1. Week 3: Strategic Methodologies
What is public relations?
Public relations is something that everyone has.
Public relations fosters the improvement of public relationships through specific activities and policies.
Public relations is the cornerstone of a democratic society.

2. What is public relations?
Every person and organization has a reputation
Good, bad or neutral
People form opinions without even thinking about how or why
Public relations techniques can be applied to any social, cultural or political situation.
Publics can be big or small
The principles are the same
The scale changes the appropriate tactics

3. Approaches Reactive approach to PR Proactive approach to PR Describe
Advantages and disadvantages
Put out the fire
Proactive approach to PR
Avoid the fire

4. Planning models
Frameworks that define the nature of the strategic plan being developed
Differing paradigms about how to approach a public relations problem
Completely separate from the Four Step process
The Four Steps always apply regardless of the model.

5. Behavioral strategic planning model
Based on the belief that PR is all about creating positive behavior.
Communication alone cannot achieve the desired results.
Communication alone is subjective.
Communication alone is difficult to measure.

6. Behavioral strategic planning model
What behaviors are involved?
Motivated, reinforced, or modified to achieve desired goals?
Who are the stakeholders?
Which ones need to act or not act?
Are there opinion leaders who can help drive the desired behaviors?
What are the desired goals?
Are there intermediate steps or behaviors?

7. Tucker’s persuasion model
Developed by Kerry Tucker (San Diego)
Explains steps necessary to get people to change their minds and actions.
Goal oriented
Fits well with advertising tactics

8. Tucker’s persuasion model
Create dissatisfaction with the existing behavior.
Offer the desired behavior as a substitute for the status quo.
Explain the benefits of the new behavior or the consequences of the old.
Model the desired results.

9. Grunig’s model Developed by Jim Grunig (University of Maryland)
You must first consider the wants and needs of the subject.
Only then can the communication meet those needs and be successful.
Can be applied in both proactive and reactive programs.

10. Grunig’s model

11. Preparation
Understand your organization’s or client’s business, operations, culture and goals thoroughly.
Learn as much as possible about the publics on which it depends for success.
Put that understanding and knowledge in a formal strategic plan.

12. Speaking with one voice
Consistency
Accuracy and trustworthiness
Protection
Reality check
The messages must fit the reality

13. Audiences Primary public Intervening public Special publics
Main target of any actions, activities or communication
Intervening public
Carry the messages to the primary public
Think of them as gatekeepers
News media, politicians, activists, opinion leaders
Special publics
Inward, eg neighborhood association or trade group
Outward, eg special interest group or charity

14. Channels or “messengers”
Individuals
One-to-one
One to a small group
One to a large group
Personalized message tools
Telephone
Letters or cards
New media
Texting, chat rooms, teleconferencing, etc.
Company intranet
Social networks (MySpace, Facebook, LinkedIn)
(if there’s a relationship between sender and receiver)

15. Channels or “messengers”
Publications
Organizational or group newsletters
Business or professional publications
Employee publications
Mass media
Newspapers, magazines, television, radio
Advertising
Special events
Internet
“Push” vs “pull” media

16. People – your team
Approvals based in conviction, and supported by management participation and adequate budget, are essential to effective public relations programming.
Issues:
The pursuit of synchronicity
Adequate staffing support
Appropriate skill set
Timing
Rollout

17. Creative Execution Reviews Institutional approvals Media reviews
Delegation
“Concur” and “non-concur”
Institutional approvals
Internal, e.g. management, Board of Directors, etc.
External, e.g. government agencies (FDA, etc.)
Media reviews
Embargos

18. Typical corporate organization
Board of
Directors
President / CEO
Worldwide
Marketing & Sales
Product
Division #1
Human
Resources
Corporate
Communications
Corporate
Finance
Product
Marketing
Product
Development
Product
Manufacturing
Corporate / Brand
Advertising
Corporate
Legal
Community
Affairs
Product
Advertising
Distribution /
Supply Chain
Product
Sales

19. Next class Go to www.prnewswire.com
Select an interesting press release that involves some sort of public relations initiative, campaign or tactic.
Write down the URL so we can find it in class.
Come to class prepared to discuss:
The PR problem or issue it addresses
The primary publics
Any secondary publics
A summary of the action taking place
Whether you think it’s a good or bad approach, and why.