Babs Bello(2004) For any person to perform well in Public Relations, a good knowledge of the four-step process of Public Relations is very mandatory while the item R-A-C-E formular is essentially required to master and muster this process.
The basic four steps in the process of Public Relations are extremely important because the organized practice of Public relations is a Continuing effort in bringing about a harmonious adjustment between an institution and its publics.
The adjustment requires an exchange of opinions and information. Although this exchange of information and opinion does not happen automatically in the present society it has to be planned and provided for. This is actually the Public Relations practitioner’s job.
The Public Relations practitioner however, serves in the role of the listener Counselor communicator and evaluator in the process of Public Relations, because Public Relations is essentially a Problem solving process of basic steps.
(a) Research or Fact Finding (b)Action or Planning
(c) Communication (d)Evaluation
(a) Research: As fact finding in Public relations involves the probing of opinions, attitudes and actions of those concerned with the acts and policies of an organization in an attempt to evaluate the flow of information. This task requires determining facts regarding the organization’s Problems, situations, background, causes, precedent, allies, opponents and neutrals. Essentially, research entails facts finding mission in an attempt to know what is happening in and around the organization.
(b) Action or Planning: Entails decision making and programming of plans that can be used to proffer solutions to the problems discovered or unearthed. Action or planning involves bringing these attitudes, opinions, ideas, and reactions to bear on the policies and programmes of the organization. It enables the organization to chart a Course in the interest of all parties concerned and further help in planning certain strategic analysis, objectives, alternatives, risk and benefit, consequences,
decisions, tactics and proposals on media vehicles, talents and cost and finally the approval of commitment, support and participation on what can be done.
(c) Communication: Involves explaining and dramatizing the chosen course to all those who may be affected and whose support is essential to the organization.
Communication is normally processed and done through media advertisement, advertorial, press conference, press release, in-house publications, house journals, newsletters, community relations activities and corporate gifts. Proper timing, repetition and follow-ups are very important in communication. The question normally asked in communication is ‘what do we need to do and why?’
(d) Evaluation: Involves assessing and evaluating the results of the programmes and the effectiveness of communication and media techniques used essentially:
how we did it.
Evaluation is more or less the feedback. Or even the outcome of the results and yardsticks used in measuring the results, the conclusion of the programme and the renewal of the actions. However, it is very important to note that each of the steps of the process and formula is as important as the other.
Each one is vital to an effective programme. It is further important noting that research or fact finding, action and planning are what distinguishes public Relations from publicity.
2.2.9 Public Relations Communication Platforms in an Organization
Below are some of the public relations various communication platform as established by Ewuola, P.O. (2008)
1. Press Release: Press Release is a primary tool used by public relations professionals. Public relations representatives submit release to media outlets in hopes that they will share editorial commentary or the press news with their audiences, according to business dictionary, print media, radio media and television are targeted by public relation representative prepare the written or taped news releases and distribute them to media contents. Press releases are ‘pseudo-news story written in third person, that seeks to demonstrated to an editor or reporter the news worthiness of a particular person, event, services or product”.
2. Press Conferences: Press conferences are commonly used by medium to large size organizations. A press conference is gatherings of media at a location where a representative(s) of the organization share some type of news or information, according tool the physicians for Human Rights site. The site outlines two common types of press conference, proactive and reactive. Companies use proactive to share news that helps build the company’s brand image. Reactive press conferences are typically used in more desperate situations for damage control e. t. especially during crisis.
3. Website, Email and Social Media: Social media has become a popular