This process is primarily composed of four steps: using research to define the problem or situation, developing objectives and strategies that address the situation, implementing the strategies, and then measuring the results of the public relations efforts. Sometimes acronyms, such as John Marston’s RACE (research, action planning, communication, evaluation) or Jerry Hendrix’s ROPE (research, objectives, programming, evaluation) are used to describe the process. Marston (1979). You’ll notice that the process always starts with research and ends with evaluation.

Although it is easier to remember such acronyms, the four steps are essentially the following-

1. Use research to analyze the situation facing the organization and to accurately define the problem or opportunity in such a way that the public relations efforts can successfully address the cause of the issue and not just its symptoms.
2. Develop a strategic action plan that addresses the issue that was analyzed in the first step. This includes having an overall goal, measurable objectives, clearly identified publics, targeted strategies, and effective tactics.
3. Execute the plan with communication tools and tasks that contribute to reaching the objectives.
4. Measure whether you were successful in meeting the goals using evaluation.