Book Notes Monday December 7 2015 8 17 PM Eight basic elements of a PR plan Situation Objectives Audience Strategy Tactics Calendar Timetable Budget Measurement Grunig s communication objectives Message exposure Messages are disseminated through mass media and controlled media Accurate dissemination of the message Basic information remains intact as it is transmitted through various media Acceptance of the message The audience not only retains the message but also accepts it as valid Attitude change Audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message Change in overt behavior Members of the audience actually change their current behavior or purchase the product and use it Changing audience attitudes and behavior Making sure the audience receives the message Making sure the audience pays attention to the message Making sure the message is understood Making the message credible Making the message memorable Making sure the audience acts on the message The PR effectiveness yardstick Basic measuring Targeted audiences Impressions Media placements Intermediate measuring The PR effectiveness yardstick Basic measuring Targeted audiences Impressions Media placements Intermediate measuring Retention Comprehension Awareness Reception Advanced measuring Behavior change Attitude change Opinion change AVE ROI Share of Voice Advertising Equivalency AVE Involves converting the value of stories in the regular news column or on the air into their equivalent advertising cost Return on Investment ROI Helps determine what kinds of publicity are most effective and earn the most return on investment This could be newspaper mentions on radio etc