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.