JRN 551 Final

1.    
A country (Russia)

2.    
Product/service (hand gun with laser)

3.    
Research will include (In Russia: legislation on
gun ownership, how many people own guns in Russia, Who owns gun, why people own
guns, do they know about your company)

List at least 5!

 

 

4.    
An impact objective (one)

To increase
awareness by 15% of products that Smith and Wesson products in Russians who
hunt

 

 

5.    
An output objective  (one)

Distribute 10
press releases to mainstream publications in Russia

 

 

6.    
Programming

a.     Key
message(s) (one GOOD key message with
name of company in it)

Give actual Key Message: do not describe!!!
Just flat out say it

Smith & Wesson
prides itself on quality weaponry.

 

 

b.     Action(s)/special
event(s) (What is the event and say what
makes it special/relevant)

 

 

c.     Uncontrolled
media one or two relevant!

News releases,
photographs

 

d.     Controlled
media one or two relevant!

Billboards,

 

e.    
Principles of effective communication JUST LIST!

Source credibility, nonverbal and verbal
cues, two-way communication, the use of opinion leaders, group influence and
audience participation

 

 

7.    
Evaluation (break
it up by impact and output objectives; don’t just write one sentence with both
in it)

IO:
survey before and after to see how awareness has improved

OO:
Count how many press releases you distributed and how many were actually picked
up by media

Three principles of effective communication.
Targeting of opnion leaders is crucial to success of program leaders.
Group infulence. Audience participation

Evaluation is not teh same for public affairs as for other forms of public relations. Media exposure or placement does not ensure contact with legislators and legislators and officials are often unresponsive to PR surveys.  Non quantitive measurements of impact objectives are more useful. Output objectives are measured by the same means as usual obsrvation and quantification. The ultimate means of evaluation in public affairs, however is the voting behavior of the target audience.

Pr director manages crisis.
Internal: cordinate actions and messaging strategy with senior ledears..
External: Notify the media, law enforcement.
Issue timely statements.
Use one voice principle.
Withold names of victims until the kin are notified
Direct company and personnel to  say no informtaion.

Designate a place for media personnel to gather.