Effective public relations requires a knowledge, based on analysis and understanding, of all the factors that influence perception of and attitudes toward the organization. The development of a specific public relations campaign follows these basic steps, which can be visualized as a loop that begins within the organization, extends to the target audience(s), and returns back to the organization.
While a specific public relations project or campaign may be undertaken proactively or reactively, the first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step the organization gains an understanding of the key factors that are influencing the perceptions of the organization and the nature of the publics involved.
The second step, policy formation, builds on the first. Here the organization establishes an overall policy with respect to the campaign, including defining goals and the desired outcome as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.
In step three strategies and tactics are outlined. Here the organization brings into play its knowledge of its target audiences and develops specific programs consistent with established policies to achieve the desired objectives. Then the organization is ready for step four, actual communication with the targeted publics. Specific public relations techniques, such as press conferences or special events, are employed to reach the intended audience.
Up to this point the public relations loop has gone in one direction from the organization to its target audiences. In step five the loop turns back toward the organization as it receives feedback from its publics. How have they reacted to the public relations campaign? Are there some unexpected developments? Here the organization listens to its publics and, in the final step, assesses the program and makes any necessary adjustments.
While a specific public relations project or campaign may be undertaken proactively or reactively, the first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step the organization gains an understanding of the key factors that are influencing the perceptions of the organization and the nature of the publics involved.
The second step, policy formation, builds on the first. Here the organization establishes an overall policy with respect to the campaign, including defining goals and the desired outcome as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.
In step three strategies and tactics are outlined. Here the organization brings into play its knowledge of its target audiences and develops specific programs consistent with established policies to achieve the desired objectives. Then the organization is ready for step four, actual communication with the targeted publics. Specific public relations techniques, such as press conferences or special events, are employed to reach the intended audience.
Up to this point the public relations loop has gone in one direction from the organization to its target audiences. In step five the loop turns back toward the organization as it receives feedback from its publics. How have they reacted to the public relations campaign? Are there some unexpected developments? Here the organization listens to its publics and, in the final step, assesses the program and makes any necessary adjustments.
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