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12 terms

Public Relations Concepts

To help study for the Public Relations Exam #2
STUDY
PLAY
6 Tasks In The Four Step Process
Research and analysis, policy formulation, programming, communication, feedback, assessment
R-A-C-E
Research (and planning), Action (and planning), Communication and Evaluation
R-O-P-E
Research, Objectives (and planning), Programming and Evaluation
R-P-I-E
Research, Planning, Implementation and Evaluation
R-O-S-I-E
Research, Objectives, Strategies, Implementation and Evaluation
Strategies
Plan or methods for accomplishing a goal or objective
Tactics
Actions to carry out a strategy
Management By Objective (MBO)
Provides focus and direction for formulating strategy to achieve specific organizational objectives
Eight Elements Of Public Relations Plans
Situation, objectives, audience, strategy, tactics, calendar/timetable, budget and evaluation
5 Possible Objectives For A Communicator
Message exposure, accurate dissemination of the message, acceptance of the message, attitude change and change in overt behavior
Most Widely Practiced Form Of Evaluating Public Relations Programs?
Compilation of print and broadcast mentions
Media Impressions
How many people may have been exposed to the message