This unit covered the ninth and final step of strategic planning, evaluation. The evaluation step is worked on throughout the entire program and uses metrics to assess. Metrics is the criteria used to measure the outcome of a program or project. The unit also covered different types of research design. Some companies only measure the impact of a tactic after it is implemented while others observe before and after the implementation of a tactic.  My reaction to this material was that it was very detailed and taught us evaluation methods that are commonly used and methods that are inappropriate to use. The lesson on advertising value equivalency stood out to…

In this unit we covered the multiple procedures of the planning and implementation steps. In the planning step the positioning statement and the three different types of objections, which are awareness, acceptance and action were emphasized. The awareness objective is the first level and focuses on providing the thinking component of the message. The acceptance objective is the second level and focuses on the feeling component of the message. The final level, action objective, aims at the expression and behavioral component of the message. A positioning statement is a general statement on how an organization wants to be viewed by its publics and differentiated from its competitors. In the implementation…

In this unit we covered the components of the research step of the four step public relations process. We learned the definition of formative, secondary and primary research. Formative research is used to understand the situation and look for obstacles. Secondary research is previously conducted and is often done first. Primary research is data you collect for your own purposes. We also learned the difference between goals and objectives. Goals are a general acknowledgment to the problem and a direction for the objectives. Objectives are specific outcomes desired and should not be a means to the end. My reaction to the material was that it was very detailed and broken…

In this unit we covered communication theories and the components of the management function of public relations. The theories we discussed were the magic bullet theory, two-step theory, diffusion theory and agenda-setting hypothesis. The magic bullet and diffusion theory both believe that the media is a powerful tool, but the diffusion theory believes that everyone can influence one another through interpersonal communication. The two-step theory discusses the heavy influence of opinion leaders while the agenda-setting hypothesis believes that the media doesn’t tell the audience what to think. We also covered the Shannon-Weaver model of communication, which states that a response component must be present in order for communication to be…

In this unit we covered the history of public relations, the four models, copyright and honesty. We learned that public relations began during the expansion west and became more prominent in the early 1900s through public information and press agentry. The four models of public relations are press agentry, public information, two-way asymmetrical and two-way symmetrical. Press agentry uses the mass media and little research while public information relies heavily on research and journalistic techniques. Two-way asymmetrical relies on persuasion through scientific research and two-way symmetrical focuses on relationships.  Copyright and fair use were discussed in this unit as well. We learned what qualifies as fair use, such as teaching,…