Pr Process Day One
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Transcript of Pr Process Day One
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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
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Public Relations ProcessWhats the first step?
What is research?
The systematic gathering of informationto understand
Client Organization Problem/Opportunity; Issues/Environment
Key Publics
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Public Relations ProcessHow 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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Public Relations ProcessHow 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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Public Relations ProcessGoal 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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Public Relations Process
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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Public Relations Process
Understand key publics
Group of individuals with commoncharacteristics and common concerns whohave a stake in success or failure of yourorganization.
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Public Relations Process
Key goal of PR
To improve upon and maintain mutuallybeneficial relationships between theorganization and its key publics
Words to live by:
To be successful, all parties must benefit.
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Public Relations Process
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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Public Relations Process
How do concerns of key publics differ?
Full-time undergraduates
Parents
Alumni
State Legislature
Residents near the campus
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Public Relations Process
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 clients listening post
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Public Relations Process
Research phase:
Helps you understand client, problem & publics
Forms basis for PR plan you create
Brings strategy & creativity together
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Public Relations Process
What are other steps in the process?
Research
Planning or Objective Setting
Programming or Implementation
Evaluation
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Public Relations Process
R-A-C-E formula
John Marston (1963)
Research-Action-Communication-EvaluationR-O-P-E formula
Research-Objective Setting-Programming-Evaluation
R-P-I-E
Research-Planning-Implementation-Evaluation