Chapter 3: The Public Relations Process
Learning Objectives
After reading this chapter, you will be able to:
• Identify and explain the four steps of the public relations RACE process
• Conduct a S.W.O.T. analysis
• Understand the difference between primary and secondary research
• Construct a situation analysis and write a problem/ opportunity statement
• Formulate goals and objectives for strategic planning
• Understand the importance of SMART objectives
• Identify appropriate evaluation strategies to measure program effectiveness
Strategic public relations is a process rooted in research-based objectives which are aligned with organizational goals and tailored to specific target audiences. To practice public relations most effectively, practitioners employ a 4-step process, called the RACE process, to ensure a strategic approach to their PR campaigns. The RACE process stands for Research, Analyze, Communicate, Evaluate. In this chapter we will break down these four steps and discuss how they work together to build a strong PR program.
Key Terms
| Environmental scan Gantt chart Goals Mission, vision, values Objectives Primary research RACE formula Secondary research |
Situation analysis SMART objectives Strategic public relations Strategy SWOT analysis Tactic |
An objective is a goal expressed in specific terms.
A goal is something that a person or group is trying to achieve.
Publics who receive a specifically targeted message that is tailored to their interests.
