Chapter 4 – Designing a Public Relations
4.1.1. Focus groups and surveys
18.104.22.168. Applying results of focus groups
4.1.2. Communications audit
4.1.3. SWOT Analysis
4.2. Public Relations objectives
4.4. PR Plan or program
Chapter 4 Addendum
Chapter 4 Summary
Chapter 4 References
Chapter 4 Addendum references
Chapter 4 Synopsis
Public relations has become fundamental
for organizations in a world that is more and more competitive (and
more “hypercommunicated” every day) because they are allowed to
differentiate themselves. PR is very important for reputation
management in an age when certain groups can mobilize society quickly
and en masse.
The design of a Public Relations campaign
should be the result of a series of steps taken to help ensure that
the campaign is carried out correctly. It’s not about It’s not about
communicating everything all at once, but communicating in a way that
is in line with the organization’s profile and needs.
The first step is research, which will
help to determine the organization’s position in the moments prior to
the PR campaign. This will help define the best strategy and the most
adequate program to reach the communications goals.
But these goals need to be in line with
the needs and requirements of the organization. If they are not, they
won’t add value and sooner or later will be questioned by company
The PR program comes out of this process
has to establish the tools and the tactics that will be used in a
defined order and within a certain timeline. To that end, one must
consider all resources, human and material (as well as access to the
upper echelon of the organization) up to implementation which will be
the key to the success of the whole plan.
During implementation it is important to
keep an eye on all resources, meet all deadlines and keep track of all
As a last step, the evaluation stage is
key in showing the true power of Public Relations when the initial
goals and subsequent results are compared.
Each step and the order you find it in
exists for a reason. Failure in any of these steps can compromise the
results of the whole project, which is why it is fundamental that you
establish a methodology with the organization’s leaders so that they
may gain a deeper understanding of the process.