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Ccm 106 Lecture 10

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Ccm 106 Lecture 10

learning

Uploaded by

a46906754
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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LECTURE 10

THE PUBLIC RELATIONS PROCESS


How does effective PR work?
 As practitioners, we must understand the
process by which public relations
operates.
 PR is a planned communication process
 Successful PR programmes are the result
of sound research, meticulous planning
and careful implementation.
 Note: there are exceptions when PR is
reactive and might require reactive
solutions
Why plan?
Planning:
 contributes to the overall success of
PR activities.
 helps define the direction we
intend to follow so that our
actions can be focused.
 helps direct effort in one direction
instead of dissipating it in various
directions.
Planning cont’d
 enables a public relations practitioner to
be proactive instead of reacting to
situations.
 helps to keep public relations activities in
line with the organizations missions, goals
and objectives.
 To be able to secure management support
and approval for all the activities
undertaken by public relations practitioner.
This improves the effectiveness of the
public relations activities
Planning cont’d
 helps to determine in advance what is
needed and how to tackle the problem.
It helps us to determine from the
beginning, what we intend to achieve.
 helps to project a long term view of our
activities it helps to identify likely
problem areas and issues which we
can proffer prior solution instead of
waiting to take fire-brigade action
when they are full-blown
Planning Models in PR
 RACE Model(John Marston’s)
 six-point model (Frank Jefkins) and
 Four –step Process Model(Cutlip,
Centre and Broom’s)
The RACE model
 It is a public relations problem-solving or
campaign planning model that prescribes
what should be done at any stage
 describes effective public relations as
a four-step process comprising:
 R- Research
 A- Action
 C- Communication
 E- Evaluation
•• wh
(exat
• Pro
ec wa
gr
utis Evaluation
am
on)th
e
pla
eff
nni
Ho
wngect Communication
-?
will
• Wwh
the
at
ha
pu
tisis
bli Action planning
c goi
th
beng
e
to
pr
tol
d?be
obl
Research
do
em
ne
or
ab
sit
ou
ua
t
tio
it?
n?
Step 1-RESEARCH
 The first step in the public relations
process. ™
 The purpose of research is to Clearly
define problem/situation
 (situational analysis) ™
 (Organizational analysis (S.W.O.T.) ™
 Audience Analysis (needs, wants, desires
• Invol
ves
anal
yzin
g
Quantitative
exist
ing
infor
mati
on
Qualitative
from
orga
nizat
ional Secondary
webs
ites
• gene
and
ratin
elect
g
ronic
Primary
new
data
infor
base
mati
s,
on
amo
ng
Types of research
othe
r
sour
ces
Value of Research
 help determine and clarify the strategy
 provide more credibility for the practitioner
before his or her clients.
 It provides the initial information necessary to
plan public relations action and perform the
important role of evaluating its effectiveness.
 Management demands hard facts, not intuition
or guesswork. Public relations practitioners,
must be able to demonstrate convincingly their
ability to “add value” in producing a product or
service.
Step 2-Action (planning)
 Involves making decisions about what actions should be
taken i.e what should be done, how it should be done
and when?.
 After these decisions are made, strategies must be
developed to enable the organization to achieve its
goals.
 Goals/Objectives ™-what purpose do you aim to fulfil?
 Themes/Key Messages _ who are the target audience and
what is the key message?
 Strategies/Tactics-how do you plan to accomplish your
objectives. ™
 Calendar ™-when
 Budget- what resources are required?
 Evaluation- how will you measure effectiveness
Goals & objectives
 Goals are general; objectives are
specific. ™
 Objectives should measure outcomes,
not means. ™Objectives should be
SMART: Specific, measureable, agreed
Upon , Relevant ™Timetabled
 Example of objective
 Raise awareness among the target
audience by 20% within three months.
Step 3- Communication
 How will the strategy and tactics be
implemented?
 Involves choosing appropriate
communication strategy to convey the
messages will be delivered, eg
 Interpersonal media strategy
 Social media strategy
 Mass media strategy -press releases,
broadcasts, conferences, interviews etc
 Promotional media strategy
Step 4-Evaluation
 This step determines if the objectives
were successfully met.
 3 levels of measurement:
 Measuring production-what has been
produced: counting “communication
assets ™
 Measuring awareness ™
 Measuring attitude change ™
 Measuring behavior change (ultimate
objective)
• How
many
people
bought a
product,
use a
behaviour
service,
adopt an
idea, or
Measuring
vote for a
• candidate
count the
.
number of
• what has
attendees
been
(and
produced:

awareness
possibly
counting
the media
“communi
coverage
cation

Measuring
in the
assets.”
aftermath
• clients
).
need to
know
what has
production
been
produced
for the
Measuring
money
they have
spent on
public
relations.
• ROI
(Return
On
Investme
nt)
Importance of evaluation
 examine how well a plan has been executed.
 helps to find out how effective was the strategies used.
It is to seek through research answer to questions
such as “how did we do? Did the programme reach the
target audience? Was the programme effective in advising
its intended goals; or did it have some unintended effects?
 Effective feedback provides the source with
information concerning his success or failure in
accomplishing his objectives.
 Feedback helps us to modify and tailor our future
messages to suit our audience.
 Evaluation research reminds the communicator that
dissemination does not equal communication.
Other models
 The Frank Jefkins 6-point model -
 Appreciation of the situation or problem
 Definition of objectives
 Definition of publics
 Selection of media and techniques
 Planning a budget
 Assessment and evaluation of Results
 Cutlip, Centre and Broom’s Four-
Step Process -includes;
 Defining the problem (situation analysis)
 Planning and programming (strategy)
 Taking action and communicating
(implementation)
 Evaluating the programme (assessment)

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