Public Relations Maturity Model

1. PUBLIC RELATIONS Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Public Relations A sustainable strategy is in place that produces consistent results and creates measurable value A strategy is in place that has produced some results; Investments are made to increase strategy effectiveness Need for a strategy becomes apparent and strategy formulation begins by trial and error No defined strategy or process for Public Relations Orientation PR is acknowledged as a critical success strategy, understood by all and with strong executive participa- tion and support Recognition that PR is important and making some contribution; Greater leader- ship involvement in some communications Awareness of need for PR exists; Part-time responsibility delegated to marketing; Communications begin to trickle out Leadership Unaware of need for or value of PR. Willing to fund press releases for regu- latory compliance only PR process completely focused on delivering insights and value to key influencers, with whom there are excel- lent relationships When the “spray & pray” approach doesn’t produce results, focus shifts to building relationships with key influencers Spray and pray. Produce press releases, find targets and send as email attachments Process Focus No established media relationships or process to develop them Fully integrated, cutting-edge PR solu- tion provides media contacts, media monitoring, news distribution and reporting/analytics Subscription to a media contact data- base is added to more easily identify key influencers Technology & Interoperability Spreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distri- bution services No PR solutions in use

2. PUBLIC RELATIONS Maturity Model Public Relations STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source Some media relationships exist and there is understanding about how to build them Learning who key media contacts are, but media contacts don’t yet know them Media No proactive engagement. Media interaction happens only when or if media inquiries occur Engagement An internal PR team exists that functions like an agency, and is often supported by an outside agency; Ample budget for tools, training and travel to meet influencers One or more full-time PR staff, often supported by an agency or publicist; Budget for media contact DB subscrip- tion and professional development conferences Budget & Bare bones budget for limited news release distribution; Part time responsi- bility of one staff member Staff No budget exists; Spending & staffing is ad hoc Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi- tive advantage Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Management & Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Policy Reluctance, ignorance or even fear of media engagement. No designated media spokesperson Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Metrics Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) No formal measurements in place Want to rate your organization’s Public Relations maturity with an interactive tool? Download our Public Relations Maturity Assessment and get started today! V I E W R E S O U R C E