1. 1. Return letter to the editor assignment; discuss
2. Jeff Stensland
3. Discuss group research project
4. End of semester planner
5. Four-step PR process
6. Final project assignment
7. End of semester planner
April 15, 2014

2. GROUP RESEARCH PROJECT
 Publics
 Counties
 Targeted
media/Distribution
List
 Advertising
 Competitors/Support
ers
 Section 5: Five ways
to reach each public

3. 4/15 (Tues) – Return LTE assignment
Return group research projects
Assign final project
4/17 (Thurs) – Final project work day (no class)
4/22 (Tues) – Final project work day (no class)
4/24 (Thurs) – Final project review (optional class)
4/29 (Tues) – Final project due at 4 p.m. in RH 343
5/6 (Tues) – Final exam
End-of-semester Planner

4. FINAL PROJECT CRITERIA
 Comprehensive breakdown of event – 15 percent
 4-step process – 15 percent
 Press release (1) – 15 percent
 Press release (2) – 15 percent
 Fact sheet – 15 percent
 Letter to the editor – 15 percent
 Distribution – 5 percent
 Bibliography – 5 percent

5. 4-STEP PUBLIC RELATIONS PROCESS

6. HARDEE’S

7. FOUR STEPS TO THE PR PROCESS
 Research
 Planning
 Communication
 Evaluation

8. STEP ONE: RESEARCH
Find out everything about your
client
 Products and services
 Reputation (industry/customers)
 Financial status
 Competitive environment
 Identity and demographics of
customers
 Location(s) of company
 Mission of the organization, goals

10. STEP ONE: RESEARCH

11. STEP ONE: RESEARCH

12. STEP ONE: RESEARCH

13. STEP ONE: RESEARCH

14. STEP ONE: RESEARCH

15. STEP ONE: RESEARCH

16. STEP ONE: RESEARCH

17. • What publics do they need to
communicate and how will it take
place?
• Informational objectives: message
exposure, comprehension, retention
• Attitudinal objectives: formation of
new attitudes, reinforcement of
existing attitudes, change of existing
attitudes
• Behavioral objectives: formation of
new behaviors, reinforcement of
existing behaviors, change of
existing behaviors
• Output objectives: distribution or
execution of uncontrolled and
STEP TWO: PLANNING

18. STEP THREE: COMMUNICATION
Planning and execution
 Action or special event(s)
 Uncontrolled media: news
releases, feature stories, photos,
print, broadcast, social
 Controlled media: advertising, fact
sheets, internal, interactive, street,
social
 Effectively communicating the
message

19. STEP FOUR: EVALUATION
Did it work?
 An ongoing process of monitoring and
assessment of the stated objectives
 Informational objectives: measured by
publicity placement
 Attitudinal objectives: measured by
attitude/satisfaction surveys
 Behavioral objectives: measured by
surveys and observation of behaviors
 Output objectives: measured
quantitatively by counting output

20. QUESTIONS?

21. BLACKBOARD/
WEB LINKS/
4-STEPS POWERPOINT

22. 4/15 (Tues) – Return LTE assignment
Return group research projects
Assign final project
4/17 (Thurs) – Final project work day (no class)
4/22 (Tues) – Final project work day (no class)
4/24 (Thurs) – Final project review (optional class)
4/29 (Tues) – Final project due at 4 p.m. in RH 343
5/6 (Tues) – Final exam
End-of-semester Planner