Public Relations Outcomes Checklist

  • Identify the elements and sequence of steps in the information strategy process.
  • Identify the five types of information contributors.
  • Understand the differences between types of media messages.
  • Recognize the various purposes of media messages.
  • Understand the characteristics of good storytelling and elements important in crafting media messages.
  • Understand that an information strategy is needed at each stage in the creation of messages.
  • Understand the types of assignments that might trigger the need to develop a comprehensive information strategy.
  • Articulate the questions you need to ask of your supervisor/colleagues to clarify the message task.
  • Determine what the person giving the assignment requires.
  • Determine the parameters of the information task.
  • Determine the purpose of the message.
  • Brainstorm the variety of potential audiences for a message.
  • Consider the different attributes or expectations that specific audiences might have and how they affect the development of your information strategy.
  • Articulate message “purpose” and understand how the intended message outcome informs the choice of message audience.
  • Develop a set of questions that will help identify “high-value” potential target audiences for a messages.
  • Analyze a broad topic to identify angles or aspects that might be researched.
  • Tie the message content to the needs of the identified audience.
  • Generate new and interesting ideas for messages.
  • Develop point-of-view diagrams, idea maps, and other techniques to spur idea generation.
  • Understand how you can effectively use the above techniques in the development of story ideas.
  • Use observation as an idea generation strategy.
  • Understand how identifying relevant disciplines can aid in brainstorming topic angles.
  • Identify the conventional wisdom and stereotypes related to the topic.
  • Identify the broad characteristics of public-sector institutional, private-sector institutional, scholarly, journalistic and informal contributors of information for messages.
  • Understand the nature, characteristics and limitations of information available from these contributors and sources.
  • Identify the relevant disciplines of knowledge that can contribute to an information strategy.
  • Identify the specific perspective a discipline of knowledge provides on a topic.
  • Identify the types and characteristics of libraries that might contribute to an information strategy.
  • Recognize the social constraints under which communicators work.
  • Identify the characteristics of ethical thinking and the forms of ethical decision-making that guide mass communication professionals.
  • Identify the positive and negative obligations that communicators weigh in their work.
  • Consider the cultural climate within an organization.
  • Articulate some of the legal and regulatory standards that must be considered by communicators as part of an information strategy process.
  • Apply the information strategy process to a variety of information and message tasks.
  • Assess the strengths and weaknesses of an information strategy as it has been applied to a particular type of information or message task.


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The Evolving World of Public Relations : Beyond the Press Release Copyright © by Professor Rosemary Martinelli is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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