# Public Relations and Communications - Phase 2 Processes Backlog

This document contains the prioritized backlog of processes to be implemented for the Public Relations and Communications specialization. Each process represents a key workflow that communications professionals execute regularly.

---

## Media Relations Processes

- [ ] **Media Relations Strategy Development** - Define target media outlets, journalists, and influencers aligned with organizational goals. Create media tiering, pitch strategies, and relationship-building plans using PESO model integration. [Reference](https://spinsucks.com/communication/peso-model/)

- [ ] **Press Release Development and Distribution** - Draft newsworthy releases following AP style, including compelling headlines, strong leads, quotes, and boilerplate. Coordinate wire distribution and targeted outreach. [Reference](https://www.prnewswire.com)

- [ ] **Media Pitching Campaigns** - Develop personalized story angles and pitches for target journalists. Execute outreach, track responses, and coordinate follow-up activities to secure coverage. [Reference](https://muckrack.com)

- [ ] **Media Interview Preparation** - Brief executives and spokespersons with key messages, anticipated questions, bridging techniques, and practice sessions before media interviews. [Reference](https://www.michaelsmartpr.com/)

---

## Crisis Communications Processes

- [ ] **Crisis Communications Plan Development** - Create comprehensive crisis playbooks including severity assessment matrix, escalation protocols, team roles (RACI), holding statements, and stakeholder notification procedures using SCCT framework. [Reference](https://www.sagepub.com/product/ongoing-crisis-communication)

- [ ] **Crisis Response Execution** - Implement rapid response protocols including situation assessment, message development, stakeholder prioritization, and coordinated multi-channel communications within critical first hours. [Reference](https://instituteforpr.org/crisis-management/)

- [ ] **Crisis Simulation and Training** - Design and conduct tabletop exercises and crisis simulations to test response plans, train spokespersons, and identify gaps in preparedness. [Reference](https://page.org/)

- [ ] **Post-Crisis Analysis and Recovery** - Conduct thorough post-crisis review, document learnings, update crisis plans, and implement reputation recovery strategies using Image Restoration Theory. [Reference](https://www.sunypress.edu/)

---

## Corporate Communications Processes

- [ ] **Corporate Messaging Architecture** - Develop structured messaging framework including core narrative, key messages, proof points, audience adaptations, and channel optimization guidelines. [Reference](https://www.routledge.com/Corporate-Communication)

- [ ] **Executive Visibility Program** - Build thought leadership platforms for executives through speaking opportunities, bylined articles, media appearances, and social media presence. [Reference](https://www.edelman.com)

- [ ] **Corporate Social Responsibility Communications** - Develop and communicate CSR initiatives, sustainability programs, and corporate citizenship activities to stakeholders authentically. [Reference](https://www.bcw-global.com)

- [ ] **Annual Report and Corporate Publications** - Plan and produce corporate publications including annual reports, corporate brochures, and investor communications aligned with brand standards. [Reference](https://www.mheducation.com/)

---

## Reputation Management Processes

- [ ] **Reputation Monitoring and Assessment** - Implement continuous monitoring of media coverage, social sentiment, and stakeholder perceptions. Conduct periodic reputation audits using established metrics. [Reference](https://www.reptrak.com)

- [ ] **Reputation Risk Identification** - Proactively identify emerging reputational threats through media scanning, social listening, and stakeholder feedback analysis to enable early intervention. [Reference](https://www.brandwatch.com)

- [ ] **Reputation Recovery Strategy** - Develop and execute strategies to rebuild organizational reputation following negative events using evidence-based approaches and third-party validation. [Reference](https://amecorg.com)

---

## Stakeholder Communications Processes

- [ ] **Stakeholder Mapping and Prioritization** - Identify and categorize stakeholders using the Stakeholder Salience Model (power, legitimacy, urgency). Develop engagement strategies for each priority group. [Reference](https://www.jstor.org/stable/259247)

- [ ] **Government and Regulatory Affairs Communications** - Manage communications with government officials, regulators, and policy makers. Track legislative developments and coordinate advocacy messaging. [Reference](https://hkstrategies.com)

- [ ] **Community Relations Program** - Build and maintain relationships with local communities through outreach programs, partnerships, and transparent communications about organizational activities. [Reference](https://page.org/site/the-page-principles)

- [ ] **Investor Communications Support** - Partner with IR on earnings communications, corporate announcements, and executive presentations that align corporate narrative with financial messaging. [Reference](https://www.businesswire.com)

---

## Internal Communications Processes

- [ ] **Internal Communications Strategy** - Develop comprehensive employee communications strategy including channel mix, content themes, cascade protocols, and engagement measurement using ADKAR change model. [Reference](https://www.koganpage.com/)

- [ ] **Change Management Communications** - Plan and execute communications supporting organizational changes including leader preparation, employee messaging, feedback mechanisms, and progress updates. [Reference](https://www.mheducation.com/)

- [ ] **Town Hall and Employee Event Planning** - Design and facilitate company-wide meetings, town halls, and engagement events that reinforce culture, share updates, and enable two-way dialogue. [Reference](https://staffbase.com)

- [ ] **Employee Advocacy Program** - Develop programs enabling employees to authentically share company content and stories, extending reach and credibility through trusted voices. [Reference](https://www.sociabble.com)

---

## Measurement and Analytics Processes

- [ ] **PR Measurement Framework Implementation** - Establish measurement programs following Barcelona Principles 3.0 and AMEC Integrated Evaluation Framework to track outputs, outcomes, and organizational impact. [Reference](https://amecorg.com/barcelona-principles-3-0/)

- [ ] **Media Coverage Analysis** - Analyze media coverage for message pull-through, sentiment, share of voice, and quality metrics. Create actionable reports for stakeholder communication. [Reference](https://www.cision.com)

---

## Summary

| Category | Process Count |
|----------|---------------|
| Media Relations | 4 |
| Crisis Communications | 4 |
| Corporate Communications | 4 |
| Reputation Management | 3 |
| Stakeholder Communications | 4 |
| Internal Communications | 4 |
| Measurement and Analytics | 2 |
| **Total** | **25** |

---

## Implementation Priority

### Phase 2A (Core Processes)
1. Media Relations Strategy Development
2. Press Release Development and Distribution
3. Crisis Communications Plan Development
4. Corporate Messaging Architecture
5. Reputation Monitoring and Assessment
6. Stakeholder Mapping and Prioritization

### Phase 2B (Supporting Processes)
7. Media Pitching Campaigns
8. Media Interview Preparation
9. Crisis Response Execution
10. Executive Visibility Program
11. Internal Communications Strategy
12. PR Measurement Framework Implementation

### Phase 2C (Advanced Processes)
13. Crisis Simulation and Training
14. Post-Crisis Analysis and Recovery
15. Corporate Social Responsibility Communications
16. Annual Report and Corporate Publications
17. Reputation Risk Identification
18. Reputation Recovery Strategy
19. Government and Regulatory Affairs Communications
20. Community Relations Program
21. Investor Communications Support
22. Change Management Communications
23. Town Hall and Employee Event Planning
24. Employee Advocacy Program
25. Media Coverage Analysis

---

## References

- Public Relations Society of America: https://www.prsa.org
- Chartered Institute of Public Relations: https://www.cipr.co.uk
- Institute for Public Relations: https://instituteforpr.org
- AMEC: https://amecorg.com
- Arthur W. Page Society: https://page.org
- Cision: https://www.cision.com
- Meltwater: https://www.meltwater.com
- PR Newswire: https://www.prnewswire.com
