Public Relations DPR 3 B TOCOM Model Learning

Public Relations DPR 3 B TOCOM Model Learning Unit 2. 2 Student Manual pp 59 -77 15 August 2011

PR goals and objectives [1] l l l Goal related to one aspect of mission or purpose Goal desired outcome of plan of action to solve specific problem over life of campaign Objective addresses specific aspect of problem Several objectives contribute to achieving goal Objective specifies communication outcome, target public, expected level of attainment and time frame Campaign outcome: inform, create awareness, persuade, change behaviour, depending on vision, mission and goals or organisation 15 August 2011 DPR 3 B-TOCOM Model 2

PR goals and objectives [2] l l PR goals and objectives set to achieve organisational goals and objectives as part of PR strategy Number of models of frameworks for development of PR strategy TOCOMM model used worldwide, using elements of the systems theory Systems theory: l l each system is a 'whole' that is more than the sum of its parts, but also itself a 'part' of larger systems interdependent and interactional nature of the relationships that exist among all components of a system 15 August 2011 DPR 3 B-TOCOM Model 3

4 Mission/ Strategy 3 4 4 4 4 2. . . 1 Vision/ Goals ORGANISATION Structure / Processes Climate / Culture Communication 3 3 3 E N V I R O N M E N T Image / Reputation 15 August 2011 DPR 3 B-TOCOM Model 4

TOCOMM Model [1] Twente Oganisational Communication Model l l TOCOMM is a framework for designing organisational strategic communication Framework has to be filled in with the reality of the organisation and its environment l Framework by which communication within organisation and between organisation and environment can be analysed l Subsequently, interventions can be made and a communication plan can be drawn up and implemented 15 August 2011 DPR 3 B-TOCOM Model 5

TOCOMM Model [2] l TOCOM model based on the systems theory l Interaction between organisation and environments, between subsystems within organisation and between subsystems and the organisation as a whole l Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system l Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985) l Confirms contribution of Public Relations as managerial subsystem to success of organisation l Confirms contribution of communication to coordination of internal operations 15 August 2011 DPR 3 B-TOCOM Model 6

Four major components [1] Communication l l l Transparent circle: communication in organisation Relates to vision/goals, structure/processes and climate/culture TOCOMM a communication model, takes organisational change into account Important to take financial situation into account, can affect all decisions, ie communication, processes, climate, et al PR manager must estimate Ro. I when starting a PR campaign 15 August 2011 DPR 3 B-TOCOM Model 7

Four major components [2] Organisation Model applies to organisation as a whole as well as to various parts = solid inner circle l Possible to define environment l Outer circle echoes inner circle l System wholeness and system hierarchy l System networks = ways systems are connected to one another l Employees part of one or more networks NB to refer to back to 3 A strategy and systems theory l 15 August 2011 DPR 3 B-TOCOM Model 8

Four major components [3. 1] Identity, image and reputation l l l All three have an influence on the environment Organisation reflects a self-identity Members/employees reflect individual identities – emotions, skills, behaviours Reflected through messages, symbols, communication, messages that develop image of organisation and over time, its reputation Information passes in two directions - incoming and outgoing - and is modified along the way: input, throughput, output 15 August 2011 DPR 3 B-TOCOM Model 9

Four major components [3. 2] l l l Continued existence depends on exchange of info Contact with environment results in different kinds of networks Networks (inside and outside of organisation) have their own goals, cultures, structures Separate TOCOM model can apply for almost each contact in the organisations environment, units, members Contacts described ito strengths or type Contacts that organisation depends on for survival described as stakeholders 15 August 2011 DPR 3 B-TOCOM Model 10

Four major components [4] Vision/mission statement l l Prerequisite for good management is defined policy principles to serve as points of reference Requires a vision for communication derived from organisation’s vision 15 August 2011 DPR 3 B-TOCOM Model 11

Homework l l l Read example of application of how the TOCOM model can be applied to a Public Relations strategy Manual on pages 63 – 76 Prepare for class feedback and discussion 15 August 2011 DPR 3 B-TOCOM Model 12