Pr Models

/PR Models

1. Publicity/press agentry

Ð'Ñ"Ð"Ñ› publicity is an end in itself

Ð'Ñ"Ð"Ñ› research unimportant

Ð'Ñ"Ð"Ñ› one-way communication

Ð'Ñ"Ð"Ñ› show business/sports are major users

Ð'Ñ"Ð"Ñ› P. T. Barnum

Publicity is Ð'ÐŽK

Ð'ÐŽKsupplying information that is factual, interesting, and newsworthy to media not controlled by you, such as radio, TV, newspapers. Using media controlled by you is promotion, not publicity.

Publicity should help your organization

Ð'Ñ"Ð"Ñ› inform people about how to choose, but, and use your product or service

Ð'Ñ"Ð"Ñ› persuade consumers to buy your product or service

Ð'Ñ"Ð"Ñ› counteract misconceptions about your product, service, or cause

Ð'Ñ"Ð"Ñ› get customers into your store

Ð'Ñ"Ð"Ñ› get information to the public on issues that concern your organization

Ð'Ñ"Ð"Ñ› bring people to an event or series of events

Ð'Ñ"Ð"Ñ› increase attendance at your programs

Ð'Ñ"Ð"Ñ› get people to volunteer

Ð'Ñ"Ð"Ñ› recruit highly qualified employees

Ð'Ñ"Ð"Ñ› get people to vote for a bond issue

Ð'Ñ"Ð"Ñ› attract shareholders and support your stockÐ'ÐŽÐ'¦s price

Ð'Ñ"Ð"Ñ› protect your organization from frivolous lawsuits

2. Public information model

Ð'Ñ"Ð"Ñ› dissemination of accurate, albeit favorable, information

Ð'Ñ"Ð"Ñ› countered muckraking journalists

Ð'Ñ"Ð"Ñ› used in government and other institutions

Ð'Ñ"Ð"Ñ› Ivy Lee

Public information campaigns can work if:

a. They assume little or no interest on the part of most targeted people

b. Easily achievable middle range goals are set

c. Final goals and objectives are based on those middle range goals

3. Two-way asymmetrical model

Ð'Ñ"Ð"Ñ› research is essential

Ð'Ñ"Ð"Ñ› propaganda/World War I

Ð'Ñ"Ð"Ñ› persuasion/victory

Ð'Ñ"Ð"Ñ› Edward Bernays

4. Two-way symmetrical model

Ð'Ñ"Ð"Ñ› research

Ð'Ñ"Ð"Ñ› dialogue

Ð'Ñ"Ð"Ñ› understanding/compromise

Ð'Ñ"Ð"Ñ› normative/ideal model

PR Planning Process

I.

Phase one: Formative research

Step 1: Analyzing the situation

Step 2: Analyzing the organization

Step 3: Analyzing the publics

Phase Two: Strategy

Step 4: Establishing goals and objectives

Step 5: Formulating action and response strategies

Step 6: Using effective communication

Phase Three: Tactics

Step 7: Choosing communication tactics

Step 8: Implementing the strategic plan

Phase four: Evaluating research

Step 9: Evaluating the strategic plan

II.

1. Identify the problem (The real problem)

2. PR ramification (What if we do nothing?)

3. Goals/objectives (Measurable, time-certain)

4. Publics (Who do we want to reach?)

5. Messages (What do we want to say?)

6. Channels/media (How do we reach our publics?)

7. Evaluation (How do we know we succeeded [or didnÐ'ÐŽÐ'¦t]?)

III.

PR Strategic Planning Process

1. Defining the problem, concern, opportunity

Ð'Ñ"Ð"Ñ› WhatÐ'ÐŽÐ'¦s happening now? What forces are operating? WhoÐ'ÐŽÐ'¦s involved/affected? How are they involved/affected?

2. Planning and programming

Ð'Ñ"Ð"Ñ› Set goal: WhatÐ'ÐŽÐ'¦s the desired state?

Ð'Ñ"Ð"Ñ› Identify publics: Who must we reach, respond to, and affect?