RACE is an acronym used widely by many PR professionals throughout decades. Breaking down the letters and delving into the different concepts instills analytical thinking and focuses on developing strategic approaches rather than racing to the action.
Over the years, other acronyms were developed but each one ultimately provides the same outcome: a step-by-step process to achieve effective PR plans. Below is a brief overview of RACE to get you started.
Research
In the world of PR, research is absolutely key. It’s prudent to invest of a lot of time into this first step — because it’s the most important. Research is the foundation to which we develop strategies and tactics to execute successful PR plans.
Begin with a situation analysis. Identify a problem/issue and analyze the situation. What information is needed? Who has a stake in this situation? What is the current public opinion? Do a SWOT analysis. Develop your understanding by asking the right questions and delving deep into the necessary research.
Assessment
With the information you gathered in ‘R’, it’s time to develop your objectives; plan your next course of action. What do you want to achieve? (Eg: build awareness of brand to university students) Who is your target audience and what do you want them to think, feel or do?
Developing strategies is the next essential step — how will you achieve your objectives? Identify your publics, stakeholders, key messages and communication channels. (Eg: utilize social media)
Communication
It’s time to execute your PR plan using measurable tactics. Strategies determine how you will achieve your objectives and tactics are what you will do. (Learn more about the difference between strategies vs. tactics.)
Create the message and get it to the public. What tools will you use to communicate key messages? (Eg: Facebook, Twitter) What is your timeline of execution? What is your budget?
Evaluation
Lastly, in everything that we do in PR, we need to determine our successes using metrics. This happens during and after the plan’s execution. Measure your results against your objectives. Set benchmarks throughout the execution to see whether or not the plan is on track.
Did your target audience understand the messages? Was the plan on schedule and within budget? Were there any surprises? How can we improve next time?
Will RACE Work for You?
RACE is a new concept for many (myself included). To familiarize ourselves with this process, apply the above steps to your organization. In addition, refer to PR plan examples to develop your understanding of RACE. Here are a couple of great examples:
Everyone has their preferences. RACE adapted from mixing many different elements into an simple step-by-step process.
I’m interested in hearing what works and doesn’t work for you! Do you think RACE will help you in your future PR plans? What processes do you take in planning for PR? What are your suggestions?
Mercy-Anne Guevarra 