Collaborate on Advance Bill Format for Public Relations with Ease Using airSlate SignNow

Advance bill format for Public Relations

if you've studied bunch in communication or really any academic field you know that we love models right we love ways to conveniently explain how something works and even better if it has a fancy acronym to go along with it in public relations is no different there are lots of different models that explain how the public relations process works race and ropes and those are all great and the one though that I want to focus on is we try and discover how the communication process works through public relations and how the campaign process works is what's called rpie so I want to take a look at the rpie model in public relations and again this is just a way that explain you know method of explaining what does that process look like what does the the full process of a public relations strategic communication campaign look like so the RPI model just to give you an overview here is very simple to research planning implementation and evaluation that's the rpine research planning implementation and evaluation we're going to walk through each of these although they all really are interconnected they work together extensively we're going to divide them out a little bit so that we can understand the different component parts of the rpie model in public relations let me say to that there's this is not inherently Superior I don't think to to ropes or race or any of the other acronyms it's just the one I choose to to use in in looking at the public relations process so let's jump into the rpie model of public relations so we start with research we had a whole separate video in unit on Research so I'm not going to spend a lot of time on this I'll just remind you that there are two basic forms of research first you have secondary research which involves things like examining the organizational background of of whatever group you're working with or individual you're working with it could be doing a communication analysis an issue analysis identifying Target publics and public opinion and a SWOT analysis as well and then there are also what we call primary research right so secondary research is research you're just Gathering other people have already done that right primary research is you're going out you're gathering information on your own so you have quantitative research that you can do through things like surveys and data analysis and then qualitative research that you can do through examination and observation so again there's a whole separate thing on on Research that we did we'll I'll link those in the in the area below so that you can have access to those but uh so but it is a crucial foundational element of any public relations effort you've got to know all of this you got to have all the information you can before you wade into all this stuff it's it's no good to to jump in just straight into trial and error through the implementation if you don't have any idea who you're working with or what their goals are or what the the layout of land is what the environment is you'll be working in so research is a critical First Step so I don't want to just gloss over it and make it seem like it's not important it is that's why it has its own separate thing for us in research so do go check that out if you're not familiar with the research aspect this is a critical first step in any public relations effort so once you got a handle on the research you've done all this you've done the work you've got your background you know everything you need to know then we can start thinking about okay let's do some planning what are our goals in this particular situation we need to identify you know just in general where are we headed here it doesn't do it excuse me much good to have this whole effort planned out and laid out and and work so hard at it if we don't know where we're going so we we break planning down into a couple different steps and and part of this process we like processes right so um first we look at what are our objectives here we have our general goals but then what are our objectives within that what specifically are we moving toward and and how we know when we get there we need to lay out these smart goals with these objectives and very specific and very detailed ways not only for our own sake and to know how to effectively plan and Implement and evaluate this effort but so that we have an understanding with the organization that we're working with of what are we going to do and how can public relations be a part of that so we lay out these objectives once we have our objectives then we can start thinking about our strategies okay how are we going to accomplish these objectives what what you know and what respects are we going to to move within public relations to accomplish these objectives and we're going to talk a little more about about what that means here in just a moment but just know that you know from objectives we move into strategies and then finally we start to think about tactics these are the specific detail-oriented things this is where we get into real detailed planning about what's our timeline what's our budget those types of things and and specifically what kind of events or what kind of efforts are we going to have we're going to use that within the tactics so again all of these feed into one another and from one another we need to know what our objections are before we can identify strategies and tactics to go along with that and then up through that tactics and strategies should be connected to specific objectives and specific goals that we're trying to accomplish yeah so when we think about objectives there are really kind of a couple different classifications of objectives categories of objectives when we're thinking about this with with clients with with organizations that we're working with or or whatever party it is we're working with and we can think about objectives in a couple different ways first we have what we call informational objectives right informational objectives are objectives that create awareness by sharing information and attributes so they're just trying to get the message out there really just trying to share information with people make people aware of a product or an effort or an idea or or a stance that an organization is taking or just sharing information really trying to get the message out we can also look at motivational objectives that's another classification that we can look at where we're working through public relations to change the attitudes and and influencing behaviors of our target audience right we're trying to get them to to do something in other words right we're trying to get them to take action we're trying to get them to change something about themselves or or to change your behavior that they're engaging in toward the way we would want them to do so we can we can do that so instead of just sharing information now we're working in more persuasive territory trying to get them to to do something with that information to take action on that information okay and then finally we have what we call reputational objectives and here we're just rebuilding or enhancing trust and confidence around a corporate event or crisis or an organizational event or crisis think about you know the BP oil spill they had to do some serious reputational public relations Outreach in in managing their reputation and in restoring their reputation as a as a good corporate citizen of the world um so things like that are important for organizations as well to consider so you know we first need to identify what kind of objective do we have here is it informational is it motivational is it reputational within those goals where does this fall and we can then identify appropriate strategies and tactics from there right so speaking of which as we continue on with planning we can look at some different programming aspects of planning and programming starts with coming back to our research we have to identify a specific target audience not just what's the target audience of this organization but what's the target audience for what we're trying to accomplish with this specific campaign or effort what's our target audience for this specific Outreach and the specific Endeavor so we have to identify as part of the planning stages before we ever start rolling out events and rolling out communication plans and things like that we need to identify who are we trying to reach with this and that's gonna then obviously influence the way we go about things so we've got to plan around who's our specific target audience then we start to strategize we start to come up with specific ideas of what's the best way for us to meet these people what's the best way for us to reach them what's the best way for us to engage in this should it be a an in-person event should it just be a a media campaign should it be you know more emphasis on social media should it be getting out and pressing the flesh meeting people being in the community volunteering doing things so I mean there are all kinds of ways that we can do that so we need to identify okay what are some of our strategies here thinking about okay is this informational is it motivational is it reputational and then that will help inform how specifically are we going to do this what are the X's and O's we're going to use as we strategize this then we need to think about what are our key messages you know the old saying in in speaking and writing things that if you speak to everyone you speak to no one so if we broaden our message too much and we're just trying to you know collect everybody and reach everybody in the world then we're probably not going to reach anybody because it's going to be so broad that it's not going to connect with any particular audience so again once we identify our target audience we've got to identify okay within that what are our key messages here and can we stick to those politicians encounter this a lot they want to speak on every topic where they want to reach every particular voting constituency but really the best campaigns understand that they've got to pick a few areas where they can really stand out and Hammer those messages home you have to do that with public relations oftentimes too you can't reach everybody with every message so you've got to identify who's your audience and what is it that you want them to know identify those key messages within that then we started thinking specific tactics now here we're getting down into the nitty-gritty right how how do we enact all of these things how you know what are the the moves on the chess board that we need to to have to to reach these audiences and get into the details and the specific again the nitty-gritty of this the nuts and bolts of all this so we started thinking about things as well like the timetable this is detailed information what's our timetable what's our ultimate goal for achieving this and then within that we work backwards or I tend to work backwards and say okay if this is my goal to be at this place by this time then you know where do I need to what sub tactics or sub-objectives do I need to have in here that will lead to that right that will lead us to that and and help us accomplish what we need to in that in that effort and that endeavor so we start thinking about our timetable we start thinking about things like like what's the budget for this if there is one a lot of times in public relations you get to find that they want you to do it for free but so what if any budget do we have for this and and so how do we want to use that what's the best way we can use that money in stewardship and serving this effort right so all kinds of things that happen in the planning stage we need to start looking you know again funneling things down narrowing things down to what's going to be the best use of our resources here as we as we seek out that specific target audience with the specific key message how can we best go about that and you're going to find that the planning stage and the next stage of implementation are so critically interlinked so everything that we just did in the planning stage in the implementation stage we start to look at those tactics that we just developed right what's our timetable what's our budget what's our strategy what are our key messages we take all those tactics in the in from the planning stage and then we start to put them into action that's what implementation is okay we've got this plan we know what we want to do with this and and how we're going to try and accomplish this now we go out and put it into action we follow that timetable we follow that budget we we pursue those tactics and and we start you know putting rubber to the road and in meeting and meeting these goals and working toward that through the specific implementation of those things that we develop in the planning process okay so we we started with our research having a full understanding of who that organization is what the environment is you're working in and on all of those things identifying your key audiences then we're working in the planning stages to see how all that matches up with specifically what our objectives are and how we can then continue to pursue that through different strategies and tactics now it's time to put all of that to work right to put those tactics bring them into action bring them to life okay so once we've done that then you know we sort of just see what happened you do the best you can and you you see what works and what doesn't and go from there and that's really leads us into the final stage of rpie which is evaluation evaluation just says okay now it's time to look at this how did it go what well what worked what didn't work what didn't go well you've got to be able to be honest with these things and have an honest evaluation this will be made much easier if you've developed appropriate smart goals meaning they are specific they are measurable there are things we can identify specifically you know have we have we done this effectively and remember that this is all part of a singular process as we look at rpie the research planning implementation evaluation this is going to then lead back into research okay effective public relations is cyclical it involves that evaluation leading back into these other stages and then we go back into okay knowing what we know now let's take let's step back to our research again and see what we know now that we didn't know before then we can adjust if necessary our plan we can look at implementation so evaluation you know getting starts with those ideas starts with that tactic starts with implementing those things and putting them to work and then basically asking does it work did this go the way we thought it would did it go better did it go worse did some things work and some didn't so we need to identify does it work and if so what works and so if it does if the answer is yes it's a very simple diagram right if the answer is yes then we need to ask ourselves things like what can we repeat here should we just keep it going should we roll it back and should we should we run it back should we just keep doing what we're doing is that the best strategy for taking advantage of this we found something that works do we just keep doing that or do we use this as an opportunity to grow we use this as you know we've we've got the seedling here we've got an idea that we think works there are things we can do better and and improve upon that so we can help this effort grow and expand from that using this is our foundation as our as our sort of a tilled soil we can grow something even better out of that and then you know just taking away what are some ideas that we have what do we learn in essence from this it worked great again if we may keep repeating some stuff we may use it to grow most importantly though what do we learn here what can we identify as as takeaways and and significant lessons here so if it worked we want to go through that process and then again feedback into the research process and go from there or if we come out on the other end of that and did it work no it didn't work we know well why not so let's let's go back to the planning stages and let's go back to you know get back to research back to planning and try it again let's try something different if that didn't work we can hold on to any pieces that did but let's go back and and see what we can do better right so again this is all very much cyclical very much cyclical it all feeds into one another as much as anything we need to remember that that there are steps to this it's not there's as we've talked about before there's no shortcuts um really and as Beverly sill said there's no there are no shortcuts to any place worth going if it's worth going there you're gonna have to put in the work and there's work here and it's continuous and it's cyclical and it's but it's exciting and it's fun and uh and so be sure that you are giving proper focus and attention to all four of these stages research planning information and evaluation and then that they feed back in to one another if you have questions about the rpie model or anything related to public relations and the implementation of those things please feel free to email me enjoy to hear enjoy hearing from you there and I would love to communicate with you that way so feel free to send me an email with anything related to this in the meantime I hope you do have a better understanding of the the nature of the public relations process and the model some of the models that we can use specifically the rpie model here in implementing and then you know going through that whole process it's not just jump ahead to implementing research planning implementation evaluation and then back around through that route again and again and again for Effective public relations foreign