The four-step PR concept created by John Marston – RACE

This acronym defines a particular process of Public relations.

Research

– This phase is mostly about finding what is the problem/situation. It describes the problems faced by the organisations it looks at what is involved and how specific it is to the directions of the organisations goals. In this phase PRP can look at maximizing the most positive outcomes.

Action

– This phase is mostly about program planning and what is going to be done about it. The main focus in this phase is to determine the best course of action to address to the problem.

Communication

– The communication phase is all about determining how the public will be told; it utilized all of the appropriate media to ensure that the message can be delivered successfully to there target audience. If they are successful it will have positive affects on the organisation and its public.

Evaluation

– In this…