The Four Step Process. Complete this assignment. This assignment is due tonight Spin and Public Relation: The father of modern pul nrece release in October ress rel ns prac lic rela hy of lem, l ress is The Four-Step Process Different organizations and different authors use different acronyms: RACE (Research and planning, Action, Communication, Evaluation), ROPE (Research, Objectives, Programming, Evaluation), or RPIE (Research, Planning, Implementation, Evaluation). The APR process uses RPIE. Whatever you call it, public relations planning addresses these four topics: Research/analysis of the situation Planning, goal/objective setting Implementation/execution/communication Firs first ken Evaluation akin sor Tip: Start at the beginning. Don’t rush to solutions or jump into tactics before you have done adequate research to analyze the situation, define the business problem, determine key publics and set measurable objectives. By beginning with research, you reduce uncertainty in later decision-making. Step 1: Research Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and determine the public relations consequences. Research is the foundation for effective strategic public relations planning. Research helps define the problem and publics. WHO do we want to reach? O WHAT do we want people in each public to DO? WHAT messages do we want to communicate to each public that will: Increase knowledge? Change opinions? Encourage desired behavior? O Research Terms Primary or secondary Formal or informal Qualitative or quantitative Scientific method Research Considerations (Know advantages, disadvantages and appropriate application for each.) What decision will be made from research results, and what information is required to support the decision? What resources are available for information gathering? What other parts of your organization – or other organizations organizations — have already done research you could use? Does sample selection for a survey give you an accurate assessment of your target population? How big is your sample and universe/survey population? How will you collect data survey, telephone, mail-in, online? How much time do you have? APR STUDY GUIDE © 2018 UNIVERSAL ACCREDITATION BOARD PAGE 22 Spin and Public Relations are The father of modern public re nross release in October of 190 release Dractitio relatior you ask? of nee m, love How scientific do you need to be; what level of confidence do you need to have in the data? What questions will Will the results be used internally only, or will results be made public? ss is th First A rst ar e no ikin sor How will you tabulate answers? Information gathering usually begins with an analysis of relevant secondary sources. Sometimes secondary research is all you have the time or money to do. The key considerations in determining the scope of research you need are (1) what you need to find out and (2) how you plan to use research results. While secondary for assessing specific later outcomes. research may be enough in some situations, you will usually need primary research to establish benchmarks In Steps 1 and 2 of the Four-Step process, you do ‘formative’ research. It provides background on the current situation, guides planning and signals needs for adjustments in program implementation. In Step you do ‘summative’ research. It assesses outcomes at the end of a program and may become ‘formative” research that establishes benchmarks for the next program. Step 2: Planning (goals, publics, objectives, strategles and tactics) Tip: These five planning elements will give you a framework for any PR situation. Even if you lack direct experience in public relations practice, these five elements can help you look past what you don’t know and effectively apply the knowledge, skills and abilities you have learned. Goals: Goals are longer-term, broad, global and future statements of ‘being.’ Goals may include how an organization is uniquely distinguished in the minds of its key publics. Example: To become the recognized leader in our industry and foster continuing public support. Publics: Publics are groups of people tied together by some common element. Before starting to plan, public relations practitioners need to clearly define groups with which an organization needs to foster mutually beneficial relationships. Objectives need to say which public a public relations strategy is designed to ?? reach. Objectives: Objectives focus on a shorter term than goals. Objectives are written after research on all publics is done. Objectives (1) define WHAT opinion, attitude or behavior you want to achieve from specific publics, (2) specify how much change you want to achieve from each public, and (3) tell by when you want to achieve that change. Objectives should be SMART: Specific (both action to be taken and public involved) Measurable Achievable Realistic (or relevant or results (outcome) oriented) Time-specific Objectives establish standards for assessing the success of your public relations efforts. Objectives come in three general types: Output objectives measure activities, e.g., issue 10 news releases during the month or post three tweets per day. Outputs can help monitor your work but have no direct value in measuring the effectiveness of a campaign. The Barcelona Principles discourage the use of output objectives. Process objectives call for you to ‘inform’ or ‘educate’ publics. Outcome objectives specify changes in awareness, opinions, behavior or support. (For example, “Increase downloads of our product coupon by 25 percent from October levels by Dec. 31.”) Outcome objectives require high-level strategic thinking. You must determine, for instance, which changes would be consistent with organizational goals and demonstrate public relations effectiveness to management. (For example, a fundraising objective may be more APR STUDY GUIDE © 2018 UNIVERSAL ACCREDITATION BOARD PAGE 23 DU’ rechts up 00% ROCK ssed Pay The practice of public Public relations practit tand cope. ‘ublic Relati of modern se in Octob fall press elations pr e public re appropriate for a nonprofit organization’s annual gala than an attendance or awareness objective. The group’s board is likely most concerned about raising money.) ‘Differentiate between measuring public relations ‘outputs, generally short-term and surface (e.g., amount of news coverage, number of blog posts) and measuring public relations outcomes,’ usually more far- reaching and carrying greater impact (changing awareness, attitudes and even behavior)’ (Seitel, 2001, 145). Strategies: Strategies provide the roadmap to your objectives. (Communication strategies target publics for change. Action strategies focus on organizations’ internal changes.) Strategies describe HOW to reach your objectives. Strategies include “enlist community influentials to …, ” accelerate involvement with the company as …” or “establish strategic partnerships with Tactics/tools: Tactics are specific elements of a strategy or tools for accomplishing a strategy. Examples include meetings, publications, product tie-ins, community events, news releases, online information dissemination and social networks. erarchy o , esteem, he press >> …, position > y the Fir The first make maki perso Activities are details of tactics: six meetings, four publications, three blog posts and one tweet per day. Activities have dates, indicate who is in charge and tell what attendance or outcome is expected. Step 3: Implementation: Executing the plan and communicating Actions the organization is taking as part of the plan. Messages sent through each communication channel. Timetables, budget allocations, accountabilities (who’s responsible for making sure each step is accomplished.) Number of people reached in each key public. Monitor results of actions and messages while keeping track of campaign milestones. Step 4: Evaluation Measure effectiveness of the program against objectives. Outcome objectives generally call for changes in awareness, opinions, behavior or support. Behavior change is usually considered the ultimate sign of public relations effectiveness. But some assessments consider long-term outgrowths of public relations actions as well . The highest level of public relations impact could be social or cultural changes. Determine how members of each key public interpreted messages. (Meaning comes from individual interpretations.) • Identify ways to improve, and develop recommendations for the future. Adjust the plan, materials, messages and activities before Collect data and record information for use in research phase of next program. Public relations campaigns could fail for at least four reasons: People most interested in the issue may seek information elsewhere and may not see your messages. • People interpreted campaign messages differently from what you intended Objective information or counterarguments cannot always change opinions. People often seek information that supports their beliefs. As a result, some people may avoid or reject your campaign messages. going forward. APR STUDY GUIDE © 2018 UNIVERSAL ACCREDITATION BOARD PAGE 24 L Lobbyist – interest gr unity. 932 ? ? ? ?? Lavita ments The pract The Troy University Alumni Association Mission Statement Mission Statement: a. To support the Chancellor, Board of Trustees, Administrators, Faculty, Staff and Student Body of Troy University b. To promote the interests of Troy University alumni and their continuing post- academic enrichment To promote mutually beneficial relations between the university and its alumni C. d. To promote continuing alumni interest in and loyalty to Troy University through programs, services and merchandise To assist in the recruitment of outstanding students for Troy University e. f. 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