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As a model for the PR process, RACE (Research, Action, Communication, Evaluation) has been widely adopted by the PR profession. But, as a tool for teaching, I believe RACE leaves some gaps, so I've coined a new acronymn, ROSIE -Research, Objectives, Strategies, Implementation and Evaluation to help clarify the planning process to my students at the University of Delaware (UD) and provide them with a model for their future work in public relations.
ROSIE came into being in part because I always felt that the traditional RACE model -- coined by John Marston in "The Nature of Public Relations" in 1963 - isn't useful in teaching or planning because essential steps are omitted.
From the perspective of my 40plus years as a practitioner and 20 as a teacher, I liked the idea of using an easily remembered acronym to demonstrate the process. But I wanted one that would reflect public relations as a management function and give students a clearer representation of its components. ROSIE is the combination that worked for me, and based on the feedback I've received, ROSIE is being used out in the marketplace by my former students and others who've learned about it from them.
At UD, ROSIE is the foundation for nearly all study and analysis, from case studies to...