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Faculty of Human Sciences
Department of Communication
SEMESTER 1, 2017: VACATION SCHOOL
PUBLIC RELATIONS (PRL311S)
Emily M. Brown
Senior Lecturer: Journalism & Media Tech.
Event Specific Picture –
behind red graphic
11 April 2017
Faculty of Human Sciences
Department of Communication
AN ICE-BREAKER
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Discuss the activity taking place in the photo.
Is it a formal or informal event?
In which part of the world is it taking place?
What else have you observed?
How do you feel about the fact that its mostly men taking part in the
meeting?
• Why should we not feel good about this?
• What would you do as Public Relations practitioner to avoid such a
situation?
Faculty of Human Sciences
Department of Communication
THE IMPORTANCE OF MAINSTREAMING GENDER
“Of all the sources of inequality and exclusion across the globe, gender is the
most cross-cutting of all.... While society generally identifies other forms of
inequality, gender inequality is so ‘normalised’ that it often goes unnoticed,
including by women who have been socialised to accept their inferior status.
Despite changes in laws and Constitutions, many women remain minors all their
lives – under their fathers, husbands, even sons, and as widows subject to male
relatives.” (SADC Gender Protocol 2015 Barometer.)
Do you agree with this quote? Lets discuss it.
Faculty of Human Sciences
Department of Communication
THE CONCEPT ‘MAINSTREAMING’: THE BENEFITS
• To ‘mainstream’ something (such as gender, for example), means we bring it to
the fore – we ensure that it stands out.
• Mainstreaming gender means we ensure women and men are considered
equally in a situation that affects them directly.
• In Namibia, the Constitution is rights-based, where women and men are equal
in the eyes of the law.
• Mainstreaming gender allows for diversity, fairness and balance.
• Furthermore, Namibia has (based on the National Population and Housing
Census, 2011) 51% women, yet they are often overlooked in terms of positions
of prominence, power and authority.
• Unless gender is mainstreamed, we will hear the voices of men, only, even
when issues that are addressed affect women directly, for example
reproductive health.
Faculty of Human Sciences
Department of Communication
UNDERSTANDING PUBLIC RELATIONS
In order to bring about understanding of what the Public
Relations profession entails, various theorists have
provided definitions in order to facilitate such
understanding. Some theorists have emphasised the
role of Public Relations, while others have approached
the subject from the point of view of the organisation
and through Public Relations. There are those theorists
too, who focus on how the organisation’s publics
perceive the role of the Public Relations practitioner.
Faculty of Human Sciences
Department of Communication
DEFINING PUBLIC RELATIONS
"Public Relations is the art and social science of analysing
trends, predicting their consequences, counselling
organisations' leaders and implementing planned
programmes of action which will serve both the
organisation and the public interest". (First World
Assembly of Public Relations Associations, Mexico City,
Dec. 1978)
Faculty of Human Sciences
Department of Communication
MORE DEFINITIONS OF PR
"Public Relations ...
..... helps an organisation and its publics adapt mutually
to each other;
..... is an organisation's efforts to win the cooperation of
groups of people.” (Lesly, 1987)
Faculty of Human Sciences
Department of Communication
DEFINITIONS OF PR
contd....
According to the Public Relations Institute of Southern Africa
(PRISA) "Public Relations is the management - through
communication - of perceptions and strategic relationships
between an organisation and its internal and external
stakeholders." (Skinner, C and L. von Essen, 1999: 4).
Faculty of Human Sciences
Department of Communication
DEFINITIONS OF PR Contd......
"PR people have the role of always being in the middle pivoted between their clients/employers and their publics ...
This role "in the middle" does not apply to any other group
that deals with the climate of attitude. Experts in other fields journalists, sociologists, politicians, etc. - are oriented in the
direction of their specialties". (Lesly, P. 1979: 2).
Faculty of Human Sciences
Department of Communication
DEFINITIONS OF ADVERTISING
1.
“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or services
by an identified sponsor”. (Definitions Committee of
the American Marketing Association.)
2.
Advertising refers to communication that effectively and
efficiently provides persuasive messages about products or
services for potential consumers or buyers of those products/
services. (Rouse and Rouse, 2002:218).
Faculty of Human Sciences
Department of Communication
DEFINITIONS OF ADVERTISING contd....
3.
“Advertising is any visual or aural communication,
representation, reference or notification of any kind
which is intended to promote the sale, leasing or use of
any goods or services, or which appeals for or promotes
the support of any cause”. (Advertising Standards
Authority - ASA, SA).
4.
“Any paid form of non-personal communication designed
to influence to modify the mental mind-set of users and
potential users of products and services.” (Sinclair and
Barenblatt)
Faculty of Human Sciences
Department of Communication
DEFINITIONS OF ADVERTISING contd....
5.
Advertising is about the sale of products, services or
ideas, and as such advertising must be designed to
influence consumer opinions. (Tanya Woker)
6.
Advertising is paid for time or space, except the case of
public service announcements (PSA’s), where the time and
space are donated to a non-profit organisation. (Newsom,
et al. 1996:388)
Faculty of Human Sciences
Department of Communication
EXAMPLES OF ADS: LET’S DISCUSS
Faculty of Human Sciences
Department of Communication
EXAMPLES OF ADS: LET’S DISCUSS contd...
Faculty of Human Sciences
Department of Communication
EXAMPLES OF ADS: LET’S DISCUSS contd..
Faculty of Human Sciences
Department of Communication
THE JUNE EXAMS: REQUIREMENTS IN TERMS OF PR
• A 3-HOUR EXAM
• 5 QUESTIONS TO BE ANSWERED
• QUESTIONS 1 and 2 provide a choice – you answer either ‘A’ OR ‘B’ UNDER
THESE QUESTIONS
• RELEVANT EXAMPLES IN ANSWERS ARE CREDITED
• BOTH SHORT- AND ESSAY-TYPE QUESTIONS ARE INCLUDED
13 Storch Street
Private Bag 13388
Windhoek
NAMIBIA
Faculty of Human Sciences
Department of Communication
THANK YOU!
Thank You.
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