Solving public relations problems
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This document outlines the ROPE method for solving public relations problems: Research, Objectives, Programming, and Evaluation. It discusses conducting research on the client, opportunity or problem, and targeted audiences. Research methods include both qualitative approaches like interviews and reviews as well as quantitative methods like surveys and content analysis. Objectives can be informational, attitudinal, or behavioral. Programming involves developing a theme, actions or events, and use of media. Evaluation assesses the impact on informational, attitudinal, and behavioral objectives by tracking mentions in press, website traffic, surveys, and other outputs.
Solving public relations problems
- 3. ROPE • Research • Objectives • Programming • Evaluation
- 4. Research • Three research items ▫ Client or organization Including departments, past and present PR efforts SWOT – strengths, weaknesses, opportunities threats ▫ The opportunity or problem True opportunity Unfavorable opinion ▫ Targeted audiences External Internal
- 5. Research Methods • Nonquantitative Research ▫ Review of reports ▫ Past PR ▫ Published materials ▫ Interviews
- 6. • Quantitative Research ▫ Surveys – in person, mail, telephone, online Survey Monkey; Constant Contact ▫ Experiments – for messages ▫ Content analysis – public issues, what is trending And how that affects
- 7. Objectives • Impact Objectives ▫ Informational – WSU ▫ Attitudinal – BP ▫ Behavioral - Texting • Output ▫ To publicize charity golf tournament through PSA’s on two TV stations and You Tube
- 8. Programming • Theme ▫ X the Text • Action or event ▫ Thank you events • Use of Media ▫ PSA’s • Communication ▫ Source credibility Press conference speakers
- 9. Non-verbal Communication • Set the scene ▫ Noise level ▫ Run rehearsals ▫ Give speakers agendas
- 10. Evaluation • Informational ▫ How many times mentioned in press Clippings Google alerts
- 11. Attitudinal, Behavioral • Sophisticated or watch for results; ask questions • Track website hits, FB, comments
- 12. Outputs • Evaluate use of Output media ▫ Different ways; clippings, research on web, google alerts
- 13. By Deirdre Breakenridge, November 16th, 2009