Public Relations DPR 3B Template for a Public Relations Strategy based on the TOCOM Model Learning Unit 2.3 Student Manual pp August 2011

LU2 learning outcomes Understand Public Relations strategy and plan in relation to the organisation and other management functions Justify the need for a strategic role for Public Relations Discuss Public Relations strategy and planning Identify Public Relations goals and aims as part of the strategy and plan Compare models/frameworks for Public Relations strategy development Outline and apply the TOCOM model to a case study Write a Public Relations strategy based on given facts 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 2

What is the TOCOM Model? In 2-3 paragraphs, explain in your own words your understanding of the TOCOM model Explain how it can help Public Relations contribute to an organisation’s ability to achieve its strategic objectives Share your understanding/insight with your fellow students 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 3

TOCOM Model The Twente Organisational Communication Model (TOCOM) provides a frame of reference for designing strategic communication Creates a conceptual framework by which communication within organisation and between organisations and environments can be analysed Subsequently, interventions can be made and a communication plan can be drawn up and implemented 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 4

TOCOM and Systems Theory TOCOM model based on the systems theory Interaction between organisation and environments, between subsystems within organisation and between subsystems and the organisation as a whole Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985) – environments & subsystems Confirms contribution of Public Relations as managerial subsystem to success of organisation Confirms contribution of communication to coordination of internal operations and facilitation of external messages 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 5

PR strategy template Describe the organisation Use the organisation profile (‘about us’ on web) If not available prepare information using the following: Vision, mission and purpose Core values Origin/background of organisation Description of problem/s to be addressed through communication – organisational objectives Strategy brief – what needs to be achieved 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 6

PR strategy template Assess its current position [1] Describe the organisation’s current position, including descriptions of: Nature and mandate SWOT analysis (internal and external) PEST analysis (political, economic, social, technological environments) Needs analysis (priorities, organisational, financial, social security, educational, medical, sporting and cultural) 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 7

PR strategy template Assess its current position [2] Stakeholder analysis Enabling: enables organisation to function (government) Functional: groups that deliver inputs and use outputs (staff, clients) Normative: professional and industry associations Diffuse: further away but still important enough to monitor and take action (communities, media) Broad organisational goals Medium term (3-year view) Short term (one year view) Communication goals and objectives 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 8

PR strategy template Assess its current position [3] Overall key message/s Awareness Motivational Ongoing public relations strategy, including Corporate Social Investment Publicity, awareness and fundraising including media strategy Current media Potential media Social media 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 9

PR strategy template Decide on a communication mix Select tools/elements for communication mix Sales promotion Media relations Media interaction Partnerships Brand publicity Corporate advertising Publicity (below the line/editorials) Event marketing Customer service 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 10

PR strategy template Prepare a budget Projections will guide the strategy with values confirmed in Public Relations plan/campaigns Administrative Infrastructure, human resources, supplies Communication tools Print and visual materials, speakers, events, research Miscellaneous Gratuities, dipstick surveys Contingency Outsourced work, unexpected costs 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 11

PR strategy template Evaluate the implementation Identify Expected results from communication objectives Evaluation and measurement criteria Quantitative (number) and qualitative (effect/response) effectiveness measures for messages sent to different stakeholder groups Evaluate Preparation (information adequacy, quality of messages, tactics, strategy) Implementation (number of messages, media placements, Rand value) Impact (changes in opinions, attitudes, desired behaviours) 22 August 2011DPR3B-PR-PR Strategy Template TOCOM 12

Conclusion Public Relations is strategic in nature Contributes to effectiveness and efficiency Contributes through strategy implementation PRP must translate organisational vision, mission and goals into communication goals and objectives guided by organisation’s environments Research is imperative to develop, measure and evaluate PR strategy and campaigns PR test: Thursday 29 August 2011, pp August 2011DPR3B-PR-PR Strategy Template TOCOM 13