JPG, PUB475, Spring 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

JPG, PUB475, Spring 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

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

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

JPG, PUB475, Spring 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?

JPG, PUB475, Spring 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?

JPG, PUB475, Spring 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

JPG, PUB475, Spring 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

JPG, PUB475, Spring 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?

JPG, PUB475, Spring 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

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

JPG, PUB475, Spring 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

JPG, PUB475, Spring 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

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

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

JPG, PUB475, Spring 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

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

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

JPG, PUB475, Spring 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

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

JPG, PUB475, Spring 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

JPG, PUB475, Spring The problem-solving process

For next week Center & Jackson – chapter 2 Cutlip – Chapters JPG, PUB475, Spring