What is the first step in the public relations process according to the RACE acronym?

The first step in the public relations process according to the RACE acronym is research. This stage is crucial as it involves gathering information and insights about the organization, its audience, and the current situation. Conducting thorough research allows public relations professionals to understand the specific needs and interests of their target audience, identify key issues, and establish measurable objectives. It serves as the foundation for developing effective communication strategies and tactics.

By starting with research, public relations practitioners can ensure that the subsequent stages—action, communication, and evaluation—are grounded in a solid understanding of the environment and the audience. This methodical approach increases the likelihood of successful outcomes in public relations campaigns.