public relations process - formative research
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PR PROCESS1. Formative Research
Prida Ariani Ambar Astuti, S.Sos., M.Si
Management Public Relations
UniversitasPembangunan Jaya
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PR PROCESS
2
Evaluation
Programming (Tactics)
Strategy (Objectives)
Research
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Programming, including all the methods ofcommunication used, is planned andexecuted to carry out the objectives
PR PROCESS
To establish the basic elements of thecommunication transaction
Objectives for the transactionareestablished
Ongoing and follow-up evaluationis
conducted bothto monitor and to measurehow well the programaccomplished its
objectives
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1. FORMATIVE RESEARCH
PR PROCESS
16 September 4
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Three Aspects
All audiencesto be targeted forcommunication in the PR program
The opportunity or problemthataccounts for the program at this time
The client or organizationfor whom theprogram is being prepared
16 September 5
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THE CLIENTBackground data about the client ororganization
16 September 6
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Financial status ReputationPast & present PR
practices
PR SWOT
Product/services,competitor, marketing,
legal, financial function,location, delivery system,
suppliers, customers(business)
Major donors (nonprofit)
Management's goals,priorities, problem, howPR program might help
accomplish the objectives(mission organization)
Organization's culture,and so on
(Hendrix, 2010)
16 September 7
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Three Aspects
All audiencesto be targeted forcommunication in the PR program
The opportunity or problemthataccounts for the program at this time
The client or organizationfor whom theprogram is being prepared
16 September 8
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THE OPPORTUNITY / PROBLEMDetermining why the organization shouldconduct a particular PR program at aparticular time
16 September 9
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PR PROGRAMS
Proactive ProgramsArise out of opportunities
Reactive ProgramsArise out of problems
16 September
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PROACTIVEPROGRAM
a. arise out ofopportunities
b. like preventivemedicine
c. generallylongrange& strategicin nature
The Opportunity / Problem
REACTIVEPROGRAMS
a. usually short
range
b. endingas soon
as immediate
problem is
cleared up
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Public Perception ExternalEnvironment
InternalEnvironement
a. Performance
b. Niche
c. Structure
d. Internal
impediment
a. Supporters
b. Competitors
c. Opponents
d. External
impediment
a. Visibility
b. Reputation
The Opportunity / Problem
(Smith, 2005)
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THE AUDIENCESInvestigating the target audiences or publics
Identified & Segmented Audiences into their
Components
16 September 13
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AUDIENCES RESEARCH
Desired Data
(ready to assess informational needs for each public)
Targeting
Audience Identification(to address public most effectively, we should segmenteach public,
become a separate public to be targeted for special messages)
16 September 14
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AUDIENCES IDENTIFICATION
Media Internal Community
Government Investor Customer
InternationalSpecial
Public
(Hendrix, 2010)
16 September 15
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MEDIA PUBLICS
16 September 16
Mass Media Publics
Mass Media
Local
TV Stations
Radio Stations
National
Print Publications
Broadcast Networks
Wire Services
Specialized Media
Local
Trade, industry &association
Organizational house &membership
Ethnic
Publications of specialgroup
Specialized broadcastprograms & stations
National
General business
National trade, industry& association
National organizational
house & membership
National ethnic
Publication of nationalspecial groups
National specializedbroadcast programs &
networks
(Hendrix, 2010)
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INTERNAL PUBLICS
16 September 17
Employee Publics
Management
Upper-level
Midlevel
Lower-level
Non-management(Staff)
Specialists
Clerical
personnel
Secretarialpersonnel
Uniformedpersonnel
Equipmentoperators
Drivers
Securitypersonnel
Other
Unionrepresentatives
Other(Hendrix, 2010)
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COMMUNITY PUBLICS
16 September 18
Community Publics
Community Media
Mass
Specialized
Community Leaders
Public officials,
Educators
Religious leaders,Professionals
Executives, Bankers,Union leaders
Ethnic leaders,
Neighborhood leaders
Community
Organization
Civic, Service
Social, Business
Cultural, Religious
Youth, Political
Special interestgroups, Other
(Hendrix, 2010)
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GOVERNMENT PUBLICS
16 September 19
Government Publics
Federal
Legislative branch
Representative, staff,committee personnel
Senators, staff,committee personnel
Executive branch
President
White House staff,advisers, committees
Cabinet officers,departments, agencies,
commissions
State
Legislative branchRepresentative,delegates, staff,
committee personnel
Executive branch
Governor
Governors staff,advisers, committees
Cabinet officers,departments, agencies,
commissions
County
County Executive
Other
City
Mayor or city manager
City council
Other(Hendrix, 2010)
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INVESTOR PUBLICS
16 September 20
Investor Publics
Shareowners & Potential
Shareowners
Security Analysts &Investment Counselors
Financial Press
Major wire services: DowJones, Reuters Economic
Service
Major business magazines
Major newspaper
Statistical service
Private wire service: PRNews Wire, Business Wire
Security & ExchangeCommission (SEC) for
publicly owned companies
(Hendrix, 2010)
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CONSUMER PUBLICS
16 September 21
Consumer Publics
Company Employees
Customers
Professionals
Middles class
Working class
Minorities
Other
Activist consumer
groups
Consumer Publication
Community Media
(mass & specialized)
Community Leaders& organizations
(Hendrix, 2010)
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INTERNATIONAL PUBLICS
16 September 22
InternationalPublics
Host countrymedia
Mass
Specialized
Host countryleaders
Public officials
Educators
Social leaders &Cultural leaders
Religiousleaders
Political leaders
Professionals &
Executives
Host countryorganizations
Business
Service
Social &Cultural
Religious
Political
Special interest
Other(Hendrix, 2010)
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SPECIAL PUBLICS
16 September 23
Special Publics
Special Publics
Media consumed bythis public
Leaders of this public
Organizationscomposing this public
Competitors
Suppliers
(Hendrix, 2010)
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TARGETING
1
The importance of apotential publicisdetermined by itsdegree of influence,prestige, power orperhaps need& by itslevel of involvement
with the client ororganization.
2
4 key questions to consider intargeting & prioritizingpublics are :
Who is this public(demographics,
psychographics, and so on)?Why is it importantto us?
How active or involvedisthis public, relative to ourinterest?
Which public are mostimportant to us, in priorityrank order?
16 September 24
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past & present audience behaviorsrelevant to
the client or organization
DESIRED DATA
public's level of informationabout the
organization
the image & other relevant attitudesheld
about the organization & its product or sevice
researching the demographics
media habits
levels of media useot each targeted audience,
etc.
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THANK YOU
16 September 26