PR 312 Lecture Notes
Terms
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- Risk Reduction
- Needed as costs and importance of decision increase and as certainty decreases
- Pre-campaign research
- helps us understand audiences, establish benchmarks and plan
- post-campaign
- provides basis for evaluating campaign outcomes
- FOrmal reasearch
- Scientific, systematic
- Informal research
- unscintific, process not systematic, produces subjective results
- Error Free Research
- Costs more
- Research Planning Process
- Develop research questions, review past research, design research, gather data, analyze data, organize findings
- Commonly used types of informal research
- Clip files, personal contacts, advisory committees, literature, mail, email, phone call analysis
- Surveys
- lack of systematic process, suffer high rate of nonresponse
- Types of Formal Research
- Experiments, survey
- Focus Groups
- 8-12 people led by a moderator,
- advantages of a focus group
- quick, inexpensive, flexible, contexts of response, explanation
- Disadvantages of a Focus group
- No generalizability, results lack external validity, results are subjective, results may be misinterpreted
- Surveys in the Mail come wiht?
- often come with a 2$ bill or a pen
- Advantages of mail surveys
- cheap, scattered response, sensitive subjects, no interviewer bias,
- Disadvantages of Mail surveys
- time, response rate is questionable, no control, inducements needed
- Telephone Surveys - Advantages
- Low cost, quick, response rate (is now lower than it once was), Random digit dialing
- Disadvantages of Telephone surveys
- Response rates falling, length (it has to be short), potential for confusiion, bias
- Personal interview - advantages
- Flexible, high response rate
- Personal Interview - disadvantages
- most expensive option, takes too long, bias, no supervision
- Mall Intercept Surveys
- are quick and easy to conduct, but nonprobabilty sample is a real issue
- Internet Surveys (Via Email or Web Site) - Advantages
- not very expensive, it is quick, flexible, scattered respondents, no interviewer bias
- Internet Surveys (via email or web site) - disadvantages
- Sample limitations, potential response rate concerns, length, sometimes computer can take survey multiple times
- Examine Data and Results Carefully
- Pay attention to surprising results, dont dismiss findings because you disagree, dont selectively interpret results
- Offensive v. Defensive actions
- Typically PR has waited for things to happen, resulting in defensive action. Creating good will is a weak offensive action
- Deadline Orientation
- Creates crisis situations, inefficient use of time and resources
- Advantages of Planning
- Helps define problems, scheduling time and resources, provides a basis for budgeting
- The Lead sentence
- Short and tight (25-30 words), include as many of the W\'s as possible
- Basic Conventions (for standard print)
- Use standard letterhead (type on one side only double space)
- Include the following in a release
- Full name and address of the organization, contact name and phone # (am/pm), slug line, release date,
- What do you put at the end of a news release
- \"###\" or \"30\"
- true or false: end each page with a complete paragraph
- true
- if the release is more than one page write..... at the bottom
- more
- True or false: type the page number and slug line only on the first page?
- false - slugline and page number on top of each page
- Writing the release
- keep it short, active voice, stick to the facts dont exaggerate
- When talking to the media be prepared to respond to impromptu questions
- have a short statement ready, lead with important info
- For Local TV determine appropriate vehicle
- News release, PSA, press conference or other interview
- A roll
- a fully produced news story
- B roll
- all the sound bites interviews and facts but not a news story
- VNR\'s
- Focus on audience interests, know and use news angle, keep it short and simple, identify the sponsor but dont advertise, include action
- News Conferences
- Use them only when necessary. Ex. Great news, information is too complex for a release or reporters have questions
- Time of news conferences and media interviews
- avoid deadlines, choose slow news days
- Facilites for a news conference or interview
- Large enough to handle media, close to event, rooms designed for conferences
- Online media centers
- must be easy to access and use, have correct spelling and have accurate contact info
- updating the media centers regularly
- key for media to use them, helps ensure reporters go to your site for info
- learn about the reporters you are mailing, including beats and interests. Remove them from contacts if they ask
- Help reporters do their jobs
- be available to assist them, be responsive to requests, be honest, be fair, pitch stories carefully
- Teach the media to rely on you
- if you do they will come to you for information
- RSS (Really Simple Syndication)
- Retrieves latest web content from a collection of sites, brings info together
- Working with bloggers
- expose organizational ties, unerstand the blog your pitching too, personalize the pitch
- Use RSS for PR content distribution
- use rss to give your PR material a wider audience, links may increase traffic to site