Public Relations Process - Formative Research - View presentation slides online. ROSIE, yet another five-step approach, is one of the most recently introduced acronyms. RACE describes public relations as a four-step, continually-cycling process. While they have wide latitude in responding, candidates are expected to apply a consistent step-by-step process in every situation. Zoran Tomić (2008, 50) sees public relations as a process of an organization's communications with its internal and external public in order to achieve mutual understanding, build social responsibility and realize common interests. It was soon after that book that the Public Relations Society of America (PRSA) began citing RACE in its brochures and advocating it as a fundamental best practice for those seeking accreditation. Recalling an acronym can also keep practitioners from skipping important steps as they go through their daily work. Here is the first stage in the Formative Process Research PR. What distinguishes it from many other approaches is that it emerged from the public relations specialty known as issues management and therefore focuses on specific topical concerns. It can also keep you on track in your daily work. Practitioners of public relations are active in an industry that has evolved rapidly by borrowing concepts from a wide range of other disciplines. OC̋��Z�����Z2l-&g/f��^P����������k++M5�BW�!����i���&��0�CF��+��x֓&{�,f\�mʞ�α�8��A��M�G�K[�-4~����g��㭹I�����Qpf'Bo�M�V�i��4��ϯ��먴7����Y�e>�o���CB�;ŭ��=:��Դ�9t�)�\k��ऻňA݂�����q0Q[3�6�K����sMC�G����qt�y�e�Bt؛輰6{&X{L�L�c���:� �pꇞu~���{3�L�ӑ.����5�
���s����1�a����uܼfGg���4(D��� ��w,�S�W�~����v PR is different from advertising or marketing as it’s meant to look organic. On the one hand it seeks to interpret an organization to society while on the other it keeps the organization informed about the expectation of the society. They simply divide the public relations process into different numbers of steps with different labels on them. RACE was the first widely-used acronym associated with the public relations process. Although their approaches to testing are somewhat different, both the IABC and PRSA accreditation exams require a thorough understanding of public relations and the ability to quickly and concisely explain it. But, ultimately, they all come down to the same thing. This is something I've been increasingly reminded of in recent years as I coached candidates preparing for the IABC or PRSA accreditation exam. The IABC exam asks for more problem-solving and role-playing; it describes situations and asks candidates how they would respond. They all agreed, however, that jotting down their acronym or the steps in their model when they started the test and recalling it each time they moved on to a new question reminded them to write complete answers. Public relation is a two way process. They're great for introducing students to different ways of thinking about and describing public relations work. Still other approaches went in the opposite direction by adding one or more additional steps to the public relations process. The primary value of acronyms is how well, how easily, and how simply they can explain the public relations process.
3 Functions of Public Relations The typical 12 functions of public relations can be categorized by competencies, the four-step process, and others.