1. Public RelationsDPR 3B TOCOM Model Learning Unit 2.2 Student Manual pp 59-77 15 August 2011

2. PR goals and objectives [1] • Goal related to one aspect of mission or purpose • Goal desired outcome of plan of action to solve specific problem over life of campaign • Objective addresses specific aspect of problem • Several objectives contribute to achieving goal • Objective specifies communication outcome, target public, expected level of attainment and time frame • Campaign outcome: inform, create awareness, persuade, change behaviour, depending on vision, mission and goals or organisation DPR3B-TOCOM Model

3. PR goals and objectives [2] • PR goals and objectives set to achieve organisational goals and objectives as part of PR strategy • Number of models of frameworks for development of PR strategy • TOCOMM model used worldwide, using elements of the systems theory • Systems theory: • each system is a 'whole' that is more than the sum of its parts, but also itself a 'part' of larger systems • interdependent and interactional nature of the relationships that exist among all components of a system DPR3B-TOCOM Model

4. Mission/ Strategy 4444442.....133333 Vision/ Goals ENVIRONMENT ORGANISATION Communication Structure / Processes Climate / Culture Image / Reputation DPR3B-TOCOM Model

5. TOCOMM Model [1]Twente Oganisational Communication Model • TOCOMM is a framework for designing organisational strategic communication • Framework has to be filled in with the reality of the organisation and its environment • Framework by which communication within organisation and between organisation and environment can be analysed • Subsequently, interventions can be made and a communication plan can be drawn up and implemented DPR3B-TOCOM Model

6. TOCOMM Model [2] • TOCOM model based on the systems theory • Interaction between organisation and environments, between subsystems within organisation and between subsystems and the organisation as a whole • Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system • Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985) • Confirms contribution of Public Relations as managerial subsystem to success of organisation • Confirms contribution of communication to coordination of internal operations DPR3B-TOCOM Model

7. Four major components [1] Communication • Transparent circle: communication in organisation • Relates to vision/goals, structure/processes and climate/culture • TOCOMM a communication model, takes organisational change into account • Important to take financial situation into account, can affect all decisions, ie communication, processes, climate, et al • PR manager must estimate RoI when starting a PR campaign DPR3B-TOCOM Model

8. Four major components [2] Organisation • Model applies to organisation as a whole as well as to various parts = solid inner circle • Possible to define environment • Outer circle echoes inner circle • System wholeness and system hierarchy • System networks = ways systems are connected to one another • Employees part of one or more networks NB to refer to back to 3A strategy and systems theory DPR3B-TOCOM Model

9. Four major components [3.1] Identity, image and reputation • All three have an influence on the environment • Organisation reflects a self-identity • Members/employees reflect individual identities – emotions, skills, behaviours • Reflected through messages, symbols, communication, messages that develop image of organisation and over time, its reputation • Information passes in two directions - incoming and outgoing - and is modified along the way: input, throughput, output DPR3B-TOCOM Model

10. Four major components [3.2] • Continued existence depends on exchange of info • Contact with environment results in different kinds of networks • Networks (inside and outside of organisation) have their own goals, cultures, structures • Separate TOCOM model can apply for almost each contact in the organisations environment, units, members • Contacts described ito strengths or type • Contacts that organisation depends on for survival described as stakeholders DPR3B-TOCOM Model

11. Four major components [4] Vision/mission statement • Prerequisite for good management is defined policy principles to serve as points of reference • Requires a vision for communication derived from organisation’s vision DPR3B-TOCOM Model

12. Homework • Read example of application of how the TOCOM model can be applied to a Public Relations strategy • Manual on pages 63 – 76 • Prepare for class feedback and discussion DPR3B-TOCOM Model