- The document presents a new conceptual model for public relations planning that aims to better align PR strategies with organizational goals and values through a six-stage process. - The model emphasizes understanding organizational vision/ethics, researching stakeholders, setting priorities in line with business strategy, developing integrated communication strategies, and organizational integration of PR. - Evaluation is embedded throughout the iterative model through continuous monitoring of benchmarks, stakeholder relationships, issues, and communication impacts. The goal is to create a responsive organization through strategic public relations planning and management.

1. New Models for New Challenges New Perspectives on More Effective Approaches to Public Relations Strategic Planning – An Alignment Model Lelde McCoy, Lelde McCoy and Associates Noel Turnbull, Adjunct Professor, RMIT University Presentation to 2003 PRIA National Conference, Hobart

2. “ As far as the public and media are concerned, the current status of public relations is dismal. Any dumbbell, nitwit or crook can call himself a public relations practitioner.” Edward L. Bernays, the “father” of public relations at age 100 years in 1992

5. The perception problem

6. CEO’s in trouble Philip Anschutz Qwest Joseph Nacchio Qwest A. Alfred Taubman Sotheby’s Stephen Garofalo Metromedia Fiber Networks Clark McLeod McLeod USA Sam Waksal ImClone Martha Stewart Martha Stewart OmniMedia Dennis Kozlowski Tyco John Rigas Adelphia Bernard Ebbers WorldCom

13. Old and new approaches to strategic planning Assume sector convergence Assumes sector remains the same ‘ Way of thinking’ based Procedural and document based Done continuously – all year round Done periodically, annually Typically 10 – 15 year context or dynamic envelope of timings Typically 3 year timeframe Can be open to employees and stakeholders Done by specialist ‘ Foreseeing based’ combining analysis with insight and creativity Forecasting based and analytical Open, participative Elitist, top down Focus on intangible resources Focus on intangible resources Strategy of movement Strategy of position Looks back from the future Looks out toward the future KNOWLEDGE AGE STRATEGY INDUSTRIAL AGE STRATEGY

17. Planning and management model 1. Defining public relations problems 4. Evaluating the program 2. Planning and Programming 3. Taking action and communicating ‘ How did we do?’ Assessment ‘ What’s happening now?’ Situation Analysis ‘ How and when do we do and say it?’ Implementation ‘ What should we do and say and why?’ Strategy

19. An emerging model THE CORPORATION Business partnerships and alliances Corporate Brand Impersonal Presentation Literature Point of Sale New Media Permanent Media Direct Marketing & Correspondence Personal Presentation Corporate & Marketing PR Products/ Services Advertising Sponsorship Country of Origin The Industry Business Partners Local Prospective Employees Internal General Public Financial The Media Government(s) The Trade Influential Groups Customers

24. An alignment model ALIGNMENT: CONTINUITY / INTERACTIVITY / ENGAGEMENT / INTEGRATION / INBUILT EVALUATION UNDERSTAND VISION/ VALUES/ ETHICS ENGAGE WITH ORGANISATION STRUCTURES & BEHAVIOURS DEVELOP STRATEGY & IMPLEMENTATION ACTIONS ANALYSE RISKS & OPPORTUNITIES RESEARCH STAKEHOLDERS/ PUBLICS SET PRIORITIES AGAINSTBUSINESS STRATEGIC PRIORITIES BUSINESS/ ORGANISATIONAL STRATEGY & BENCHMARKS

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