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

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Public Relations Process

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  1. Public Relations Process • Management by Objective • Driven by organizational goals • Focused on stakeholder publics • A function of management • Seeks measurable outcomes

  2. 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

  3. 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)

  4. 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”

  5. 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

  6. 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?

  7. 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.

  8. 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.

  9. 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

  10. Public Relations Process • How do concerns of key publics differ? • Full-time undergraduates • Parents • Alumni • State Legislature • Residents near the campus

  11. 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

  12. Public Relations Process • Research phase: • Helps you understand client, problem & publics • Forms basis for PR plan you create • Brings strategy & creativity together

  13. Public Relations Process • What are other steps in the process? • Research • Planning or Objective Setting • Programming or Implementation • Evaluation

  14. 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

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