Download Internal publics are groups within the organization

PR
&
THE WRITERS
Dr. Inas A.Hamid
 The task of public relations writers is to communicate with publics.
 There are many publics; what youngers want to know is quite different
from what business want to know.
 If a company is going to create a new thrill ride. Think about different
concerns of different publics;
city's safety
engineers
youngers
residents
tourism
department
investors
 You have to prepare information to reach all of these publics, and the
information for each has a different focus.
 The focus is a responsible communication to satisfy the information
needs and interests of particular publics.
THE PUBLIC IN PUBLIC RELATIONS
 Each of us belongs to many different publics.
 I am a member of a public important to :
The
University
Real State agencies
Recruitment
Agencies
Banks
Politicians
Services
Clubs
 A PR writer for a university must write for faculty, students,
administrators, alumni, financial benefactors, community leaders,
legislators and sports fans.
 Messages may be received by “unintended audiences. So; awareness of
these publics, knowledge of them and sensitivity to their potential
reactions are critical because misunderstanding, some of crisis
proportions can result.
 PR people often find it useful to divide the publics they deal with into
two broad classes; internal and external.
 Internal publics are groups within the organization and share the
institution's identity.
 External publics are groups outside the organization
PRIORITY PUBLICS
 On any one project it is impossible to direct attention equally
to all publics. Therefore, PR people must select the publics that
are most important for the communication effort.
 In any event, the groups considered the most important for a
communication effort are called the target publics or priority
publics.
 Psychographics information is more important to PR writer
than demographics.
 Psychographics classified people by what they think, how they behave
and what they think about, and their special interests.
 Discovering and Prioritizing Publics.
 One informal method that can be used to discover and prioritize
publics is called PVI:
 P: the potential to influence a public.
 V: The vulnerability of the organization to that public (which may change over
time and in different situations).
 I: the impact of that public on the organization.
Public
P
+V
=I
Scale: 1-10
Scale: 1-10
Importance of public to
organization
CHANNELS
 To reach different publics, the PR writer must choose channels of
communication carefully. Each channel has characteristics that
make it suitable for sending a particular message to a particular
audience at a particular time.
 The channel must be:
 One that the target audience will receive and believe.
 Appropriate for the message.
SPECIALIZED MEDIA
 Media designed for a particular audience are called specialized, to distinguish them
from media for general audiences.
 Specialized media include:
internal publications that institutions
produce to communicate with :
Organization's Intranet
Computerized messages
CD-ROM
Emails
Films
slides
Management
Employees
Stockholders
Staff
Directors
MASS MEDIA
 Mass media includes books, magazines, newspapers, internet,……
 Mass media are mostly for communication with external publics.
 PR writers use mass media to reach large audiences, however, that
such media are seen by internal publics as well.
THE ROLE OF THE WRITER
 PR writers must be knowledgeable about
 publics, channels and all aspects of their institutions and the laws
that regulate their work.
 Financial aspect of a business to prepare the right messages and
annual reports.
 Must be able to borrow ideas from other fields as political science,
psychology and sociology.
 Must be alert to changing patterns of thought and behavior.
 Must be an expert in communication.
EXERCISES
Analyze the university's brochure. Are different appeals
addressed to first – year students, transfers and graduate
students?
Are the messages consistent with the University policy? Are
any of them inconsistent?