The four-step PR process
Posted on January 7th, 2007 by sherrilynne
Strive Notes ran series of PR 101-type postings late last year. Every Sunday over several months we got ‘back to basics’ with several ‘how to’ entries that proved to be very popular. To continue where we left off, today we are looking at strategic thinking, the very heart of public relations planning.
A PR strategy is, in effect, a plan which predetermines activity to achieve a desired result. It links research data to activity in order to attain goals and objectives. In short, it’s the roadmap to get you where you want to be.
An excellent framework for this plan is the classic four-step process:
- Defining the challenge. This situation analysis looks at the background of the issues, what caused the problem, what precedents are out there. It examines who your allies, opponents and other interested groups are and helps you define the programme’s goal.
- Programming. This is where the analysis begins. Look at the objectives and alternatives of the various activities considered. Determine the risks, benefits and consequences of each tactic and decide on the right course of action. Derive a schedule of activity that includes the channels, media, talent and costs that will achieve the goal. (In agencyspeak..this is the proposal.) And, get buy-in from everyone involved who must support or participate in the programme if it’s to be successful.
- Implementation. Here’s where you get into the cut and thrust of public relations. Get your messages out, give context, time communications, strive for enough repetition of message delivery for maximum effect, follow up on every outreach and see it through.
- Evaluation. This crucial phase is often overlooked, but is necessary if you want to measure the effect of your activity and use what you learn to inform future public relations. Measure achievement of your goals and each objective. Are your audiences behaving as you had hoped? Have people’s attitudes been affected? What conclusions arise? How should tactics be revised in future? Report your feedback to all stakeholders.
Other Strive Notes you may find helpful:
Filed under: public relations
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For the audience that might find this post helpful, you might want to include this brief preface:
1. Walk to the closest light switch. If you’ve hit the wall, you’ve gone too far. Back up one step.
2. Position yourself directly in front of the light switch so that the switch is aligned with your solar plexis.
3. Raise your right hand (left if you’re left-handed) and lightly grasp tip of switch with thumb and forefinger.
4. Push the tip of the switch in an upward motion until you hear a click or light fills the room.
Sherrilynne, I think a majority of the completely brain dead reading your post here just might miss its subtitles altogether sitting in the dark.
FYI.
Regards,
- Amanda
Amanda, as you usual, you crack me up. Keep up the good work.