The document outlines a 4-stage maturity model for public relations: 1) Undefined - No defined PR strategy or processes, relying on sporadic press releases. 2) Progressive - Focus shifts to building media relationships and trial-and-error strategy development. 3) Mature - Sustainable strategy produces consistent results, and PR is recognized as important. 4) World-Class - PR is a critical success strategy with advanced metrics and executive support.

1. PUBLIC RELATIONS
Maturity Model
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Process Focus
No defined strategy or process for
Public Relations
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 excel-
lent relationships
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 regu-
latory 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 leader-
ship involvement in some communications
PR is acknowledged as a critical
success strategy, understood by all
and with strong executive participa-
tion and support
Technology &
Interoperability
Fully integrated, cutting-edge PR solu-
tion provides media contacts, media
monitoring, news distribution and
reporting/analytics
No PR solutions in use
Spreadsheets/homegrown media
contact DB in use; Google search used
to identify media contacts; News distri-
bution services
Subscription to a media contact data-
base is added to more easily identify key
influencers
Public
Relations

2. Media
Engagement
Budget &
Staff
Management &
Policy
Metrics
No budget exists; Spending & staffing
is ad hoc
No proactive engagement. Media
interaction happens only when or if
media inquiries occur
Reluctance, ignorance or even fear of
media engagement. No designated
media spokesperson
No formal measurements in place
Inexperienced but willing to make
something happen; PR efforts
managed by someone fairly low in
the organization
Output metrics (e.g. number of press
releases issued) and basic outcome
metrics (e.g. number of placements, etc.)
Experienced with a solid understanding
of the PR process and engagement
protocols; Management gets reports
and has regular dialogue with PR team
Output metrics plus some deeper
outcome metrics around interactions or
relationships with influencers
Expert media relations skills exist;
The PR team works in close proximity
to executive team; Execs consider
communications excellence a competi-
tive advantage
Advanced output and outcome
metrics including sentiment analysis
and the ability to link PR efforts to
business result
Bare bones budget for limited news
release distribution; Part time responsi-
bility of one staff member
Learning who key media contacts are,
but media contacts don’t yet know
them
One or more full-time PR staff, often
supported by an agency or publicist;
Budget for media contact DB subscrip-
tion and professional development
conferences
Some media relationships exist and there
is understanding about how to build them
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
Strong, extensive set of relationships
exist with media influencers; Company
is often sought after as an expert
source
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Public
Relations
PUBLIC RELATIONS
Maturity Model
V I E W R E S O U R C E
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