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Model of PR Planning as outlined by Hendrix

Model of PR Planning as outlined by Hendrix - B Output...

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Model of PR Planning as outlined by Hendrix: The ROPE Model I. Research II. Objectives III. Programming IV. Evaluation A. Client/Organization: background data about your client or organization--its personnel, financial status, reputation, past and present PR practices, PR strengths and weaknesses, opportunities A. Impact Objectives: 1. informational objectives: message exposure, comprehension, retention 2. attitudinal objectives: formation of new attitudes, reinforcement of existing attitudes, changes in existing attitudes 3. behavioral objectives: creation of new behavior; reinforcement of existing behavior; change in existing behavior Planning and execution of: A. Theme and messages A. Impact Objectives: 1. informational objectives: measured by publicity placement, surveys 2. attitudinal objectives: measured by attitude surveys 3. behavioral objectives: measured by surveys and observation of behaviors B. Opportunity/Problem: proactive or reactive PR program; long range or short- range campaign
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Unformatted text preview: B. Output Objectives: distribution or execution of uncontrolled and controlled media B. Action or special events B. Output Objectives: measured quantitatively by simply counting the actual output C. Audiences (publics): identification of key groups to be targeted for communication 1. desired research data: each targeted audience's level of information about your client/organization; image and other relevant attitudes held about your client/organization; demographics, media habits and media-use levels of each . C. Uncontrolled media: news releases, feature stories, photos. Controlled media: print, audiovisual, interpersonal communication, PR advertising . targeted audience 2. research procedures: nonquantitative and quantitative . . D. Effective communication using principles of source credibility, salient information, effective nonverbal and verbal cues, two-way communication, opinion leaders, group influence, selective exposure and audience participation ....
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