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It is often said that you cannot optimise what you cannot measure. To help optimise Public Relations output, there is a need to apply the principles of Total Quality Management
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TOTAL QUALITY MANAGEMENT IN PUBLIC RELATIONS
By Mobolaji Okusaga
Introduction
What is TQM?
Origin of TQM
TQM and PR Practice
Applications of TQM in PR Practice
Market AnalysisTo decrease the error rate in PR campaign planning, there is a need for proper market analysis
Developing PR Objectives
Understanding Strategies and Tactics
The Five Steps of Strategic PR Management
Craft aStrategy
to AchieveObjectives
SetObjectives
Develop aStrategic
Visionand
Mission
Implementand
ExecuteStrategy
Improve/Change
Revise asNeeded
Revise asNeeded
Improve/Change
Recycleas Needed
Step 1 Step 2 Step 3 Step 4 Step 5
Monitor,Evaluate,and Take
CorrectiveAction
Communication MatrixTARGET EXPECTATION DESIRED
ACTIONCORPORATE OBJECTIVE
MESSAGE COMM STRATEGY
METRIC
LABOUR UNIONS Positive outcome of outstanding Staff issues
Information on Staff Welfare
understand Managements position
contentious Staff issues
Spread a positive buzz on career development and staff welfare
Reduce Staff Attrition
Create a harmonious organisation / labour relationship
Attract the best talents in the industry
Best place to work
Understands working smart
Develops industry’s best hands
Proactive response to Staff enquires
Build good internal communications &Information Flow
Establish Monthly
In-house Journal
Obtain 2x competitors commendation of in Labour Articles
Generate 2x competitors buzz on good staff welfare and attract best industry talents
CUSTOMERS Quality Products
Satisfaction of needs
Innovation
Trust
Buy and recommend company’s products
Increase market share
Widen Customer Base
Differentiate and engender preference for products above competitors offerings
Best Products
Leadership gives access to new markets
Easy to do business with
Where the customer is truly a king
Drive preference by providing and campaigning highest standards
Leverage constant two way communications by constantly requesting feedback
Develop internet site as business tool
2x number of competitors lead
100% increase in product preference against competitor’s
PRESS /
FINANCIAL
ANALYST
News on
Developments
within the
Organisation
Company
Financial Results
Positive
Articles on
Company’s
Financials and
Activities
Recommend
Stock to investing
Public
Continuous
coverage
Increase share of
industry voice
Generate stability
Through good and
Consistently
improving Financial
performance
Best product s
Customer
friendly
Company’s
Performance
exceed
industry
leaders
Speaking
Engagements
Opinion
Articles
Upgrade IR
Website
Focus Road
shows on
priorities
Obtain 2x competitors opportunity for Interaction with Buy and Sell-side Analysts Lead Industry in terms of Return on Equity
MEASURING PUBLIC RELATIONS OUTCOMES
Why Measure?
Determining Measurement Technique
Measurement and Evaluation Methods
Examples of PR Reporting
Positioning of Company on Issues
Corporate GovernanceCorporate GovernanceCorporate GovernanceCorporate Governance
Industrial / Labour IssuesIndustrial / Labour IssuesIndustrial / Labour IssuesIndustrial / Labour Issues
Philanthropy / Corporate ResponsibilityPhilanthropy / Corporate ResponsibilityPhilanthropy / Corporate ResponsibilityPhilanthropy / Corporate Responsibility
00 2020 4040 6060 8080 100100 120120 140140 180180 200200
Number of times Company was favourably positioned on key issues in the media
Product QualityProduct Quality
Quantitative / Qualitative Performance Map
2000
Brand A
Brand B
Brand C
Brand D
Quantitative (Number of Articles)
Qua
litati
ve (ti
mes
pos
ition
ed o
n ke
y is
sues
)Mention of competing Brands in the media in a Quarter
Lotus Press Coverage Analysis
0 20 % 40 % 60 % 80 % 100 %
COMPANY A
COMPANY B
COMPANY C
COMPANY D
Positive message No message Negative MessageR. Paine and PartnersR. Paine and Partners
Percent of impressions containing messages by Company
Lotus Press Coverage Analysis
N0.00 N0.50 N1.00 N1.50 N2.00 N2.50
COMPANY A
COMPANY B
COMPANY C
COMPANY D
Cost per message communicated
R. Paine and Partners
Industry Best Practice
8 Steps for Effective Measurement
Matching PR Objective and Spend with the Outcomes of PR Activities
Prioritize your PR Spend
PR as Profit Centre
Thank You
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