FOUR STEP PROCESS OF PUBLIC RELATIONS

ACE / ROPE 4 Steps Are:

1. Research - What-

Three key elements:

·         Client or organization

·         Problem or potential problem and Opportunities to do public relations

·         Audiences or public

How –Informal and Formal

Research Methods

2. Action Plan / Objectives / Program Planning Develop a Strategy that involves:

·         Identifying goals and objectives

·         Identifying target audience(s) or public(s)

·         Creating a theme for the program/campaign

3. Communication Tactics / Implementing Plan Develop and Implement

·         Tactics for communicating

·         Time line for the program/campaign

·         Budget

4. Evaluation

Identify research methods to be used to evaluate the success of the program/campaign during & after.

Determine a way to measure whether the campaign achieved its objectives

Dynamic Model

•              Research
•              Objectives & Program Planning
•              Evaluation
•              Communication Tactics & Implementation

Example of PR Campaign using step Process Eastman Kodak Company 1994 Campaign Title of Campaign : Project WINGS –      Imaging Back in Focus
Step 2: Objectives / Action Plan	Objectives: ü  To gain understanding among all audiences that focusing on imaging is in the best long term interests of ü  Kodak, its shareholders, customers, and employees. ü  To sustain employee morale, retain customer loyalty and avoid disruption in the performance of divisions being divested.
Step 2: Objectives / Action Plan Strategy:	Group communications activities      into 3 stages 1. Announcement stage to unveil intent to divest. 2. Interim stage to reassure investors, customers and employees while Buyers were found for the businesses being sold. 3. Final stage in which the divestiture transactions were announced.
Step 2: Objectives / Action Plan	Key Messages: 1.  Focusing on imaging will reduce Kodak’s debt and align all the company’s resources on Kodak’s greatest strength. 2.  The units being divested are excellent businesses. 3.  Kodak will protect the interests of customers and employees of these businesses by selling them to buyers with the resources to help them achieve their fullest potential. Step 2: Objectives / Action Plan Target Audiences: -Investment Community -Financial Media -Employees, especially those affected by the sale. -Health customers -Potential buyers -Government and opinion leaders in affected localities. Step 2: Objectives / Action Plan Budget: -$500,000 for internal and external communications, no paid advertising
Step 3: Communication Tactics	Implementation/Execution Responsible for: -small “in -house” team -PR agencies retained to assist with planning and implementation
Step 3: Communication Tactics Implementation/Execution Implementation:	Stage 1: -Investor meeting -Press conference -Employee news cascade within Kodak and affected businesses -Management meetings with employees -Written and other materials given to sales organizations to reassure customers -Inform government officials, suppliers, trade associations on first day Step 3: Communication Tactics Implementation/Execution Implementation: Stage 2: -Annual meeting presentation -Employee Hotlines -Town Meetings -Site focus groups -Special transition newsletters -Management communication with employee Teams Step 3: Communication Tactics Implementation/Execution Implementation: Stage 3: -Announcements about sales of businesses (incorporated the key messages of the campaign) -Communications with employees and other target audiences regarding the sale of each Business.
Step 4: Evaluation	Evaluation: -track media coverage of Kodak’s announcements -major articles appeared in national press, including Fortune and Business Week magazines -track price of Kodak stock -track continuing sales of companies to see if these sales remained strong -track employee turnover to see if employees stayed with companies that were sold -track what the businesses sold for