LJR-PR ROPE MODEL

LJR-PR and the PR industry continues to evolve as new media are introduced and technology changes the way people access and share information. Still, no matter how they are executed, successful LJR-PR campaigns rely on careful planning. The ROPE model of public relations is a helpful format for preparing and putting into action targeted LJR-PR campaigns. ROPE is an easy-to-remember acronym for its four-step process: research, objectives, programming and evaluation. ROPE can be modified to fit many specialized areas of public relations including employee relations, integrated marketing communications and crisis communication.

ROPE Instructions by LJR-PR

• Research your client and audience to discover areas for action. In the ROPE model, there are three elements of research. First, there is a client or institution that has an opportunity or problem --- the second element. Finally, there are one or more audiences that are affected by this problem. Client research includes determining the credibility with the audience, past issues and strengths and weaknesses. In opportunity or problem research, consider the timing of the issue --- opportunities make for proactive planning, problem situations require reaction. Once you identify your specific audience, research it further to determine why it is important to you, what type of media it uses most frequently and find leaders or key constituents.

• Form objectives or determine goals you intend to reach with your campaign. According to the authors of "Public Relations Case Studies," in public relations, "objectives are viewed as the central and guiding element in the process, and they are arranged in hierarchical order." Your objectives should target the audience and mediums identified during the research phase and should be designed to inform or modify the behaviours of the audience. Objectives could be increasing sales by a certain percentage, increasing satisfaction or approval rating, getting guests to attend an event or other quantitative -- or qualitative -- goals.

• Develop and implement programming. Programs could include a special event, such as a news conference, a seminar or open house. Or, they could include theme and message objectives involving a media campaign with advertising, news releases, public service announcements, story pitches, broadcast interviews, social media, blogging, direct mail and/or editorials.

• Evaluate the effectiveness of your campaign. After a PR campaign is executed, it should be measured. If the objectives were quantitative in nature, the numbers can be measured to see if goals were met. Other ways of evaluation are audience polls and surveys, number of media hits and attendance at an event. Understanding the effectiveness of your campaign allows you to plan future programming or tweak existing campaigns to get better results.

TURNING NEW YEAR IDEAS IN TO REALITIES INSTEAD OF MEMORIES

How much more effective could your organization be if it spent more time working the plan and far less time planning the work?” – Chris Curran, writing in CIO.com

Much work is involved in writing and developing a public relations plan for the year or an individual project. It involves hours of conversation with executives, team members and other stakeholders, message development, defining measurements and heavy research into media targets, editorial opportunities and other tactics – even time spent creating a presentable document format. To be perfectly honest, the planning phase is one of my favorite parts of the media campaign process (other, than the results!).

However, once the last period has been added to the document, once all seven parties have signed off and updates completed – the real work begins. Your plan is the blueprint or roadmap that fuels your media campaign. Many teams develop a plan but fail to reap the benefits because they focus solely on planning as an end unto itself without creating an implementation process. The truly successful PR team can take a well-thought-out plan and create a meaningful program with lasting results.

Here are some additional thoughts on maximizing the use of a plan:

Periodic checks can help assure the team that they are still on the correct path and aligning tactics with objectives. It is a working document; if you are having to dust off the cover of your plan or cannot locate it on the company shared drive, then it is not being used correctly.

The plan should not be so inflexible as to prevent you from grabbing a solid opportunity whenever one presents itself.

To be truly successful, the plan needs a leadership champion or an integrated management team to lead action and change.

Create a detailed timeline that attaches target start and completion dates for each of your tactics. Add these dates to your calendar to ensure they are not overlooked. This will prevent you from pushing these activities aside when the CEO gives you an unexpected project or a new opportunity arises mid-way through the year.

As public relations professionals, one of our goals should always be to develop a well-thought- out program for your clients and organizations to realize the most worthwhile outcomes. The ROPE (Research, Objectives, Programming, Evaluation) model we learned at university is an effective example of this. The ‘R’ or Research step in ROPE should never be overlooked, but it also sits beside Objectives and Programming.

I encourage you to incorporate a leaner and strategic planning process that is aligned with core business objectives and, above all, is actionable. The planning process never really ends, and we can often get in trouble by spending too much time planning and not taking action. PR plans, implemented year over year, have the power to create and maintain changed perceptions among audiences, while also taking advantage of new communication channels. 

THE REVOLUTION THAT NO ONE CAN STOP

Social Media Video 2013: Social Media Revolution 4 was written by international best selling author and keynote speaker Erik Qualman. 

It's part of a series of social media videos that are the most watched in the world. Erik thanks everyone for their ideas and support! 

Video produced by equalman productions

WHY DO I NEED SOCIAL MEDIA FOR MY BUSINESS IN 2013?

I hear this question a lot. The answer is, you don’t ‘need’ social media, just like you don’t need customer service representatives. You should want social media because you care about your community and the people who support your business. Social media is a great way to show your willingness to engage with and listen to your supporters.

What am I supposed to say in my posts?

Everybody cares about your expertise and what you can bring to the conversation. Social media is all about constructively giving back to your community. What should people know about your field? Why are you the person they should listen to? Social media not about mindless self-promotion. Be interesting and selfless.

I don’t have time to sit on Facebook and Twitter all day. What should I do?

Well … contact me! We’re here to help manage and build your social media community.