How to win the RACE

There are such things as an actual race like a cross country meet or NASCAR race, but there’s also a thing called a RACE outline for PR. What is a RACE outline you might ask? It is a strategic PR plan that gets you started on your campaign.

RACE stands for:

Research

Action Planning

Communication

Evaluation

All of these components make up a RACE outline and each stage has importance. Research can fall under qualitative, quantitative, primary, secondary, or SWOT (Strengths, Weaknesses, Opportunities, Threats). It is used for looking up trends in the market place and understanding the material to further your study. Action planning is making the GOST (Goals, Objectives, Strategies, Tactics) outline and addressing the problem or what needs to be achieved. Communication is addressing the public about the plan. Evaluation is assessing your goals and looking back to what you implemented seeing what worked, what didn’t, and what you can do to improve.

Utilizing this outline is your biggest tool for completing a PR campaign. It is organized, to the point, and carries you along the process of making a successful PR campaign. Leveraging the knowledge of what you already know and having connections with others in PR firms will help your RACE outline run smoothly and be the most efficient.

Lindsy Hentschel, Junior Account Executive, KCCC

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