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93 Cards in this Set
- Front
- Back
Defining the problem (or opportunity)
Step one of management process |
The first step is to determine "What's happening now?"
Probing and monitoring attitudes and behaviors Organizations intelligence function |
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Planning and programming
Step two of management process |
Based on what we've learned. What should we do or say in order to solve the problem.
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Taking action and communicating
Step three of management process |
Who should do it and say it? When? Where? How? (Implementing the program of action.
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Evaluate the program Step four of management process
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How are we doing , how did we do? Results of evaluation provide basis for next stage.
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Definition of research
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Research is the systematic gathering of information to describe and understand situations and to check out assumptions about publics and publics relations consequences.
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Why is Research important?
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It's helps to plan manage and evaluate public relations programs.
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Creating channels of 2 way communication
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Create channels of two way communication between the organization and its publics so that we can receive, construct meaning from and respond to messages.
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Situation analysis
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The unabridged collection of all that is known about the situation , it's history, forces operating on it, and those involved or affected internally and externally.
For short:everything we know about the situation (unabridged) |
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SWOT analysis
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A snapshot of the current enviornment- summarizing the situation analysis.
-Strengths -Weaknesses -Opportunities -Threats |
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Communication audits
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A communication audit is a systematic documentation of an organization’s communication behavior for the purpose of understanding how it communicates with its publics.
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Situation analysis factors
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External Factors
-The history of the situation -Stakeholder analysis -Internal Factors -Our policies, procedures and actions related to the problem situation -Communication audit |
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Problem statements
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-Written in present tense
-Fully describe the current situation -Use specific & measurable terms -Do not imply a solution |
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Formal research method
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-Representative sample (larger population)
-Sample is likely to represent the larger group. -Expensive and lengthy. -Allows us to use inferential statistics. -Needs clearly established research objectives. -are designed to gather data from scientifically representative samples |
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Informal research method
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-Random Sample- (Group you study) Who is sample?
- Your sample may not accurately represent the larger group. -Help us explore and detect problems -Easier and cheaper. -Used in exploring and detecting problem situations |
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Informal methods listed
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-Personal contact and observation
-key informants -focus groups -community forums -advisory committees and boards -ombudsman or ombuds officer -call in telephone lines -mail and email analyses -social media and other online sources -Field reports |
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Formal methods listed
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-secondary analysis and online databases
-surveys -content analysis -mailed survey -in person surveys -telephone survey -online survey -cross sectional vs trend and panel surveys |
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If public relations is to be a part of the rational problem–solving process in organizations, then planning will be based upon which one of the following?
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Best available evidence situation
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What is (are) the major reason(s) more research is not used in public relations program planning, monitoring, and evaluation?
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Lack of research skills, lack of management pressure
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What are PR's research responsibilities?
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create channels of two way communication
situation analysis SWOT analysis communication audits problem statements |
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why is planning and programming important?
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making strategic decisions about what will be done in response to or anticipation of a problem or opportunity
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What is strategy?
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determines the goals, plans actions, and allocates resources
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Strategic planning
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making decisions about goals and objectives, identifying key publics, and determining strategies
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Strategic thinking
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predicting a desired future state, determining what will help and hinder getting there, and formulating a strategy for achieving it
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role of organization's mission statement in PR planning
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to state succinctly why an organization exists
they give the organization's attitude in dealing with its publics idealistic and inspirational statements designed to give those in the organization a sense of purpose and direction |
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different elements of PR plan
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goals
objectives strategies tactics |
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goals (pr element)
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a generalized statement of a desired outcome
ex. to improve relationship with hispanic residents |
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objectives (pr element)
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specific milestones that measure progress towards goal
ex. to increase the number of hispanic artists by 30% by 11/11/11 |
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strategies (pr element)
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the overall concept or general approach you'll take
ex. seek face to face opportunities to demonstrate to hispanic community opinion leaders how our museum supports local hispanic artists |
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tactics (pr element)
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the specific actions taken to achieve your objectives
ex. address the november meeting of the city's hispanic chamber of commerce |
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three types of PR plans
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ad hoc
standing contingency |
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Ad hoc (pr plan)
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addresses a temporary situation, such as the launch of a product line
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Standing (pr plan)
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helps build and nurture ongoing relationships and assist the company long term
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Contingency (pr plan)
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a back up plan for a situation that is unlikely to happen
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planning scenarios
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come up with 2-4 scenarios for a possible, future problem. Avoid ranking the scenarios (most likely, probable) as to not focus more heavily on one
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crisis categories
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immediate crisis, emerging crisis, sustained crisis
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Immediate crisis
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must work out a general plan plan in advance for how to react
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Emerging crisis
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challenge is to convince top management to take corrective action before it erupts
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Sustained crisis
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require diligent PR
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common mistakes in responding to crisis
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hesitation
obfuscation retaliation prevarication or equivocation pontification confrontation litigation |
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hesitation
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leads to public perception of confusion, callousness, incompetence, or lack of preparation.
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Obfuscation
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leads to the perception of dishonesty and insensitivity
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Retaliation
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increases tension and intensifies emotions rather than reducing them
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prevarication or equivocation
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creates the biggest problem, because nothing substitues for the truth; a lie or avoiding the unpleasant truth
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Pontification
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creates vulnerability by taking a high-handed approach without really dealing with the issue at hand
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Confrontation
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provides other visibility by keeping the issue alive, giving them a platform, and giving them more to respond to
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Litigation
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guarantees even greater visibility and may eliminate more reasonable solutions
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Crisis basics: identify , vulnerability
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__identify__ things that can go wrong and become highly visible; assess __vulnerabilities___ throughout the organization.
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Crisis basics:priorities
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assign __priorities___ based on which vulnerabilities are most urgent and most likely
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Draft QUESTIONS, ANSWERS, and RESOLUTION for each potential crisis scenario.
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Draft QUESTIONS, ANSWERS, and RESOLUTION for each potential crisis scenario.
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Focus on the two most important tasks
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_What to do AND what to say_ during the first critical hours following a crisis.
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guideline for what to do in crisis
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telephone call tree showing order in which key decision makers need to be informed
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guideline for what to say in crisis
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Q and As that list questions likely to be asked by reporters and other publics, as well as the appropriate answers to these questions, and standby statements that are stock organizational positions regarding possible scenarios, with situation-specific information left blank to be filled in once the crisis occurs
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Crisis basics: strategy
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develop a __stratergy_ to contain and counteract, not react and respond
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characteristics of a good PR plan
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supports a specific goal of your organization
stays goal-oriented realistic flexible a win-win proposition must be effectively sold |
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why it is important for a PR plan to have both an action and communication strategy
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without communication, no one knows you're actions to resolve the crisis. without action, the crisis never gets resolved. you've just been having empty communication or lying
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action strategy
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what you actually do to resolve the crisis
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communication strategy
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communicating to your publics about what your actions are
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how does communication strategy support an action strategy?
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informing __internal_ and __external _ _target __ publics___ of the action
persuade those publics to ___support_ and __accept__ __the_ __action_ possibly __instruct___ the publics in skills needed to translate intention into action |
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Framing the message OF the audience:
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*use the media most closely identified with the audience's ___position__
*use a communications source that enjoys a _high__ __credibility_ for the audience *play down the differences between the _positions_ _of _ _the_ _communicators__ and those of the audience |
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Framing the message FOR the audience:
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*seek __identification__ in vocabulary and _anecdote___ with the audience in an area removed from the issue
*establish the communicator's position as being the ___majority __opinion_, defining the majority from the audience itself |
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Framing the message for the audience
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*bring the audience's __group_ __identifications_ into play when those will help develop a positive response. The converse is also true.
*modify the message to fit the _organizations ___ __needs__ |
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Who's affected in framing the message in media
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Audience impact
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how closely the audience relates to the news
(framing the message in media) |
Proximity
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which news source gets it out first
(framing the message in media) |
Timeliness
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celebrities interest large number of people
(framing the message in media) |
Prominence
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people are attracted to what is new, unique, unexpected
(framing the message in media) |
Novelty and oddity
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good v. evil. strikes, fights
(framing the message in media) |
conflicts and drama
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Semantics
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make sure the language translates accurately and properly represents the culture
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Symbols
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help to understand whatever is abstract, diffuse, or difficult
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stereotypes
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help fill in the gaps where facts and information may be limited
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Diffusion process
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refers to this process by which new ideas and practices are spread to members of a social system
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Diffusion: 5 stages of acceptance
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knowledge
persuasion decision implementation confirmation |
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Stage of acceptance : knowledge
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people learn about an innovation and gain understanding about what it is
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Stage of acceptance : persuasion
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potential adopters develop interest in the innovation. they seek more information and consider its general merits
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Stage of acceptance: decision
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potential adopters decide to adopt or reject the innovation after weighing its merits for its own situation
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Stage of acceptance: implementation
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those willing to try the innovation actually apply it to their situation
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Stage of acceptance: confirmation
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adoption is either reinforced or the decision to adopt is reversed
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Why do we plan?
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-To keep our actions in line with our organization’s Mission
-To secure needed resources -To help us control our destiny -To help us better understand and focus our research -To allow effective management of resources |
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Implementing the strategy: Seven Cs of PR
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1.Credibility
2.Context 3.Content 4.Clarity 5.Continuity and Consistency 6.Channels 7.Capability of the audience |
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Messages framed to be
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1) newsworthy
2) understandable 3) immediately actionable |
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Effective communication
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must be designed for a specific situation, time, place and audience
ex: fl health dpt,. |
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Communication supports the action by
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•1) informing publics of the action
•2) persuading them to support/accept the action •3) instructing how to translate intention into action |
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Action strategy
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•Changes in policies, procedures, products, services, behavior.
•Adjustment and adaptation within the organization. |
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Formative research
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conducted before and during the program
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Summative research
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conducted when you’re done to assess progress and document impact
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Before you evaluate you must
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1.Understand communication theory, and media and audience effects
2.Understand the difference between process (effort and output) and outcome (impact and effect) 3.Have SMART objectives 4.Be numerical as well as rhetorical |
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10 steps of evaluation process
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1.Agree on the uses and purposes of research
2.Commit to evaluation and make research integral to the program 3.Develop consensus on evaluation research within the PR department 4.Write objectives in observable and measurable terms 5.Select the most appropriate criteria 6..Determine the best way to gather evidence 7.Keep complete program records 8.Use findings to manage the program 9.Report evaluation results to management 10.Add to professional knowledge |
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3 levels of program evaluation
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•Preparation Evaluation- assesses quality and adequacy of info used to develop the program
•Implementation Evaluation- monitors effort andprogress as the program unfolds •Impact Evaluation-documents the consequences of the programand provides feedback on the extent to which objectives and goals were achieved |
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Research
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initiates, monitors, and concludes the problem–solving process
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FPRA
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—The Florida Public Relations Association
founded in 1938, by John Dillin -Offer accreditation - the APR exam - "united voice“ in Florida |
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Prsa
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—Public Relations Society of America
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Vision
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To unify, strengthen and advance the profession
—Builds value, demand and global understanding for PR by: ◦Advancing the profession ◦Strengthening the society ◦Establishing Global Leadership definition |
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Practice of PR will continue to grow bc..
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Image and perception will be more and more recognized as the powerful forces they truly are
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