What does return on investment tell us?
The before and after communication efforts
What is ad-value equivalency?
Equate amount of editorial/social coverage and the monetary value of it
Output vs. Outcome?
Output: Press releases and reports on outcomes of PR efforts, but output doesn’t show results like outcome
Outcome: Effect of those PR efforts
What is selfish reason?
Proving your worth
What is client research?
A companies values and credibility must be well shown in PR efforts with their target audience
What is stakeholder research?
Demographic you’re focused on
What is formal research?
Quantitative, accurate research like a survey
What is informal research?
Qualitative, like focus groups
What is secondary research?
Library research, previously published work
What is primary research?
Research you collect yourself
What is feedback research?
Bias response, either really good or bad
What are focus groups?
Groups give immediate, detailed, personal, and adaptable feedback
What are analytics?
Analysis that results in meaningful patterns in data
What is Ad Hoc?
for this purpose only
What is a standing plan?
ongoing plan dealing with target audience
What is a contingency plan?
crisis communication plan
Why do we plan?
To align our actions to our values, to keep our priorities straight
Why must we secure needed resources?
We need to keep client relations positive because reputation affects money, donations, and community
Why must we control our destiny?
Fail to plan, plan to fail
Why must we achieve consensus?
You need to cooperate with higher-ups to get support for PR efforts
How do we effectively manage resources?
Goals –> Objective –> Strategy –> Tactics
What is a goal?
Generalized outcome organization wants to achieve
What is an objective?
Specific milestones that measure progress towards goal
What is a strategy?
Description of what you’re gonna do
