Download PUBLIC RELATIONS Public Relations is a process involving many

Introduction
What will we cover in this topic?
1. EFFECTIVE PUBLIC RELATIONS
2. CRISIS COMMUNICATION
3. ISSUES MANAGEMENT
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When the Chinese President visited the U.S.
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When the American President went to China
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PUBLIC RELATIONS
Public Relations is a process involving many subtle
and far reaching aspects like research and analysis,
policy formation, programming, communication,
and feedback from numerous public.
People has wrong impression and define Public
Relations by some of its most visible techniques
and tactics, such as publicity in newspaper, a
television interview with an organization’s
spokesman, or the appearance of a celebrity at a
special event.
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Definitions of Public Relations
 “Public Relations is the management function which evaluates
public attitudes, identifies the policies and procedures of an
individual or an organization with the public interest, and plans and
executes a program action to earn public understand and
patience.”
- PR Newsletter
 Public Relations is the distinctive management function which
helps establish and maintain mutual lines of communication,
understanding, acceptance, and cooperation between an
organization and its publics; involves the management problems
or issues; helps management keep informed on and responsive to
public opinion; defines and emphasizes the responsibility of
management to serve the public interest; helps management keep
abreast of and effectively utilize change, serving as an early
warning system to help anticipate trends; and uses research and
sound ethical communication techniques as its principal.
- Rex Harlow, founder PRSA
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 Public relations is the management function that identifies,
establishes, and maintains mutually beneficial relationships
between an organization and the various publics on whom its
success or failure depends.
- Scott M. Cutlip, Allen H. and Glen M.Bloom
 Today modern practice of Public Relations
“ a communication function of management through which
organizations adapt to, alter, or maintain their environment for the
purpose of achieving organizational goals.
- Professors Lawrence W.Long and Vicent Hazelton
 The approach is foster open, two way communication and mutual
understanding with the idea that an organization also changes its
attitudes and behaviors in the process – not just the target
audience.
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Keywords from the Definitions of
PRs
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Deliberate
Planned
Performance
Public interest
Two- way communication
Management function
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Public Relations as a Process
 Public Relations is a process – that is , a series of actions,
changes, or functions that bring about results
 John Marston use RACE as 4 key elements for the Public
Relations activities:
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Research. What is the problem or situation?
Action( program planning). What is going to be done about it?
Communication (execution). How will the public be told?
Evaluation. Was the audience reached and what was the effect?
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Steps in Public Relations Process
4. Evaluating the
Program
"How did we do?"
Assessment
Implementation
1. Defining Public
Relations Problems
"What's happening now?"
Situation Analysis
Strategy
"How and when do
"What should we do
we do and say it?"
and say, and why?"
3. Taking Action and
Communicating
2. Planning and
Programming
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Public Relations – Process As A Never-ending
Cycle
Research and
analysis
Policy formation
Programming
Communication
Program
assessment and
adjustment
In the
conceptualization of
public relations as a
cyclical process,
feedback- or audience
response- leads to
assessment of the
program, which
becomes an essential
element in the
development of
another public
relations project.
Feedback
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Components Of Public Relations
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Counseling
Research
Media Relations
Publicity
Employee/Member Relations
Community Relations
Public Affairs
Government Affairs
Issues Management
Financial Relations
Industry Relations
Development/Fund Raising
Multicultural Relations/Workplace Diversity
Special Events
Marketing Communications
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Public relations differs from:
• Journalism
• Advertising
• Marketing
Public relations supports marketing
When Public Relations becomes part of marketing strategy, it is
often called marketing communication. Public Relations can be
used to create an environment in which a corporation can
successfully sell its products.
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Models of Public Relations
1.
2.
3.
4.
Press Agentry /Publicity
Public Information
Two-Way Asymmetric
Two-Way Symmetric
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Characteristics of Four Models of Public Relations
Model
One Way
Purpose
Organizational
Two Way
Press Agentry/
Public
Two-way
Two-way
Publicity
information
Asymmetrical
Symmetrical
Propaganda
Dissemination
Scientific
Mutual
of information
persuasion
understanding
Dissemination
Advocacy
Mediation
Advocacy
contribution
of information
Nature of
One-way;
One-way;truth
Two-way;
Two-way;
communication
complete truth
important
imbalanced
balanced effects
not essential
Communication
Source to Rec
effects
Source to Rec
Model
Source to Rec
Group to Group
feedback
feedback
Nature of
Little;
Little;
Formative;
Formative;
research
counting house
readability
evaluative of
evaluation of
,readership
attitudes
understanding
Source: Adapted from Grunig and Hunt, Managing Public Relations, 1984, p. 22.
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The Values of Public Relations
• Need not more information but sensitive
communication, with Public Relations Practitioner
can explain the goals and methods of individuals,
organizations, and governments to others in a
socially responsible manner.
• Provide what the other are thinking to guide the
individuals, organizations, and governments in
setting their policies wisely for the common good.
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CRISIS COMMUNICATIONS
WHAT IS A CRISIS ?
 “situations characterized by surprise, high threat
to important valves, and a short decision time”
— Ole R.Holsti
 “a disruption that physically affects a system as
a whole and threatens its basic assumptions, its
subjective sense of self, its existential core”
— Thierry C.Pauchant and Ian J. Mitroff
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What Is A Crisis ?
Pacific Telesis reported has the best definition:
A crisis is “an extraordinary event or series of
events that adversely affects the integrity of the
products, the reputation or financial stability of the
organization; or the health or well-being of
employees, the community, or the public at large”
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Organizational Crisis
List of crises could happen in organizations:
-a product recall
-a plane crush
-government investigation
-strike
-insider trading scandal
-protest
-hostile takeover
-death of top executive
-sexual harassment
-a hospital malpractice suit
-CEO get arrested for drunk driving
-computer system crash, causing to lose all data
-etc……..
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Crisis Communications Plan
 14 Percent of business crises are unexpected, 86 percent are
‘smoldering’ crises in which an organization is aware of potential
business disruption long before the public finds out about it
(Institute of Crisis Management)
 The study also found out 50% of 500 companies did not have a
crisis communications plan even 89% of CEO aware business
crisis almost inevitable.
 A crisis communications plan is important as handling a crisis
effectively could save lives and millions of dollars
 A well managed crisis will enhance one’s reputation and business.
A poor managed one can damage both the organization up to
costly litigation.
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Communication During a Crisis
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Put the public first
Take responsibility
Be honest
Never say" no comment”
Designate a single spokesman
Set up a central information center
Provide constant flow of information
Be familiar with media and deadlines
Be accessible
Monitor news coverage and telephone inquiries
Communicate with key publics
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Crisis Communication Strategies
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Attack the accuser
Denial
Excuse
Justification
Ingratiation
Corrective action
Full apology
To consider more accommodative strategies if defensive
strategies are not effective in repairing an organization’s
reputation or restoring previous sale levels.
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 Accommodative strategies emphasize on
repair, which is needed as damage worsens
 Defensive strategies (denial, excuse and attack
the accuser), become less effectives as
organizations are viewed as responsible for the
crisis.
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Some organizations not adopt an accommodate strategies or two
way communication when deal with crisis or conflict with some publics
due to:
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Management’s moral conviction that the public is wrong
Legal constraints
Prohibition by senior management against an accommodative
stance.
Possible conflict between departments of the organization on what
strategies to adopt.
Moral neutrality when two contending publics want the organization
take sides on policy issued.
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ISSUES MANAGEMENT
 One of the component of Public Relations
and strategic planning.
 It involves an assessment of an issue and
its importance to the organization.
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Issues Management Matrix
Build
alliances
High impact
on business
Low opportunity
to influence
Infrequent
monitoring
Priority for
resources
High opportunity
to influence
Low impact
on business
Constant
monitoring
Bader Rutter & Associates
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Issues Management is a proactive and
systematic approach to :
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Predict problems
Anticipate threats
Minimize surprises
Resolve issues
Prevent crises
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Definition of Issues Management
 Issues Management is the organized activity of identifying
emerging trends, concerns, or issues likely to affect an
organization in the next few years and developing a wider and
more positive range of organizational responses toward the future.
--- Coates, Jarratt and Heinz
 Issues Management is proactive in that it tries to identify issues
and influence decisions regarding them before they have a
detrimental effect on a corporation.
--- Philip Gaunt and Jeff Ollenburger
The basic concept of issues management is proactive
planning
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Contrast Between Issues Management
And Crisis Communication
 Proactive vs Reactive
 Crisis communication more reactive
dealing with an issue after it becomes
public knowledge and affects the company
 Issues management is active planning and
prevention will be a difference between
non-crisis and crisis.
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 Most organizational crises are self-inflicted
because management ignored early warning
signs.
 Organizations would avoid bad publicity and
public outcry if they had paid attention to the
concept of issues management.
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Steps in Issues Management
1. Issues Identification
2. Issues Analysis
3. Strategy Options
4. Action Plan
5. Evaluation
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Conclusion
 Can you now distinguish public relations,
crisis communication and issues
management?
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