01a What is PR

01a What is PR - w Objectives The most important element...

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Click to edit Master subtitle style What is PR? August 2010
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The Purpose of PR: w Establish positive relations between an organization and its various publics w Key terms: Publics or stakeholders versus targets (marketing)
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How it is done : w ROPE versus RACE Both are four-step models However, differences exist w ROPE Research, Objectives, Programming, Evaluation w RACE Research, Action (planning), communication (execution), Evaluation
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The Goal: w Utilize the right tool to enact the chosen PR objective
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PR Models w One way: Press Agentry (propaganda) Information w Two Way: Asymmetrical (targets, feedback) Symmetrical (participants, give and take)
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ROPE Processes : w Research w Client research w Opportunity or Problem Research w Audience Research w Non-Quantitative Records, published materials, interviews, the web w Quantitative Sample surveys, experiments, content analysis
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ROPE Processes :
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Unformatted text preview: w Objectives The most important element (Hendrix) w Desired outcomes w Articulated as infinitive forms To w Impact, Output, Behavioral ROPE Processes : w Programming w Contains both planning and execution w Stating Themes w Developing strategies and tactics Selecting the correct tools for objectives w Communicating (executing) ROPE Processes : w Evaluation w Message exposure, comprehension, retention w Measuring: Attitudinal Behavioral Output Prof. Hutchs Axioms: w The Flannery Axiom If you find a way to keep things simple, good things will start to happen w The Chicken Salad Axiom There is not enough mayonnaise in the world to transform chicken*&% into chicken salad w The Silver Anvil Axiom PRSA Silver Anvil award write-ups are embellished to varying degrees...
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This note was uploaded on 07/14/2011 for the course ISC 441 taught by Professor Hutchinson during the Spring '11 term at Kentucky.

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01a What is PR - w Objectives The most important element...

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