Chapter 8 Notes

Posted in Reading Notes on April 30, 2009 by icetrey

Chapter 8 describes the evaluation process.  Here are a few notes I put together while reading the chapter:


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

Chapter 7 Notes

Posted in Reading Notes on April 30, 2009 by icetrey

This chapter talked about communication within Public Relations.  Here are some key points…


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

Chapter 6 Notes:

Posted in Reading Notes on April 30, 2009 by icetrey

This chapter dealt with Program Planning.  here are a few things I chose to highlight as I read through the chapter.

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

Chapter 5 Notes

Posted in Reading Notes on April 30, 2009 by icetrey

This chapter was on research.  here’s a few key things I learned while reading this chapter:

Research is a multipronged tool that is involved in virtually every phase of a communication program.

Research is a very important aspect of public relations that has many different purposes.  Some of these purposes include, but are not limited to:

  • Monitor competition
  • Change the public’s opinion
  • Prevent crisis’ from happening
  • Achieve respect with management

Also… Research comes in various types:

  • Surveys
  • Personal Interviews
  • Focus groups
  • Local Market Research
  • Secondary Research

Secondary Research can include research gained from someone else’s prior research.  This can include research found on the Internet,  in the library, and in media databases. 

Also, the most expensive form of research is surveys.

Chapter 4 Reading Notes

Posted in Reading Notes on April 27, 2009 by icetrey

Chapter 4 discusses the various types of Public Relations departments and firms.  In most companies and organizations, there is no specific PR department,  but instead, we are referred to as a form of communcations.  Before we go any further, I just want to make sure everyone understands that this does NOT mean that these companies don’t deal with public relations.  It just means that there is no specific department dealing with it. 

  • When job searching, please remeber this…DON’T skip over a job opportunity just because the company has no specific PR department!!!

Going further, sometimes a company might not even have specific employess dealing with their PR.  In many situations, PR firms are hired by different clients or organizations.  This allows the firms to be very specific in how, when, and where they work.  It also helps them determine how much they can charge.

Chapter 3 Reading Notes

Posted in Reading Notes on April 27, 2009 by icetrey

Chapter 3 discusses ethics.  The book desribes ethics as “…concerned with how we should live our lives. It focuses on questions about what is right and wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like.”  Sometimes it can be very difficult to determine whether an act is ethical or not.  In the end, the answer lies in the fact that individuals have different thoughts of what can be considered right and what can be considered wrong.  The Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC) have done so much to develop the standards of ethics.  They both have also helped society understand the different roles of public relations in the business world.  PRSA, in fact, is the largest Public Relations organization in the world, while IABC is the second largest. They both have similar objectives of providing lifelong learning opportunities.

Codes for specific situations and issues are endorsed by various organizations. The codes includes such situations and events:

  • Financial information
  • Video news releases
  • Internet PR
  • Corporate practice.

Another thing that was discussed was ethics within individual practices.

Here is a list of commendable practices:

  1. Be honest and nothing but honest.
  2. Convey a sense of business ethics based on your opponents and audiences.
  3. Develop trust by emphasizing substance over triviality.
  4. Present all sides of an issue.
  5. Strive for a balance between loyalty to the organization and duty to the public.
  6. Don’t sacrifice long-term objectives for the short-term gains.


Posted in Assignments on April 19, 2009 by icetrey

So… Another assignment on Twitter! 

But you know what!?… I enjoy Twitter,  so this assignment was a piece of cake! lol

Here goes nothing…

1. You can follow me @icetrey10

2. When I first started with Twitter, I thought it would end up being a complete waste of time.  I had never heard of Twitter until Mrs. Nixon, my PR teacher, told us about it.  I first used it because I had to for an assignment, but that changed quickly.  I enjoy Twitter. In fact, I really enjoy Twitter.  My experience with Twitter has changed so much because of this.  I often spend atleast an hour on Twitter, and only on Twitter.  I have made so many friends through this social network, as well as met many people who can help me get to where I want to be on my career path.  I definitely have benefited from the Twitter-Nation!

3. The biggest surprise about Twitter was the fact that it seems like EVERYONE is on Twitter!  When I first signed up, I didn’t pay much attention to who was on Twitter…but when I started to pay attention, I was amazed in who was actually using this social tool!

4. At this point, I think I know just about everything with Twitter.  It took me a while to get the hang of it, but I think I got it down.  If I had to name one thing that I’d still like to know, it would have to be is there an easier way to find people on Twitter than has similar interests with me?

5. Instead of PR Professionals, I think it is more fitting for me to suggest 3 professionals in the music and entertainment industries. The first person would have to be @DJTeknikz. DJ Teknikz is an industry DJ (not to be confused with a general club or mixtape DJ) who works closely with alot of established artists within the Hip-Hop genre.  Still he is very open to new ideas and working with people who are not all-the-way established just yet. The next person would have to be @StuLittle. “Stuart Little” is the producer of HOT 107.9’s “Durrty Show,” which is the #1 Radio show in Atlanta from 6:00 PM – 10:00 PM. He knows ALOT of people and get this…he is around the same age as a general college student! Next, I would have to suggest following @trakatiksmusic. This Twitter account belongs to Rell AKA Trak Atik #1.  He is a hot up and coming producer/engineer who happened to graduate from GA Southern.  The last person I would suggest following would have to be @HOT1079ET. ET is one half of The Durrty Boyz and host of “The Durrty Show” on HOT 107.9.  He is also signed as a recording artist to So Icey Entertainment.