1. JPG, PUB475, Spring 2008 1 Week 2a-- What is Public Relations? Processes of the practice  Techniques, strategies, structures and tactics of the profession  Similar to “law,” “medicine,” etc. What it yields are desirable public relationships and positive reputations

2. JPG, PUB475, Spring 2008 2 What does Public Relations include? Media relations Employee relations and internal communications Financial communications Investor relations Community relations Fundraising Advertising Special events management New media management

3. JPG, PUB475, Spring 2008 3 So… What is Public Relations? Something we have and do, not something we “apply” Reputation management Proactive vs. reactive approaches

4. JPG, PUB475, Spring 2008 4 Key elements Measurable results Forward-looking orientation Long-term planning Appropriate strategy and tactics Ethical standards

5. JPG, PUB475, Spring 2008 5 Behavioral strategic planning model What behaviors are involved?  Motivated, reinforced, or modified to achieve desired goals? Who are the stakeholders?  Which ones need to act or not act?  Are there opinion leaders who can help drive the desired behaviors? What are the desired goals?  Are there intermediate steps or behaviors?

6. JPG, PUB475, Spring 2008 6 Where do PR projects come from? 1. Do we really have a public relations problem? 2. If yes, can it be: Alleviated? Turned around to our favor? Countered or disarmed by some action or communication program? 3. Do we act now or later?

7. JPG, PUB475, Spring 2008 7 Strategic planning Good fortune favors the well prepared.  Understand your organization’s business, operations, culture and goals thoroughly  Know as much as possible about all of your publics  Put that knowledge and understanding together into a strategic plan

8. JPG, PUB475, Spring 2008 8 The Four Steps All PR involves a four-part process 1. Research – fact-finding and data- gathering 2. Planning and programming 3. Action, relationship building and communication 4. Evaluation

9. JPG, PUB475, Spring 2008 9 Audience analysis Who needs to know and in what order?  Consider geographic and emotional proximity To what degree will the audience be helped or hurt, rewarded or penalized? How important is timeliness?  Where is there the most urgency, and why?

10. JPG, PUB475, Spring 2008 10 Week 2b – The Four Steps All PR involves a four-part process 1. Research – fact-finding and data- gathering 2. Planning and programming 3. Action, relationship building and communication 4. Evaluation

11. Step 1: Research Define the problem statement Conduct situational analysis Conduct appropriate research Apply research in planning process Qualitative vs. quantitative methodologies Formal vs. informal research JPG, PUB475, Spring 2008 11

12. JPG, PUB475, Spring 2008 12 Types of Research Informal Research -- largely qualitative  Personal contacts  Key informants  Focus groups and community forums  Advisory committees and boards  Unsolicited letters and phone calls  Online sources  Field reports

13. JPG, PUB475, Spring 2008 13 Types of Research Formal Research – both quantitative and qualitative  Should follow informal research  Determine research question before selecting the research design  Survey types Mail Phone In-person

14. JPG, PUB475, Spring 2008 14 Other sources of research Analysis of secondary sources Online databases Online sources  Company web sites  Blogs  Bulletin boards

15. Determining influences Timing / Urgency Environment / Access Budget JPG, PUB475, Spring 2008 15

16. JPG, PUB475, Spring 2008 16 Step 2: Planning and programming Determine the overriding goals Identify and prioritize target stakeholders Set specific objectives for each public Determine a budget Establish a timetable Obtain appropriate approvals and support

17. JPG, PUB475, Spring 2008 17 Planning All the facts subjected to strategic considerations lead to a plan.

18. JPG, PUB475, Spring 2008 18 Planning Formalized planning shapes into projects or programs of action.

19. JPG, PUB475, Spring 2008 19 Step 3: Action Action involves two-way communication, incoming and outgoing. Monitor program throughout execution  Continue research activities as appropriate  Focus on audience reaction  Be prepare for mid-course adjustments  Think long-term implications

20. Five stages of acceptance Knowledge  Awareness and some level of understanding Persuasion  Potential adaptors develop interest and consider. Decision  Personal analysis to adopt or not. Implementation  Test on a small scale Confirmation  Commitment to continue after evaluation JPG, PUB475, Spring 2008 20

21. JPG, PUB475, Spring 2008 21 Step 4: Evaluation Program should be developed with evaluation in mind Plan for objective measurable results What should be evaluated?  Program conceptualization and design  Appropriateness of program  Quality of research  Quality of implementation  Impact of program  Future actions and recommendations

22. JPG, PUB475, Spring 2008 22 The problem-solving process

23. For next week Center & Jackson – chapter 2 Cutlip – Chapters 10-13 JPG, PUB475, Spring 2008 23