Transcript Thursday PM

Uncontrolled Media
• Communication of news about your agency
where you are not the final decision maker
about the media released.
• Often very typical in PR because
PR focuses on free publicity.
You do not have final say on how
the media presents your information.
Controlled Media
• Communication is paid for by the agency.
• There is control over the material, format,
where and when the content is
published, and what it looks like.
PROBLEM RESEARCH
Fact Finding
and
Analysis of
Problem
Strategic
Plan of
Approach to
Deal with
Problem
Program
of Action,
Including
Communication
and Relationship
Building
Change
Program
Revise Strategy
Get More Facts and Reconsider
Assessment
of
Feedback
and
Next Steps
EVALUATION
• Evaluation is an ongoing process of monitoring.
• It is NOT a ONE-TIME event.
Need to Evaluate
• Theme
• Message
• Shift in awareness
• Change in attitude
• Behaviors based on objectives