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Chapter 5

P R 220 Chapter Notes - Chapter 5: Swot Analysis, Web Analytics, Organizational Communication


Department
Public Relations
Course Code
P R 220
Professor
Wilgenbusch
Chapter
5

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Strategy starts with research
RPIE (researching, planning, implementation and evaluation programs): 4
step process of researching
Also:
RACE: Research, Action, Communication, Evaluation
ROPE: Research, Objectives, Programming, Evaluation
ROSIE: Research, Objective, Strategies, implementation and
evaluation
Evaluation can happen at any point in a process, not just at the end
Formative research: research conducted at the beginning of the planning
process
Helps make goals, objectives and strategies
Tial ad eo → ifoal foatie eseah
Analytics: a field of data analysis used to describe, predict and
improve how organizations communicate with publics; commonly
refers to tracking of website traffic
Web analytics
Data can help plan programs
Summative research: research conducted at the end of a campaign or
program to determine the extent that objectives and goals were met
Did it ok?
Informs ongoing work and future campaigns/programs
E i ‘PIE, ‘O“IE, ‘OPE, o ‘ACE assues suatie esearch
Campaign vs. Program
Campaign has a defined beginning and end
3 steps to planning or organizing research:
(1) situation
(2) organization
(3)Publics
Situation
Good PR cases read like good stories
Good story relies on interesting setting that provides a conflict
or situation that comes up
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Situation analysis: a report analyzing the internal and external
environments of an organization and its publics as it relates to the
start of a campaign/program
Problem or opportunity statement: a concise written summary of
the situation that explains the main reason for a PR program or
campaign
A core problem statement should be able to be written in a
single sentence
SWOT Analysis: description and discussion of an organization's
internal strengths and weaknesses and its external opportunities and
threats
Common strategy for constructing an analysis statement and
understanding
(S)Strengths are factors internal to your organization or client
that will help you reach your goal
Faculty projects of a university that benefit the
community
(W)Weakness are internal factors that make it harder for your
organization or client to do what it wants to do
Lack of professional training in a university
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Gap in communication between college faculty and
professional communicators representing the university
Opportunities and threats are external variables
Decreasing revenue putting scrutiny on a budget may be
a threat (T)
But a budget cut may be an opportunity to explore new
programs that support the organization's values (O)
Potential resources for researching a situation:
Summaries of relevant media coverage
Copies of any organizational documents related to the
problem
Collateral materials from prior campaigns and programs
Any available, statements, reports or information from or
about the organization's competitors
Calendars or schedules of related events
Copies of relevant laws, regulations, budgets or pending
legislation that are publicly available via government agencies
Any research already conducted and reported
Web analytic reports that track website traffic
Prior advertisements and marketing or PR plans
Organization
In house: when PR people are employed directed within an
organization rather than working for an external agency or
contracted as independent consultants
Mission statement: a formal statement of an organization's steady,
enduring purpose
If an organization does not a mission statement you can often
fid thei alues ude a aout us page olie
Resources for organization research:
Any written history
The organization's charter or bylaws
A flow chart of their organizational structure
Product or services descriptions
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