(公共关系英文版课件）2015 BA public relations section2

(公共关系英文版课件）2015BApublicrelationssection2Varioustypesofresearchcanbeusedtoaccomplishanorganization’sobjectivesandmeetitsneedforinformation.Thechoiceofwhattypeofresearchtousereallydependsontheparticularsubjectandsituation.Asalways,timeandbudgetaremajorconsiderations,asistheperceivedimportanceofthesituation.TheImportanceofResearchResearchActionCommunicationEvaluationConsequently,manyquestionsshouldbeaskedbeforeformulatingaresearchdesign:Whatistheproblem?Whatkindofinformationisneeded?Howwilltheresultsoftheresearchbeused?Whatspecificpublic(orpublics)shouldberesearched?Shouldtheorganizationdotheresearchin-houseorhireanoutsideconsultant?Howwilltheresearchdatabeanalyzed,reported,orapplied?Howsoonwilltheresultsbeneeded?Howmuchwilltheresearchcost?TheImportanceofResearchcont.Publicrelationsprofessionalsuseresearchinthefollowingways:ToachievecredibilitywithmanagementTodefineaudiencesandsegmentpublicsToformulatestrategyTotestmessagesTohelpmanagementkeepintouchTopreventcrisesTomonitorthecompetitionToswaypublicopinionTogeneratepublicityTomeasuresuccessTheImportanceofResearchcont.Secondaryresearchusesexistinginformationinbooks,magazinearticles,electronicdatabasestoproducedata.Primaryresearchisproducedwhennewandoriginalinformationisgeneratedthrougharesearchdesignthatisdirectedtoansweraspecificquestion.TheImportanceofResearchcont.SecondaryResearchcont.Literaturesearchesarethemostoftenusedinformalresearchmethodinpublicrelations.Researcherscantapanestimated1,500electronicdatabasesthatstoreanenormousamountofcurrentandhistoricalinformation.TheInternetisapowerfulresearchtoolforthepublicrelationspractitioner.Onlinesearchenginesmakeauniverseofinformationavailabletoeveryone.SecondaryResearchManypublicrelationscampaignbeginswithaninventoryoforganizationalmaterialsthatcanshedlightonsuchthingsas:(1)thesuccessoftheproductorserviceinthePast(2)analysisofwhatgeographicalareasprovidethemostsales(3)aprofileofthetypicalcustomerwhobuystheproductorusestheserviceQualitativeresearchaffordstheresearcherrichinsightsandunderstandingofasituationoratargetpublic.Informationmaynotbegeneralizable.Quantitativeresearchisoftenmoreexpensiveandcomplicated,butitenablesagreaterabilitytogeneralizetolargepopulations.TheImportanceofResearchcont.TheImportanceofResearchcont.QualitativeResearchAgreatdealofpublicrelationsresearchisqualitative.Qualitativeresearchisgoodforprobingattitudesandperceptions,assessingpenetrationofmessagesandtestingmessages.Qualitativeresearchmethodsare(1)contentanalysis,(2)interviews,(3)focusgroups,and(4)copytesting,and(5)ethnographictechniques.QuantitativeResearchPublicrelationsprofessionalsconductpollsandsurveysusinghighlyprecisescientificsamplingmethods.Datasamplingisbasedontwoimportantfactors:RandomnessAlargenumberofrespondentsArandomsamplemeanseveryoneinthetargetedaudiencehasanequalorknownchanceofbeingselectedforthesurvey,whichisalsocalledprobabilitysample.Incontrast,anonprobabilitysurveyisnotrandomatall.QuantitativeResearchcont.Inanyprobabilitystudy,samplesizeisalwaysabigquestion.Nationalpollingfirmsusuallysample1,000to1,500peopletogetahighlyaccurateideaofwhattheU.S.adultpopulationisthinking.Theprimarypurposeofpolldataistogetindicationsofattitudesandopinions.QuestionnaireConstructionErrorscanoccurswithquestionnaireasaresultofimproperwordingandorderingofquestionsinasurveyandeventhetimingofasurvey.Withadvocacyresearch,surveyswithquestionsthatincludehighlychargedwordsthatelicitanemotionalreactionaresenttorespondents.Thesequestionsareconsideredtobe“loaded”andshouldnotbeusedbypublicrelationsprofessionals.QuestionnaireConstructioncont.Responsestosurveyquestionsareinfluencedbyevents,andthisshouldbetakenintoconsiderationwhenreviewingtheresultsofasurvey.Pollsandsurveysshouldbeconductedwhenanorganizationisinthenewsorconnectedtoasignificanteventthatmayinfluencepublicopinion.Inneutralcontext,amorevalidsurveycanbeconductedaboutanorganization’sreputation,products,orservices.QuestionnaireConstructioncont.Courtesybiasoccurswhenrespondentschooseanswersthattheythinkarethe“politicallycorrect”answerthatthesponsorofthesurveywantstohearorreflectsfavorablyonthemasagoodworkerorcitizen.Researcherscantrytoavoidpoliticallycorrectanswersbymakingquestionnairesconfidentialandbypromisinganonymitytothepeoplewhoaresurveyed.QuestionnaireConstructioncont.Answercategoriescanskewaquestionnaire.Itisimportantthatanswerchoicesareprovidedthatcoverarangeofopinions.Ingeneral,“yesorno”questionsarenotverygoodforexaminingrespondents’perceptionsandattitudes.HowtoReachRespondentsQuestionnairescomeinseveralforms,including:(1)Mailquestionnaires(2)Telephonesurveys(3)Personalinterviews(4)Omnibussurveys(5)Webande-mailsurveysIncreasingly,surveysarebeingdoneviatheWebande-mail,butdigitalmethodshavedrawbacksbecausetherespondentsareself-selectedandmaynotberepresentativeofthepopulationasawhole.ProgramPlanningThesecondstepinthepublicrelationsprocessisplanning.Planningisthe“Action”inRACE.Actionmeanstheorganizationstartsmakingplanstodosomethingaboutanissueorsituation.Publicrelationsplanningshouldbestrategic,anditsetstheorganization’sdirectionproactively,avoiding‘drift’androutinerepetitionofactivities.TheValueofPlanningResearchActionCommunicationEvaluationWhenintheplanningprocess,apractitionermustdothefollowing:ThinkaboutasituationAnalyzewhatcanbedoneaboutitCreativelyconceptualizetheappropriatestrategiesandtacticsDeterminehowtheresultswillbemeasuredToachievespecificresults,planningalsoinvolvesthecoordinationofmultiplemethods,includingnewsreleases,specialevents,presskits,newsconferences,andmediainterviews.TheValueofPlanningcont.Therearetwoapproachestoplanning:ManagementbyObjective(MBO)andaStrategicPlanningModel.Bothapproachesemphasizeaskingandansweringquestionstogeneratearoadmapforsuccess.MBOapproacheshelpspractitionersgeneratethebuildingblockforplanning,theStrategicPlanningModelforPublicRelationshelpspractitionersmovetowardaclearsituationanalysisneededtomakeplanningrelevanttotheclient’soverallobjectives.ApproachestoPlanningManagementbyObjectiveMBOprovidesfocusanddirectionforformulatingstrategytoachievespecificorganizationalobjectives.MBOplanningensuresthe“productionofrelevantmessagesandestablishescriteriaagainstwhichcampaignresultscanbemeasured.”ApproachestoPlanningcont.ManagementbyObjectiveNinebasicMBOweredevelopedtoactasachecklistandtohelpapractitionerconceptualizewhatshouldbecompletedintheplanningprocess.(1)Client/EmployerObjectives(2)Audience/Publics(3)AudienceObjectives(4)MediaChannels(5)MediaChannelObjective(6)SourcesandQuestions(7)CommunicationStrategies(8)EssenceoftheMessage(9)NonverbalSupportApproachestoPlanningcont.AStrategicPlanningModelFactsCategoryfactsProduct/ServiceissuesCompetitivefactsCustomerfactsGoalsBusinessobjectives.RoleofpublicrelationsSourcesofnewbusinessApproachestoPlanningcont.AStrategicPlanningModelAudienceTargetaudiencesCurrentmind-setDesiredmind-setKeyMessageMainpointApproachestoPlanningcont.Apublicrelationsprogramplanidentifieswhatistobedone,why,andhowtoaccomplishit.Theplanmakescertainthatalltheelementshavebeenproperlyconsideredandthateveryoneinvolvedunderstandsthe“bigpicture.”Publicrelationsfirmsprepareaprogramplanforclientapprovalbeforeimplementingapublicrelationscampaign.ElementsofaProgramPlanTheeightbasicelementsofapublicrelationsplanare:(1)Situation(2)Objectives(3)Audience(4)Strategy(5)Tactics(6)Calendar/timetable(7)Budget(8)EvaluationElementsofaProgramPlancont.SituationThreetraditionalsituationsoftenpromptapublicrelationsprogram:(1)Toovercomeaproblemornegativesituation;(2)Toconductaspecificone-timeprojecttolaunchanewproductorservice;or(3)Toreinforceanongoingefforttopreserveitsreputationandpublicsupport.ElementsofaProgramPlancont.ObjectivesAstatedobjectiveshouldbeevaluatedbyasking:Doesitreallyaddressthesituation?Isitrealisticandachievable?Cansuccessbemeasuredinmeaningfulterms?Therearetwotypesofobjectives:informalandmotivational.Objectivesmustbemeasurable.ElementsofaProgramPlancont.AudiencePublicrelationsprogramsshouldbedirectedtowardspecificanddefinedaudiencesorpublics.Marketresearchcanidentifykeypublicsbysuchdemographicsasage,income,socialstrata,education,locationandexistingownershiporconsumptionofspecificproducts.Attimes,themediaisidentifiedasa“public,”butusually,theyarethechannelsusedtoreachdefinedaudiences.ElementsofaProgramPlancont.StrategyAstrategyisasomewhatbroadstatementdescribinghowanobjectiveistobeachieved.Astrategyprovidesguidelinesandkeymessagethemesfortheoverallprogramandarationalefortheactionsandprogramcomponentsthatareplanned.Aplancouldhaveasinglestrategyorseveralstrategies.ElementsofaProgramPlancont.KeyMessagesPublicrelationsplansoftencontainalistingofkeymessagesthatthecampaignwantstogetacrosstothetargetaudiencesandthemedia.ElementsofaProgramPlancont.TacticsTacticsarethetacticalpartoftheplan.Tacticsdescribethespecificactivitiesthatputeachstrategyintooperationandhelptoachievethestatedobjectives.Tacticsarethemostvisiblepartofanyplan.Tacticsinvolvesusingvariousmethodstoreachtargetaudienceswithkeymessages.ElementsofaProgramPlancont.Calendar/TimetablePlanimplementationcantakelessthanthreemonthsormorethanayear.Whendevelopingacalendar,itisimportanttodevelopacampaignwhenkeymessagesaremostmeaningfultotheintendedaudience,properlyscheduletacticsandcompileacalendar.ElementsofaProgramPlancont.BudgetAbudgetisoftendividedintotwocategories:StafftimeOut-of-pocket(OPP)expensesOOPincludessuchcollateralmaterialasnewsreleases,mediakits,brochures,videonewsreleases,transportation,andevenphotocopying.ElementsofaProgramPlancont.EvaluationTheevaluationelementofaplanrelatesdirectlybacktothestatedobjectivesoftheprogram.Evaluationcriteriashouldberealistic,credibleandspecific.Aplan’sevaluationsectionshouldrestatetheobjectivesandthennametheevaluationmethodstobeused.ElementsofaProgramPlancont.60EarthHour2013March23th,8:30-9:30pmConvert60minutesofneardarknessintoapermanentshiftinhouseholdenergyuse-that'stheAustraliangoalofEarthHouronSaturday.overabillionpeopleturnedofftheirlightsforEarthHouronSaturdaynight,in150nationsandterritoriesaroundtheworld,makingitthelargestvoluntaryeventofitskind.InternationalCoffeeFestival项目背景Situation项目调查Research挑战和机遇项目策划planning公关目标、目标受众、目标媒体传播主 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 、公关策略项目实施Action准备阶段媒体宣传正式启动项目效果评evaluation媒体报道情况Communication9.11——Whydotheyhateus？9.11——Whydotheyhateus？9.11美国新闻署（USIA)美国与阿拉伯世界的沟通障碍communicationbarries新闻发言人presssecretary传播办公室(communicationoffice)全球传播办公室(globalcommunicationoffice)Thethirdstepinthepublicrelationsprocessiscommunication.Thisstepisalsocalled“execution”inmostpublicrelationsplans.Thegoalsofthecommunicationprocessareto:Inform,Persuade,Motivate,orAchievemutualunderstandingTheGoalsofCommunicationResearchActionCommunicationEvaluation沟通方式WayofCommunication低lowjoin参与consel咨询sell推销告知tell高high低lowaudienceparticipation听众参与的程度高highContentcontrol内容控制程度Tobeaneffectivecommunicator,apersonmusthavebasicknowledgeof:WhatconstitutescommunicationandhowpeoplereceivemessagesHowpeopleprocessinformationandchangetheirperceptionsWhatkindsofmediaandcommunicationtoolsaremostappropriateforaparticularmessageTheGoalsofCommunicationcont.Anumberofvariablesmustbeconsideredwhenplanningamessageonbehalfofanemployerorclient.Acommunicatorshouldaskwhethertheproposedmessageis:AppropriateMeaningfulMemorableUnderstandableBelievabletotheprospectiverecipientTheGoalsofCommunicationcont.Acommunicatorshoulddetermineexactlywhichofthefollowingobjectivesarebeingsoughtthroughthecommunication:MessageExposureAccurateDisseminationoftheMessageAcceptanceoftheMessageAttitudeChangeChangeinOvertBehaviorTheGoalsofCommunicationcont.Messagedisseminationisthebeginningofthecommunicationprocessandleadstoopinionchangeandadoptionofproductsandservices.Sixelementsintheprocessare:ReceivingtheMessagePayingAttentionstotheMessageUnderstandingtheMessageBelievingtheMessageRememberingtheMessageActingontheMessageTheGoalsofCommunicationcont.Severalcommunicationmodelsexplainhowamessagemovesfromthesendertotherecipient.Mostcommunicationmodelsincorporatethefollowingfourbasicelements:Sender/source(encoder)AmessageAchannelAreceiver(decoder)Afifthelement,feedbackfromthereceivertothesender,isinmoderncommunicationmodels.ReceivingtheMessageReceivingtheMessagecont.WilburSchramm’smodelembodiestheconceptof“sharedexperience,”whichmeanslittleornocommunicationisachievedunlessthesenderandthereceivershareacommonlanguageandevenanoverlappingculturaloreducationalbackground.Schramm’smodelincorporatestheideaofcontinuousfeedback.Boththesenderandthereceivercontinuallyencode,interpret,decode,transmit,andreceiveinformation.ReceivingtheMessagecont.信息message编码encode传递send接受accept译码decode理解understand噪音noise反馈Feedback传送者sender接受者receiver沟通过程模型communicationmodel背景context有效沟通模式EffectiveCommunicationModel沟通的静态构成7要素发送者（目的、风格、可信度、知名度）听众（背景、对你的了解程度、感受、偏见）目标(传递信息、获得理解、保持关系、表达感情)背景（心理环境、物理环境、社会环境、文化环境）信息（直接或间接、正式或非正式）渠道（口头的、 书 关于书的成语关于读书的排比句社区图书漂流公约怎么写关于读书的小报汉书pdf 面的、非语言的）反馈（语言的、非语言的、有意的、无意的）讲课的反应对上课的影响One-waycommunication,fromsendertoreceiver,onlydisseminatesinformation.One-waycommunicationisamonologueandlesseffectivethantwo-waycommunicationTwo-waycommunicationsestablishesadialoguebetweenthesenderandreceiver.Theidealpublicrelationsmodelshouldbetwo-waysymmetricalcommunication,withbalancedbetweenthesenderandthereceiver.ReceivingtheMessagecont.Usesandgratificationtheoryassumesthatpeoplemakehighlyintelligentchoicesaboutwhichmessagesrequiretheirattentionandfulfilltheirneeds.Mediaareusedforsuchpurposesas:SurveillanceoftheenvironmentEntertainmentanddiversionReinforcementoftheiropinionsandDecisionmakingaboutbuyingaproductorservicePayingCloseAttentiontotheMessageCommunicationstrategiesshouldbedesignedtoattracttheattentionoftwokindsofaudiences:passiveaudiencesandactiveaudiences.Passiveaudiencespayattentiontoamessageonlybecauseitisentertainingandoffersadiversion.Activeaudiencesarealreadyattheintereststageoftheadoptionprocessandseekmoresophisticatedsupplementalinformation.PayingCloseAttention…Messagecont.Effectivewaystohelpreceiversunderstandamessageare:ProperlyandeffectivelyuselanguageWriteclearlyUsesymbols,acronymsandslogansAvoidjargonAvoidclichésandhypewordsAvoideuphemismsAvoiddiscriminatorylanguageUnderstandingtheMessagePublicrelationspractitionersrepeatmessagesforthefollowingreasons:Repetitionallowsaudiencememberwhodon’tseeorhearthemessageatthesametimetogetit.Repetitionremindstheaudienceofthemessage.Repetitionhelpstheaudiencerememberthemessageitself.Repetitionleadstoimprovedlearningandincreasespenetrationofaudienceindifferenceorresistance.RememberingtheMessageAkeytounderstandinghowpeopleacceptnewideasorproductsistoanalyzetheFive-StageAdoptionProcess.Thestepsare:AwarenessInterestEvaluationTrialAdoptionActingontheMessageAnumberoffactorsaffecttheadoptionprocess,including:RelativeadvantageCompatibilityComplexityTrialabilityObservabilityActingontheMessagecont.Individualsapproachinnovationindifferentways,dependingontheirpersonalitytraitsandtheriskinvolved.Therearefivelevels:InnovatorsEarlyAdoptersEarlyMajorityLateMajorityLaggardsActingontheMessagecont.EvaluationThefourthstepinthepublicrelationsprocessisevaluation.Measurementisthemeasurementofresultsagainstestablishedobjectives.Measurementisthesystematicassessmentofaprogramanditsresults.Itisameansforpractitionerstoofferaccountabilitytoclients—andtothemselves.”ThePurposeofEvaluationResearchActionCommunicationEvaluationInordertobeginevaluating,itisimportanttohaveaclearlyestablishedsetofmeasurableobjectives.Publicrelationspersonnelandmanagementshouldagreeonthecriteriausedtoevaluatesuccess.Don’twaituntiltheendofthepublicrelationsprogramtodeterminehowitwillbeevaluated.Objectives:APrerequisiteforEvaluationIfanobjectiveisinformational,measurementtechniquesmustshowhowsuccessfullyinformationwascommunicatedtotargetaudiences.Thesetechniquesarefallunder“messagedissemination”and“audienceexposure.”Motivationalobjectivesaremoredifficulttoaccomplish.Itisbesttoshowacauseandeffectrelationshipthatstartswithabaselinemeasurement.Objectives:APrerequisitecont.Sophisticatedsoftwareprogramsandtechniquesarebeingusedtoseeifdifferentaspectsofapublicrelationscampaignaresuccessful.Today,atrendtoamoresystematicapproachtoevaluationisestablished.Yet,therearestillpeoplewhosaypublicrelationsismoreartthanscienceandcan’tbeevaluated.Itissuggestedthatpublicrelationsprofessionalsshoulduseamixoftechniquestoprovideamorecompleteevaluation.CurrentStatusofMeasurement…CurrentStatusofMeasurement…contThereareatleastthreelevelsofmeasurementandEvaluation.Therearefivewidelyusedmethodstoevaluatepublicrelationsefforts.measurementofproductionmessageexposure(3)audienceawareness(4)audienceattitudes(5)audienceactionMeasurementofProductionMeasurementofproductioninvolvescountingthenumberoftacticcreated,publishedorproduced.Thistypeofevaluationisskewed,becauseitmeasuresquantitynotquality.MeasurementofProductioncont.Themostwidelypracticedformofevaluatingpublicrelationsprogramsisthecompilationofprintandbroadcastmentions.Largecompanieswithregional,national,oreveninternationaloutreachusuallyretainmonitoringservicestoscanlargenumbersofpublications.Electronicresearchprovidesafairlyaccuratecountofhowmanymediastoriesaregeneratedbyaprogramorcampaign.MeasurementofMessageExposureMeasuringmediaplacementsisthefirstlevelofassessingtheexposureofthemessagetopotentialaudiences.Mediaimpressionsdescribethepotentialaudiencereachedbyaperiodical,broadcastprogramorWebsite.AdvertisingEquivalency(AVE)isastandardapproachusedtocalculatethevalueofmessageexposurebyconvertingstoriesinprintoronairintoequivalentadvertisingcosts.MeasurementofMessageExposurecont.Systematictrackingthroughcomputersoftwareanddatabaseprovideamoresophisticatedwaytoanalyzecontentofmediaplacements.Mediaexposurecanbemeasuredbyrequestsformoreinformationeitherthroughcallstoatoll-free800numberorrequestsforwrittenmaterials.Cost-effectivenessdeterminesthecostofreachingeachmemberoftheaudienceandisusedtoplacecostsinperspective.Countingattendanceateventsisawayofevaluatingpre-eventpublicity.MeasurementofMessageExposurecont.Thesecondorahigherlevelofevaluationistodeterminewhethertheaudienceactuallybecameawareofthemessageandunderstoodit.Surveyresearchcanbeusedtomeasureaudienceawareness.Day-afterrecallisalsousedtomeasureaudienceawarenessbycallingparticipantsandinterviewingthemaboutwhattheyrememberedafterexposure.MeasurementofAudienceAwarenessItisimportanttomeasurechangesinanaudience’sperceptionsandattitudes.Abaselinestudyisusedtomeasureaudienceattitudesandopinionsbefore,during,andafterapublicrelationscampaign.Baselinestudiesorbenchmarkstudiesgraphicallyshowthepercentagedifferenceinattitudesandopinionsasaresultofincreasedinformationandpublicity.MeasurementofAudienceAttitudesTheultimateobjectiveofanypublicrelationseffortistoaccomplishorganizationalobjectives.Theultimateobjectiveofacompanyistosellitsproductsandservices.Raisingawarenessandinterestisimportant,butultimately,thegoalistomotivatepeopletoadoptanidea,vote,useaserviceorbuyaproduct.MeasurementofAudienceActionMeetingandEventAttendanceThenumberofpeopletoattendcanbeaindicationofpeopleexposedtothemessage.Audienceattitudescanalsobeevaluatedbyanalyzingbehaviorattheevent.Evaluationformsprovideamoresystematicmethodofevaluatingwhatparticipantsthink.MeasurementofSupplemental…cont.AssignmentsCourseProject.(chooseonetopic)40%Topics:1comprehensiveanalysisofaspecificmultinational/localcorporations’PRstrategiesandtactics.2Acomprehensiveanalysisofaspecificcountryofregion’sPRpracticeandnationalimagebuildingTheanalysisframingRACEandPyramidModelareattachedwithmyteaching ppt 关于艾滋病ppt课件精益管理ppt下载地图下载ppt可编辑假如ppt教学课件下载triz基础知识ppt foryourreference.Requirement:GrouppresentationwithPPT15minAllgroupmembersshouldcometothefrontandairyourvoice.Englishspeakingishighlyencouraged.PresentationmessageshouldbedoneinEnglisharound1000words.PresentationmessageandPPTshouldbefinishedbyJune3rd.Ifthereisanyquestion,pleaseletmeknowEmail:yuzhaohui@shisu.edu.cnAssignmentsThankYou!