Pr Models
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/PR Models
Publicity/press agentry
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publicity is an end in itself
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research unimportant
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one-way communication
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show business/sports are major users
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P. T. Barnum
Publicity is ÐÐŽK
ÐÐŽKsupplying 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
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inform people about how to choose, but, and use your product or service
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persuade consumers to buy your product or service
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counteract misconceptions about your product, service, or cause
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get customers into your store
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get information to the public on issues that concern your organization
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bring people to an event or series of events
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increase attendance at your programs
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get people to volunteer
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recruit highly qualified employees
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get people to vote for a bond issue
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attract shareholders and support your stockÐЎЦs price
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protect your organization from frivolous lawsuits
Public information model
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dissemination of accurate, albeit favorable, information
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countered muckraking journalists
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used in government and other institutions
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Ivy Lee
Public information campaigns can work if:
They assume little or no interest on the part of most targeted people
Easily achievable middle range goals are set
Final goals and objectives are based on those middle range goals
Two-way asymmetrical model
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research is essential
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propaganda/World War I
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persuasion/victory
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Edward Bernays
Two-way symmetrical model
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research
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dialogue
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understanding/compromise
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normative/ideal model
PR Planning Process
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
Identify the problem (The real problem)
PR ramification (What if we do nothing?)
Goals/objectives (Measurable, time-certain)
Publics (Who do we want to reach?)
Messages (What do we want to say?)
Channels/media (How do we reach our publics?)
Evaluation (How do we know we succeeded [or didnÐЎЦt]?)
III.
PR Strategic Planning Process
Defining the problem, concern, opportunity
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WhatÐЎЦs happening now? What forces are operating? WhoÐЎЦs involved/affected? How are they involved/affected?
Planning and programming
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Set goal: WhatÐЎЦs the desired state?
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Identify publics: Who must we reach, respond to, and affect?