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Class Reflection (1/19/12)

May 3, 2012

Today in class, we discussed publics and public opinion.  A public is a group with common characteristics or interests that have an impact on an organization.  There are two types, internal and external.  Internal publics are those that have a natural identification to the organization.  External publics are those outside of, but still affected by the organization.  We also discussed public opinion, which is the opinion of a public or publics about an issue at a specific point in time.

We also talked about ROPE (research, objectives, planning/programming, and evaluation).  There are two types of research.  Quantitative, which is research by measurement, and Qualitative, which is research by observation.  We also learned about SWOT (strengths, weaknesses, opportunities, threats) analysis, and the importance of finding information on your priority publics.

PR objectives are your goals for a campaign.  They measure the change in knowledge, attitude, and behavior of an organization, product, or service.  An example of a pr objective would be to increase attendance at a hockey game by 20% by the end of the month.

The evaluation of PR activities is important because it helps determine whether your objectives have been met.  You can evaluate two things, output and impact.  Output consists of things like how many messages we’ve sent out, or potential those messages (Nielsen, Arbitron).  Impact evaluation deals with results attributed to PR effects, attendance, ticket sales, participation, etc.

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