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59 Cards in this Set
- Front
- Back
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Low-level expectation of PR
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Achieving awareness
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Higher-level expectation of PR
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Influencing behavior, attitude or action
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Grunig's Four Models of Public Relations
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1 - Press Agentry / Publicity
2 - Public Information Model 3 - One-way Asymmetrical Model 4 - Two-way Symmetrical Model |
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Press Agentry/Publicity Model
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Uses persuasion and manipulation to influence audience to behave as the organization desires
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Public Information Model
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Uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence.
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Asymmetrical Model
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Uses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how it public(s> feel about the organization.
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Symmetrical Model
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Uses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
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Goals
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Longer-term,broad, more global, future statement of "being". Goals may include how an organization is uniquely distinguished in the minds of its target publics.
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Objectives
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Shorter-term, defines WHAT behavior, attitude or opinion you want to achieve from a specific audience(s), how much to achieve, and when to achieve.
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Elements that make objectives SMAARRT
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Objectives should be:
Simple Measurable Attainable Audience Specific Relevant Results Oriented Time Specific |
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Outcome objective
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Changes behavior, awareness, opinion or support.
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Process objectives
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Serve to inform or educate
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Outputs
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Measure activities
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Strategies
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Describe how to reach objectives. Which communication strategies will be used for an objective
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Tactics/Tools
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Specific elements of a strategy. The "How-to". i.e., meetings, publications, tie-ins, community events, news releases etc.
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Activities
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Details of a tactic. i.e. "Hold six meetings, four publications. Activities have dates, indicate who is in charge, etc.
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10 Steps of a PR Plan
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1 - Goals
2 - Target Audience 3 - Objectives for Audience(s) 4 - Strategies 5 - Tactics 6 - Activities 7 - Evaluation 8 - Materials 9 - Budget 10 - Timetable/Tasks |
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Focus Groups - FIPS
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Informal
Primary |
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Intercept Interviews - FIPS
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Informal
Primary |
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Telephone Surveys - FIPS
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Formal
Primary |
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Mail Survey - FIPS
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Formal
Primary |
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Online or e-mail survey - FIPS
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Formal
Informal Primary |
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Content Analysis - FIPS
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Formal
Informal Primary |
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Communications Audit - FIPS
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Informal
Primary |
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In-Depth Interviews - FIPS
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Informal
Primary |
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Phone Interviews - FIPS
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Informal
Primary |
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Complaint Reviews - FIPS
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Informal
Primary |
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Tracking calls, purchases, hits, actions placements etc. - FIPS
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Informal
Primary |
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Observations or visits, field reports - FIPS
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Informal
Primary |
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Advisory Panels - FIPS
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Informal
Primary |
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Community Forums - FIPS
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Informal
Primary |
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Media Analysis - FIPS
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Informal
Primary |
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Lexis/Nexis, Lit Review - FIPS
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Formal
Secondary |
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Fact Finding - FIPS
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Formal
Secondary |
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Historical Research - FIPS
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Informal
Secondary |
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Internet Research - FIPS
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Formal
Informal Secondary |
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Content Analysis - Define
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The objective, systemic, and quantitative description and evaluation of the content of documents. An attempt to objectively code, and describe content in a communication.
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When to use a personal interview
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- Complex topics requiring extensive explaination or context; when subjects are difficult to access
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Four types of survey questions
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1 - non-threatening
2 - threatening 3 - knowledge 4 - attitude and opinion |
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Census Sample
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A survey of the entire population/universe
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Probability Sample
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A scientific sample drawn in such a way that the probability of being chosen is equal or known. i.e., random sampling
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Nonprobability samples
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Informal selection of the person to be interviewed
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Convenience or accidental sample
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A nonprobability sample where selection is without purpose, ie., dropping by the cafeteria and asking whoever is there
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Quota Sample
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A nonprobability sample where you find a set number of respondents from each identified category, i.e., 10 elementary, 10 middle and 10 high school teachers
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Dimensional Sample
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A nonprobability sample chosen by demographic. i.e., a specific number of male, female, married, single etc.
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Snowball Sampling
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Solicit additional respondents from existing respondents
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Purpose Sample
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Identifying a sample population to meet a specific need. i.e., studying music preferences you hit the lobby before a concert
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Number of responses to attain +/- 5% accuracy in a universe of 100,000
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384
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Formal Research
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Uses principles of scientific investigation such as the rules of empirical observation, random sampling in surveys, comparison of results against statistical standards, in order to replicate results. If done correctly, allows accurate statements about publics based on evidence drawn from scientifically representative samples.
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Formative Research
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Gathering information for use in making decisions prior to a program or making adjustments in a program/plan during implementation.
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Informal or nonscientific research
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Can look at values or qualities; subjective. Good for pre-testing formal strategies; exploratory. Findings cannot be projected to represent an entire audience or population. Provides an early warning signal and often used to informal formal scientific research methods
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Omnibus survey or study
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Practice of piggybacking your survey questions on another national survey
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Outcomes
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Measurable result of change in actions, attitudes, awareness, behaviors, opinions and support.
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Outputs
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Measure of tools, tactics or activities supporting plan or project.
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Outcomes vs. Outputs
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Outcomes measure results. Outputs measure activity
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Primary Research
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Investigation or data collecting first-hand, or by someone contracted to do it on your behalf
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Secondary Research
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Uses research findings of others, or collects information second hand. Examination of research previously conducted by others.
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External Validity
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Extent to which results of the study can be transferred to other settings or groups.
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Internal Validity
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Assesses the study's methodology and alternative explanations for study results.
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