Answer to Question #239439 in Management for Kay

Question

According to Bivins (1995:5-16), the planning process consists of five (5) steps, identify and discuss five development processes of public relations with relevant examples.

Answer 1

Step 1 Formative Research

The first step in the process is analyzing the problem or opportunity. This involves research, either formal or informal, to gather information that best describes what is going on. Research used to understand the situation and help formulate strategies 

Step 2

Strategic Action Planning

The strategic plan should be focused on resolving or capitalizing on the situation identified in the problem/opportunity statement. It begins by flipping the problem/opportunity statement into a goal. In the case of the energy company, the goal might be the following: “To use communication and actions that improve relationships with key members of the community in order to successfully complete a pipeline that delivers newly found methane gas to customers.”

Step 3

Communication Implementation

The best public relations programs include both communication and action. The old adage “actions speak louder than words” is as true for public relations as it is for other business disciplines. Sometimes an organization needs to act, or react, before it can communicate. 

Step 4

Evaluation

According to Paine, four concerns should be addressed when evaluating the effectiveness of a public relations campaign:

• Define your benchmark.
• Select a measurement tool.
• Analyze data, draw actionable conclusions, and make recommendations.

Step 5 Closing the project