The Magic of RPIE (Research, Planning, Implementation & Evaluation)

Creating strategic PR programs using research, planning, implementation, and evaluation.

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Accreditation Preparation & Maintenance, Measurement & ROI, Techniques & Tactics

Does your organization or client tend to jump straight into PR tactics without first doing research, identifying key publics, and setting measurable objectives? This webinar will focus on the four necessary ingredients needed for a strategic, vs. tactical, public relations program or effort. It will also provide you with a 10-point “choreography” that you can use to create a PR plan for any situation by embracing and adopting the discipline -- and the magic -- of the research, planning, implementation, and evaluation (RPIE) strategy, you will be a better PR manager, your PR program will have a solid foundation, and you will be able to objectively measure your results.

By the end of this course participants will be able to:

- Adopt a standardized protocol to plan successful PR programs.
- Understand, embrace, and define the need for "measurable objectives"
- Know the difference between being a PR manager and a PR tactician.
- Ask the right questions when you begin a new PR project or program.

Lead Presenter

Gretchen Roufs, APR, owner, Auxiliary Marketing Services

Gretchen Roufs is a public relations, communications, and public involvement consultant.  She works as a strategist, content creator, writer, message developer, and trainer. She specializes in designing and managing programs that build relationships between an organization and its publics; making complicated topics easy to understand; developing and implementing key messages; managing complex, new, and/or controversial projects; and asking thoughtful questions.She owns Auxiliary Marketing Services,which is certified as a woman-owned, small business.

She received a PRSA San Antonio Leadership Award, a PRSA San Antonio El Bronce Award for outstanding PR tactics, and has served as a judge for PRSA’s national Bronze Anvil award competition.

Gretchen is also a folk artist. Swimming teacher. Wife. Friend. Favorite aunt. And she lives in San Antonio, Texas.


Participants with the APR credential earn 1.0 APR Maintenance Credit for a half-day course. Learn more about Accreditation renewal.