Public Relations DPR 3B

1. Public RelationsDPR 3B Template for a Public Relations Strategy based on the TOCOM Model Learning Unit 2.3 Student Manual pp 77-82 22 August 2011

2. LU2 learning outcomes • Understand Public Relations strategy and plan in relation to the organisation and other management functions • Justify the need for a strategic role for Public Relations • Discuss Public Relations strategy and planning • Identify Public Relations goals and aims as part of the strategy and plan • Compare models/frameworks for Public Relations strategy development • Outline and apply the TOCOM model to a case study • Write a Public Relations strategy based on given facts DPR3B-PR-PR Strategy Template TOCOM

3. What is the TOCOM Model? • In 2-3 paragraphs, explain in your own words your understanding of the TOCOM model • Explain how it can help Public Relations contribute to an organisation’s ability to achieve its strategic objectives • Share your understanding/insight with your fellow students DPR3B-PR-PR Strategy Template TOCOM

4. TOCOM Model • The Twente Organisational Communication Model (TOCOM) provides a frame of reference for designing strategic communication • Creates a conceptual framework by which communication within organisation and between organisations and environments can be analysed • Subsequently, interventions can be made and a communication plan can be drawn up and implemented DPR3B-PR-PR Strategy Template TOCOM

5. TOCOM and Systems Theory • TOCOM model based on the systems theory • Interaction between organisation and environments, between subsystems within organisation and between subsystems and the organisation as a whole • Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system • Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985) – environments & subsystems • Confirms contribution of Public Relations as managerial subsystem to success of organisation • Confirms contribution of communication to coordination of internal operations and facilitation of external messages DPR3B-PR-PR Strategy Template TOCOM

6. PR strategy templateDescribe the organisation • Use the organisation profile (‘about us’ on web) • If not available prepare information using the following: • Vision, mission and purpose • Core values • Origin/background of organisation • Description of problem/s to be addressed through communication – organisational objectives • Strategy brief – what needs to be achieved DPR3B-PR-PR Strategy Template TOCOM

7. PR strategy templateAssess its current position [1] • Describe the organisation’s current position, including descriptions of: • Nature and mandate • SWOT analysis (internal and external) • PEST analysis (political, economic, social, technological environments) • Needs analysis (priorities, organisational, financial, social security, educational, medical, sporting and cultural) DPR3B-PR-PR Strategy Template TOCOM

8. PR strategy templateAssess its current position [2] • Stakeholder analysis • Enabling: enables organisation to function (government) • Functional: groups that deliver inputs and use outputs (staff, clients) • Normative: professional and industry associations • Diffuse: further away but still important enough to monitor and take action (communities, media) • Broad organisational goals • Medium term (3-year view) • Short term (one year view) • Communication goals and objectives DPR3B-PR-PR Strategy Template TOCOM

9. PR strategy templateAssess its current position [3] • Overall key message/s • Awareness • Motivational • Ongoing public relations strategy, including Corporate Social Investment • Publicity, awareness and fundraising including media strategy • Current media • Potential media • Social media DPR3B-PR-PR Strategy Template TOCOM

10. PR strategy templateDecide on a communication mix • Select tools/elements for communication mix • Sales promotion • Media relations • Media interaction • Partnerships • Brand publicity • Corporate advertising • Publicity (below the line/editorials) • Event marketing • Customer service DPR3B-PR-PR Strategy Template TOCOM

11. PR strategy templatePrepare a budget • Projections will guide the strategy with values confirmed in Public Relations plan/campaigns • Administrative • Infrastructure, human resources, supplies • Communication tools • Print and visual materials, speakers, events, research • Miscellaneous • Gratuities, dipstick surveys • Contingency • Outsourced work, unexpected costs DPR3B-PR-PR Strategy Template TOCOM

12. PR strategy templateEvaluate the implementation • Identify • Expected results from communication objectives • Evaluation and measurement criteria • Quantitative (number) and qualitative (effect/response) effectiveness measures for messages sent to different stakeholder groups • Evaluate • Preparation (information adequacy, quality of messages, tactics, strategy) • Implementation(number of messages, media placements, Rand value) • Impact (changes in opinions, attitudes, desired behaviours) DPR3B-PR-PR Strategy Template TOCOM

13. Conclusion • Public Relations is strategic in nature • Contributes to effectiveness and efficiency • Contributes through strategy implementation • PRP must translate organisational vision, mission and goals into communication goals and objectives guided by organisation’s environments • Research is imperative to develop, measure and evaluate PR strategy and campaigns • PR test: Thursday 29 August 2011, pp 11-62 DPR3B-PR-PR Strategy Template TOCOM