Notes for Week 2–Public Relations Campaigns

Overview of the class:

RPIE Model

  • What is the RPIE Model?
  • Pre-Game
    • Organizational Mission and Vision Statement
    • Basic Understanding of the Problem or Opportunity
    • Stop! Let’s review the clients.
      • Do they have mission statements? Vision statements?
      • What are the problem or opportunity?
  • Research
    • Foundational Theories of Public Relations that Will Guide Your Campaigns:
    • Refinement of the Problem or Opportunity
    • SWOT Analysis
    • Surveys and Focus Groups
      • Situational Theory of Publics
        • What is it?
          • publics can be identified and classified in the context to which they are aware of the problem and the extent to which they do something about the problem. This theory explains when people communicate and when communications aimed at people are most likely to be effective. The concepts in the theory parallel those with the Dewey and Blumer’s definition of publics.
        • Variables: Constraint Recognition, Problem Recognition, Level of Involvement, Information Seeking, Information Processing
        • Types of Publics: Active, Aware, Latent
      • Self-Efficacy (Bandura):
        • What is it?
          • people’s beliefs about their capabilities to produce designated levels of performance that exercise influence over events that affect their lives. Self-efficacy beliefs determine how people feel, think, motivate themselves and behave. Such beliefs produce these diverse effects through four major processes. They include cognitive, motivational, affective and selection processes.


  • Planning (p. 43)
    • Goal
    • Public
    • Objectives
    • Strategies
    • Tactics
  • Implementation
    • Budget
    • Calendar/Timeline
  • Evaluation
    • Surveys and Focus Groups to Determine Success


RPIE Exercise

  • Campaign 2: But you probably know less about this campaign:

Let’s look at the 2017 Silver Anvil entry:

When reviewing the campaign documents, look for:

  1. What did they use for research?
  2. Who were their publics?
  3. What were the objectives?
  4. What were the strategies?
  5. What were the tactics?
  6. How did they evaluate?
  7. What theories from your text do you think that they used?

Additional Videos to Watch in Class During Example Exercise and Later Reference:

Understanding R in RPIE (Dr. Kaye Sweetser)

Creating objectives for your campaign:



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