Total quality management in public relations bolaji okusaga

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TOTAL QUALITY MANAGEMENT IN PUBLIC RELATIONS By Mobolaji Okusaga

description

It is often said that you cannot optimise what you cannot measure. To help optimise Public Relations output, there is a need to apply the principles of Total Quality Management

Transcript of Total quality management in public relations bolaji okusaga

Page 1: Total quality management in public relations   bolaji okusaga

TOTAL QUALITY MANAGEMENT IN PUBLIC RELATIONS

By Mobolaji Okusaga

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Introduction

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What is TQM?

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Origin of TQM

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TQM and PR Practice

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Applications of TQM in PR Practice

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Market AnalysisTo decrease the error rate in PR campaign planning, there is a need for proper market analysis

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Developing PR Objectives

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Understanding Strategies and Tactics

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The Five Steps of Strategic PR Management

Craft aStrategy

to AchieveObjectives

SetObjectives

Develop aStrategic

Visionand

Mission

Implementand

ExecuteStrategy

Improve/Change

Revise asNeeded

Revise asNeeded

Improve/Change

Recycleas Needed

Step 1 Step 2 Step 3 Step 4 Step 5

Monitor,Evaluate,and Take

CorrectiveAction

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Communication MatrixTARGET EXPECTATION DESIRED

ACTIONCORPORATE OBJECTIVE

MESSAGE COMM STRATEGY

METRIC

LABOUR UNIONS Positive outcome of outstanding Staff issues

Information on Staff Welfare

understand Managements position

contentious Staff issues

Spread a positive buzz on career development and staff welfare

Reduce Staff Attrition

Create a harmonious organisation / labour relationship

Attract the best talents in the industry

Best place to work

Understands working smart

Develops industry’s best hands

Proactive response to Staff enquires

Build good internal communications &Information Flow

Establish Monthly

In-house Journal

Obtain 2x competitors commendation of in Labour Articles

Generate 2x competitors buzz on good staff welfare and attract best industry talents

CUSTOMERS Quality Products

Satisfaction of needs

Innovation

Trust

Buy and recommend company’s products

Increase market share

Widen Customer Base

Differentiate and engender preference for products above competitors offerings

Best Products

Leadership gives access to new markets

Easy to do business with

Where the customer is truly a king

Drive preference by providing and campaigning highest standards

Leverage constant two way communications by constantly requesting feedback

Develop internet site as business tool

2x number of competitors lead

100% increase in product preference against competitor’s

PRESS /

FINANCIAL

ANALYST

News on

Developments

within the

Organisation

Company

Financial Results

Positive

Articles on

Company’s

Financials and

Activities

Recommend

Stock to investing

Public

Continuous

coverage

Increase share of

industry voice

Generate stability

Through good and

Consistently

improving Financial

performance

Best product s

Customer

friendly

Company’s

Performance

exceed

industry

leaders

Speaking

Engagements

Opinion

Articles

Upgrade IR

Website

Focus Road

shows on

priorities

Obtain 2x competitors opportunity for Interaction with Buy and Sell-side Analysts Lead Industry in terms of Return on Equity

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MEASURING PUBLIC RELATIONS OUTCOMES

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Why Measure?

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Determining Measurement Technique

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Measurement and Evaluation Methods

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Examples of PR Reporting

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Positioning of Company on Issues

Corporate GovernanceCorporate GovernanceCorporate GovernanceCorporate Governance

Industrial / Labour IssuesIndustrial / Labour IssuesIndustrial / Labour IssuesIndustrial / Labour Issues

Philanthropy / Corporate ResponsibilityPhilanthropy / Corporate ResponsibilityPhilanthropy / Corporate ResponsibilityPhilanthropy / Corporate Responsibility

00 2020 4040 6060 8080 100100 120120 140140 180180 200200

Number of times Company was favourably positioned on key issues in the media

Product QualityProduct Quality

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Quantitative / Qualitative Performance Map

2000

Brand A

Brand B

Brand C

Brand D

Quantitative (Number of Articles)

Qua

litati

ve (ti

mes

pos

ition

ed o

n ke

y is

sues

)Mention of competing Brands in the media in a Quarter

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Lotus Press Coverage Analysis

0 20 % 40 % 60 % 80 % 100 %

COMPANY A

COMPANY B

COMPANY C

COMPANY D

Positive message No message Negative MessageR. Paine and PartnersR. Paine and Partners

Percent of impressions containing messages by Company

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Lotus Press Coverage Analysis

N0.00 N0.50 N1.00 N1.50 N2.00 N2.50

COMPANY A

COMPANY B

COMPANY C

COMPANY D

Cost per message communicated

R. Paine and Partners

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Industry Best Practice

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8 Steps for Effective Measurement

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Matching PR Objective and Spend with the Outcomes of PR Activities

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Prioritize your PR Spend

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PR as Profit Centre

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Thank You