East Tennessee State University

PUBR 5301, Public Relations Case Studies, Spring 2000
John M. King, Ph.D. | Assistant Professor | Department of Communication
 

Model of PR Planning as outlined by Hendrix:  The ROPE Model
 

I. Research II. Objectives III. Programming IV. Evaluation
A. Client/Organization:
background data about your client or organization--its personnel, financial status, reputation, past and present PR practices, PR strengths and weaknesses, opportunities		 A. Impact Objectives:
1. informational objectives: message exposure, comprehension, retention
2. attitudinal objectives: formation of new attitudes, reinforcement of existing attitudes, changes in existing attitudes
3. behavioral objectives: creation of new behavior; reinforcement of existing behavior; change in existing behavior		 Planning and execution of:
A. Theme and messages

 

 A. Impact Objectives:
1. informational objectives: measured by publicity placement, surveys
2. attitudinal objectives: measured by attitude surveys
3. behavioral objectives: measured by surveys and observation of behaviors
B. Opportunity/Problem:
proactive or reactive PR program; long range or short-range campaign		 B. Output Objectives:
distribution or execution of uncontrolled and controlled media		 B. Action or special events B. Output Objectives: measured quantitatively by simply counting the actual output
C. Audiences (publics):
identification of key groups to be targeted for communication
1. desired research data: each targeted audience's level of information about your client/organization; image and other relevant attitudes held about your client/organization; demographics, media habits and media-use levels of each targeted audience
2. research procedures:
nonquantitative and quantitative		 . C. Uncontrolled media: news releases, feature stories, photos.  Controlled media: print, audiovisual, interpersonal communication, PR advertising .
. . D. Effective communication using principles of source credibility, salient information, effective nonverbal and verbal cues, two-way communication, opinion leaders, group influence, selective exposure and audience participation .