Lecture 6-PLanning Intro

Lecture 6-PLanning Intro - Public Relations Planning: An...

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Public Relations Planning: An Introduction
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The old “flying by the seat of the pants” approach to public relations is over.” – Edward Robinson Individualistic approaches often still guide the planning process – but research is the most powerful tool for the field Open systems approach has become an applied science Hunches and gut feeling-no longer serve as an adequate basis for programs
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Simplest Approach RACE Research – monitoring and assessing opinions, attitudes, etc. of those affected by the organization Action – make decisions of how to proceed Communication – implementing through mass media and other channels Evaluation – assessment and adjustment
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Figure 11.1 Four-step Public Relations Process
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Role of Research Monitoring the social environment is not only the first step but the most difficult Research training tops the list of continuing education needs Results oriented environment “The problem is not with methodology but with
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This note was uploaded on 11/15/2011 for the course COM 259 taught by Professor Brewer during the Spring '08 term at Miami University.

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Lecture 6-PLanning Intro - Public Relations Planning: An...

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