Public Relations Maturity Model

1. Public Relations Maturity Model Public Relations Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Public Relations Need for a strategy becomes apparent and strategy formulation begins by trial and error A strategy is in place that has produced some results; Investments are made to increase strategy effectiveness A sustainable strategy is in place that produces consistent results and creates measurable value Leadership Unaware of need for or value of PR. Willing to fund press releases for regulatory compliance only Awareness of need for PR exists; Part-time responsibility delegated to marketing; Communications begin to trickle out Recognition that PR is important and making some contribution; Greater leadership involvement in some communications PR is acknowledged as a critical success strategy, understood by all and with strong executive participation and support Process Focus No established media relationships or process to develop them Spray and pray. Produce press releases, find targets and send as email attachments When the “spray & pray” approach doesn’t produce results, focus shifts to building relationships with key influencers PR process completely focused on delivering insights and value to key influencers, with whom there are excellent relationships Technology & Interoperability No PR solutions in use Spreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distribution services Subscription to a media contact database is added to more easily identify key influencers Fully integrated, cutting- edge PR solution provides media contacts, media monitoring, news distribution and reporting/analytics Media Engagement No proactive engagement. Media interaction happens only when or if media inquiries occur Learning who key media contacts are, but media contacts don’t yet know them Some media relationships exist and there is understanding about how to build them Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source Budget & Staff No budget exists; Spending & staffing is ad hoc Bare bones budget for limited news release distribution; Part time responsibility of one staff member One or more full-time PR staff, often supported by an agency or publicist; Budget for media contact DB subscription and professional development conferences 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 Management & Policy Reluctance, ignorance or even fear of media engagement. No designated media spokesperson Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competitive advantage Metrics No formal measurements in place Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Public Relations Maturity Model