Public Relations DPR 3B Template for a Public Relations Strategy based on the TOCOM Model Learning...

Public RelationsDPR 3B

Template for a Public Relations Strategy

based on the TOCOM ModelLearning Unit 2.3

Student Manual pp 77-82

22 August 2011

LU2 learning outcomes

Understand Public Relations strategy and plan in relation to the organisation and other management functions

Justify the need for a strategic role for Public Relations Discuss Public Relations strategy and planning Identify Public Relations goals and aims as part of the strategy

and plan Compare models/frameworks for Public Relations strategy

development Outline and apply the TOCOM model to a case study Write a Public Relations strategy based on given facts

22 August 2011 DPR3B-PR-PR Strategy Template TOCOM 2

What is the TOCOM Model?

In 2-3 paragraphs, explain in your own words your understanding of the TOCOM model

Explain how it can help Public Relations contribute to an organisation’s ability to achieve its strategic objectives

Share your understanding/insight with your fellow students


TOCOM Model

The Twente Organisational Communication Model (TOCOM) provides a frame of reference for designing strategic communication

Creates a conceptual framework by which communication within organisation and between organisations and environments can be analysed

Subsequently, interventions can be made and a communication plan can be drawn up and implemented


TOCOM and Systems Theory

TOCOM model based on the systems theoryInteraction between organisation and environments, between

subsystems within organisation and between subsystems and the organisation as a whole

Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system

Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985) – environments & subsystems

Confirms contribution of Public Relations as managerial subsystem to success of organisation

Confirms contribution of communication to coordination of internal operations and facilitation of external messages


PR strategy template

Describe the organisation

Use the organisation profile (‘about us’ on web) If not available prepare information using the

following: Vision, mission and purpose Core values Origin/background of organisation Description of problem/s to be addressed through

communication – organisational objectives Strategy brief – what needs to be achieved



Assess its current position [1]

Describe the organisation’s current position, including descriptions of: Nature and mandate SWOT analysis (internal and external) PEST analysis (political, economic, social,

technological environments) Needs analysis (priorities, organisational, financial,

social security, educational, medical, sporting and cultural)




Stakeholder analysis Enabling: enables organisation to function (government) Functional: groups that deliver inputs and use outputs

(staff, clients) Normative: professional and industry associations Diffuse: further away but still important enough to monitor

and take action (communities, media) Broad organisational goals

Medium term (3-year view) Short term (one year view)

Communication goals and objectives




Overall key message/s Awareness Motivational

Ongoing public relations strategy, including Corporate Social Investment

Publicity, awareness and fundraising including media strategy Current media Potential media Social media



Decide on a communication mix

Select tools/elements for communication mix Sales promotion Media relations

Media interaction Partnerships

Brand publicity Corporate advertising Publicity (below the line/editorials)

Event marketing Customer service



Prepare a budget

Projections will guide the strategy with values confirmed in Public Relations plan/campaigns Administrative

Infrastructure, human resources, supplies Communication tools

Print and visual materials, speakers, events, research Miscellaneous

Gratuities, dipstick surveys Contingency

Outsourced work, unexpected costs



Evaluate the implementation

Identify Expected results from communication objectives Evaluation and measurement criteria Quantitative (number) and qualitative

(effect/response) effectiveness measures for messages sent to different stakeholder groups

Evaluate Preparation (information adequacy, quality of messages, tactics, strategy)

Implementation (number of messages, media placements, Rand value)

Impact (changes in opinions, attitudes, desired behaviours)


Conclusion Public Relations is strategic in nature Contributes to effectiveness and efficiency Contributes through strategy implementation PRP must translate organisational vision, mission

and goals into communication goals and objectives guided by organisation’s environments

Research is imperative to develop, measure and evaluate PR strategy and campaigns

PR test: Thursday 29 August 2011, pp 11-62


Public Relations DPR 3B Template for a Public Relations Strategy based on the TOCOM Model Learning...

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