3 PR Theory and Strategy
Public relations isn’t just about writing press releases or managing social media accounts—it’s rooted in strategy and theory. This chapter introduces foundational frameworks and models that help practitioners plan, execute, and evaluate PR campaigns. You’ll explore how strategic thinking connects messages to audiences and how classic and modern theories shape how people receive and respond to those messages.
The RACE Formula
One of the most widely used strategic models in public relations is RACE, which stands for:
– Research: Understand the situation, audience, and environment.
– Action (Planning): Set clear objectives and determine tactics.
– Communication: Deliver messages through appropriate channels.
– Evaluation: Measure the effectiveness of the campaign.
The RACE model encourages PR professionals to think systematically and evaluate success, not just generate activity. Each stage is essential to achieving results that align with organizational goals.
The PESO Model
The PESO model helps categorize types of media used in communication campaigns:
– Paid Media: Advertising, sponsored social media posts, influencer promotions.
– Earned Media: News coverage, guest articles, product reviews—coverage you don’t pay for.
– Shared Media: Content shared across social media platforms, including audience interactions.
– Owned Media: Content the organization creates and controls—like websites, blogs, or newsletters.
An integrated PR strategy often blends all four elements to create maximum exposure and engagement.
Agenda-Setting Theory
Agenda-setting theory suggests that while the media may not tell people what to think, it is very effective at telling people what to think about. In other words, the topics the media choose to cover influence what the public perceives as important. PR professionals work to shape media coverage through press releases, events, and newsworthy storytelling to elevate their organization’s visibility. This theory highlights the power of timing, framing, and media relationships in shaping public discourse.
Elaboration Likelihood Model (ELM)
The Elaboration Likelihood Model (ELM) explains how people process persuasive messages through two main routes:
– Central Route: People who are highly involved or motivated focus on the quality of the argument.
– Peripheral Route: People with lower involvement respond to cues like emotion, credibility, or repetition.
Effective PR campaigns consider audience motivation and tailor messaging accordingly. For example, a press release with facts and data may appeal to central processors, while a visually appealing social media post may resonate with peripheral processors.
Strategy vs. Tactics
In public relations, it’s important to distinguish between strategy and tactics:
– Strategy: The big-picture plan that connects your objectives with your audience.
– Tactics: The specific actions and tools used to carry out the strategy (e.g., press releases, events, social posts).
Example: If your goal is to improve a nonprofit’s visibility among young adults, your strategy might be influencer engagement—and your tactics might include TikTok collaborations, video content, and branded hashtags.
The Importance of Planning
Strong PR planning involves understanding your audience, setting measurable goals, selecting channels, budgeting, and preparing for potential challenges. Using strategic models like RACE and PESO helps ensure that your messaging is targeted, your actions are intentional, and your results are trackable.
Conclusion
Theories and frameworks help PR professionals think strategically and act with purpose. By applying models like RACE, PESO, ELM, and Agenda-Setting, practitioners can better understand their audiences, craft meaningful messages, and evaluate their effectiveness. These tools are essential to developing campaigns that are not only creative but also credible, measurable, and impactful.
