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Week 3: Strategic Methodologies What is public relations? Public relations is something that
everyone has. Public relations fosters the improvement of
public relationships through specific activities and policies.
Public relations is the cornerstone of a democratic society.
What is public relations?
Every person and organization has a reputation Good, bad or neutral People form opinions without even thinking about
how or why Public relations techniques can be applied to
any social, cultural or political situation. Publics can be big or small The principles are the same The scale changes the appropriate tactics
Approaches
Reactive approach to PR Describe Advantages and disadvantages Put out the fire
Proactive approach to PR Describe Advantages and disadvantages Avoid the fire
Planning models
Frameworks that define the nature of the strategic plan being developed Differing paradigms about how to approach a
public relations problem Completely separate from the Four Step
process The Four Steps always apply regardless of the
model.
Behavioral strategic planning model Based on the belief that PR is all about
creating positive behavior. Communication alone cannot achieve the desired
results. Communication alone is subjective. Communication alone is difficult to measure.
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?
Tucker’s persuasion model
Developed by Kerry Tucker (San Diego) Explains steps necessary to get people to
change their minds and actions. Goal oriented Fits well with advertising tactics
Tucker’s persuasion model
1. Create dissatisfaction with the existing behavior.
2. Offer the desired behavior as a substitute for the status quo.
3. Explain the benefits of the new behavior or the consequences of the old.
4. Model the desired results.
Grunig’s model
Developed by Jim Grunig (University of Maryland)
You must first consider the wants and needs of the subject.
Only then can the communication meet those needs and be successful.
Can be applied in both proactive and reactive programs.
Grunig’s model
Preparation
Understand your organization’s or client’s business, operations, culture and goals thoroughly.
Learn as much as possible about the publics on which it depends for success.
Put that understanding and knowledge in a formal strategic plan.
Speaking with one voice Consistency Accuracy and trustworthiness Protection
Reality check The messages must fit the reality Accuracy and trustworthiness
Audiences
Primary public Main target of any actions, activities or communication
Intervening public Carry the messages to the primary public Think of them as gatekeepers News media, politicians, activists, opinion leaders
Special publics Inward, eg neighborhood association or trade group Outward, eg special interest group or charity
Channels or “messengers”
Individuals One-to-one One to a small group One to a large group
Personalized message tools Telephone Letters or cards New media
Texting, chat rooms, teleconferencing, etc. Company intranet Social networks (MySpace, Facebook, LinkedIn) Email (if there’s a relationship between sender and receiver)
Channels or “messengers”
Publications Organizational or group newsletters Business or professional publications Employee publications
Mass media Newspapers, magazines, television, radio
Advertising Special events Internet
“Push” vs “pull” media
People – your team
Approvals based in conviction, and supported by management participation and adequate budget, are essential to effective public relations programming.
Issues: The pursuit of synchronicity Adequate staffing support Appropriate skill set Timing Rollout
Creative Execution
Reviews Approvals Delegation “Concur” and “non-concur”
Institutional approvals Internal, e.g. management, Board of Directors, etc. External, e.g. government agencies (FDA, etc.)
Media reviews Embargos
Typical corporate organization
President / CEO Board of Directors
Product Division #1
Product Manufacturing
Corporate Finance
Distribution / Supply Chain
Human Resources
Community Affairs
Corporate Communications
Corporate / Brand Advertising
Product Development
Product Marketing
Product Advertising
Worldwide Marketing & Sales
Product Sales
Corporate Legal
Next class
Go to www.prnewswire.com Select an interesting press release that involves
some sort of public relations initiative, campaign or tactic. Write down the URL so we can find it in class.
Come to class prepared to discuss: The PR problem or issue it addresses The primary publics Any secondary publics A summary of the action taking place Whether you think it’s a good or bad approach, and why.
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