1. 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

2. COMM 2337
Great PR starts with RACE
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

3. 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.edu

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

5. 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.edu

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

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

8. 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. Measurement is one of
the most important parts of a PR
plan.
@AndreaGenevieve
andream@stedwards.edu

9. 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

10. 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.edu

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

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

13. 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.edu

14. 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

15. 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.edu

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

17. 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

18. 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

19. 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.edu

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

21. 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.
Campaign • The measure of 'order' can include preference,
importance, liking, effectiveness and so on.
The order is often a simple ordinal structure (A is
Class 9 higher than B). 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. Use A for your most
preferred activity, B for the next preferred, 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

22. 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

23. 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

24. 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.edu

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