Public relation is a two way process. It involves ... RACE is a concise and effective summary of how public relations should be performed and a clever mnemonic warning not to race into action before you think about what you're getting into. ACE and a few other approaches claimed to simplify public relations by combining the first two steps and reducing it to a three-step process. In the two decades I've coached accreditation candidates, more of them have used RACE than any other acronymic model. Public relations (PR) refers to managing how others see and feel about a person, brand, or company. They all agreed, however, that jotting down their acronym or the steps in their model when they started the test and recalling it each time they moved on to a new question reminded them to write complete answers. What distinguishes it from many other approaches is that it emerged from the public relations specialty known as issues management and therefore focuses on specific topical concerns.
Students would learn them well enough to get through their exams and then, just as quickly, forget them.
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So, over the years, we've been inundated with other acronyms that claim to be as good, or better, in describing the public relations process. RACE, GRACE, ACE, and dozens of similar acronyms have been used to describe the public relations process over the years. Consider those cited here, adopt one that has been published elsewhere, or make up your own. Faced with a stressful testing situation, candidates who don't have an easy-to-remember memory cue, such as an acronym, will often lose their focus and leave out key elements that they knew and should have written down. Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.
But, ultimately, they all come down to the same thing. Practitioners of public relations are active in an industry that has evolved rapidly by borrowing concepts from a wide range of other disciplines.
The PRSA exam directly asks candidates to explain the public relations process and essentially wants a textbook-style answer. For public relations, the methodology of the scientific research process in its social sciences form offers the opportunity to create model theory that can be applied to current practice. While they have wide latitude in responding, candidates are expected to apply a consistent step-by-step process in every situation. The IABC exam asks for more problem-solving and role-playing; it describes situations and asks candidates how they would respond.
Recalling an acronym can also keep practitioners from skipping important steps as they go through their daily work. To carry out their duties properly, a public relations should base their activities on the Public Relations (PR) process, because PR is a management function which each activity following the steps or procedures. PDF | On Sep 1, 2013, Shahram Gilaninia and others published The Role of Public Relations in Organization | Find, read and cite all the research you need on ResearchGate They simply divide the public relations process into different numbers of steps with different labels on them.
Public relations can and should make an important contribution in helping to form an organization’s ideas about what it is, what it should do and what its publics want and expect from it. ��H� 2&Dre�H� ���lN �x����: ��D�X��E 2�3��_S�����V ���q����0 ��� RACE describes public relations as a four-step, continually-cycling process. 1750 0 obj <> endobj PACE is one of several approaches that essentially kept the same four steps in its description of the public relations process but gave one or more of the steps a new name. On the one hand it seeks to interpret an organization to society while on the other it keeps the organization informed about the expectation of the society. Others include ACT, PAT, PICA, SISCE, SPACE, SPICE, and TRACE.
It was soon after that book that the Public Relations Society of America (PRSA) began citing RACE in its brochures and advocating it as a fundamental best practice for those seeking accreditation. ��ri�8��9��Y&=�̛A��ק_���� o����e0
Please keep in mind that the six acronyms cited here are only a few of the dozens of different acronyms that have been proposed by various scholars and practitioners. GRACE was used by three of my four most recent successful candidates, and the fourth used a non-acronymic, four-step model from a popular textbook.
-- But, a new trend seems to be emerging.
Although their approaches to testing are somewhat different, both the IABC and PRSA accreditation exams require a thorough understanding of public relations and the ability to quickly and concisely explain it. 1804 0 obj <>stream Despite this, John Marston is the person most closely associated with RACE because he featured it so extensively in his 1963 book, The Nature of Public Relations.
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