“It is the Long, Steady, Plodding ones who win the Lifelong Race” – Robert Service
Last week in PR Fundamentals class we learned about the RACE acronym: Research, Action, Communication, and Evaluation. RACE is a good reference point on how PR should be carried out successfully. First, before you do anything else, you must avoid putting the cart before horse. When you are faced with a public relations assignment at work or school, you must first do some research, even though it is tempting to jump right into the more fun, creative parts!
Starting with research was kind of a light bulb moment form me since I thought that you would want to ‘backwards engineer’ the thing by starting with the creative parts first, coming to a conclusion, and then backing it up with research. At first, beginning with research confused me but then I realized how silly I was being before, by ignoring research until later.
I can’t believe that I would make a mistake like that, particularity after spending years studying history for my bachelors degree, where it was all about research, all the time. Or maybe I just got tired of research and wanted to be creative for a change! This isn’t to say that you can not begin thinking of creative visions for the final product in the beginning. If you already have ideas, write the down and then brain storm a bit so that you don’t forget them!! I found that to be very useful because you can get your initial impressions out of the way, and then allow your brain some creative thinking upfront.
However, then you have to put that aside and begin researching first. Actually, I found that researching gave me a better, more creative perspective for the final product and allowed me to create a better strategy. To review: First, research by finding out everything you can about the situation, and maybe even do a SWOT or use another tool. Find the problem that you need to solve, then take action: Or rather plan how to take action. Use the research to assess and decide what to do next. The next step after action is communication: Decide exactly how to communicate your message to people most effectively. Finally, evaluate: review what you already have, and begin the process again if necessary before executing your plan or continuing with an already established plan.
Conclusion: RACE is very useful. I think that I will try experimenting with it and using it more in the future, to see what happens. I am also inspired to look up other similar methods! Do you know of any? Let me know if you do, as I want to gather all the tools I need before graduation!!
Also here is another image of summer. It snowed today and I feel like I cannot stand winter for another day! I will have to wear my winter boots today. Tragic.