Download 1 - INTRODUCING PUBLIC RELATIONS

INTRODUCING PUBLIC
RELATIONS
meAnINg, cOMpoNenTs aNd SCoPE oF pR
Definition
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PR is a leadership and management function that helps
achieve organizational objectives, define philosophy
and facilitate organizational change. Public relations
practitioners communicate with all relevant internal and
external publics to develop positive relationships and to
create consistency between organizational goals and
societal expectations. Public relations practitioners
develop, execute and evaluate organizational
programs that promote the exchange of influence and
understanding among an organization’s constituent
parts and publics
- Lattimore et al (2004)
Definition
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Public relations is the management function that
establishes and maintains mutually beneficial
relationships between an organization and the
publics on which its success or failure depends
PR focuses on relationships
PR focuses on publics
PR focuses on public opinion
PR focuses on goodwill
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Definition
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PR involves a variety of programmes designed to
promote or protect a company’s image or its
individual products
It acts synergistically along with advertising and other
marketing communications tools
PR is usually unsponsored and unpaid
It is a corporate armour that the company can wear
which would protect the company during adverse
times
PR is essentially defensive and proactive
Public Relations
Press
Creating and placing newsworthy information in
relations
the news media to attract attention to a person,
orPublic
press relations (PR) build good relations with the
product, or service.
agency
company’s various publics by obtaining favorable
publicity; build up a good corporate image; and
Investor
Product
Maintaining relationships with shareholders and
handle orPublicizing
head off
unfavorable
specific
products. rumors, stories, and
publicity
relations
others in the financial community.
events.
 PR departments may perform any or all of the
Working with donors or members of nonprofit
Public
and maintaining national or local
Developm
followingBuilding
functions:
organizations to gain financial or volunteer
affairs
ent
Lobbying
community relationships.
support.
Building and maintaining relationships with
legislators and government officials to influence
legislation and regulation.
What is involved in Public Relations
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Counselling
Research
Media relations
Publicity
Employee/member
relations
Community relations
Public affairs
Government affairs
Promoting goodwill
Countering negatives
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Issues management
Financial and investment
relations
Development/ fundraising
Minority relations/
multicultural affairs
Special events
Marketing
communications
Corporate
communications
The Role and Impact of PR
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Public relations can have a strong impact on public awareness
at a much lower cost than advertising can.
Rather, it pays for a staff to develop and circulate information
and manage events.
Despite its potential strengths, public relations is occasionally
described as a marketing stepchild because of its sometimes
limited and scattered use.
The point is that PR should work hand in hand with advertising
within an integrated marketing communications program to
help build brands and customer relationships.
Public Relations Practitioners’ work
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Developing relationships based on two-way
communication
Influencing groups, policies and issues
The publics in public relations
Using communication skills effectively
Distinguishing public relations from related fields
[communication, corporate communication, public
information, public affairs, advertising]
Important component of the entire communications
mix of any organization
Merits and demerits of using PR
Merits
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Very credible and
inexpensive
PR can hold down
promotion costs
Demerits
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Difficult to quantify PR
benefits
Lack of control
‘Deft’ management
required
Major Public Relations Tools
News
Public
service
activities
Special
events
PR Tools
Corporate
identity
materials
Written
materials
Audiovisu
al
materials
PR Publics
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A public is a group of people with certain common
characteristics
It could be large – students, blue-collar workers, a
community
It could be small – board members, faculty
It could be institutional – NUC, NLS, Glo
Different organizations have different publics who are
called stakeholders because they have interest in the
organization
Every organizations have publics they deal with anytime
Types of PR publics
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Functional
Enabling
Diffused
Normative
Traditional
Internal and external
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Non-traditional
Latent, aware and
active
Intervening
Primary and
secondary
Domestic and
international
A typical PR publics for AUN
Federal, State,
Local
Legislators
International
Community
Investment
Community
Customers
Community
Neighbours
Stockholders
Labour Unions
Dealers/
Distributors
Special Interest
Groups
Press
Academic
community
Trade
Associations
Suppliers
Managers/
Supervisors
Bank Insurers
Competitors
Employee
Families
Clerical
Employees
Board of
Directors
Regulatory
Authorities
PR Functions
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Programming
Relationships
Writing and editing
Information
Production
Special events
Speaking
Research and evaluation
Management and Leadership Functions
of PR
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They perform these roles to advance socially responsible
behavior
Leadership involves doing the right things and making the right
choices
Management involved doing things right
The PR man is leader and a communication manager aimed at
meeting organizational goals.
He advances Socially Responsible Behavior [SRB] which can
avert crisis among labour, customers, stakeholders, activists
Monitor various publics & opinion about the organization
through strategic planning/decision making
How do PR people get their job done?
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Using clout of the agency by virtue of being a
space buyer
Cultivating relations with media and leveraging that
when required
Communication that is newsworthy and which media
would be glad to carry
PR media
PR media
Jobs in PR
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Product publicist
Investor relations
Information officer
Community relations
officer
Employee relations
officer
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Special events
management
Public affairs manager
Issues management
Educational public
relations
Public relations
agencies and
consultancies
PR Nuggets
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It must first put its own house in order
PR must have the respect of employees and
community
Management must justify its profits and prove that it
is not profiteering
Work for the community as an able corporate
citizen
Every action must be based on truth said at the
right time under the right circumstances
More PR Nuggets
Customer complaints and redressal
 It is an opportunity to cement relations with the
customer
 Very important in the service and hospitality
industry
Combating rumours / falsehoods
 Confront and disclose facts in leading media
 Give the positive side of the story
 Capitalize on rumour to your benefit
 Rumour can be dismissed as ridiculous
And more PR nuggets
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PR changes attitudes.
Institutional ads which present facts do not change
attitudes
You need to involve the reader by emotionalizing
the information
Biased information shall bring in more resistance
than acceptance
Credibility of media as an unbiased reporter must
be maintained. Since most media have their own
editorial policies, ensure to follow it.
Task to be accomplished
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You have applied for a public relations position with
AUN. The institution has never employed a public
relations person before but they decided to hire you.
During the interview, the president admits she is not sure
what public relations is, but she is fairly sure she wants
the person she hires to plan promotions and stage
events that will attract new customers, write stories that
will get free space and time in the local media and
start an employee publication and other relevant
program that should occupy the public relations
portfolio
Questions
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Do the responsibilities outlined by the president
indicate that she understands how public relations
functions can be utilized most effectively?
Use the overview given in these slides to help the
president understand public relations better.
What will be your plan for an effective public
relations program? Base your support on the functions
of PR outlined in one of the slides
What are the marketing communications tools?
Your organization have been accused wrongly, what
should we do?
The End