PR cheat sheet.docx - Week 1 ROPE Research-identifying and learning about three key elements(the client the problem or potential problem to be solved

PR cheat sheet.docx - Week 1 ROPE Research-identifying and...

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Week 1 : ROPE : Research-identifying and learning about three key elements (the client, the problem or potential problem to be solved, audiences or publics). Objectives-setting of the objectives for a program (informing the audience, modifying their attitudes, modifying their behaviors) program- to accomplish the objectives (a central theme, messages, various forms of communication. Evaluation-examines the practitioner’s degree of success in achieving objectiveness. SWOT analysis : strengths (synergy between brands), weaknesses (little expertise and no competence), opportunities (focus on improving), and threats (intense competition). Hierarchy of PR Objectives : what are your strategic goals? NOT a simple question. Good objectives are nuanced, specific and measurable. State objectives in the form of infinite phrases. Who do you want to communicate? What concepts do you educate? WHAT do you want audiences to do? Output: distribution of press release and news coverage. Three layers of communication OUTCOMES. PESO model & examples: Paid media: SNS advertising, sponsored posts, emails and marketing. Earned media: yay, my story got covered by CNN news. Shared media: retweets, shared posts, influencers’ mentions, online reviews. Owned media: websites, employee stories. Week 2 : Academic vs. applied research: academic research is often called “basic” research, funded through universities
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