PR Process: RACE Model

PR Process: RACE Model

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  Public Relations Campaigns - Process TejKumar Daram Pranali Yengde Milind
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  Public Relations (PR) A public relations as a process serves a number of functions. While the definitions may vary, the nature of Public Relations indicates that it is essentially a task promoting rapport and goodwill between a person, firm or institution and the community at large through dissemination of information.  It seeks to earn support, mobilize or solicit favor for an idea, a cause, a problem, for an institution or an individual. It uses a two-way communication in dealing with public opinion.  First, it assesses the attitudes of the public towards the organization. Next, it executes communication programs to gain public understanding and acceptance of the management's point of view.
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  Public Relations (PR) First of all, it introduces the need for research, to audit or assess the situation, and to consider the implications of what is discovered.  Second, it stresses the advisory role of Public Relations, its service to management.  Third, it shows that Public Relations programs must be planned.  Finally, it states that PR action must not only benefit its sponsors, but must also be in public interest, that is it should be socially responsible. It has mainly four things to do i.e. • It aims to bring about harmonious and mutually advantageous adjustment between an organization and the community through dissemination of ideas and also by providing feedback from the public to the management. It also evaluates public attitudes, identifies policies that interest’s public and executes the program of communication.
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  Public Relations (PR) First of all, it introduces the need for research, to audit or assess the situation, and to consider the implications of what is discovered.  Second, it stresses the advisory role of Public Relations, its service to management.  Third, it shows that Public Relations programs must be planned.  Finally, it states that PR action must not only benefit its sponsors, but must also be in public interest, that is it should be socially responsible. It has mainly four things to do i.e. • It aims to bring about harmonious and mutually advantageous adjustment between an organization and the community through dissemination of ideas and also by providing feedback from the public to the management. It also evaluates public attitudes, identifies policies that interest’s public and executes the program of communication.
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  What is PRCampaign?  Campaigns for PR, designed to create and generate PR for a brand, company etc.  The term is also synonymous with the term PR plan as both are given a short lifespan (in terms of company’s entire lifetime) and need to be re-vamped after each is over.  A campaign /plan is meant to generate awareness. It is meant to be the blue print the map to guide your PR efforts. Like sales, marketing and any other business activity, having a plan in makes success much more likely.
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  Public Relations todayinvolve complete analysis and understanding of all the factors that influence people's attitudes toward an organization. This is achieved through what has been popularly called "Public Relation's Four-stage Process". It is also called as R.A.C.E. The stages are:  R-Research - of opinion, environment.  A-Action &Planning & Budgeting - policy formulation, programming, goal setting.  C-Communication implementing planned communication activities, execution.  E-Evaluation - feedback and adjustment/course modification. Public Relations Process – R.A.C.E Research Action & Planning,Budgeting Communication Evaluation
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  Eastman Kodak Company- 1994 Campaign CaseStudy Title of Campaign: Project WINGS - Imaging Back in Focus
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  Research  Studies showingKodak’s financial health was at stake.  Taking into account of Analysts’ opinion.  Face to Face meetings with large investors  Employee opinion surveys.  Portfolio Analysis for KODAK “ as imaging goes, so goes kodak.”
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  Action& Planning, Budgeting ActionPlan was framed on the basis of following Objectives 1. Objectives:  To gain understanding among all audiences that focusing on imaging is the best long term interests of Kodak, its shareholders, customers and employees.  To sustain employee moral, retain customer loyalty and avoid disruption in the performance of divisions being divested. 2. Strategy: Group Communications activities into three stages.  Announcement stage  Interim Stage  Final stage 3. Budget:  Budget allocated for internal and external communications was $5,00,000.  No paid advertising.
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  Communication Stage 1 •Investor meeting •PressConference •Employee news cascade within Kodak and affected businesses. •Management meetings with employees. •Written other materials given to sales organisations to reassure customers. •Inform govt officials, suppliers, trade associations, on first day. Stage 2 •Annual meeting presentation. •Employee Hotlines. •Town meetings. •Site focus groups. •Special transition newsletters. •Management Communication with employee Stage 3 •Announcements about sales and businesses (Incorporated the key messages of the campaign) •Communications with employees and other target audiences regarding the sale of each business. Implementation
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  Evaluation  Track mediumcoverage 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 the sales remained strong.  Track employee turnover to see if employees stayed with companies that were sold.  Track what the businesses sold for.
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  Thank You