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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