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CHAPTER 6 PUBLIC RELATIONS PROCESS, NUR NAJIHAH BINTI AMIN NASER…
CHAPTER 6
PUBLIC RELATIONS PROCESS
PUBLIC RELATIONS PROCESS
Public relation process is the act that outlines the various steps to be undertaken before implementing any program or event to ensure the success of the program
Practitioners in public relations use a four-step problem solving process which are
Defining the problem or opportunity
Planning and Programming
Taking action and communicating
Evaluating the program
Step 1 Defining the Problem
This is done through research
Research is systematic collection and interpretation of data to increase understanding (Fraser Seitel)
Research as the controlled, objective and systematic gathering of information for the purpose of describing and understanding. (Broom and Dozier)
Research is the first step of PR process
PR practitioner must know the actual problem before launching any PR program
Research helps PR practitioner to pinpoint actual problem through information gathering
Research Methods
Informal research - Qualitative
Formal research - Quantitative
The importance of PR Research
Increase fragmentation of audience into groups that have specific interest and concern
To identify and increase top management relations and personal contact with the external public
Research helps PR convey accurate information about the organization to the public
Research helps PR to possess valuable facts to carry out PR projects
To create a good PR plan with a starting point that could be determined through proper research
Through research, PR practitioners are able to gather relevant data or information for organization’s record
Through research, PR practitioners can prepare long-term planning or pro-active steps to improve present situation and also for the future
To prevent from wasting time, effort and money in implementing any program that is not readily solved by extensive PR program
Categories of Public Relations Research
Environmental Monitoring Program
Public Relations Audit
Communication Audits
Gate - keeping Research
Social Audit
Evaluations Research
PLANNING AND PROGRAMMING
“Making the basic strategic decision about what will be done in what order in response to or in anticipation of a problem or opportunity.”
The Importance of Planning
To estimate the working hours and other cost involved or budgeting
To set targets for public relations overall operations
To select priorities which will control the number and timing of different operations in the program
To decide the feasibility of carrying out the declared objectives
Steps on Planning and Programming
Define the problem
through initial research, discussion with client and evaluation of ideas
Identify objectives
that is measurable and achievable
Identify audience or public
internal or external. Public need to be identified as accurate as possible
Media selection
electronic media such as television or radio or print media such as newspaper or pamphlets
Budget
to determine size of the projects, channel of communication and overall activities
Schedule
shows start and completion of each project
Evaluation
evaluate the success and failure of the public relations program
COMMUNICATION AND ACTION
Definition
“Communication is the science and practice of transmitting information to disseminate or exchange information, signals or messages in any way, as in talking, gesturing or writing”.
The goal of communication process in public relations is to inform, persuade, motivate or achieve mutual understanding by choosing the right medium or channel of communication
Channel of Communication
Electronic Media
television, radio, internet, telex, video conferencing, telephone, mobile phone, fax machine
Print Media
newspaper, in-house journal, brochure, news release, annual report, pamphlet, magazine and mail
Process of Communication
The source/sender/encoder
Message
Channel
Receiver/decoder
Feedback
Effectiveness of Communication Process
The communicator must have adequate information
2.The communicator must have credibility in the eyes of the receiver
The communicator must be able to transmit information in codes the receiver can comprehend
The communicator must use a channel that will carry the message to the receiver
The message must be within the receivers capacity to comprehend and relevant to receiver’s interest or needs
The message must motivate the receiver’s self interest and cause a response
Barriers to Effective Communication
Filtering
manipulating the information
Selective perception
receivers being selective according to his / her needs
Emotions
feeling at time of communication
Language
demographic factor influence the language a persons used
Differences in perception
ways of interpreting based on individual personal experiences
Differences in semantics
different meaning of words
EVALUATION
Evaluation is the process which involves assessing the preparation, implementation and results / impact of a public relations program
Necessary adjustment will be made during implementation based on feedback received
Prerequisite for Evaluation
PR and management should agree on criteria to use to evaluate success in attenting objectives
Do not wait until end of the public relations program to determine how the program will be evaluated
Purpose of Evaluation
To determine the accomplishment of program goals
Determine problem in progress and improved them
To serve as feedback for improving similar program in the near future
To serve as feedback for improving similar program in the near future
Method of Assessment
Publicity gained
Through compilation of paper clipping on program or campaign
Opinion Polls
Through a benchmark survey
Unobtrusive indicators
Indications on company's performance based from various sources
Interview or questionnaires
Face-to-face interview or meetings to find out how people feel or think
News monitoring
Obtain through compilation of press clippings
ACTIONS
Definitions
“ action is the process of doing something”
Action strategy typically includes changes in an organization’s policies, procedures, product services, and behavior
These changes are design to achieve program objectives and organizational goals, while at the same time responding the needs and well being of an organization’s publics
Corrective actions serve the mutual interest of an organization and its publics
Action strategy concentrates on adjustment and adaptation within the organization
NUR NAJIHAH BINTI AMIN NASER (2019420906) BA111 4C