RSC Lecture 7 + Guest Lecture

Chapter 5, PP, Notes, Guest Lecture

ROPES

The strategic communication planning process existing of: research, objectives, programming, evaluation, stewardship

RPIE

The strategic communication planning process existing of research, planning, implementation, evaluation

ROPES: Situation analysis

Deciding where you want to be in the future (the goal) and how to get there [the strategy]. Leads to an objective

Strategic philanthropy

A public relations approach where corporate giving is used to support causes that align with the organization’s values and reputation goals, strengthening relationships with stakeholders and enhancing brand image.

ROPES: Objective

Setting measurable and specific goals that the PR program aims to achieve. Could be informational, motivational or reputational

ROPES – Programming

Developing and implementing communication tactics and strategies to meet objectives. Takes into account target audiences, key messages, strategy, tactics, timetable and budget.

ROPES – Evaluation

Measuring the effectiveness of the PR program against the objectives to assess success and areas for improvement.

ROPES – Stewardship

Maintaining and nurturing relationships with publics after a campaign to build long-term support and trust.

RPIE – Research

Gathering data to understand the situation, audience, and environment before planning communication efforts.

RPIE – Planning

Setting goals, objectives, strategies, and tactics based on research to guide the PR campaign.

RPIE – Implementation

Executing the planned strategies and tactics through appropriate communication channels.

RPIE – Evaluation

Assessing the effectiveness of the campaign by measuring outcomes and determining if objectives were achieved.

Informational objectives

Focused on creating awareness of a product, company, or issue by sharing information and attributes.

Motivational objectives

Designed to educate and inform your target audience so that the desired behaviour or activity is more prevalent. By definition, motivational objectives are more complex because they are designed to share information, change attitudes, and influence behaviour.

Reputational objectives

Objectives and plans that are tied to a major corporate event or crisis. The timing can be either short or long term, and they are designed to change perceptions and rebuild or enhance trust and confidence.

Key Message

The views in a strategic plan that are specially designed to communicate an essential point that is critical to accomplishing the overall vision.

Evaluation phase

The stage in a public relations campaign where outcomes are measured against objectives to determine the effectiveness and impact of communication efforts.

Four dimensions of stewardship

Reciprocity, responsibility, reporting, relationship nurturing

Guest lecture: Crisis communication strategies

They should always be proactive instead of reactive

Excuse strategy

Used when there is (evidently) wrongdoing within the organisation. 

Process strategy 

The emphasis is on the way in which an organisation deals with the crisis. 

Victim strategy

If the cause of a crisis situation lies (for the greater part) outside the organisation and the organisation has done its utmost to limit the damage, then a strategy can be chosen in which it is clear that the business is (also) a victim.

Distancing strategy 

A strategy that works when there is an external cause for the crisis and the organisation could not have intervened. 

Three steps of handling a crisis

1. Preparation, procedures and training

2. Make it predicable

3. Keep it simple

Yellow Scenario

Irragularity, a limited crisis with low impact

Orange scenario

Incident, more complex crisis situation with average impact

Red scenario

Emergency, extensive and complex crisis situation with large impact