Jour 436 Spring 2013

1. 1. End of semester planner
2. Letter to the editor assignment
3. Four-step PR process
4. Final project assignment
5. End of semester planner
April 15, 2013

2. 4/15 (Mon) – 4-step public relations process
Return group research projects, LTE
4/17 (Wed) – Final project review (optional class)
4/22 (Mon) – Final project due by 4 p.m.
Group presentations assigned
Group presentation work day
4/24 (Wed) – Group presentation work day
4/29 (Wed) – Group presentations
Extra credit assignments due
5/1 (Wed) – Final exam??
End-of-semester Planner

3. Letter to the Editor Rubric – E-P-I-C
Engage Your Audience
Here, you want to get your audience’s attention with a dramatic fact or short
statement. Keep this opening statement to one sentence if possible.
Problem-State the Problem
Here you present causes of the problem you introduced in the first section. How
widespread or serious is the problem?
Inform about Solutions
Here you inform the audience about a solution to the problem you just
presented. Develop your solution by examples of how and where it has worked.
You could site a recent study or report or tell a first-person account of how the
solution has impacted you or others you know.
Call to Action
Now that you’ve engaged your audience, presented the problem and informed
them of a solution, what do you want them to do? Make the action something
specific.

4. GROUP RESEARCH PROJECT
 Publics
 Targeted media
 Distribution
 Details

5. 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

6. 4-STEP PUBLIC RELATIONS PROCESS

7. HARDEE’S

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

9. 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

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. STEP ONE: RESEARCH

18. • 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

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

20. 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

21. QUESTIONS?

22. BLACKBOARD/
WEB LINKS/
4-STEPS POWERPOINT

23. 4/15 (Mon) – 4-step public relations process
Return group research projects, LTE
4/17 (Wed) – Final project review (optional class)
4/22 (Mon) – Final project due by 4 p.m.
Group presentations assigned
Group presentation work day
4/24 (Wed) – Group presentation work day
4/29 (Wed) – Group presentations
Extra credit assignments due
5/1 (Wed) – Final exam??
End-of-semester Planner