Our Public Relations Maturity Model is designed to help organizations improve their PR capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are: - Undefined - Progressive - Mature - World-Class Additionally, it evaluates 8 components of Public Relations, as follows: - Orientation - Leadership - Process & Focus - Technology & Interoperability - Media Engagement - Budget & Staff - Management & Policy - Metrics To obtain this document, visit us at http://www.demandmetric.com/register

1. Public
Relations
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Orientation
No defined strategy or
process for Public
Relations
Need for a strategy
becomes apparent and
strategy formulation begins
by trial and error
A strategy is in place that
has produced some
results; Investments are
made to increase strategy
effectiveness
A sustainable strategy is in
place that produces
consistent results and
creates measurable value
Leadership
Unaware of need for or
value of PR. Willing to fund
press releases for
regulatory compliance only
Awareness of need for PR
exists; Part-time
responsibility delegated to
marketing;
Communications begin to
trickle out
Recognition that PR is
important and making
some contribution; Greater
leadership involvement in
some communications
PR is acknowledged as a
critical success strategy,
understood by all and with
strong executive
participation and support
Process Focus
No established media
relationships or process to
develop them
Spray and pray. Produce
press releases, find targets
and send as email
attachments
When the “spray & pray”
approach doesn’t produce
results, focus shifts to
building relationships with
key influencers
PR process completely
focused on delivering
insights and value to key
influencers, with whom
there are excellent
relationships
Technology &
Interoperability
No PR solutions in use
Spreadsheets/homegrown
media contact DB in use;
Google search used to
identify media contacts;
News distribution services
Subscription to a media
contact database is added
to more easily identify key
influencers
Fully integrated, cutting-
edge PR solution provides
media contacts, media
monitoring, news
distribution and
reporting/analytics
Media
Engagement
No proactive engagement.
Media interaction happens
only when or if media
inquiries occur
Learning who key media
contacts are, but media
contacts don’t yet know
them
Some media relationships
exist and there is
understanding about how
to build them
Strong, extensive set of
relationships exist with
media influencers;
Company is often sought
after as an expert source
Budget & Staff
No budget exists;
Spending & staffing is ad
hoc
Bare bones budget for
limited news release
distribution; Part time
responsibility of one staff
member
One or more full-time PR
staff, often supported by an
agency or publicist; Budget
for media contact DB
subscription and
professional development
conferences
An internal PR team exists
that functions like an
agency, and is often
supported by an outside
agency; Ample budget for
tools, training and travel to
meet influencers
Management &
Policy
Reluctance, ignorance or
even fear of media
engagement. No
designated media
spokesperson
Inexperienced but willing to
make something happen;
PR efforts managed by
someone fairly low in the
organization
Experienced with a solid
understanding of the PR
process and engagement
protocols; Management
gets reports and has
regular dialogue with PR
team
Expert media relations
skills exist; The PR team
works in close proximity to
executive team; Execs
consider communications
excellence a competitive
advantage
Metrics
No formal measurements
in place
Output metrics (e.g.
number of press releases
issued) and basic outcome
metrics (e.g. number of
placements, etc.)
Output metrics plus some
deeper outcome metrics
around interactions or
relationships with
influencers
Advanced output and
outcome metrics including
sentiment analysis and the
ability to link PR efforts to
business result
Public Relations Maturity Model