1. The first thing I really learned about in this class was the importance of  social media in today’s society.  Facebook, Twitter, and Myspace are all very influential in today’s world, and it is in our best interest to use them to our benefit.
2. I learned the importance of research within public relations.  It is vital to find out as much as you can about your target market, as well as your competition when putting together a PR campaign.
3. Another thing I learned about was news releases and how to use them.  News releases are very popular and much needed when putting together a successful PR campaign.  I also learned the anatomy of a news release.
4. I also learned how to use WordPress, and blogs in general, to communicate with the world.  I experimented with blogs a few years ago, but did not truly understand how to effectively use them until taking this course.
5. Another thing I learned was that I don’t want to solely dedicate myself to the PR fields of study.  I found this out after interviewing a PR professional and finding out what it is really like.
6. I learned the many factors that go into job interviewing and the best way to go about it.
7. Although I already had a resume put together before taking this class, I learned the importance of a good resume and how to take mine to the next level.
8.   At the end of the course, I learned about AP style writing and ow important it is to write in AP style as a PR professional.
9. I also learned how important it is to be ethical in everything you do…especially in the PR field.
10. Last but definitely not least… I learned the definition of Public Relations and what it really encompasses. THERE IS NO ONE DEFINITION OF PUBLIC RELATIONS… but it basically combines marketing, advertisement, and journalism into one .

What is a News Release?

• Simple document whose main purpose is the dissemination of information to mass media such as newspapers, broadcast stations, and magazines.

Here are a few questions that should be answered in a news release:

• What is the key message?
• Who is the primary audience for the release?
• What does the target audience gain from the product or service?
• What objective does the release serve?

Here are the 3 reasons for using the inverted pyramid structure in a news release:

- If the editor doesn’t find anything interesting in the first 3 or 4 lines, it won’t be used.

- Editors cut stories from the bottom.

- Readers don’t always read the full story.

What are Media Alerts?

• Memos used to let the media know about an interview opportunity with a visiting expert or alert them that a local person will be featured on a network t.v. program.

What is a Fact Sheet?

• A document distributed to the media as part of a media kit or with a news release to give additional background information about the product, person or event.

Media Kits

• Prepared for major events and new product launches. 

Here are the basic elements of a media kit:

• The main news release
• A news feature about the development of the product
• Fact sheets on the product
• Background information
• Photos and drawings with captions
• Biographical material on the spokesperson
• Basic brochures

Pitch Letters

• A short letter or note to the editor that tries to grab their attention. 

1. http://epond6.wordpress.com/2009/04/09/what-will-kids-come-up-with-next/#comment-16
 
2. http://publicrelationsmatters.com/2009/04/29/all-i-ever-needed-to-know-about-promotions-i-learned-from-wkrp-in-cincinnati/comment-page-1/#comment-6219
 
3. http://lineolesen1.wordpress.com/2009/04/27/woops-obama-s/#comment-6
 
4. http://jmccull.wordpress.com/2009/04/22/update-on-twitter/#comment-12
 
5. http://laurens918.wordpress.com/2009/04/29/friends/#comment-6
 
6. http://emilyroper17.wordpress.com/2009/04/27/bump-its/#comment-18
 
7. http://jjurgensen.wordpress.com/2009/04/29/wow-what-a-long-three-days-its-been/#comment-6

• It is essential to figure out exactly who your target audience is.  Once we figure this out, we then must do our research on them. Understand what they do and do not believe in.  Also, understand what type of people your target audience will follow, and act wisely.

• It is very important to have a spokesperson, or “face of the brand/product” that can directly relate and appeal to your target audience.  A spokesperson can help and hurt you tremendously.

Here are the top 3 minority groups:

1. Hispanics
2. African-Americans
3. Asian Americans

Here is a list of emerging audiences in today’s society:

1. Catholic and Evangelical Groups
2. The Gay/Lesbian Community
3. The Disability Community
4. Women

Chapter nine discusses Public Opinion and Persuassion.

Public Opinion is defined as opinions on controversial issues that one can express in public without isolating oneself.

Key Points:

Evaluation is the 4th step in the PR process. (RACE)

The purpose of an evaluation is to measure data, stats, and other forms of results; then relate them to our objectives.

 Here are the most widely used methods for evaluating pubic relations efforts:

1. Measurement of production
2. Message exposure
3. Audience awareness
4. Audience attitudes
5. Audience action

Many times, a PR practitioner will use a combination of methods to evaluate a program. 

There are four types of ways to measure supplemantal activities:

• Communication Audits
• Pilot Tests
• Meeting and Event Attendance
• Newsletter readership

To be an effective communicator a person must have basic knowledge of:

• what constitutes communication and how people receive the messages
• what kinds of media and communication tools are most appropriate for a particular message
• how people process information and change their perceptions  

A communicator should ask if the message is:

- Appropriate

- Meaningful

- Memorable

- Understandable

- Believable to the prospective recipient

Here are some possible objectives for a communicator:

- Message exposure 

- Accurate dissemination of the message 

- Acceptance of the message

- Attitude change 

- Change in overt behavior

There are 2 different types of audiences:

Passive Audiences:

• They only pay attention if they think you are entertaining.

Active audiences

• That are actually interested in what you are talking about and seek information actively.

The 5 Stage Adoption Process:

1. Awareness
2. Interest
3. Evaluation
4. Trail
5. Adoption

The 5 Factors That Affect The Adoption Process:

1. Relative advantage
2. Compatibility
3. Complexity
4. Trialability
5. Observability

This is the Second step in RACE acronym

(Research, ACTION, Communication, Evaluation)

Strategic Planning Model and Management by Objective

• Strategic Planning Model: working thorough a check list.
• Its organizational model makes sense to professional and clients alike
• Management by Objective provides focus and direction for formulation strategy to achieve specific organizational objectives

Elements of Program Planning

• Situation
• Objectives
• Audience
• Strategy
• Tactics
• Calender/timetable
• Budget
• Evaluation