The Management Processes

of Public Relations

The Management Processes

of Public RelationsThe old “flying by the seat of the

pants” approach to solving PR problems is over!

Four Step Problem Solving Process:

Four Step Problem Solving Process:

Defining the problem (or opportunity)

Planning and ProgrammingTaking Action and

CommunicatingEvaluating the Program

Defining the Problem (or Opportunity)

Defining the Problem (or Opportunity)

Process begins with intelligent diagnosis

Development of a Situational Analysis– Monitor the social

environment– conduct thorough

research

Research ProcessResearch Processmethodicalsystematicfoundation of all effective public

relationsmust understand situations and

investigate consequences

Defining ProblemsDefining Problemswant to avoid firefighting and

concentrate on fire prevention– example: much better to avoid spending

millions of dollars on advertising to apologize for past actions and make corrective announcements

process begins with someone making the value judgment that something is either wrong or could soon be!

Problem StatementProblem Statement

written in present tense, a problem statement describes the situation in specific and measurable terms.

Details– what is the source

of concern?

– when is it a problem?

– who is involved or affected?

– how are they affected or involved?

– why is this of concern to the organization or its publics?

Situational AnalysisSituational Analysis unabridged

collection of all that is known about a situation, its history, forces operating on it, and those involved or affected internally or externally

Internal Situation AnalysisInternal Situation Analysis

communication audit– complete analysis of an organization’s

communications - internal and external - designed to take a picture of communication needs, policies practices, and capabilities to uncover necessary data to allow management to make informed, economical decisions about future objectives of the organization’s communications

External Situational Analysis

External Situational Analysis

clippings from newspapers, magazines, trade publications

reports, transcripts, tapes of radio and tv coverage of events

background info on groups and individuals

results of surveys and opinion polls copies of legislation, reference books

Research ProcessResearch Process Informal or Exploratory Methods– personal contacts– key informants - influential people

(reporters, clergy, bankers, taxi drivers)– focus groups or community forums– Advisory Committees and Boards– Ombudsman - an individual who

investigates and solves problems– call-in telephone lines/mail analysis

Formal Methods of Research

Formal Methods of Research

Secondary analysis and On-line Databases

Content analysis –systematic procedures for

objectively determining what is being reported in the media

Surveys

Planning and ProgrammingPlanning and Programming

Strategic Thinking leads to Strategic Management and Planning

Strategic Planning–making decisions about program goals

and objectives, identifying key publics, setting policies or rules to guide selection of strategies and determining strategies

Key Steps to Planning and Programming

Key Steps to Planning and Programming

Mission Statements–help commit the organization to

accountability

–attitude sets the framework for budgeting, programs, impacts,etc.

–MBO

–Strategy and Tactics

Key Steps (cont’d)Key Steps (cont’d)

Writing the Program–state the program goal

–target the appropriate publics

–state the objectives of the program

Working Theory- Program Goal

Working Theory- Program Goal

what do we want the two publics to learn from the program, what opinions should each hold after the program, what must each do to reach the goal

learn-feel-do causal sequence info gain -> opinion change-

>behavioral change

Defining Target PublicsDefining Target Publics

geographicsdemographicspsychographics covert powerposition reputationmembership

Program ObjectivesProgram Objectives

Objectives spell out the key result that must be achieved with each public to reach the program goal

Give focus and direction to those developing strategies and tactics

spell out outcome criteria for use in monitoring and evaluation

Planning for Program Implementation

Planning for Program Implementation

writing planning scenarios

anticipating disasters and crises– immediate crises– emerging crises– sustained crises

Common Mistakes in Handling Crises

Common Mistakes in Handling Crises

hesitationobfuscationretaliationpontificationconfrontationlitigation

Example of Crisis Planning

Example of Crisis Planning

Fire on the Luxury Liner Crystal Harmony

Company had developed a Crisis Communication Manual– trade, business news– shipboard, media,

international

Taking Action and Communicating

Taking Action and Communicating

Acting Responsibly and Responsively– University had declining enrollments

amongst incoming freshmen– rumor was that freshmen had lowest

registration priority– response - change priority and get the

word out!– Classic Case: Tylenol Sabotage

Action ComponentsAction ComponentsAlert Customers NationwideStop ProductionEstablish Liaison with the PoliceRecall Existing CapsulesDesign New PackageReturn Improved Product to the

Market

Communication Strategy

Communication Strategy

to inform the internal. and external publics

persuade publics to support and accept action

instruct publics intend to turn intentions to actions

The Communication Component of Strategy

The Communication Component of StrategyFraming the Message– Effective Communication must be

designed for the situation, place and time– Advances in technology and specialized

media are opening a wealth of possibilities– All PR problems have people as the

common denominator and require communication to bring their viewpoints closer together

Implementing the Strategy

Implementing the Strategy

CredibilityContextContentClarityContinuity and ConsistencyChannelsCapability of the audience