Process of PR
Introduction to PR 7th Meeting
4 stages of PR Process
Research
Evaluation Program Planning
Communication
RESEARCH PR
• Research is an essential first step of PR process
• Broom & Dozier : Research is the controlled,
objective and systematic gathering of information
for the purpose of describing and understanding.
• Before a program is undertaken, information must
be gathered, data collected, and interpretation
done -> database to start of making policy
decisions and map out strategies for effective
communication programs.
Using Research
• Achieve credibility with management : executives want facts, not
guesses and hunches. Excellent communication management is
strongly correlated with their ability to do research and relate their
findings to the organization’s objective
• Define audiences and segment publics : detailed information about
demographics, lifestyles, characteristics and consumption patterns of
audiences helps to assure that messages reach the pro[er audiences.
• Formulate strategies : huge budget might be spent for wrong
strategies, therefore, to construct the effective strategies, adequate
data is needed
Using Research …
• Test Messages : to determine what particular message is most salient
with the target audience
• Help management keep in touch : research helps bridge the gap
between the top management and the employees, customers and other
important publics. The feedback of these publics will lead to better
policy and communication strategies
• Prevent Crises : estimated 90% of organizational crises are caused by
internal operational problems rather than unexpected natural disaster.
Analyzing complaints from toll free number, or monitoring chatroom,
direct messages and others often tip off an organization that it should
act before the problem attracts media attention
Using Research …
• Monitor the competition : savvy organizations keep track of what the
competition is doing. This is done through surveys asking consumers
to comment on competing products, the competition’s media
coverage, etc
• Sway Public opinion
• Generate publicity
• Measure success : the bottom line of any PR program is whether the
time and money spent accomplished the stated objective.
Research Methods • Organizational materials
• Library methods
• Online resources
• Online networks
• The internet, social media,
WWW
• Content analysis
• Interviewing
• Focus groups
• Copy testing
• Scientific sampling
PROGRAM PLANNING
• A good PR program should be an
effective tool to support an
organization’s business, marketing and
communications objective
• Strategic planning is deciding where you
want to be in the future (the goal) and
how to get there (the strategies).
Elements of a
Program Plan
1. Situation
2. Objectives
3. Audiences
4. Strategy
5. Tactics
6. Calendar / time table
7. Budget
8. evaluation
Planning in
Issue
Management
• Essentially, issues
management ia a
proactive and systematic
approach to :
• Predict problem
• Anticipate threats
• Minimize surprises
• Resolve issues
• Prevent crises
Issue management matrix
High Impact on
Bussiness
Built Priority for
alliances resources
Low opportunity to High opportunity
influence to influence
Constant
Infrequent monitoring
monitoring
Low Impact on
Bussiness
COMMUNICATION
• This step also called execution, is the most PR work.
• Five possible objective for a communicator :
• Message exposure : the spread of message through controlled media -> brochure,
newsletter, social media. Intended audience are exposed to the messages in
various forms
• Accurate dissemination of the message : the basic information, often filtered by
media gatekeepers, remains intact as it is transmitted through various media
• Acceptance of the messages : the audience not only retain the messages but
accepts it as valid
• Attitude change : the audience not only believes the message but makes a verbal
or mental commitment to change behavior as a result of a message
• Change in overt behavior : members of the audience actually change their current
behavior or purchase the product and use it
Basic Knowledge of Effective communicator
• What constitute communication and how people received messages?
• How people process information and change their perception?
• What kind of media and communication tools are most appropriate
for a particular messages?
EVALUATI
ON
• Evaluation is the
measurement of results
against established
objectives set during the
planning process
• The systematic assessment
of a program and its results.
• After a program, the result
or effect should be
observable
Basic evaluation questions
• Was the activity or program adequately planned!
• Did recipients of the message understand it?
• How could the program strategy have been more effective?
• Were all primary and secondary audiences reached?
• Was the desired organizational objective achieved?
• What unforeseen circumstances affected the success of the program or
activity?
• Did the program or activity fall within the budget set for it?
• What steps can be taken to improve the success of similar future activities?