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by: Stephanie Bauch


Stephanie Bauch
Texas State
GPA 3.67


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Class Notes
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This 2 page Class Notes was uploaded by Stephanie Bauch on Wednesday September 23, 2015. The Class Notes belongs to MC 1301 at Texas State University taught by Staff in Fall. Since its upload, it has received 12 views. For similar materials see /class/212900/mc-1301-texas-state-university in Journalism and Mass Communications at Texas State University.

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Date Created: 09/23/15
MASS COMM FINAL Gatekeeper somebody at a news organization that determines what is newsworthy and dictates what is going to be run Legibility relates to the ease with which one can read and quickly understand a small amount of text Parts of a PR Plan 1 Executive Summary an overall summary at the beginning of a PR plan summarizing the plan 2 Situation Analysis de nes the reason that the client needs the services of a PR professional and are either remedial one time or ongoing 3 Objectives sets forth the two types of goals of PR which are either informational objective to create awareness and motivational 7 an attempt to persuade people to do things or take action 4 Audience knowing who your target and secondary audience is and also demographics 5 Strategy a statement that describes how to achieve the objectives 6 Tactics speci c activities and materials that execute a strategy for example social networking speeches commercials news releases and direct mail 7 Calendar a timetable of events and goals usually a Gantt chart 8 Budget 9 Evaluation communicating and looking at overall effectiveness of PR plan 10 References Primary Research original research created to answer the specific questions of an organization Surveys focus groups experimental studies and content analysis generally accomplish this Proactive PR PR plans that try to anticipate future circumstances Rather than reacting to events proactive PR tries to develop strategies and tactics that best manage an organizations image and reputation PSA public service announcement a short radio or TV announcement for a nonprofit organization Similar to a broadcast commercial but are free Puffery legal exaggeration in advertising where no factually claims are made Qualitative Research research methods that yield unquantifiable information about peoples attitudes beliefs and lifestyles PR practitioners use focus groups to produce qualitative research They call the results soft data and unreliable from a statistical point of view Quantitative Research research that produces hard statistics that are reliable using probability samples an example would be public opinion polls Reactive PR PR that mostly reacts to events as they occur news releases go out when needed crisis are managed Rather than using PR to manage image and reputation through strategy and tactics PR practitioners deal with what comes up on a day to day basis Readability body copy that one can easily read is said to be readable This is a function of font styles and sizes and various other typographical decisions Reliability one can reproduce reliable research with the same results Results are consistent Secondary Research information previously collected for another purpose but that is useful and relevant as background for a PR plan Examples include an organizations own records library references documents intemet research and trade journalist SWOT part of a situation analysis in a PR plan it stands for Strengths Weakness Opportunities and Threats Types of Balance 1 Formal balance where left and right sides of the image are mirror images 2 Informal balance various elements together create balance although not both sides of image the same Types of Evaluation 1 Formative evaluation a type of feedback that allows you to know where you stand for example atest grade 2 Summative evaluation the evaluation at the end of a PR plan an example of this would be a final grade Validity a characteristic of research Validity requires that research results re ect the real status of what the research is measuring Its often a function of asking good unbiased questions


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