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
Mission, vision, values
Primary research
RACE formula
Secondary research
Situation analysis
SMART objectives
Strategic public relations
SWOT analysis





Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Foundations of Public Relations: Canadian Edition Copyright © by Department of Communication Studies is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

Share This Book