Evaluation is the ___ step in the problem solving process

3 reasons why we have more systematic tracking today?

-More PR pros have research expertise

-All have more sophisticated computer programs

-All get pressure from management for meaningful results

2 stipulations on Evaluation

-PR personnel and management must agree on objectives

-Can’t wait until the end to set evaluation standards

1) Informational objectives

2) Motivational objectives

1) Informational objectives

-Objective for such campaigns is to get information across, such as how to prepare for a hurricane.

2) Motivational objectives

-Objective: to change opinions (requires research before and after) Most difficult to accomplish, because can’t tell if PR or other did it.

Evaluations purpose (2 reasons)

1)      Systematic assessment of a program and its results.

2)      Learning what we did right

Accountability

-Taking responsibility for achieving the performance promised.

-objectives must be measureable

Five tools to measure with

1) Measures production

2) Measures message exposure

3) Measures audience awareness

4) Measures Audience attitudes

5) Measures Audience Action

Measure Production

Simple form-count the number of releases, etc. produced to get productivity level

-Disadvantages: emphasizes quantity, instead of quality.

Measure Exposure

-Most widely practiced form is compilation of print and broadcast mentions

-Media impressions number of placements

-Hits on the Internet number of “visitors”

-Advertising equivalency – how much it’s worth.

Media Placement number is just the first step

(no reverse)

800 numbers

-another measure-compiles number of requests for more information

-can show effectiveness of placements

Return on Investment –what is the cost of reaching each member of the audience.

-Super bowl ads cost 3mM per 30 seconds but reaches more than 150 million people.

Measure Audience

-Higher level than exposure and dissemination is whether audience became aware of message.

-Whether audience received, paid attention understood and retained messages.

-Whether publicity met its objective to: write elected officials, send donations, and get legislation passed.

Evaluation depends on the management “buying in”

-Select appropriate outcomes, not just press clippings, but whether targets received and acted upon.

3 ways of Measuring the Web’s message

1)      hits- the number of times a web site is visited

2)      eyeballs the number of users (110 eyeballs means there is 110 users on the line

3)      also assess duration (stickiness) of stay, whether they were driven to act

-Few issues create unanimity of thought among the population; therefore, public opinion is split in several directions.

-no one person, then can symbolize P.O.?

-It is elusive and extremely difficult to measure what public opinion actually is.

Public opinion (3 facts)

-a collection of views held by persons interested in an issue.

-the sum of individual opinions affecting those individuals.

-opinions one can express without isolating oneself. (No spiral of silence)

Spiral of Silence

-When one person’s opinion is received “coldly” but  a disagreeing audience (is met with silence) the others in the audience (with seemingly minority views) are silent for fear of being different.

Vocal segments influence

-Two reasons for profound influence of vocal segments on P.O. momentum.

  1) Assumption is that small vocal group represents P.O. (majority may be apathetic)

The self interest concept is a very strong link in establishing public opinion, because:

-         Public opinion is a collective expression of many opinions (interested) individuals.

-         And when self interest is involved, opinion is not easily changed.

-         Often opinion is determined by that self interest.

-         Usually interested people have a vested self interest in an issue.

Events shape opinion

-Public opinion is highly sensitive to events

-events trigger formation of public opinion.

-events of magnitude usually swing opinion, but often just temporarily.

****Important****

-better informed than most

-Avid consumers of media.

-early adopters of new ideas.

-         Formal – hold status or position (e.g. elected officials)

-         Informal – clout because of some characteristic

Mass media (3 things they do/do not do)

-they do not bring about rapid influence or change

-they do set agendas

-they also may influence public opinion if no other information is known or available.

-Message foes from PR to media

-From media to opinion leaders

-Opinion leaders influence general public.

Two-step flow theory

-message goes from PR to media

-From media to opinion leaders

-Opinion leaders influence general public.

Framing theory

-The government “frames” issues using PPR pros.

-PR practitioners frame issues influencing public about products and services (locally).

Persuasion

-made rhetoric: the art of using language effectively and persuasively, and was part of the educational system.

Persuasion defined:

Is an activity or process in which a communicator attempts to induce a change in belief, attitude or behavior of another person or groups persons through the transmission of a message in a context in which the persuader has come degree of free choice.

As a persuasive communicator on behalf of clients

PR uses variety of “sending” techniques to accomplish and still uses feedback

3 ways PR uses persuasion to

-Change or neutralize hostile opinions

-crystallize latent and positive attitudes

-conserve favorable opinions.

-though PR practitioners may mitigate conflict, they also promote it to gain positive position in the market place.

-media helps by “liking/loving” conflict

Factors involved in persuasion process

-Audience analysis – knowledge of audience’s characteristics.

Source credibility

-when source is credible, the message is believable

Credibility

-expertise of messenger

-His/her sincerity-comes across as believing what he/she is saying

Self interest all important

-the public pays attention to issues or messages that appeal to their own psychological or economic needs.

-it wants something in return, such as: self-esteem, ability to make contribution, recognition from peers, to belong, gratification, or tax deduction.

Maslow-appeal to self interest is based upon needs

-needs help define the origins of motivation, which in turn help explain attitude change.

Maslow’s hierarchy of needs:

Safety needs (security, comfort, peace)

Love needs (acceptance, love, belonging, group)

(Self actualization: self fulfillment, accomplishment.)

-clarity

-timing and context of message

-audience participation

-statistics-impress (impress educated people)

-surveys and polls-independent (impress everyone)

-testimonials-explicit or implied

-endorsements-third party

 deliberate and systematic attempt to shape perceptions to achieve a response

-connotes falsehood, lies, deceit, disinformation, duplicity.

-plain folks-humble beginnings

-testimonial-individual builds credibility

-bandwagon-join everyone

-card stacking-select facts/data

-transfer-select person product, etc. with high status.

-glittering generalities-freedom, justice, democracy, the children, the American people

-audience analysis (psychographics-lifestyle, attitudes, beliefs, cause message to be tailored to needs)

-source credibility-make it more believable (expertise, sincerity, charisma)

-appeals to self interests (needs) as in Maslow.

depends upon circumstances must monitor threats, assess them and arrive at a strategy.

do you have the knowledge, money and commitment to combat the threat.

Proper Strategy

- is depended upon the expertise and experience

-but also whether support of top management is there

-how competent PR staff is

-Top management’s frequency of contact

-department funding.

Contingency continuum

-pure advocacy, hard-nosed stance, disagree, refute claims, threats

-pure accommodation- agrees with critics, changes policies, restitution, full apology.

Handling continuum

-no sooner does life cycle end, than the cyclical process starts over. This prompts:

   -issues management- predict, anticipate

   -issue identification – scan media

   -issue analysis – asses its potential threat

  - strategic options –consider alternatives

Crisis Management

-Crisis an extraordinary event or series of events that adversely affects the integrity of the product.

-only ______ percent of crisis are truly expected****

14 percent

-89% of Fortune 500 companies said business crisis is inevitable

-50% admitted they did not have a crisis management plan.

Characteristics of Generation Y

-Online interaction will “lead” to dating/marriage

-Online will exceed “time” with parents
-Will be reserved with social skill

-Savvy/skeptical about online identities

-Impatient with print media

Shared characteristics with retired seniors

-online attraction

-being diverse and global

-understanding world cultures/markets (like no other generation)

-Parents will Rule Gen Y on career, drugs, and products

-Y’s relationships will determine trusted information

-Y will “listen” to parents, doctors, clergy, friends and teachers

-Y is savvy about unfiltered/unpoliced content on the Internet

-Trust TV more and recognize the credibility of editorial content versus ads

GY as a group will:

-trust cause-related companies

-reward what is perceived as right

-become active in causes

-rates music higher than food

Nature of Today’s PR audience

-They are very complex and intermingling

-They are diverse in culture, ethnicity, religion, and economic attributes

-They intersect/coincide at times and conflict at times

Knowledge of segments

Campaigns must be aimed at segments of a mass audience.

1)may be pre-packaged (groups with similar interests)

2) may be diverse

Computer technology is critical because it provides primary and secondary research

Research allow messages to be customized

-The increased need for individual messages helps practitioners bypass media

two seniors and ethnic groups

-three seniors, Hispanics, African Americans.

-by 2010 this population will peak at 50 million

-its characteristics are changing

Ages 44-64 is the baby boomer generation and they have he most disposable income.

Women 65+ have THE most out of this category

(no answer/reverse side of card)

-less easily convinced than young adults

-vote in greater numbers

-read newspapers/magazines; watch TV

-Time to volunteer

-Health-conscious, interested in medicine

-have the most discretionary income

-Need new messages, not translations

-Family oriented

-radio is key medium (26-30 hours a wk)

-TV is also a medium (own 10.57 million sets)

-Largest number of minority businesses)

(Asian businesses are more valuable)

Minorities shared cultural values

-Hispanics, African and Asian Americans shared values

-strong family head

-music, food, religion are important

-bond with family, friends

-loyal to cultural brands

-Ways to appeal to changing mass audiences 

   -Use visual- increasingly visually oriented (television most credible news source)

   - Recognize that people are more fervent in support of a single issue

   -Recognize that people lack social and political balance

-Audiences place more emphasis on personalities and celebrities

-Audiences have strong distrust of authority and are suspicious this is caused by media overplays and broken political promises

-International audience has expanded

Match audience with the right medium

Media Relations- PR and media need each other

That non-profit are better received by editors

-that one mistake can ruin credibility

-Most effective for delivering details and contemplation

-Internet is like print, but can break news faster.

-Longer deadlines

-more in-depth reporting

**-queries are written proposal to a magazine about their running a certain story or idea that you have**

-Flexible-from captured driving audiences to farmers, beach goers and workers.

-reaches segments audiences

-is relatively inexpensive

-PSAs 20-30-60 seconds

-visual element (movement) is major selling point so it is the most trusted

-Some can make deals (product placement)

-cyberspace PR

-establish contact with reporters

-home pages (controlled message)

-Catch errors, offer balance while message is in formative stage – blogging

-Social media – people influence people

-mean income is $60k

-still a minority

-hold overwhelming share of the consumer purchasing power

-80% of household buying decisions done by women

-4 characteristics of women.

-make sure graphics are different to aid them

strategic-achieve particular object management planned deliberate action

competition-striving for some position object

conflict-sharp disagreement resulting in overt threat.

reduce conflict

escalate conflict

conflict management cycle

proactive= conflict

strategic=may simmer, handle easy

reactive= or ignored until media seizes on it

1) scan the environment

2)track issues

3)plan changes and create strategy to deal with conflict

Conflict resolution, position organization favorably anticipate court of public opinion.

Crisis Tylenol

After crisis subsides, repair reputation, reputation management learn state of reputation act and communicate.

Image Restoration strategies

Invasion of privacy:

     This area of law that particularly applies to employees

Especially in newsletters

            2)media inquiries about employees (Buckley Ammendment

Media inquiries about employees

-3 things to keep in mind when reporters inquire:

    1)confirm employee works there

    2)give title and job description

    3) give date they began (and were terminated)

Photo releases

-can be implied by posing, but best to get a release

-file all photos, date them and give them context and include release if you have it

-Implied consent-given by posing

Copyright law

-copyright: protection of a creative work from unauthorized use (life of creator plus 70 years)

-corporations may get 95 years protection

-copyright is assumed when material is completed in some permanent, tangible form (fixed)

Copyright-means protection of creative work from time of it is fixed meaning permanent/stable

Includes:

Fair use- copyright article may be quoted directly, but only one paragraph in 750 word article and up to 300 words in a long article or book chapter.

Visuals: cannot manipulate photos on computers.

Copyright issues on the internet

Fair use

-copyrighted article may be quoted directly, but quoted material must be brief. If quoted verbatim, quote marks must be used.

-when used in advertising and promotions, requires permission.

-can be copied for criticism, comment, research.

Trademarks-word, symbol, slogan used singly or in combination that identifies a products origin.

Protection of trademarks

-trademarks should be capitalized followed by a generic noun or phrase

-trademarks should not be used in the possessive

-trademarks are never verbs

Registered

Serivce mark

Misappropriation of personality-

FTC

SEC

Materiality

FCC

Federal communications commission

Licensing radio and television stations

FCC ruled that broadcasters must disclose to viewers origins of VNRs produced by government or corporation when running material.

FDA

Food and drug administration-oversees ads and promotions of prescription drugs and over-the-counter medicines.

Must have fair balance (tell of risks)

Internet

-companies audit outgoing e-mail

-companies are obliged to monitor employee Internet use.

-bloggers must inform readers that they are employees of organization they are blogging about.

Free speech

since Ivy Lee and Pennsylvania Railroad (1906)

-most commonly used public relations tactic

-Purpose-disseminate information to mass media such as newspapers, broadcast stations and magazines.

Why is print still number one?

-more media releases used by the print media (75% say the use PR sources)

endorsement)

Major drawback to news release?

-no obligation to be used and no control.

Never say anything “off the record”

5 News Elements

-timeliness

-proximity* (local is key element)

-prominence

-consequence

-human interest

4 things to Format a news release

-short paragraphs, common words

-short sentences

-active voice

-5 w’s and 1 h (who, what, where, why, when, how)

3 PR print tools

-Media advisory or alert-short bulleted items with brief paragraph explaining story

-pitch letter

-fact sheet

3 reasons to use inverted pyramid?

-if editor can’t find the “peg” in the first three or four lines, release won’t be used.

-editors cut stories from the bottom

-readers seldom read the full story.

History of the inverted pyramid

-created during the civil war

-formerly reporters sent stories in a more narrative form.

-editors wanted most important facts first (before telegraph wire cut)

-Started sending most important facts in first graph (the lead)

-the details in descending order of importance.

3 things about the Associated Press wire service

-Provides profession’s stylebook

-guides writer in usage of words, grammar, punctuation etc.

-makes editor’s job easier and editor more receptive.

3 ways of Distributing media materials

-mail-snail mail may be preferred

-faxes-can replace a telephone and doesn’t interrupt (can clog up machines)

-E-mail 60% of journalists prefer.

2 Electronic news services

-news wires-organizations hired to distribute organization’s news release.

   -examples: PR newswire and business wire-two major news wires.

-Web Newsrooms-newsroom is part of web site of organizations.

2 of Brochures main purposes:

-give information about an organization

-try to persuade target

Annual reports

-Required by law (SEC) for publicly traded companies

-certain materials required, but can also feature colorful photos of products and officers

-often flashy and costly