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RACE and ROSTE Methods of Public Relations Campaigns
The document outlines the RACE and ROSTE methods for improving client relations, emphasizing research, action planning, communication, and evaluation. It details strategies for setting measurable objectives and tactical planning, with a focus on both qualitative and quantitative research methods. The evaluation phase assesses the effectiveness of implemented strategies and their impact on client goals.
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RACE and ROSTE Methods of Public Relations Campaigns
- 1. RACE and ROSTEClient Relations Methods Kevin M Brett J454 April 10, 2013
- 2. RACE Method • Research •Action Planning • Communication • Evaluation
- 3. Research: More Thana Hunch • Primary – New and Original Descriptions and Measurements • Secondary – Review of Existing Literature and Data Bases • Mixed Method: Qual & Quan • Qualitative – Soft; To Describe – Focus Groups – In-Depth Interviews (Coded) – Ethnographic Research • Quantitative – Hard; To Measure – Telephone Surveys – Internet Surveys – Intercept Surveys – Piggyback Surveys
- 4. Action Planning • Whatare your client goals/objectives? • What needs to be accomplished? • What is the time frame? • What is the budget? • What is doable? • How will It be done? • Client Presentations: May 20-22; Class Presentation: May 29
- 5. Communication • What is/arethe messages? • Who is/are the audience(s)? • What is the best means? • Conventional? Digital? Both?
- 6. ROSTE: Method ofClient Relations • Research • Objectives • Strategies • Tactics • Evaluation
- 7. Objectives: How toAchieve the Goal • Correspond to organizational goals. • Must be measurable and have defined time frames • Must be informed by research. • Example: “To grow the online community by 20 percent in the next three months.”
- 8. Strategies: Plan ofAttack • How much: Resources? Time? Talent? • What will you do? • What will you NOT do? • What is the intended end result?
- 9. Tactics: Carrying Outthe Plan • What are your tools? (conventional, digital) • Interviews, digital cameras, Final Cut Pro • Video Targeting Active/Retired Military • Freshman orientation deliverables • Volunteer/Recipient “Story bank” with interesting art
- 10. Evaluation: Measuring Success? •Did We Change the Landscape? • How do we know? (e.g., follow-up qualitative, quantitative, primary, secondar y) • More students using Eugene Airport? • Greater utilization of SheerID tool? • More Hispanics served by FFLC?