The public relations process is a method for anticipating
and solving problems.

One approach to public relations problems is
the ROPE process. It has four phases:

  • Research
  • Objectives
  • Programming
  • Evaluation

The research phase of the process involves identifying
and learning about three key elements: (1) a client or
institution that has (2) a problem or potential problem
to be solved, which involves (3) one or more of its
audiences, or publics.

The second phase of the public relations process involves the
setting of objectives for a program to solve the problem.

The third phase of the process consists of planning and executing
a program to accomplish the objectives.

Finally, evaluation, as defined in this process, consists of two
parts. First, it includes an ongoing procedure of program
monitoring and adjustment. Second, evaluation refers back
specifically to the objectives that were set in the second
phase of the process and examines the practitioner's degree
of success in achieving them.

Each element of ROPE may be modified by the demands of
different audiences or publics, including employees, members,
customers, local communities, shareholders, and, usually, the
news media.