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