Download Public Relations

Organization of the summer term
PS (12 weeks) 17. 2. 2014 – 10. 5. 2014
Examinations (4 weeks) 12. 5. 2014 – 7. 6. 2014
Form of examination
Written test.
Obligatory attendance at workshops: 75 %
In order to successfully graduate the course the students will also have to prepare
presentations for each lecture in advance that will be presented at each lecture.
Organization of the summer term
Dates and themes of lectures
1. February 18, 2014 : History of PR – till WW2
2. February 25, 2014: PR in a new millennium (definitions, principles)
3. March 3, 2014: PR as a part of the communication
4. March 11, 2014: Corporate identity
5. March 18, 2014: Internal PR
6. March 25, 2013: Crisis communication
7. April 1, 2014: CSR
8. April 8, 2014: Social media
9. April 15, 2014: PR tools (HR, media relations)
10. April 22, 2014: PR, lobbying and sponsoring
11. April 29, 2014: PR strategy, planning
12. May 6, 2014: Professional associations of PR, PR ethics
Organization of the summer term
Dates and themes of workshops
1. February 25, 2014: Understanding a brief
2. March 11, 2014: PR plan + budget
3. March 25, 2014: Press conferences
4. April 8, 2014: Press release and press materials
5. April 22, 2014: Social media
6. May 6, 2014: Events
Organization of the summer term
Dates and themes of workshops
1. February 25, 2014: Understanding a brief
2. March 11, 2014: PR plan + budget
3. March 25, 2014: Press conferences
4. April 8, 2014: Press release and press materials
5. April 22, 2014: Social media
6. May 6, 2014: Events
1. February 18, 2014 : History of PR – till WW2
Presenters:
2. February 25, 2014: PR in a new millennium (definitions, principles)
Presenters:
3. March 3, 2014: PR as a part of the communication
Presenters:
4. March 11, 2014: Corporate identity
Presenters:
5. March 18, 2014: Internal PR
Presenters:
6. March 25, 2013: Crisis communication
Presenters:
7. April 1, 2014: CSR
Presenters:
8. April 8, 2014: Social media
Presenters:
9. April 15, 2014: PR tools (HR, media relations)
Presenters:
10. April 22, 2014: PR, lobbying and sponsoring
Presenters:
11. April 29, 2014: PR strategy, planning
Presenters:
12. May 6, 2014: Professional associations of PR, PR ethics
Presenters:
Lesson 2: Public relations in new millennium, theory, methodology.
Resources of PR, definition of PR, principles of PR, role of PR in nowadays
society, character of PR in todays society (agenda setting), controlled
reputation in non-branded fields. Internal public, external public,
unconscious and conscious public, influencers of public opinion, system
relations and interest groups. Public opinion, target group, stakeholders.
Means of dialog with public, publicity and medicalization of an issue, life
cycle of news and trends, trends analysis, life cycle o fissues, proceedings
in issue management, content analysis as a tool of strategic control of
communication with public.
Public relations - definition
Public relations: an emerging profession, originated in late 19th century
with rapid expansion through 20th century
Definition: 472 possible definitions - Rex Harlow
Public relations - definition
Many definitions since than, one of the useful is the definition set up by
the Institute of Public Relations (IPR) in 1987:
Public Relations is the planned and sustained effort to establish and
maintain goodwill and understanding between and organization and its
publics.
PR activities are not automatic or effortless. They have to be established
and maintained. The aim is not popularity or approval, but goodwill and
understanding.
Public Relations is not just about
promoting the organizations, PR work
has to ensure that publics have an
accurate view of the organization,
even if they do not like what the it
does (Revenue and Customers, IRS –
they do not expect to be loved for
their activities, but might hope to be
respected or at least understood.
Public relations - definition
More recently the Chartered Institute of Public Relations (CIPR) extended
its definition to:
Public Relations practice is the discipline concerned with the reputation
of organizations (products, services, individuals) with the aim of earning
understanding and support.
Public Relations is about reputation: the result of what you do, what
you say and what others say about you…
Public relations - definition
Public relations – definition
Public – what does it mean?
PR is not about dealing with „the public“ – there is not such thing as the
public. Instead there are many different groups of people: consumers,
suppliers, employees, trustees, members, political bodies, local
residents…… all of them have different information needs and exert
different demands on organizations. Understanding these differences is
vital skill of PR.
Public relations – definition of PR by opponents
Definitions that most textbooks leave out are the definitions of PR by
critics: PR = synonymous with propaganda, evidenced by a constant
stream of abuses of public trust by corporate communicators…
PR = propaganda???
There is a very slight difference
between propaganda and
public relations.
• Propaganda has an
objective of influencing
people to agree with a
particular cause or belief.
• Public relations on the
other hand is maintaining
image of a company.
Public relations vs. advertising
1. Paid Space vs. Free Coverage
Advertising:
The company pays for
ad space. You know
exactly when that ad
will air or be published.
Public Relations:
Your job is to get free publicity
for the company. From
conferences to press releases,
you're focused on getting free
media exposure for the
company and its
products/services…
Public relations vs. advertising
2. Creative Control vs No Control
Advertising:
Since you're paying for
the space, you have
creative control on what
goes into that ad.
Public Relations:
You have no control over how
the media presents your
information, if they decide to
use your info at all. They're not
obligated to cover your event or
publish your press release just
because you sent something to
them.
Public relations vs. advertising
Public relations vs. advertising
3. Shelf Life
Advertising:
Since you pay for the
space, you can run your
ads over and over for as
long as your budget
allows. An ad generally
has a longer shelf life
than one press release.
Public Relations:
You only submit a press release
about a new product once. You
only submit a press release
about a news conference once.
The PR exposure you receive is
only circulated once. An editor
won't publish your same press
release three or four times in
their magazine.
Public relations vs. advertising
4. Wise Consumers
Advertising:
Consumers know when
they're reading an
advertisement they're
trying to be sold a
product or service.
Public Relations:
When someone reads a third-party
article written about your product
or views coverage of your event on
TV, they're seeing something you
didn't pay for with ad dollars and
view it differently than they do
paid advertising.
"The consumer understands that we have
paid to present our selling message to him
or her, and unfortunately, the consumer
often views our selling message very
guardedly," Paul Flowers, president of
Dallas-based Flowers & Partners, Inc.,
said. "After all, they know we are trying to
sell them."
"Where we can generate some sort of
third-party 'endorsement' by
independent media sources, we can
create great credibility for our clients'
products or services," Flowers said.
Public relations vs. advertising
5. Creativity or Nose for News
Advertising
In advertising, you get
to exercise your
creativity in creating
new ad campaigns and
materials.
Public Relations:
In public relations, you have to
have a nose for news and be able
to generate buzz through that
news.
You exercise your creativity, to an
extent, in the way you search for
new news to release to the media.
Public relations vs. advertising
6. Target audience or Hooked editor
Advertising:
You're looking for your
target audience and
advertising accordingly.
You wouldn't advertise
a women's TV network
in a male-oriented
sports magazine.
Public Relations:
You must have an angle and hook
editors to get them to use info for
an article, to run a press release or
to cover your event.
Public relations vs. advertising
7. In-house or Out on the Town
Advertising
If you're working at an
ad agency, your main
contacts are your coworkers and the
agency's clients.
If you buy and plan ad
space on behalf of the
client, then you'll also
interact with media
sales people.
Public Relations:
You interact with the media and
develop a relationship with them.
Your contact is not limited to inhouse communications. You're in
constant touch with your contacts
at the print publications and
broadcast media.
Public relations vs. advertising
8. Limited or Unlimited contact
Advertising:
Some industry pros
have contact with the
clients. Others like
copywriters or graphic
designers in the agency
may not meet with the
client at all.
Public Relations:
You are very visible to the media.
PR pros aren't always called on for
the good news.
If there was an accident at your
company, you may have to give a
statement or on-camera interview
to journalists. You may represent
your company as a spokesperson
at an event. Or you may work
within community relations to
show your company is actively
involved in good work and is
committed to the city and its
citizens.
Public relations vs. advertising
9. Special events
Advertising:
If your company
sponsors an event, you
wouldn't want to take
out an ad giving
yourself a pat on the
back for being such a
great company. This is
where your PR
department steps in.
Public Relations:
If you're sponsoring an event, you
can send out a press release and
the media might pick it up. They
may publish the information or
cover the event.
Public relations vs. advertising
10. Writing style
Advertising:
Buy this product! Act
now! Call today!
Subscribe for the
membership just now!
These are all things you
can say in an
advertisement. You
want to use those buzz
words to motivate
people to buy your
product.
Public Relations:
You're strictly writing in a nononsense news format. Any
blatant commercial messages in
your communications are
disregarded by the media.
Public relations x marketing
If public relations is concerned with driving awareness, building brand
reputation and “the story,”
marketing is more explicitly concerned with “the sale” and the bottom line.
The messaging may be similar, and sales are a component of PR, but the
marketing department is most often concerned with tactics to drive
immediate purchases like e-mail marketing, coupons and signage. Public
relations is still very much focused on securing media coverage.
Main activities in public relations
Public relations activity
Explanation
Example
Internal communication
Communication with employees
Corporate PR
Communicating on
behalf of the whole
company, not goods or
services
Annual reports, conferences, visual
identity, images
Media relations
Communicating with
journalists, editors from
local, national,
international and trade
media (newspapers,
magazines, radio, TV,
web based com.)
Press releases, video news
releases, press events
Business to business
Communication with
other organizations
(suppliers, retailers)
Exhibitions, trade fairs, newsletters
Public affairs
CSR
Communication with
opinion formers (KOFs)
– politicians, scientists
Communicating with
local community,
representatives,
headteachers…
In house newsletter, suggestion boxes
Presentations, private meetings,
public speeches
Exhibitions, letters, meetings, sport
activities, sponsorship
Main activities in public relations
Public relations activity
Explanation
Example
Investor relations
Communication fin. organis/indiv. Events, briefings, newsletter
Strategic
communication
Analysis of the
situation, problem and
solution to further
organ. goals
Researching, planning and
executing a campaign to improve
ethical reputation of organization
Issue management
Monitoring political,
social, economic and
technological
environment
Effect of US economy and
presidential campaign on OK
organization
Crisis management
Communicating clear
messages in fast
changing
situation/emergency
Dealing with media after major rail
crash on behalf of police, hospital…
Copywriting
Writing for different
audiences to high
standards of literacy
Press releases, newsletter, web
pages, annual reports
Publication mgmt.
Overseeing print/media
processes, oftenusing
new technology
Leaflets, internal magazines,
websites
Events managements,
exhibitions
Organization of
complex events,
exhibitions
Annual conferences, press launch,
trade shows
PR principles
Target Information
Using a press release distribution service can cost money and
make the process of getting information out to the public an
expensive proposition. Prior to releasing information, target the
audiences that you feel would have the greatest interest in your
press release or marketing data.
Photographs
A well-written press release can help the public understand the
point you are trying to make. Including a pertinent picture with
your press release can give the public a visual image that will
either add emphasis to your message, or clarify any potential
confusion that your message may cause.
Media Relations
A public relations professional's best allies are journalists. Good
media relations will not only get your press releases printed in
spots where the public will see them, they can also result in
personal interviews that will gain your company even more
exposure.
.
PR principles
Tools
Understand all of the public relations tools at your disposal and
know how to use them. Press releases, speeches, personal
interviews, seminars, web broadcasts and direct mail pieces are
just some of the tools a public relations professional can use to
reach the target audience.
Timing
Some public relations pieces can be scheduled for release well
in advance. For example, the announcement of a new product
is something a public relations professional can coordinate with
the marketing group to get the timing right. But a public
relations group should also be prepared to release important
information on a moment's notice to coincide with a scandal or
corporate emergency.
PR principles
Availability
Reporters cannot confirm information in time to make print
deadlines if you are not available at all times. Availability is
critical for a public relations professional, and that means giving
all of your contact information to the media and remaining on
call at all times.
Stay Active
Your company should not wait for moments to present public
relations materials. You should remain active in finding new
ways to get information to the consumer or media. Make
yourself available for speeches and seminars, and become an
active member in professional and civic organizations.
Fact Checking
Never release information until it has been thoroughly checked
for accuracy. Develop a fact-checking system for press releases
and all public relations materials that will get the information to
all pertinent parties to sign off on before it is made public.
PR principles
Deceit
Never deceive the public with any information you release. A lie
will be uncovered and the resulting fallout from deceit can be
worse than the issue you were trying to cover up. Present the
facts in a way that sheds as much positive light on your
company as possible.
Contact Information
Every piece of public relations material that comes from your
company should have contact information that includes a
contact name, phone number, email address and mailing
address. Give the public a chance to follow up on the
information you released and the media a chance to present
further information if they find the story interesting.
PR theory
I. Theories of Relationships
• Systems theory: evaluates relationships and structure as they relate to the whole.
• Situational theory: maintains that situations define relationships.
II. Theories of Cognition and Behavior
• Social exchange theory: predicts behavior of groups and individuals and is based on
perceived rewards and costs.
• Diffusion theory: suggests that people adopt an important idea or innovation after
going through five discrete steps: awareness, interest, evaluation, trial, and adoption.
• Social learning theory: states that people use information processing to explain and
predict behavior.
III. Theories of Mass Communication
• Uses and gratifications theory: states that people are active users of media and
select media based on its gratification for them.
• Framing theory: suggests that individuals use preexisting interpretations
• to make sense of information and events.
• Agenda setting theory: suggests that media content that people read, see, and listen
to set the agendas for society’s discussion and interaction.
IV. Approaches to Conflict Resolution: Nine strategies: contention; cooperation;
accommodation; avoidance; unconditional constructive; compromise; principled;
win-win or no deal; mediated.
PR theory
1. Contention. Involves one party forcing its position on another.
2. Cooperation. Both parties work together to reach a mutually beneficial solution.
3. Accommodation. One party partially yields on its position and lowers its aspirations.
4. Avoidance. One or both parties leave the conflict either physically or psychologically.
5. Unconditional Constructive. The organization reconciles the strategic interests of
both the organization and its publics, whether the public follows guidelines or not,
even if the other party to the conflict does not reciprocate.
6. Compromise. An alternative agreement that stands part way between the parties’
preferred positions.
7. Principled. Both parties hold to higher ethics that cannot be compromised.
8. Win-Win or No Deal. Both parties hold off on any agreement until they are ready
for the deal to be struck.
9. Mediated. Involves use of an outside disinterested party.
http://www.slideshare.net/Brett509/public-relations-theory537389