Transcript INTRODUCTION TO PUBLIC RELATIONS THEORY AND …

The PRE framework
Planning
Research
Evaluation
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The PRE process
1. Audit
Where
are we
now?
5. Results and
evaluation
4. Ongoing
measurement
How did
we do?
Where do
we need to
be?
How do we get
Are we getting
there?
there?
2. Setting
objectives
3. Strategy and plan
Source: Watson and Noble
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Basic questions
1. What do I want to achieve?
(What are my objectives?)
2. Who do I want to talk to?
(Who are my publics?)
3. What do I want to say?
(What messages do I want to get across)
4. How will I say it?
(What channels?)
5. How will I know if I’ve got it right
(How will I evaluate my work?)
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4 point model
3. Taking action and
communicating
4. Evaluating the programme
How did
we do?
How and
when do we
do and say it?
What’s
happening
now?
1. Defining
the
problem
What should we
do and say, and
why?
2. Planning and
programming
Source: Cutlip,
Center, Broom
4
5-point model
(Harrison)
• Why?
 aims and objectives
• What?
 the message
• Whom?
 your target publics
• How?
 how shall we do it - the tactics
• How effective?
 shall we know how if it succeeded - evaluation
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1. Five steps (Fairchild)
1.
2.
3.
4.
5.
Audit
Objectives
Strategy and plan
Measurement and evaluation
Result
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The 10-point planning model
(adapted from Gregory 2000)
Analysis
Objectives
Publics
Messages
Strategy
Tactics
Timescales
Resources
Evaluation
Review
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Example
• Objective: to travel to London after this
class
• Strategy: to go by public transport
• Tactics: walk to Cheltenham station, take
train to London; travel in London by
Underground
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The PRE process
1. Audit
Where
are we
now?
5. Results and
evaluation
4. Ongoing
measurement
How did
we do?
Where do
we need to
be?
How do we get
Are we getting
there?
there?
2. Setting
objectives
3. Strategy and plan
Source: Watson and Noble
9
Timetable, resources,
project management
• what timescale will the campaign have?
• will there be any key dates?
• what will it cost in:
project costs - printing, postal costs, room
hire, photography, design, travel etc
human costs - how many people’s time
• how will you manage the project and keep
the client informed?
10
Evaluation and review
• how will you assess whether the project
achieved its objectives?
by setting measurable objectives
research - before, after and during campaign
by being aware of the wide range of
information/measures you can use
• Review
what would we do differently next time?
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Summary:
• Planning is essential to the success of any
public relations campaign
• there are several useful public relations
planning models
• research and evaluation are essential to
the success of any public relations
campaign
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Further reading:
• Cutlip, Center & Broom, Effective Public Relations (7th ed 2000)
• Fairchild, M (1999) The Public Relations Research and Evaluation
Toolkit
• Gregory, A. (2000), Planning and Managing Public Relations
Campaigns
• Harrison, S (2000) Public Relations, an introduction
• Watson, T and Noble, P (2nd ed 2007) Evaluating Public Relations
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