PR Factors


In Public Relations it is important to identify:

  • Goals
  • Objectives
  • Strategies
  • Tactics

Another approach to public relations is to follow the R.O.P.E. process. There are four steps:

  • Research
  • Objectives
  • Programming
  • Evaluation

In the RESEARCH step of the process, identifying and learning about the client, problems and publics are essential.

The second step is the OBJECTIVES that must be made clear in order for a program to solve the problem.

The third step in the process is to implement a PROGRAM to accomplish the objectives.

The final step is the EVALUATION, which is mandatory to find out if the program worked and if the goals were reached.

Each step in the R.O.P.E. process may be altered depending on the publics, employees, customers, media, community and the shareholders.


Another factor involved in the excellence of PR is the Integrated Marketing Communications theory. This takes PR as a basic theory of excellence. Using effective planning of communication programs, and the characterisitcs of excellent PR programs, it creates an organizational characteristic that directly supports excellence in PR. This direct relationship states that effective communication helps manage an organization's interdependencies with its strategic constituencies.

IMC is related to direct marketing. Direct marketing is taking action immediately by acquiring and knowing customers by name through various media. Capturing transaction and profile data about each customer in a marketing database is essential. Measuring the effectiveness of response advertising to prospects and customers is important. And finally, with the objective of developing a long term relationship with each customer leads to the brand name building over a period of time that you are after.