How the RACE formula ties

up your Public Relations

plan
The RACE formula means Research, Assessment (or planning),
Communication (delivering), and Evaluation. These four steps can lead you
to a well-thought and efficient Public Relation plan.
In RESEARCH you should put together all the data available whether based on a search for secondary information
or in surveys. So gather all that data and your thoughts together, mixed them in a critical thinking process and
develop a SWOT Analysis, raising the strengths, weaknesses, opportunities and threats of whatever you are trying to
promote: an idea, a campaign, a person, or a company.

At this point of the research, you can clearly see what is the purpose of this plan, and that will lead to the next step:
write down your objectives and think in a strategy, that is called ASSESSMENT (or planning). The most important
thing here is not only be creative, but realistic. Realistic with your budget and with your goals. You need to
have SMART objectives, and by “smart” a mean: Specific, Measurable, Attainable, and Time-bounded. You
cannot promise what you cannot reach. Your goals need to be clearly achievable, and knowing WHO your target
audience are is very important to make this plan a real thing. Only if you know your target deep enough (and that
knowledge starts back there, in research), only then you can build a strategy and definitely know how to implement
it.

By this time, you will deliver key messages and strategically think in the best channels to reach that target, for me
that is the best part ever, that is COMMUNICATION my friend!! Think in your target as your best friend, the one
who knows you so well that you can openly communicate with them. When you know your target that deep then you
know that your plan is going to work. You are not afraid at all, because there is no fraud in your work, and your
communication will be crystal-clear. You will use the right words, the ones that will appeal to them not because you
are trying to manipulate them, but because you know their needs and this is exactly what they have been waiting for.

However, as life is not always flowers you need to be prepared for a crisis moment and anticipate your movements
in case the company faces a scandal. Again, it is time to remember with whom you are talking to. You are talking
to your best friend! And what you say to your best friend after a crisis?? You APOLOGISE. Sorry is a beautiful
word when it is SINCERE. And voilà, that would be your “Contingency plan” within your Public relations plan.
To fix the problem, think in what they would want to know from you. Things like: why this happened what you are
going to do? How are going to do it? And, when it’s gonna be done? Of course, I´m providing just one scenario for a
contingency plan for the purpose of this post, but whatever happens, be honest, sincere, and – if it is your fault – be
accountable, then you will be fine.

Finally, you implemented your plan, now what??!! Now, you EVALUATE it to see if you reached your goals, if
you are in the right direction. Sometimes small changes could lead you to even better results. Use metrics to
measure your social media, use polls, focus groups, or surveys to get what you need to know. If you are trying to
discover “WHAT” happens use a quantitative survey, could be online, which is less expensive. But if you are trying
to know “WHY” then a qualitative survey  would be more appropriate, as it gives people a change to explain “why it
did not work for them” or “why it work out greatly”, a focus group is a good option in this case. So, open your mind
and your heart, and do not forget this last step, it is crucial to determine your next movement, that is what
Hootsuite did!! They evaluated themselves and made incredible changes (so, stop fearing changes and focus in
the opportunities).