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PROBLEMS SOLVING STRATEGIES:Communicate results

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 34
PROBLEMS SOLVING STRATEGIES
Overview
As a public relations professional you must be able to comprehend as to what different phases can do to
solve various problems encountered by them. Moreover, students will also be apprised about the working of
management of public relations.
How Does The Management Of PR Work?
Basically there are two major and important ways to do this.
·
PR department's role as part of the management team to develop problem solving strategies for
entire organization.
·
Relates to PR department's own efforts to integrate & coordinate its work with that of the
organization.
PROBLEMS SOLVING STRATEGIES
BASIC FORMULA
OLDER FORMULA
R Research
R Research
A Action
O Objectives
C Communication
P Programming
E Evaluation
E Evaluation
--John Marston
-- Jerry Hendrix
Problems Solving Strategies
In order to evolve problem solving strategies we have to determine a procedure to handle them but the
main question is Where do you start?
·
Assemble readily available facts.
·
Determine which publics are affected or involved.
·
Decide if additional research is needed to define problems & evaluate its scope.
Where do you go from here?
·
Formulate a hypothesis, assemble facts to test the hypothesis & revise if hypothesis is disproved.
·
Elements to consider in this planning:
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Fundamentals of Public Relations ­MCM 401
VU
a)
What is objective of PR effort ­ What specifically do you want to accomplish? (be
able to state this in concrete terms).
b)
What image of company you want to project?
c)
What publics are targets & why?
Who Are Other Audiences Whose Opinions Matter?
·
What message do you have for each public?
·
What media can you use to carry these messages?
·
What response do you want from each audience?
·
What budget can you use for this ­ regular allocated budget or a special fund?
·
What is the best timing for action?
·
Review problems or obstacles that might arise & make contingency plans for these.
·
Build in monitoring devices to know; how are you doing?
Once It Is All Over--
It is important to find out how to know what happened!
·
Plan for evaluation.
·
Evaluate all aspects :
1.
Impact : Informational, attitudinal & behavioral.
2.
Output : Media efforts & results.
·
Communicate results.
In Brief!
·
Find the central core of difficulty.
·
Check your total list of publics involved in the problem.
·
Determine the problem's status in terms of potential harm to the organization.
·
List the related difficulties to be considered.
·
Explore the alternatives.
·
List the desired objectives.
·
See how the solution fits into the long range plans which are shaped to what you see as the
Mission.
·
What are the immediate plans & how do these fit with long range plans?
·
Short term solutions that do not fit with long range objectives & are not consonant with "mission
statement" are wrong. Don't do them - Start over
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Fundamentals of Public Relations ­MCM 401
VU
Procedure For Handling Problem Internally.
·
Detail the plan & submit to the policy executive for approval.
·
Get approval in writing.
·
Keep all people directly involved informed on continuing basis throughout the move toward
solving the public relations problem.
Intervening Situations. Some Barriers.
But all said and done despite all best intentions and efforts there can still be certain situations like the ones
mentioned below which could prove a hindrance
·
Information you don't know.
·
Effects of the way you look at the problem.
·
Limitations faced by you. (restrictions on the choices the situation offers)
·
Your personal limitations. (or management's)
·
Problems associated with upsetting the equilibrium of organization or of others.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING