A brief explanation of RACE Model and its role in PR process

1. Public Relations
Campaigns -
Process
Tej Kumar Daram
Pranali Yengde Milind

2. Public Relations (PR)
 A public relations as a process serves a number of
functions. While the definitions may vary, the
nature of Public Relations indicates that it is
essentially a task promoting rapport and goodwill
between a person, firm or institution and the
community at large through dissemination of
information.
 It seeks to earn support, mobilize or solicit favor
for an idea, a cause, a problem, for an institution
or an individual. It uses a two-way communication
in dealing with public opinion.
 First, it assesses the attitudes of the public towards
the organization. Next, it executes communication
programs to gain public understanding and
acceptance of the management's point of view.

3. Public Relations (PR)
 First of all, it introduces the need for research,
to audit or assess the situation, and to
consider the implications of what is
discovered.
 Second, it stresses the advisory role of Public
Relations, its service to management.
 Third, it shows that Public Relations programs
must be planned.
 Finally, it states that PR action must not only
benefit its sponsors, but must also be in
public interest, that is it should be socially
responsible.
It has mainly four things to do i.e.
• It aims to bring about harmonious and mutually advantageous adjustment between an organization
and the community through dissemination of ideas and also by providing feedback from the public
to the management. It also evaluates public attitudes, identifies policies that interest’s public and
executes the program of communication.

4. Public Relations (PR)
 First of all, it introduces the need for research,
to audit or assess the situation, and to
consider the implications of what is
discovered.
 Second, it stresses the advisory role of Public
Relations, its service to management.
 Third, it shows that Public Relations programs
must be planned.
 Finally, it states that PR action must not only
benefit its sponsors, but must also be in
public interest, that is it should be socially
responsible.
It has mainly four things to do i.e.
• It aims to bring about harmonious and mutually advantageous adjustment between an organization
and the community through dissemination of ideas and also by providing feedback from the public
to the management. It also evaluates public attitudes, identifies policies that interest’s public and
executes the program of communication.

5. What is PR Campaign?
 Campaigns for PR, designed to create and
generate PR for a brand, company etc.
 The term is also synonymous with the term PR
plan as both are given a short lifespan (in
terms of company’s entire lifetime) and need to
be re-vamped after each is over.
 A campaign /plan is meant to generate
awareness. It is meant to be the blue print the
map to guide your PR efforts. Like sales,
marketing and any other business activity,
having a plan in makes success much more
likely.

6. Public Relations today involve complete analysis and
understanding of all the factors that influence people's
attitudes toward an organization. This is achieved through
what has been popularly called "Public Relation's Four-stage
Process". It is also called as R.A.C.E. The stages are:
 R-Research - of opinion, environment.
 A-Action &Planning & Budgeting - policy formulation,
programming, goal setting.
 C-Communication implementing planned communication
activities, execution.
 E-Evaluation - feedback and adjustment/course
modification.
Public Relations Process – R.A.C.E
Research
Action &
Planning,Budgeting
Communication
Evaluation

7. Eastman Kodak
Company-
1994 Campaign
Case Study
Title of Campaign:
Project WINGS - Imaging Back in Focus

8. Research
 Studies showing Kodak’s financial health was at
stake.
 Taking into account of Analysts’ opinion.
 Face to Face meetings with large investors
 Employee opinion surveys.
 Portfolio Analysis for KODAK “ as imaging goes,
so goes kodak.”

9. Action& Planning, Budgeting
Action Plan was framed on the basis of following Objectives
1. Objectives:
 To gain understanding among all audiences that focusing on imaging
is the best long term interests of Kodak, its shareholders, customers
and employees.
 To sustain employee moral, retain customer loyalty and avoid
disruption in the performance of divisions being divested.
2. Strategy:
Group Communications activities into three stages.
 Announcement stage
 Interim Stage
 Final stage
3. Budget:
 Budget allocated for internal and external communications was
$5,00,000.
 No paid advertising.

10. Communication
Stage 1
•Investor meeting
•Press Conference
•Employee news cascade within Kodak and affected
businesses.
•Management meetings with employees.
•Written other materials given to sales organisations
to reassure customers.
•Inform govt officials, suppliers, trade associations,
on first day.
Stage 2
•Annual meeting presentation.
•Employee Hotlines.
•Town meetings.
•Site focus groups.
•Special transition newsletters.
•Management Communication with employee
Stage 3
•Announcements about sales and businesses
(Incorporated the key messages of the campaign)
•Communications with employees and other target
audiences regarding the sale of each business.
Implementation

11. Evaluation
 Track medium coverage of Kodak’s
announcements
 Major Articles appeared in national press,
including Fortune and business Week
magazines.
 Track price of Kodak stock.
 Track continuing sales of companies to see if
the sales remained strong.
 Track employee turnover to see if
employees stayed with companies that were
sold.
 Track what the businesses sold for.

12. Thank You