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What is the RACE acronym? 

Research. What is the problem or situation?

Action(program planning). What is going to be done about it?

Communication(execution). How will the public be told?

Evaluation. Was the audience reached and what was the effort

1.Writting skill

2.Research ability

3.Planning expertise

4. Problem-solving ability

5. Business/economics competence

1. Press agentry/Publicity

2. Public Information

3. two-way asymmetric

4. two-way symmetric

Characteristics of Press agentry/Publicity

- Communcation type though...?

- Information is...?

- research required...?

- Historical figure of model...?

- fields of practice today...?

• one-way communication primarily through mass media
• information may be exaggerated, distorted or incomplete to "hype" a cause, product, or service.
• little to no research required 
• P.T. Barnum
• sports, hollywood publicist, music, and film

Characteristics of Public Information

- Communication type...?

- Journalistic Ideal of...?

- Primary channel...?

- historical figure of this model...?

- fields of practice today...?

• One-way distribution of public information
• accuracy and completeness
• mass media is not the primary channel
• Ivy Lee 
• government, nonprofit groups

Characteristics of the two-way asymmetric model

- Communication type...?

- Primary purpose...?

- Historical Figure of this model...?

- fields of practice today...?

• Two-way with imbalanced effects
• help the communicator better understand the audience and how to persuade it
• Edward bernays
• marketing and advertising departments in competitive businesses and PR firms

Characteristics of the Two-way symmetric model

- Communication type...?

- Primary purpose...?

- Ideas expressed...?

- Historical figure...?

- Fields of practice today...?

• Two way with balanced effects
• Gaining a mutual understanding 
• "relationship building" and "engagement" that benifit both parties
• Arthur W. Paige
• organizations that engage in crisis and risk management

• more flexible environment for juggling family responsibilities
• higher salaries than in comparable fields like newpapers, radio, and television
• women tend to have better listening and communication skills
• better at two-way communication
• can start a PR firm without alot of money and can work out of home

1. Advancing the concept that business and industry should align themselves with the public interest
2. dealing with top executives and carrying out no programs without the active support of management
3. maintaining open communication with the news of media
4. emphasizing the necessity of humanizing business and bringing it's PR down to the community levels of employees, customers, and neighbors 

1. Emphasized the concept of "scentific persuation"
2. application of social science research and behavioral psychology to formulate campaigns and message 

1. A sense of Independence
2. A sense of responsibility to society and the public interest
3. Concern for the competence and honor of the profession as a whole
4. A higher loyalty to the standards of the professional and fellow professionals than to the employer of the moment

1. Advisory(lowest level) 
2. Compulsory-advisory
3. Concurring-authority

Advisory(lowest level): may be only advisory, management has no obligation to take recommendations.When PR is purley advisory, it is often ineffective.

Concurring-authority: this concept places public relations in the position of reviewing and approving all materials and communication with external audiences.

• Objectivity
• A variety of skills and expertise
• Extensive resources
• Offices throughout the country
• Special problem-solving skills
• Credibility

• Superficial grasp of a client's unique problems
• Lack of full-time commitment
• Need for prolonged briefing period
• Resentment by internal staff
• Need for strong direction by top managers
• Need for full information and confidence
• Costs

Two basic tpyes of research: Primary

-Examples...?

New and original research

- ex. interviews, focus groups, surveys

Two basic types of research: Secondary

- Examples...?

the use of existing research

- ex. books, magazines, databases

• To achieve credibility with management
• To define audiences and segment publics
• To formulate strategy
• To test messages
• To help management keep in touch
• To prevent crises 
• To monitor the competition
• To sway public opinion
• To generate publicity
• To measure success

1. Content analysis
2. interviews 
3. focus groups
4. Copy testing
5. Ethnography

1. Intercept interview/convenience poll - often done in shopping malls, people asked their opinions, normally only 2 to 5 minutes.
2. Purpose interviewing - interviewees are selected more carefully based on their expertise, influences, or leadership in the community

• usually consists of 8 to 12 people who represent the characteristics of the target audience. 
• used by advertising, marketing, and PR to help identify attitudes and motivations of important publics.

• Consider wording carefully
• Avoid loaded questions
• Consider timing and context
• Avoid the politically correct answer
• Give a range of possible answers

1. Situation
2. objectives
3. audience
4. strategy
5. tactics
6. calender/timetable
7. budget
8. evaluation

1. Launching a new product or service
2. overcoming a problem or negative situation
3. reinforcing positive reputation

1. Informational objectives - designed primarily to inform or increase awareness. exposure doesnt necessarily mean increased awareness.
2. Motivational objectives - designed to change attitude/behavior. more difficult to achieve, easier to measure, based on clearly measurable results.

Public relations campaigns should be directed toward specific audiences not just general public

A strategy describes how and why campaign components will achieve objectives. a strategy provides guidlines and key message themes. may have more than one strategy based on audience and objectives.

1. Awareness - a person becomes aware of an idea or a new product
2. Interest - the individual seeks more information about the idea or product
3. Evaluation - the person evaluates the idea or the product on the basis it meets the specific needs and wants
4. Trial - the person tries the product or idea on an experimental basis by using a sample
5. Adoption - the individual begin to use the product on a regular basis

• mass media such as advervising, short news articles, radio and television news announcements 

• reliance on mass media, but individuals actively seek information on the web and pay attention to longer in-depth articles.

• personal experience, group norms, and opinions of family and friends become more influential than mass media

1. Innovators - individuals who are venturesome and eager to try new ideas
2. Eary adopters - Savvy individuals who keep up with new ideas and products; the opinion leaders 
3. Early majority - individuals who take a deliberate, pragmatic approach to adopting ideas
4. Late majority - Individuals who are often skeptical and somewhat resistent but eventually bow to peer pressure 
5. Laggards - Individuals who are very traditional and the last group to adopt a new idea or product

What is passive audiences?

what are some tactics used?

• Individuals only pay attention to a message because it is entertaining and offers a diversion 
• use of photos, illustrations, and a catchy slogans

What is a active audiences?

• people that are already interested and engaged, and are in search of more sophisticated, supplement information.

describe measurement of audience awareness

tools used?

•  at this level PR practioniers measure whether the target audience groups actually recieved the message directed at them
• survey research

describe audience attitudes

• closely related to audience awareness and understanding of a message and changes in an audiences perceptions and attitudes; evaluated using a pre- and post- measurements of attitudes

1. Readers don't read everything
2. Editors cut from the bottom
3. Grab editors attention