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The PRE framework

The PRE framework. P lanning R esearch E valuation. The PRE process. 1. Audit. Where are we now?. Where do we need to be?. 2. Setting objectives. 5. Results and evaluation. How did we do?. How do we get there?. Are we getting there?. 3. Strategy and plan. 4. Ongoing measurement.

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The PRE framework

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  1. The PRE framework • Planning • Research • Evaluation

  2. The PRE process 1. Audit Where are we now? Where do we need to be? 2. Setting objectives 5. Results and evaluation How did we do? How do we get there? Are we getting there? 3. Strategy and plan 4. Ongoing measurement Source: Watson and Noble

  3. Basic questions • What do I want to achieve? (What are my objectives?) • Who do I want to talk to? (Who are my publics?) • What do I want to say? (What messages do I want to get across) • How will I say it? (What channels?) • How will I know if I’ve got it right (How will I evaluate my work?)

  4. 4 point model 4. Evaluating the programme How did we do? What’s happening now? 1. Defining the problem 3. Taking action and communicating How and when do we do and say it? What should we do and say, and why? 2. Planning and programming Source: Cutlip, Center, Broom

  5. 5-point model (Harrison) • Why? • aims and objectives • What? • the message • Whom? • your target publics • How? • how shall we do it - the tactics • How effective? • shall we know how if it succeeded - evaluation

  6. Five steps (Fairchild) • Audit • Objectives • Strategy and plan • Measurement and evaluation • Result

  7. The 10-point planning model(adapted from Gregory 2000) AnalysisObjectives Publics Messages Strategy Tactics Timescales Resources Evaluation Review

  8. Example • Objective: to travel to London after this class • Strategy: to go by public transport • Tactics: walk to Cheltenham station, take train to London; travel in London by Underground

  9. The PRE process 1. Audit Where are we now? Where do we need to be? 2. Setting objectives 5. Results and evaluation How did we do? How do we get there? Are we getting there? 3. Strategy and plan 4. Ongoing measurement Source: Watson and Noble

  10. Timetable, resources, project management • what timescale will the campaign have? • will there be any key dates? • what will it cost in: • project costs - printing, postal costs, room hire, photography, design, travel etc • human costs - how many people’s time • how will you manage the project and keep the client informed?

  11. Evaluation and review • how will you assess whether the project achieved its objectives? • by setting measurable objectives • research - before, after and during campaign • by being aware of the wide range of information/measures you can use • Review • what would we do differently next time?

  12. Summary: • Planning is essential to the success of any public relations campaign • there are several useful public relations planning models • research and evaluation are essential to the success of any public relations campaign

  13. Further reading: • Cutlip, Center & Broom, Effective Public Relations (7th ed 2000) • Fairchild, M (1999) The Public Relations Research and Evaluation Toolkit • Gregory, A. (2000), Planning and Managing Public Relations Campaigns • Harrison, S (2000) Public Relations, an introduction • Watson, T and Noble, P (2nd ed 2007) Evaluating Public Relations

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