Lesson 3 : Models, Process and Tools of PR in Public, Private and Government Sector
Process of PR
Public relations is the management of a two-way communication process. The word ‘management’ clearly indicates that public relations is not an ‘ad-hoc’ activity. It is a process of decision making, formulating strategic plans, controlling and coordinating activities to achieve organizational goals.
The four stage public relations process is also called RPCE MODEL as detailed below:
‘R’ for Research or Fact finding: In this process the role of public relation officer is that of an ‘analyst’. In this stage the external and internal environment of an organization is analyzed to elicit public opinion, public reactions, public attitudes towards policies and actions of an organization. This stage answers: what is happening? And what is the problem confronting the organization?
‘P’ for Planning: Here the PR practitioner assumes the role of an ‘advisor’. Based on the environmental analysis and identified problems, necessary action plans, programmes have to be designed and planned for solution to the issues. He should tell the management what should be done and how can it be done.
‘C’ for Communication (implementation): PR practitioner in this process is that of an ‘advocate’. How should the action plan be implemented? All the programmes, services formulated have to be grounded with appropriate messages to reach the target audience. Communication and action plans have to move hand-in-hand for better impact. This stage answers: What is the communication strategy? What should be the media mix?
‘E’ for Evaluation: PR practitioner in this process is that of an ‘antenna’.The last but very important step in PR practice is ‘evaluation’ or measurement of results of the programme is implemented. Without, evaluation process the entire PR will be a futile exercise. We do not know the results. Therefore the evaluation answers: How did we do? What is the impact of public relations programmes?
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