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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. Public Relations Process. What’s the first step? What is research ? The systematic gathering of information to understand…

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public relations process
Public Relations Process
  • Management by Objective
    • Driven by organizational goals
    • Focused on stakeholder publics
    • A function of management
    • Seeks measurable outcomes
public relations process2
Public Relations Process
  • What’s the first step?
  • What is research?
  • The systematic gathering of information to understand…
    • Client Organization
    • Problem/Opportunity; Issues/Environment
    • Key Publics
public relations process3
Public Relations Process
  • How 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)
public relations process4
Public Relations Process
  • How do we do research?
  • Primary research (from people)
    • Surveys and polls
    • Intercept interviews
    • Focus groups
    • In-depth interviews
    • Research by “walking around”
public relations process5
Public Relations Process
  • Goal of Research: Understanding
  • Your client
    • Operations & functions
    • As a culture for employees
    • Values & goals, internal & external
    • History & traditions
    • Use of communication
public relations process6
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?
public relations process7
Public Relations Process
  • Understand key publics

Group of individuals with common characteristics and common concerns who have a stake in success or failure of your organization.

public relations process8
Public Relations Process
  • Key goal of PR…

To improve upon and maintain mutually beneficial relationships between the organization and its key publics

Words to live by:

To be successful, all parties must benefit.

public relations process9
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
public relations process10
Public Relations Process
  • How do concerns of key publics differ?
    • Full-time undergraduates
    • Parents
    • Alumni
    • State Legislature
    • Residents near the campus
public relations process11
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 client’s listening post
public relations process12
Public Relations Process
  • Research phase:
    • Helps you understand client, problem & publics
    • Forms basis for PR plan you create
    • Brings strategy & creativity together
public relations process13
Public Relations Process
  • What are other steps in the process?
    • Research
    • Planning or Objective Setting
    • Programming or Implementation
    • Evaluation
public relations process14
Public Relations Process
  • R-A-C-E formula

John Marston (1963)

Research-Action-Communication-Evaluation

  • R-O-P-E formula

Research-Objective Setting-Programming-Evaluation

  • R-P-I-E

Research-Planning-Implementation-Evaluation