September 28 & 30th Intro to PR notes
September 28 & 30th Intro to PR notes MC3343
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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 23 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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