L3A PPT Background Research

L3A PPT Background Research - PR Background Research Comm...

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Comm. 483 February 8, 2011 Lecture 3A PR Background Research
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DEPARTMENT OF COMMUNICATION PR Planning-- recap GOALS Aspirational statement of what you want to accomplish Positive Re-statement of problem 9-15 words Use “to be” construction
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DEPARTMENT OF COMMUNICATION Objectives OBJECTIVE : A quantifiable, measurable, realistic end-state you want to accomplish SMART Objectives: Specific Measurable Attainable (actionable) Realistic/Relevant Time specific
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DEPARTMENT OF COMMUNICATION Outcome Objectives Changes in awareness, attitudes, action Output Objectives Measure significant actions PR achieves on way to reaching goal Measure attendance, # of clips, web hits Process Objectives 1-way “tell” communication to publics Inform, educate, explain Objectives
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DEPARTMENT OF COMMUNICATION PR Research Research IS the systematic gathering of information. that better describes the problem, and checks out our assumptions on the publics, public opinion, and possible consequences
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DEPARTMENT OF COMMUNICATION PR Research WHO we want to reach WHAT we want them to do WHAT messages we want to communicate to each public that will Increase awareness and knowledge Alter or Re-inforce attitudes (opinions, feelings, beliefs) Change Actions (behavior)
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DEPARTMENT OF COMMUNICATION PR Research Research is necessary in public relations to Save time and money Understand our publics Make sound decisions Avoid mistakes Discover new ideas (or realize what isn’t new) Identify publics and deepen our understanding of them Justify plan Connect with communities
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DEPARTMENT OF COMMUNICATION Background Research Background or casual research comes first Start by exploring the possibilities in order to make a hypothesis and problem statement Determine: What we know (can know) What else we need to learn What information is relevant
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DEPARTMENT OF COMMUNICATION Background Research -- 2 Consider what you know About the situation/organization About the publics affected About the current environment About prior, similar problems
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DEPARTMENT OF COMMUNICATION Background Research -- 3 Organizational files, sources & experts 1. Review what PR has done 2. Review other organizational materials
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