Transcript Week 3: Strategic Methodologies

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?
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Every person and organization has a
reputation
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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.
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Publics can be big or small
The principles are the same
The scale changes the appropriate tactics
Approaches
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Reactive approach to PR
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Describe
Advantages and disadvantages
Put out the fire
Proactive approach to PR
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Describe
Advantages and disadvantages
Avoid the fire
Planning models
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Frameworks that define the nature of the
strategic plan being developed
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Differing paradigms about how to approach a
public relations problem
Completely separate from the Four Step
process
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The Four Steps always apply regardless of the
model.
Behavioral strategic planning model
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Based on the belief that PR is all about
creating positive behavior.
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Communication alone cannot achieve the desired
results.
Communication alone is subjective.
Communication alone is difficult to measure.
Behavioral strategic planning model
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What behaviors are involved?
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Who are the stakeholders?
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Motivated, reinforced, or modified to achieve
desired goals?
Which ones need to act or not act?
Are there opinion leaders who can help drive the
desired behaviors?
What are the desired goals?
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Are there intermediate steps or behaviors?
Tucker’s persuasion model
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Developed by Kerry Tucker (San Diego)
Explains steps necessary to get people to
change their minds and actions.
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Goal oriented
Fits well with advertising tactics
Tucker’s persuasion model
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Create dissatisfaction with the existing
behavior.
Offer the desired behavior as a substitute
for the status quo.
Explain the benefits of the new behavior or
the consequences of the old.
Model the desired results.
Grunig’s model
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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
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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.
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Speaking with one voice
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Consistency
Accuracy and trustworthiness
Protection
Reality check
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The messages must fit the reality
Accuracy and trustworthiness
Audiences
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Primary public
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Intervening public
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Main target of any actions, activities or communication
Carry the messages to the primary public
Think of them as gatekeepers
News media, politicians, activists, opinion leaders
Special publics
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Inward, eg neighborhood association or trade group
Outward, eg special interest group or charity
Channels or “messengers”
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Individuals
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One-to-one
One to a small group
One to a large group
Personalized message tools
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Telephone
Letters or cards
New media
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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”
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Publications
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Mass media
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Organizational or group newsletters
Business or professional publications
Employee publications
Newspapers, magazines, television, radio
Advertising
Special events
Internet
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“Push” vs “pull” media
People – your team
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Approvals based in conviction, and supported
by management participation and adequate
budget, are essential to effective public
relations programming.
Issues:
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The pursuit of synchronicity
Adequate staffing support
Appropriate skill set
Timing
Rollout
Creative Execution
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Reviews
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Institutional approvals
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Approvals
Delegation
“Concur” and “non-concur”
Internal, e.g. management, Board of Directors, etc.
External, e.g. government agencies (FDA, etc.)
Media reviews
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Embargos
Typical corporate organization
Board of
Directors
Product
Division #1
Product
Marketing
Product
Development
President / CEO
Human
Resources
Product
Manufacturing
Worldwide
Marketing & Sales
Corporate
Communications
Corporate / Brand
Advertising
Community
Affairs
Product
Advertising
Product
Sales
Distribution /
Supply Chain
Corporate
Finance
Corporate
Legal
Next class
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Go to www.prnewswire.com
Select an interesting press release that involves
some sort of public relations initiative, campaign or
tactic.
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Write down the URL so we can find it in class.
Come to class prepared to discuss:
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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.