It is often said that you cannot optimise what you cannot measure. To help optimise Public Relations output, there is a need to apply the principles of Total Quality Management

1. TOTAL QUALITY MANAGEMENT IN PUBLIC RELATIONS
By Mobolaji Okusaga

2. Introduction

3. What is TQM?

4. Origin of TQM

5. TQM and PR Practice

6. Applications of TQM in PR Practice

7. Market Analysis
To decrease the error rate in PR campaign planning, there is a need for proper market analysis

8. Developing PR Objectives

9. Understanding Strategies and Tactics

10. The Five Steps of Strategic PR Management
Step 1 Step 2 Step 3 Step 4 Step 5
Craft a
Strategy
to Achieve
Objectives
Set
Objectives
Develop a
Strategic
Vision
and
Mission
Implement
and
Execute
Strategy
Improve/
Change
Revise as
Needed
Revise as
Needed
Improve/
Change
Monitor,
Evaluate,
and Take
Corrective
Action
Recycle
as Needed

11. Communication Matrix
TARGET EXPECTATION DESIRED
ACTION
CORPORATE
OBJECTIVE
MESSAGE COMM
STRATEGY
METRIC
LABOUR UNIONS Positive outcome of
outstanding Staff
issues
Information on Staff
Welfare
understand
Managements
position
contentious Staff
issues
Spread a positive
buzz on career
development and
staff welfare
Reduce Staff Attrition
Create a harmonious
organisation / labour
relationship
Attract the best
talents in the industry
Best place to work
Understands
working smart
Develops
industry’s best
hands
Proactive
response to Staff
enquires
Build good internal
communications
&Information Flow
Establish Monthly
In-house Journal
Obtain 2x competitors
commendation of in
Labour Articles
Generate 2x
competitors buzz on
good staff welfare
and attract best
industry talents
CUSTOMERS Quality Products
Satisfaction of needs
Innovation
Trust
Buy and
recommend
company’s
products
Increase market
share
Widen Customer
Base
Differentiate and
engender preference
for products above
competitors offerings
Best Products
Leadership gives
access to new
markets
Easy to do
business with
Where the
customer is truly a
king
Drive preference
by providing and
campaigning
highest standards
Leverage constant
two way
communications
by constantly
requesting
feedback
Develop internet
site as business
tool
2x number of
competitors lead
100% increase in
product preference
against competitor’s
PRESS /
FINANCIAL
ANALYST
News on
Developments
within the
Organisation
Company
Financial Results
Positive
Articles on
Company’s
Financials and
Activities
Recommend
Stock to investing
Public
Continuous
coverage
Increase share of
industry voice
Generate stability
Through good and
Consistently
improving Financial
performance
Best product s
Customer
friendly
Company’s
Performance
exceed
industry
leaders
Speaking
Engagements
Opinion
Articles
Upgrade IR
Website
Focus Road
shows on
priorities
Obtain 2x competitors
opportunity for
Interaction with Buy
and Sell-side Analysts
Lead Industry in terms
of Return on Equity

12. MEASURING PUBLIC RELATIONS
OUTCOMES

13. Why Measure?

14. Determining Measurement Technique

15. Measurement and Evaluation Methods

16. Examples of PR Reporting

17. Positioning of Company on Issues
Number of times Company was favourably positioned on key issues in
the media
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IIIInnnndddduuuussssttttrrrriiiiaaaallll //// LLLLaaaabbbboooouuuurrrr IIIIssssssssuuuueeeessss
PPrroodduucctt QQuuaalliittyy
PPPPhhhhiiiillllaaaannnntttthhhhrrrrooooppppyyyy //// CCCCoooorrrrppppoooorrrraaaatttteeee RRRReeeessssppppoooonnnnssssiiiibbbbiiiilllliiiittttyyyy
00 2200 4400 6600 8800 110000 112200 114400 118800 220000

18. Quantitative / Qualitative Performance Map
Mention of competing Brands in the media in a Quarter
Brand A
Brand B
Brand C
Brand D
Quantitative (Number of Articles)
Qualitative (times positioned on key issues)
0 200

19. Lotus Press Coverage Analysis
Percent of impressions containing messages by Company
0 20 % 40 % 60 % 80 % 100 %
COMPANY A
COMPANY B
COMPANY C
COMPANY D
Positive message No message Negative Message RR.. PPaaiinnee aanndd PPaarrttnneerrss

20. Lotus Press Coverage Analysis
Cost per message communicated
N0.00 N0.50 N1.00 N1.50 N2.00 N2.50
COMPANY A
COMPANY B
COMPANY C
COMPANY D
R. Paine and Partners

21. Industry Best Practice

22. 8 Steps for Effective Measurement

23. Matching PR Objective and Spend with the
Outcomes of PR Activities

24. Prioritize your PR Spend

25. PR as Profit Centre

26. Thank You