Sean Cotnam 
The RACE model of Public Relations is an invaluable tool when it comes to drafting a comprehensive Communications plan. The acronym stands for Research, Analysis, Communications, and Evaluation – each of these steps being an essential part of any successful PR campaign or department. Following the model’s guidelines will ensure that your campaigns are well-aligned with your organizational objectives and that you can accurately measure their performance.
It all starts with Research. To get the best results, you must take the time to get to know your organization, industry, and stakeholders. Many times, research starts from within. Does your organization grasp and articulate well its own mission, vision and the all-important “why” factor – why you do what you do? Options for research are numerous but the most common are consultations, audits, questionnaires, focus groups and other forms of primary and secondary research. Make sure to employ as many research methods as possible and, in this section, to document your work.
Once data is collected and research is documented, it’s time to Analyze, reflect or discern. What does the research reveal? What insights have you gleaned? This section includes important elements such as a SWOT analysis, key messages, and stakeholder mapping. To help narrow down your SWOT analysis, we often provide a summary of main points, which we call “insights. Including your strategies is a good way to end this section.
The third – and usually the largest – section within a typical RACE-model plan is Communicate. This is where you lay out your Action Plan. If your Analysis section can be compared to a medical assessment, the Communicate section is the prescription part. It’s here that we refer to our large inventory of possible communication activities – those we’ve done and have worked, those we’ve heard or read about and want to try or, those that we create that have never been done before. The key is not the quantity of activities but the alchemy of activities. Being clear and concise in what you propose is also essential. A timeline and budget can also be included in this section.
The final step in the RACE model is Evaluation. This is where you measure the success of your PR efforts and identify areas for improvement. This might include tracking media coverage, monitoring social media engagement, and gathering feedback from stakeholders. By evaluating your PR efforts, you’ll be able to identify what worked well and what didn’t and adjust for future campaigns.
Overall, the RACE model is an invaluable tool for organizations looking to plan and execute effective PR campaigns or build their communications function. By following the steps of Research, Analysis, Communications, and Evaluation, organizations can ensure their PR efforts are aligned with their organizational goals and measure the success of their campaigns.
