PUBLIC RELATIONS

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Public STAGE 1 - Undefined
Relations
A strategy is in place that has produced A sustainable strategy is in place
Need for a strategy becomes apparent some results; Investments are made to that produces consistent results and
No defined strategy or process for and strategy formulation begins by trial increase strategy effectiveness creates measurable value
Orientation Public Relations and error

Awareness of need for PR exists; PR is acknowledged as a critical

Unaware of need for or value of PR; Recognition that PR is important and
Part-time responsibility delegated to success strategy, understood by all
Leadership Willing to fund press releases for regu-
marketing; Communications begin to
making some contribution; Greater leader-
and with strong executive participa-
latory compliance only ship involvement in some communications
trickle out tion and support

When the “spray & pray” approach PR process completely focused on

Spray and pray. Produce press
No established media relationships doesn’t produce results, focus shifts delivering insights and value to key
Process Focus or process to develop them
releases, find targets and send as
to building relationships with key influencers, with whom there are excel-
email attachments
influencers lent relationships

Spreadsheets/homegrown media Fully integrated, cutting-edge PR solu-

Subscription to a media contact data-
Technology & contact DB in use; Google search used tion provides media contacts, media
No PR solutions in use base is added to more easily identify key
Interoperability to identify media contacts; News distri-
influencers
monitoring, news distribution and
bution services reporting/analytics
 PUBLIC RELATIONS
Maturity Model
Public
Relations STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Strong, extensive set of relation-

No proactive engagement. Media
Media
interaction happens only when or if
Engagement media inquiries occur
Learning who key media contacts
Some media relationships exist and there ships exist with media influencers;
are, but media contacts don’t yet
know them
is understanding about how to build them Company is often sought after as
an expert source

One or more full-time PR staff, often An internal PR team exists that

Bare bones budget for limited news supported by an agency or publicist; functions like an agency, and is often
Budget & No budget exists; Spending & staffing
release distribution; Part-time responsi- Budget for media contact DB subscrip- supported by an outside agency;
Staff is ad hoc
bility of one staff member tion and professional development Ample budget for tools, training and
conferences travel to meet influencers

Expert media-relations skills exist;

Inexperienced but willing to make Experienced with a solid understanding
Reluctance, ignorance or even fear of The PR team works in close proximity
Management & something happen; PR efforts of the PR process and engagement
media engagement; No designated to executive team; Execs consider
Policy media spokesperson
managed by someone fairly low in protocols; Management gets reports
communications excellence a competi-
the organization and has regular dialogue with PR team
tive advantage

Advanced output and outcome

Output metrics (e.g. number of press
Metrics No formal measurements in place releases issued) and basic outcome
metrics (e.g. number of placements, etc.)
Output metrics plus some deeper
metrics including sentiment analysis
outcome metrics around interactions or
and the ability to link PR efforts to
relationships with influencers
business result

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