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CAP_320_RACE_and_how_to_cases

CAP_320_RACE_and_how_to_cases - THE RACE MODEL OF PR CASE...

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THE RACE MODEL OF PR CASE REVIEW
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RACE is a template that assists us to: Identify the problem or opportunity Analyze the problem or opportunity Generate potential solutions Select and plan solutions Implement solutions Evaluate actions taken for improvement or further action
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RACE is similar to ROPE R = Research O = Objectives P = Planning (programming) E = Evaluation Non profits often add an ‘S’ ‘S’ = stewardship
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RACE R = research A = action and planning C = communication E = evaluation
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Let’s look at RACE All work in CAP 320 will be done with the RACE template
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Research Client/organization Understand the organization and its goals and culture Opportunity Decide why the organization should conduct a campaign Audiences (publics) Define them, select segments most appropriate
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Action & planning Should be stated in the form of infinite phrases that are verifiable & measurable ! Ex. “To increase attendance by 15 percent at the event”
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Action & planning Output verses impact objectives Output objectives = work to be produced Do not necessarily equal success Ex. Sending 50 press releases in a month Impact objectives = specific, intended effects of the PR program (measurable)
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Action & planning Three kinds of objectives Informational Attitudinal Behavioral
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Action & planning Informational To inform Ex. Entails message exposure and comprehension
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Action & planning Attitudinal To convince Ex. Build new attitude or reinforce o r change existing attitude.
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Action & planning Behavioral To modify actions Ex. Create new behaviors or enhance existing actions, can also reverse negative behavior.
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What measurable objectives can we set? Buy more or more often Create better community relationships Gain buy-in for support from industry or opinion leaders Reduce tension among activist publics Increase employee loyalty or productivity Increase customer loyalty Increase confidence in futures or stock value Increase donations or volunteers in a nonprofit How would we measure the above items????
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Communication Theme/message Frame the issue in a short phrase that has meaning with the audience
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Communication Action/special events Create an action orientated program that engages the public
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Communication Controlled media Provide messages in venues that you can design and control What are examples of controlled media?
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Communication Uncontrolled media Generate buzz in the news media List all the kinds of news media you can.
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Communication Communication principles Define the source, message, channel, receivers and feedback system that will be used in the campaign
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Communication Communication principles based on: 1. Source credibility 2. Salient information (message) 3. Effective nonverbal cures (message) 4. Effective verbal cues (message) 5. Two-way communication (channel & feedback) 6. Opinion leaders (receivers) 7. Group influence (receivers) 8. Selective exposure (receivers) 9. Audience participation (feedback)
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