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September 28 & 30th Intro to PR notes

by: Chelsea Kubenka

September 28 & 30th Intro to PR notes MC3343

Marketplace > Texas State University > Journalism and Mass Communications > MC3343 > September 28 30th Intro to PR notes
Chelsea Kubenka
Texas State
GPA 3.0

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About this Document

This is notes from the lectures on the 28th (chapter 5) and 30th (chapter 8). I hope that these notes are helpful!
Intro to Public Relations
Charles Kaufman
Class Notes
Intro to Public Relations, What is Public Relations, MC3343.001, MC3343, Intro to PR
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This 4 page Class Notes was uploaded by Chelsea Kubenka on Wednesday September 30, 2015. The Class Notes belongs to MC3343 at Texas State University taught by Charles Kaufman in Fall 2015. Since its upload, it has received 35 views. For similar materials see Intro to Public Relations in Journalism and Mass Communications at Texas State University.

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Date Created: 09/30/15
Sept.  28  &  30   Chapter  5:  Creativity  and  concept   development • Thinking  inside  the  box:  restrain  on  our  imaginations Convergent  thinking:  List  of  ideas  that  come  together   Divergent  thinking:  start  at  a  core  and  build  outward.   BLOCKS  TO  CREATIVITY • Negative  attitude • Believing  you  are  not  creative • Fear  of  failure • Assumptions • Following  rules • Excessive  stress OVERCOMING  RESISTANCE  TO  CHANGE • One  of  the  functions  of  public  relations  as  a  management  function  is  to alert   management  to  changes  in  the  environment so  that  behaviors  and   communication  strategies  and  tactics  can  evolve  with  circumstances • RESISTANCE   ○ Both  individuals  and  institutions  resist  change: § A  PR  professional  may  resist  change § The  PR  person's  employer  may  resist  change § The  client  may  resist  change SHIFT  HAPPENS • Change  is  inevitable.  It  is  not  a  choice. • Resistance  to  change  is  ultima-­‐destructive. KURT  LEWIN • Three-­‐step  change  process: 1. Unfreeze  behavior § Individuals  and  institutions  consider  adapting  from  the  old  ways  of   • Resistance  to  change  is  ultima-­‐destructive. KURT  LEWIN • Three-­‐step  change  process: 1. Unfreeze  behavior § Individuals  and  institutions  consider  adapting  from  the  old  ways  of   doing  things  for  change  to  occur. § Behaviors  must  be  unfrozen. § Often  unfreezing  results  from  a  crisis  that  leaves  no  choice  but  to   change. 2. Change 1. Refreeze  behavior MANAGING  CHANGE • Communicate  threats • Involve  people  in  process • Minimize  uncertainty • Celebrate  successes • Explain  reasons  for  change  again CHAPTER  8:  Creating  a  PR  Plan Plan -­‐-­‐>  series  of  actions  intended  to  accomplish  one  or  more  goals  that  will  enable  an   organization  to  move  from  one  set  of  circumstances  to  another. 4  GENERAL  PARTS  TO  A  PLAN • Situation  analysis • Objective(s) • Action  plan • Evaluation 6-­‐PART  KETCHUM  PLANNING  PROCESS 1. Discover  (situation  analysis) 2. Set  goals  (objectives) 3. Strategize  (action  plan) 4. Create  (action  plan) 5. Deliver  (action  plan) 6. Evaluate  and  evolve  (evaluation) CREATING  A  PR  PLAN  FOR  A  CLIENT • Clearly  identify  the  target  audience 4. Create  (action  plan) 5. Deliver  (action  plan) 6. Evaluate  and  evolve  (evaluation) CREATING  A  PR  PLAN  FOR  A  CLIENT • Clearly  identify  the  target  audience • Be  clear  about  the  message  you  want  to  communicate • Decide  on  the  best  tactics  to  get  the  message  to  the  target  audience 11-­‐PART  PUBLIC  RELATIONS  PLAN 1. Goal   ○ What  are  you  trying  to  reach 2. Research ○ Turning  the  subject  inside  out 3. Executive  summary ○ One  page  long ○ Assumes  that  it  is  the  only  thing  in  the  plan  that  is  read ○ Defines  the  situation,  strategy,  key  tactics,  and  timeline ○ 1st  thing  that  appears  in  the  plans  book.   4. Situation  analysis ○ 3  kinds  of  situations  you  might  address  with  your  plan: § Remedial § One  time § Standing  (or  on-­‐going) ○ 3  parts  of  Situation  analysis   § Where  are  we  right  now?  Where  we've  been.  Our  history. § Mission.  Who  we  are. § SWOT            (strength   Opportunities  -­‐ Threats) □ Internal  analysis □ External  analysis   5. Objectives ○ 2  types  of  objectives § Informational □ Awareness,  message  placement,  message  exposure § Motivational □ Attendance,  sales,  donations,  market  share -­‐ actual  behaviors 6. Audience  (publics) ○ Define  the  publics  to  be  reached ○ Don’t  direct  a  plan  to  the  general  public ○ Target  specific  publics ○ Understand  your  audience ○ Two  types  of  audiences § Primary § Secondary ○ Don’t  direct  a  plan  to  the  general  public ○ Target  specific  publics ○ Understand  your  audience Two  types  of  audiences ○ § Primary § Secondary ○ Categories  of  segmentation § Demographics □ Ethnicity □ Gender □ Age □ Politics   □ Religion   § Psychographics  -­‐-­‐>  lifestyle § Behavior  -­‐-­‐>  frequency  of  consumption,  reasons  for  using 7. Strategy ○ Plan  of  action  (approach)  to  achieve  objectives ○ The  underlying  theme  or  idea  of  the  campaigning ○ The  idea  that  offers  the  client  a  competitive  advantage.  In  advertising  it  is   often  called  the  "big  idea"   8. Tactics 9. Calendar/Timetable 10. Budget 11. Evaluation


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