THE RACE MODEL OF PR CASE REVIEW

THE RACE MODEL OF PR CASE REVIEW - THE RACE MODEL OF PR...

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THE RACE MODEL OF PR CASE REVIEW –  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 R = research A = action and planning C = communication E = evaluation  Similar to ROPE R = research O = Objectives P = programming E = evaluation Looking at RACE All work in CAP 320 will be done with the RACE template 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  ACTION and PLANNING Should be stated in the form of infinite phrases that are verifiable Ex. “To increase attendance by 15 percent at the event” Categories - Output verses impact objectives Output objectives = work to be produced Do not necessarily equal success Ex. Sending 50 press releases in a month aa0954558595b54614ff5792ecbdf7b622edbbce.doc 1
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Impact objectives = specific, intended effects of the PR program
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This note was uploaded on 05/16/2011 for the course CAP 321 taught by Professor Professorwalz during the Spring '11 term at Grand Valley State.

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THE RACE MODEL OF PR CASE REVIEW - THE RACE MODEL OF PR...

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