Public Relations Maturity Model

1. Public Relations Maturity Model PUBLIC RELATIONS Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Process Focus No defined strategy or process for Public Relations 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 excel- lent relationships 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 regu- latory 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 leader- ship involvement in some communications PR is acknowledged as a critical success strategy, understood by all and with strong executive participa- tion and support Technology & Interoperability Fully integrated, cutting-edge PR solu- tion provides media contacts, media monitoring, news distribution and reporting/analytics No PR solutions in use Spreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distri- bution services Subscription to a media contact data- base is added to more easily identify key influencers Public Relations

2. Media Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc No proactive engagement. Media interaction happens only when or if media inquiries occur Reluctance, ignorance or even fear of media engagement. No designated media spokesperson No formal measurements in place Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi- tive advantage Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Bare bones budget for limited news release distribution; Part time responsi- bility of one staff member Learning who key media contacts are, but media contacts don’t yet know them 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 Some media relationships exist and there is understanding about how to build them 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 Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Public Relations PUBLIC RELATIONS Maturity Model Media Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc No proactive engagement. Media interaction happens only when or if media inquiries occur Reluctance, ignorance or even fear of media engagement. No designated media spokesperson No formal measurements in place Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi- tive advantage Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Bare bones budget for limited news release distribution; Part time responsi- bility of one staff member Learning who key media contacts are, but media contacts don’t yet know them 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 Some media relationships exist and there is understanding about how to build them 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 Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Public Relations PUBLIC RELATIONS Maturity Model