Public Relations Process

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					        Public Relations Process

Management by Objective
  •   Driven by organizational goals
  •   Focused on stakeholder publics
  •   A function of management
  •   Seeks measurable outcomes
      Public Relations Process
What’s the first step?
What is research?
The systematic gathering of information
 to understand…
  • Client Organization
  • Problem/Opportunity; Issues/Environment
  • Key Publics
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How do we do research?
Secondary research      (from documents)

  • Taken from other sources
    – Library books & periodicals
    – Government documents (Census Bureau)
    – Trade & Professional Organizations
    – Other published research (scholarly pubs)
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How do we do research?
Primary research    (from people)
  •   Surveys and polls
  •   Intercept interviews
  •   Focus groups
  •   In-depth interviews
  •   Research by “walking around”
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Goal of Research: Understanding
Your client
  •   Operations & functions
  •   As a culture for employees
  •   Values & goals, internal & external
  •   History & traditions
  •   Use of communication
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Understand the problem/environment
  • Why were we called in? (Focus of PR project)
  • Key issues affecting client?
     – Internal
     – External
     – Are the issues controllable?
  • Primary opportunities, primary obstacles?
  • How has client solved similar problems?
  • How have others solved similar problems?
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Understand key publics
  Group of individuals with common
   characteristics and common concerns who
   have a stake in success or failure of your
   organization.
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Key goal of PR…
  To improve upon and maintain mutually
   beneficial relationships between the
   organization and its key publics
  Words to live by:
  To be successful, all parties must benefit.
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Example: Key publics of KSU
  •   Full-time undergraduates
  •   Full-time graduate students
  •   Parents
  •   Alumni
  •   Board of Regents
  •   State Legislature
  •   Residents near the campus
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How do concerns of key publics differ?
  • Full-time undergraduates
  • Parents
  • Alumni
  • State Legislature
  • Residents near the campus
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How do you learn of these differences?
  • Study secondary research available
  • Study similar organizations
  • Surveys & Polls
  • Focus groups
  • Meet & discuss (research by walking around)
  • Be your client’s listening post
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Research phase:
  • Helps you understand client, problem & publics
  • Forms basis for PR plan you create
  • Brings strategy & creativity together
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What are other steps in the process?
  • Research
  • Planning or Objective Setting
  • Programming or Implementation
  • Evaluation
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R-A-C-E formula
  John Marston (1963)
  Research-Action-Communication-Evaluation
R-O-P-E formula
  Research-Objective Setting-Programming-
   Evaluation
R-P-I-E
  Research-Planning-Implementation-Evaluation