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USC - JOUR 201 - Class Notes - Week 5

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USC - JOUR 201 - Class Notes - Week 5

School: University of South Carolina
Department: Journalism Core
Course: Principles of Public Relations
Professor: Thomas Klipstine
Term: Fall 2018
Tags: Principles, Of, Public, relations, and 201
Name: Week 5 Notes
Description: The PR Planning & Research Methods Strategic Planning Week 6 Module
Uploaded: 09/13/2018
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background image Week 6 Notes The PR Planning Process & Research Methods PR Process Models - Acronyms: Races and Ropes
- Races
o Research
o Action planning
o Communication
o Evaluation
o Stewardship - Ropes o Research
o Objectives
o Programming
o Evaluation
o Stewardship ***not everyone includes this Maintaining relationships with stakeholders over 
time
Important because as practitioners, we don’t create
and conduct a campaign in a vacuum
Create a campaign for a client or for an 
organization, but then after the evaluation part, the 
communication keeps happening, the media and 
the publics are still there and we need to maintain 
relationships with them
Public Relations Process - Background research or situation analysis o First step in any good PR campaign - Formative research - Planning (goals, objectives, strategies, tactics)
- Programming or implementation
- Evaluation Background Research/Situation Analysis - Gathering and analyzing information
background image - About issues, industry, clients, events, trends, opinions,  attitudes - To summarize current situation and identify an approach to  solve problem and/or create campaign - Outlets for Background Research o Data from client and elsewhere (e.g., Pew Research  Center, Edelman Trust Barometer, U.S. Census) o Media coverage, online resources
o Previous/current campaigns
o Academic literature, case studies SWOT Analysis - What are the organization’s Strengths, Weaknesses,  Opportunities, and Threats? - What are the challenges and goals for the organization - How can those challenges and goals be addressed by  communication and public relations? Formative Research - Secondary Research o Background information, previously published  data/studies - Primary or Formative Research o Information specific to your audience(s), original data,  new insights Common Research Methods - Qualitative (more interpretive, less counting) o Focus groups
o Interviews
- Quantitative (more analytical o Surveys o Content analysis
o Experimental research (field vs. lab)
Survey Sampling - Non-probability sampling o We don’t know or can’t access all members of a  population

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School: University of South Carolina
Department: Journalism Core
Course: Principles of Public Relations
Professor: Thomas Klipstine
Term: Fall 2018
Tags: Principles, Of, Public, relations, and 201
Name: Week 5 Notes
Description: The PR Planning & Research Methods Strategic Planning Week 6 Module
Uploaded: 09/13/2018
6 Pages 128 Views 102 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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