STAGES IN THE PR PROCESS

1. Research Defining the Challenge 2. Programming 3. Implementation 4. Evaluation

Dynamic Model

Research

Programming

Evaluation

Implementation

RESEARCH
situation

analysis - looks at the background of the issue what caused the problem?? what precedents are out there?? examines who your allies, opponents and other interested groups are helps you define the programmes goal.

PROGRAMMING

analyse the objectives and alternatives of the various activities considered. determine the risks, benefits and consequences of each tactic and decide on the right course of action. derive a schedule of activity that includes the channels, media, talent and costs that will achieve the goal. obtain clearance from everyone involved who must support or participate in the programme if its to be successful.

IMPLEMENTATION
This

is the real deal of the entire process. Here you get the message out and strive for enough repetition of message delivery to avail maximum effect follow up on every outreach and see it through

EVALUATION

measure the effect of your activity use what you learn to inform future public relations measure achievement of your goals and each objective Are your audiences behaving as you had hoped? Have peoples attitudes been affected? What conclusions arise? How should tactics be revised in future? Report your feedback to all stakeholders.