Strategic Public Relations

Ehsan Khodarahmi

Marketing consultant, London, UK

Introduction

There is no single definition for public relations and strategic public relations, but what the scholars and practitioners stress about is the planning of SPR. Despite the fact that most definition of PR by scholars have the term management, there is the belief that it should not only be limited to management focus especially at organizational level (Dozier & Lauzen 2000). Planning is essential in SPR, since communication needs to be strategic and analytical in 21 century.

Public opinion is evolving as fast as the world and PR functions need to continuously evolve in order to create a balance between adding value to management. credibility in organization and making sense to strategic publics; hence the need for SPR.

Ongoing evaluation & Research, as well as education and training are key to the development of SPR. It is a model of negotiation and dialogue and should be analyzed & understood in-depth in political, cultural & social context (Du Gray, 1997).

PR models and frameworks

Scholars and practitioners in PR have different models and frameworks in developing effective SPR. Elements for developing effective SPR: Internationalism, competition, strategic expertise, evaluating of PR activities, adoption of new tech, personnel development & recruitment (Itruing, 1998).

Practitioners and scholars emphasize the difference between PR and marketing, they are two different managerial functions.  All senior PR managers and boards of directors need to be aware of the PR activities and allow PR managers to make strategic decision making process. Negative consequences of these actions are using internal and external factors are taken into account at the time of decision-making.

Key Success to SPR

Integrated communication is the key factor in a successful SPR since organizations meet desirable output. At a crisis PR is the most crucial component of communication mix. Communication is not just a word in the PR world, it’s a strategic thinking, proactive plans and actions are the key concerns in any SPR campaign and management.  Adopting appropriate approach that doesn’t offend anyone nor satisfies everyone. According to Lages & Simkin there are 4 Steps in problem solving procedure:

*   Problem definition

*   Planning

*   Communicating & Implementing set up plans

*   Evaluation of entire process

PR is analyzed in various ways. According to Lages & Simkin there are 3 levels of PR: Industry level, Consultancy level and Practitioner level. Communication strategies have been neglected to be analyzed well in detailed and discussed by scholars and practitioners. In any PR campaign planning, a SWOT analysis is recommended by scholars.

SPR Objectives

Mutual understanding of PR is the key objective of SPR. SPR requires strategic thinkers boost success in their organization. Planning doesn’t always guarantee success but it increases the chance of achieving your objectives. Corporate strategy development and strategic business planning are the key to every SPR. Practicality and clear code of ethics are still matters to be looked at by many in PR industry. In international PR, what could be practical in one country might not be suited in another country.

Two –way symmetrical communications

Two-way symmetrical PR is utilized by practitioners in their act and studied by scholars. Thus, creating balance is the core competence of SPR management. There has to be a relationship between organizations and their publics to achieve SPR objectives. There has to be trust between these two mediums.

Communicating your message to the public is the key to ensure that your message to the public has been sent across clearly.  SPR is all about the communication between an organization and its public.  So setting the right message and selecting appropriate media channels is significant in trying to fulfill their SPR objectives and goals.

Conclusion

Adapting an appropriate model of SPR requires impact analysis. SPR would consider future competitions, public’s demands. SPR has long term effect. Utilizing internet would assist organizations to develop  effective and long term relationship with strategic publics.