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COMM 2337

The PR Campaign
The PR
Campaign
Class 9
Fall 2011

@AndreaGenevieve
All You Need is a Donut and a Dream
andream@stedwards.edu

COMM 2337

Great PR starts with RACE
The PR
Campaign
Class 9
Fall 2011

@AndreaGenevieve
andream@stedwards.edu

edu . COMM 2337 RACE Basics The PR R: Research Campaign A: Action or Planning Class 9 C: Communication Fall 2011 E: Evaluation or Measurement @AndreaGenevieve andream@stedwards.

Research is Class 9 Fall 2011 used to develop a powerful message.edu . COMM 2337 R:Research The PR Establish the problem or challenge by Campaign providing information needed to understand publics. @AndreaGenevieve andream@stedwards.

edu . COMM 2337 A: Action The PR Planning refers to the process of Campaign setting goals or objectives and finding ways to meet them Class 9 Fall 2011 @AndreaGenevieve andream@stedwards.

Strategy 5. Objectives Class 9 3. Calendar or Timeline 7. Tactics 6.edu . Budget 8. COMM 2337 Parts of PR Plan The PR 1. Measurement @AndreaGenevieve andream@stedwards. Situation Campaign 2. Audience Fall 2011 4.

COMM 2337 C: Communication The PR Communication deals with crafting a Campaign message and making the message appealing to specific publics.edu . Class 9 Fall 2011 @AndreaGenevieve andream@stedwards.

@AndreaGenevieve andream@stedwards. Measurement is one of the most important parts of a PR plan.edu . COMM 2337 E: Evaluation The PR Measurement evaluates the Campaign effectiveness of messaging and provides a way to show whether or Class 9 Fall 2011 not PR actions are achieving objectives.

edu . COMM 2337 Step 1: Research The PR • Most crucial element Campaign • Evokes discovery Class 9 • Gathers data Fall 2011 • Sets benchmarks • Serves as a way to listen • May add credibility @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Research Functions The PR • define audience and Campaign segmenting publics Class 9 • formulate strategy Fall 2011 • test messages • prevent crisis • monitor competition • generate publicity @AndreaGenevieve andream@stedwards.

COMM 2337 Types of Research The PR Campaign Class 9 Fall 2011 PRIMARY SECONDARY 1 2 @AndreaGenevieve andream@stedwards.edu .

edu . COMM 2337 The PR Campaign Class 9 Fall 2011 @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Pre-Research The PR Campaign Class 9 Fall 2011 Organizational Materials + Database Information + Internet Research + Current Events + Content Analysis +Interviews + Focus Groups +Copy Testing @AndreaGenevieve andream@stedwards.

COMM 2337 Define Research Role The PR • What is the problem? Campaign • What kind of information is needed? Class 9 • How will the results be used? Fall 2011 • What publics should be researched? • Should and organization use a consultant? • How will the research be analyzed and reported? • How much will the research cost? • What is the timeframe? @AndreaGenevieve andream@stedwards.edu .

edu . COMM 2337 Scientific Sampling The PR • Rigorous Campaign • Highly scientific sampling Class 9 • Based on randomness and number of Fall 2011 responses @AndreaGenevieve andream@stedwards.

valid and reliable results.edu . @AndreaGenevieve andream@stedwards. COMM 2337 Sampling The PR • Random Sample (probability) Campaign • Non.Probability Class 9 • Quota Sampling Fall 2011 Sampling is important for accurate.

COMM 2337 Sample Size The PR • Must reflect the audience and total Campaign population Class 9 • Typically size is 1500 for a national Fall 2011 survey • Margin of error is 3% for 95% of the time @AndreaGenevieve andream@stedwards.edu .

edu . COMM 2337 Survey Design The PR • Watch semantics Campaign • Use close-ended questions when Class 9 possible Fall 2011 • Avoid jargon • Timing is important • Types of questions matter @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Types of Respones The PR Yes or No (Dichotomous) Campaign Likert Scale Class 9 Multiple Choice Fall 2011 Rank Order Rating Scaled @AndreaGenevieve andream@stedwards.

False • Yes. Never • Very Often. Below Average. Satisfied. Average. Poor • Always. Never • Very Satisfied. No @AndreaGenevieve andream@stedwards. Disagree . Helpful. Often. Poor Class 9 • Strongly Agree. Not Satisfied • Very Important. Fair.Strongly Disagree Fall 2011 • Excellent. Sometimes. Above Average.edu . Average. Agree . Important. Very Good. Sometimes. COMM 2337 Rating The PR Rating Scales: Campaign • Excellent. Good. Good . Usually. Not Helpful • True. Not Important • Very Helpful. Poor • Outstanding .

effectiveness and so on. It can also be done by relative Fall 2011 position (A scores 10 whilst B scores 6) Example Please write a letter next to the four evening activities below to show your preference. B for the next preferred. COMM 2337 Rank Order • A Rank Order scale gives the respondent a set of The PR items and asks them to put the items in some form of order. liking. Campaign • The measure of 'order' can include preference. The order is often a simple ordinal structure (A is Class 9 higher than B).edu . importance. Use A for your most preferred activity. then C for the next and then D for the least preferred. __ Staying in and watching television __ Exercising __ Cooking Dinner __ Playing video games @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Likert: The PR The format of a typical five-level Campaign Likert item is: Class 9 • Strongly disagree Fall 2011 • Disagree • Neither agree nor disagree • Agree • Strongly agree @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Research Guidelines The PR • Decide details Campaign • State objectives • Include a cover • Keep demographics at the Class 9 letter end Fall 2011 • Avoid confusing words • Choose recipients • Edit leading questions • Decide sample • Organize questions in a • Guarantee flow anonymity • Pretest the questions • Use a reward • Limit to 25questions • Have multiple people edit • Use closed ended questions @AndreaGenevieve andream@stedwards.

edu . COMM 2337 Ways to Sample The PR • Mail questionnaire Campaign • Telephone survey Class 9 • Personal interview Fall 2011 • Piggyback surveys • E-mail and web @AndreaGenevieve andream@stedwards.

E Campaign Class 9 Fall 2011 A: Action Plan @AndreaGenevieve andream@stedwards.C. COMM 2337 Next Steps… The PR R.edu .A.