCESS |
1. DISCOVER 2. SET GOALS 3. STRATEGIZE 4. CREATE 5. DELIVER 6. EVALUATE |
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SECONDARY RESEARCH |
GOOGLE, CLIENTS, WEBSITES, LOOKING AT PROMO MATERIALS, READ ARTICLES, ETC. |
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PRIMARY RESEARCH |
CONDUCT OWN RESEARCH, SURVEY FOCUS GROUP, NOT EXPECTED TO GET RANDOM SAMPLE, CONVENIENCE SAMPLE IS FINE. |
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SITUATION ANALYSIS |
REMIDIAL: CRISIS - FIX IT EX. BP ONE TIME: OPENING NE CENTER EX. LIBRARY STANDING: ON GOING, EX. TEXAS STATE |
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SWOT |
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS 1. INTERNAL 2. EXTERNAL |
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OBJECTIVES |
1. INFORMATIONAL (awareness, msg placement) 2. MOTIVATIONAL (attendance, sales)
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OBJECTIVES MUST BE |
1. MEASUREABLE 2. DATE ex. i'm going to sell 1,000 tickets by Thursday. |
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AUDIENCE |
Define public to be reached 1. primary: absolutely must reached 2. secondary: ppl you might reach if resources permit |
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SEGMENTING |
TARGETING SPECIFIC PUBLICS. SMALLER CATEGORIES/GROUPS. |
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TARGETING USING DEMOGRAPHICS |
RACE GENDER AGE POLITICS RELIGION SOCIAL CAUSES URBAN, SUBURBAN, RURAL EDUCATION |
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TARGETING USING PSYCHOGRAPHICS |
LIFESTYLE VALUES INTERESTES ATTITUDES |
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VALS |
VALUES, ATTITUDES, LIFESTYLE |
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STRATEGY |
PLAN OF ACTION TO ACHEIVE OBJECTIVES. UNDERLYING THEME/IDEA. "BIG IDEA" |
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STRATEGY VS. TACTICS |
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. |
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EVALUATION |
CLEINTS WANT PROOF THEIR $ WAS WELL SPENT AND THAT OBJECTIVES WERE ACHEIVED |
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OUTCOMES |
HAE TO BE MEASURED AND REPORTED TO CLIENTS |
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2 TYPES OF EVALUATIONS |
1. FORMATIVE - evaluating things as you go along ex. political campaign 2. SUMMATIVE - do evaluation at the end |
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AUDIENCE COMES BEFORE |
STRATEGY, TACTICS, OR TIME TABLE |
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PUBLIC RELATIONS IS |
STRATEGIC STORYTELLING |
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PUBLIC RELATIONS HELPS |
1. ORGS PROMOTE THEIR BRANDS 2. MANAGE CRISIS 3. CHANGE PUBLIC OPINION |
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WHY PR MATTERS |
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. |
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PR IS IN THE EYE OF THE BEHOLDER. 2 CONCEPTS |
PERCEPTION - WHAT PPL THINK THEY KNOW REALITY - THE TRUTH |
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DIRECT PERCEPTIONS INDIRECT PERCEPTIONS |
DIRECT - BASED ON 1ST HAND EXPERIENCES INDIRECT - COME FORM MEDIA, FRIENDS, OR ADVERTISING (1ST) |
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SPIN |
EXPLAINING AWAY DIFFICULTIES, FUDGING, LYING, "POLISHING THE TRUTH", POSITIVE SIDE OF THE STORY |
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MEDIA RELATIONS |
CORE OF PR WORK. "THE WORLD IS WIRED AND WIRELESS" |
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PR VS JOURNALISTS |
PR: AGENDA, REPRESENT ORGANIZATION, CLIENT OR ISSUE JOURNALISTS: OBJECTIVE NO BIAS, OR AGENDA |
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TRENDING REALITIES IN TODAYS MEDIA |
1. INFO IS ACCESSIBLE AND INTERACTIVE FROM VIRTUALLY ANYWHERE 2. INFO IS TRANSFERRABLE FROM VIRTUALLY ANYWHERE 3. THINKING IS GLOBAL |
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PUBLIC RELATIONS IS A STRATEGIC COMMINICATION PROCESS |
THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BTWN ORGS AND THEIR PUBLICS. |
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FEEDBACK |
CLOSES THE PR LOOP ORGANIZATIONS > PR > PUBLICS> FEEDBACK |
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BOUNDARY SPANNING |
PR LINKS OR CONNECTS AN ORG AND ITS PUBLICS |
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REACTIVE |
public relations focuses on immediate problems and tasks that need attention, whether or not they are part of a long-term strategic communication plan. |
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PROACTIVE |
public relations encourages deliberate and planned strategic behavior. |
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PUBLIC RELATIONS TACTICS |
News releases Media kits News conferences Interviews Feature articles Special events In-house publications |
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THE 4 P'S OF THE MARKETING MIX |
product, price, placement and promotion |
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MARCOM |
short for marketing communication, refers to the various techniques for communicating marketing information to consumers. |
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GATEKEEPER |
someone who controls access to something |
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REACH |
Refers to the number of different people reached with a message |
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FREQUENCY |
refers to the number of exposures the average audience member has to a message |
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MARKETING PUBLIC RELATIONS |
focuses specifically on PR that supports the marketing and advertising programs of an organization |
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BRAND |
“Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. |
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INTEGRATED MARKETING COMMUNICATION (IMC) |
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. |