PR Management Process : Nadia Wasta Utami, S.I.Kom., M.A (Komunikita Eps. 147)

Summary

This video explains the four-step PR process: 1) Defining public relations problems, where PR professionals identify the current situation and any challenges through tools like SWOT analysis and stakeholder mapping. 2) Planning and programming, where they set goals, define target audiences, and allocate resources. 3) Taking action and communicating, focusing on implementing strategies and delivering key messages effectively. 4) Evaluating the program, where success is measured through various metrics, providing insights for future improvements. This guide helps PR officers and students understand how to design and execute effective public relations programs.

Takeaways

• 😀 Define the problem clearly at the start of any PR program by answering the question: 'What's happening now?'
• 😀 Use tools like the 5Ws and 1H framework (What, Where, Why, When, Who, How) to create a problem statement.
• 😀 Conduct a situation analysis through methods like SWOT analysis and stakeholder mapping to understand the context and challenges.
• 😀 Planning and programming involve setting specific goals and developing a strategy to address the identified problem.
• 😀 When planning, focus on the program's objectives, target publics (internal and external), and the communication strategy.
• 😀 Budgeting is an essential part of planning, as PR professionals must know the financial resources available for the program.
• 😀 The action and communication phase involves implementing the strategy, delivering messages, and engaging with the target audience.
• 😀 Clear communication tactics and media choices are key to ensuring the message reaches the right public effectively.
• 😀 A detailed schedule and timeline for implementing the plan should be established to keep the program on track.
• 😀 Evaluation is crucial to determine the success of the program by measuring outcomes and comparing them against the objectives.
• 😀 Evaluation methods include assessing the preparation, implementation, and impact phases, such as the number of messages sent or the behavior change in the target public.

Q & A

What is the first step of the PR process?

The first step of the PR process is defining the public relations problem. This step involves identifying the current issue the organization is facing and conducting a situation analysis to understand the problem better.

Why is situation analysis important in the first step?

Situation analysis is crucial because it helps PR officers assess the current circumstances and define the specific problem in measurable terms. It provides clarity on what is happening now and forms the foundation for subsequent steps.

What tools can PR officers use to analyze the situation?

PR officers can use various tools for situation analysis, such as SWOT analysis (assessing strengths, weaknesses, opportunities, and threats), stakeholder mapping, interviews, and focus group discussions.

What should PR officers focus on in the second step, planning and programming?

In the second step, planning and programming, PR officers focus on developing a strategy to address the identified problem. This includes setting program goals, defining objectives, determining target publics, and allocating the necessary budget and resources.

What is the significance of setting clear objectives in the planning phase?

Setting clear objectives ensures that the PR program has a clear direction and measurable outcomes. These objectives guide the actions and communications that will be implemented during the program.

What does the third step, taking action and communicating, entail?

The third step involves putting the strategy into action. PR officers implement the planned activities, deliver messages to the target audiences, and use appropriate media channels. This is the execution phase of the PR program.

How should PR officers manage the implementation phase?

PR officers should ensure that they follow the established plan, manage the timeline, assign responsibilities to the team members, and ensure that communication is consistent and effective throughout the implementation phase.

What is the final step of the PR process?

The final step is evaluating the program. This step assesses whether the program achieved its objectives and measures its impact. It involves reviewing the outcomes and identifying areas for improvement in future programs.

How can PR officers evaluate the effectiveness of a program?

PR officers can evaluate the program by measuring the success of preparation, implementation, and impact. This could include assessing the adequacy of background information, the number of messages delivered, and any changes in audience opinions or behaviors.

What role does feedback play in the PR evaluation process?

Feedback plays a crucial role in the evaluation process, as it helps PR officers understand the effectiveness of the program and identify areas for improvement. By assessing the feedback, they can refine strategies for future campaigns.