RACE and ROSTE Methods of Public Relations Campaigns
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Transcript of RACE and ROSTE Methods of Public Relations Campaigns
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RACE and ROSTE Client Relations Methods
Kevin M Brett
J454
April 10, 2013
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RACE Method
• Research
• Action Planning
• Communication
• Evaluation
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Research: More Than a Hunch
• Primary – New and Original Descriptions and Measurements• Secondary – Review of Existing Literature and Data Bases
• Mixed Method: Qual & Quan
• Qualitative – Soft; To Describe– Focus Groups– In-Depth Interviews (Coded)– Ethnographic Research
• Quantitative – Hard; To Measure– Telephone Surveys– Internet Surveys– Intercept Surveys– Piggyback Surveys
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Action Planning
• What are your client goals/objectives?• What needs to be accomplished?• What is the time frame?• What is the budget?• What is doable?• How will It be done?• Client Presentations: May 20-22; Class
Presentation: May 29
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Communication
• What is/are the messages?• Who is/are the audience(s)?• What is the best means?• Conventional? Digital? Both?
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ROSTE: Method of Client Relations
• Research
• Objectives
• Strategies
• Tactics
• Evaluation
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Objectives: How to Achieve the Goal
• Correspond to organizational goals.• Must be measurable and have defined time frames• Must be informed by research. • Example: “To grow the online community by 20 percent
in the next three months.”
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Strategies: Plan of Attack
• How much: Resources? Time? Talent?• What will you do?• What will you NOT do?• What is the intended end result?
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Tactics: Carrying Out the Plan
• What are your tools? (conventional, digital)• Interviews, digital cameras, Final Cut Pro• Video Targeting Active/Retired Military• Freshman orientation deliverables• Volunteer/Recipient “Story bank” with
interesting art
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Evaluation: Measuring Success?
• Did We Change the Landscape?• How do we know? (e.g., follow-up
qualitative, quantitative, primary, secondary)
• More students using Eugene Airport?• Greater utilization of SheerID tool?• More Hispanics served by FFLC?