public relations dpr 3b
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Public RelationsDPR 3B
TOCOM ModelLearning Unit 2.2
Student Manual pp 59-77
15 August 2011
PR goals and objectives [1]
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 DPR3B-TOCOM Model 2
PR goals and objectives [2]
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: 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 DPR3B-TOCOM Model 3
15 August 2011 DPR3B-TOCOM Model4
Mission/ Strategy
ORGANISATION
Image / Reputation
Vision/ Goals
Communication
Climate / CultureStructure / Processes
TOCOMM Model [1]Twente Oganisational Communication Model
TOCOMM is a framework for designing organisational strategic communication
Framework has to be filled in with the reality of the organisation and its environment
Framework by which communication within organisation and between organisation and environment can be analysed
Subsequently, interventions can be made and a communication plan can be drawn up and implemented
15 August 2011 DPR3B-TOCOM Model 5
TOCOMM Model [2]
TOCOM model based on the systems theoryInteraction between organisation and environments, between
subsystems within organisation and between subsystems and the organisation as a whole
Implies that organisation consists of interrelated subparts where the performance of a subsystem can affect the entire system
Confirms Public Relations as helping to establish and maintain mutually dependent relationships between organisations and publics (Cutlip, Center & Broom, 1985)
Confirms contribution of Public Relations as managerial subsystem to success of organisation
Confirms contribution of communication to coordination of internal operations
15 August 2011 DPR3B-TOCOM Model 6
Four major components [1]
Communication 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 RoI when starting a PR campaign
15 August 2011 DPR3B-TOCOM Model 7
Four major components [2]
Organisation Model applies to organisation as a whole as well as to
various parts = solid inner circle Possible to define environment Outer circle echoes inner circle System wholeness and system hierarchy System networks = ways systems are connected to one
another Employees part of one or more networks
NB to refer to back to 3A strategy and systems theory
15 August 2011 DPR3B-TOCOM Model 8
Four major components [3.1]Identity, image and reputation 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 DPR3B-TOCOM Model 9
Four major components [3.2]
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 stakeholders15 August 2011 DPR3B-TOCOM Model 10
Four major components [4]
Vision/mission statement 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 DPR3B-TOCOM Model 11
Homework
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 DPR3B-TOCOM Model 12
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