1. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Cutlip & Center's Effective PUBLIC RELATIONS PART III Management Process Chapter 11 Step One: Defining Public Relations Problems Tenth Edition

2. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. After studying Chapter 11, you should be able to: 1.Outline the four-step problem-solving process as it applies to public relations. 2.Define research, identify its major purpose as reducing uncertainty in decision making, and discuss why it is essential in public relations program management. 11-1 Study Guide

3. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. After studying Chapter 11, you should be able to: 3.Diagram and explain the “benchmarks model” of using research to plan, manage, and evaluate public relations programs. 4.Describe the attributes of a useful problem statement. 5.Differentiate between informal (“exploratory”) and formal methods of research, giving examples of both. 11-2 Study Guide

4. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. …involves predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state. 11-3 Strategic Thinking

5. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. …in public relations involves making decisions about program goals, identifying key publics, setting objectives, establishing policies or rules to guide selection of strategies, and determining strategies. 11-4 Strategic Planning

6. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. …in public relations involves making decisions about program goals and objectives, identifying key publics, setting policies or rules to guide selection of strategies, and determining strategies. 11-5 Strategic Planning

7. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. 11-6 Public Relations Strategic Planning Process

8. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Four-Step Process Chapters 11-14 11-7 Public Relations Strategic Planning Process

9. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. 1.The Problem, Concern or Opportunity “What is happening now?” STEP ONE: Defining the Problem (Chapter 11) Four-Step Process Strategic Planning Steps and Program Outline 11-8 Public Relations Strategic Planning Process

10. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Writing Useful Problem Statements 1.Describes the current situation—“What’s happening now”—in present tense. 2.Describes situation in specific and measurable terms. –What is the source of concern? –Where is this a problem? –When is it a problem? –Who is involved or affected? –How are they involved or affected? –Why is this a concern to the organization and publics? 3.Does not imply solution or place blame. 11-9

11. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Writing Useful Problem Statements Blood program director: “Our problem is that we need more blood.” “We can use all you can get.” 11-10

12. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Writing Useful Problem Statements 1.Does that statement describe the current situation—“What’s happening now”—in present tense? 2.Does it describes situation in specific and measurable terms? 3.Does it imply solution or place blame? 11-11

13. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Writing Useful Problem Statements Blood supplies run short by an average of 100 units each month during June, July, August and December, resulting in emergency room delays, postponed elective surgeries and expensive blood transfers. 11-12

14. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Writing Useful Problem Statements 1.Does this new statement describe the current situation—“What’s happening now”—in present tense? 2.Does it describes situation in specific and measurable terms? 3.Does it imply solution or place blame? 11-13

15. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Public Relations Strategic Planning Process 1.The Problem, Concern or Opportunity “What is happening now?” 2.Situation Analysis (Internal and External) “What positive and negative forces are operating?” ONE: Defining the Problem (Chapter 11) Four-Step Process Strategic Planning Steps and Program Outline 11-14

16. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Public Relations Strategic Planning Process 11-15

17. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Public Relations Strategic Planning Process 1. The Problem, Concern or Opportunity “What is happening now?” 2. Situation Analysis (Internal and External) “What positive and negative forces are operating?” “Who is involved and/or affected?” “How are they involved and/or affected?” Strategic Planning Steps and Program Outline 11-16 ONE: Defining the Problem (Chapter 11) Four-Step Process

18. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. Assignment 1.Draft problem statement in 25 words or less, if possible. 2.Outline your plan for what information you will be gathering and how you will get the information. 11-17

19. Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved. 11-18