PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
PRSA APR RPIE
1. Four Step Process For Developing a Public Relations Plan: 1. Research
2. Planning
3. Implementation
4. Evaluation
2. Situation Analysis: Situation analyses pull together background information to
provide context on a problem statement.
Unabridged collection of all that is known about a situation, its history, forces
operating it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and
actions related to the problem situation. Includes a communication audit (how do
we communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
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,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
EPR pgs. 269-270
3. Types of Research: • Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
10. Complaint reviews F BIAS
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,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
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,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
4. Goals: Desired outcome of a plan of action. It is longer term, broad, more global,
future statement of "being."
(Goals may include how an organization is uniquely distinguished in the minds of its
target publics.)
5. Objectives: Defines what *behavior, attitude or opinion* you want to achieve froma
specific audience.
Appropriate objectives contain 4 specific elements:
1. *Target Public*
2. *Outcome*
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
4 of 36 12/16/2024, 5:37
PRSA APR RPIE
1. Four Step Process For Developing a Public Relations Plan: 1. Research
2. Planning
3. Implementation
4. Evaluation
2. Situation Analysis: Situation analyses pull together background information to
provide context on a problem statement.
Unabridged collection of all that is known about a situation, its history, forces
operating it and those involved or affected internally and externally.
First, review internal factors dealing with organizational policies, procedures and
actions related to the problem situation. Includes a communication audit (how do
we communicate with our publics?).
Next is the review of external factors. Undertake a PR audit to monitor how the
company's policies, actions and goals affect stakeholders.
1 of 36 12/16/2024, 5:37
,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
EPR pgs. 269-270
3. Types of Research: • Primary or Secondary
• Formal or Informal
• Quantitative or Qualitative
• Scientific
1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
10. Complaint reviews F BIAS
2 of 36 12/16/2024, 5:37
,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
3 of 36 12/16/2024, 5:37
,PRSA APR RPIE.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20RPIE
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
4. Goals: Desired outcome of a plan of action. It is longer term, broad, more global,
future statement of "being."
(Goals may include how an organization is uniquely distinguished in the minds of its
target publics.)
5. Objectives: Defines what *behavior, attitude or opinion* you want to achieve froma
specific audience.
Appropriate objectives contain 4 specific elements:
1. *Target Public*
2. *Outcome*
- knowledge outcome
- predisposition "opinion" outcome
- behavioral outcome
4 of 36 12/16/2024, 5:37
