Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
1 Introduction to Public Relations Dr. Michael Smilowitz SCOM 260 James Madison University Public Relations: A Brief Introduction What to expect: 1. Be able to define and identify the practices of public relations. 2. Be able to identify and describe the “3R’s” of public relations. 3. Be able to describe the PR process. 2 3 Defining Public Relations Let’s start by seeing what is involved with the: What is PR? 4 Defining Public Relations Press agentry: Creating publicity through attention getting devices or publicity gimmickry. 5 Defining Public Relations Publicity: Planned program to obtain favorable media coverage of topics important to the client. 6 Defining Public Relations Promotion: A marketing function that is used to build the image of a product or service through paid advertising, public relations, or personal selling. 7 Defining Public Relations Propaganda: Persuasive political communication that is always done by the “other guy” -- also known as “spinning.” 8 Defining Public Relations Here’s the one to keep! Communication activities that responsibly manage the interactions between the needs of individuals [the client(s)] and those of the relevant public [s]. 9 Defining Public Relations To understand the definition of Public Relations requires us to know the 3 R’s! PR The 3R’s of PR Responsible Communication Professional Responsibility: to the client; to the profession. Social Responsibility. Ethical Responsibility. 10 The 3R’s of PR Relational Communication PR professionals actively facilitate message exchanges between their clients and the publics with whom the clients share mutual relationships. Increasingly sophisticated, educated, and demanding publics expect to be taken seriously. 11 The 3R’s of PR Researched Communication PR professionals anticipate, analyze, and interpret public opinion and behaviors which impact their clients. PR professionals are paid to chose purposeful actions and to plan deliberate programs. 12 The 3R’s of PR Responsible Communication Relational Communication Researched Communication 13 14 Defining Public Relations The “P” of PR represents Process! PR 15 Public Relations as a Cyclical Process Research and Analysis Policy Formation Programming Communication Feedback Program assessment and adjustment 16 Public Relations as a Cyclical Process Research and Analysis Determine the nature of the problem: examine media content; review previous research on similar problems; gather and analyze new data; study relevant government regulations. 17 Public Relations as a Cyclical Process Policy Formation Assess the research inputs; establish strategic goals and objectives. 18 Public Relations as a Cyclical Process Programming Make specific decisions regarding tactical strategies, action steps, agendas, tables, tactics, responsible personnel. 19 Public Relations as a Cyclical Process Communication Execute the strategies through news releases, publications, speeches, special events, community relations programs, personal contacts. 20 Public Relations as a Cyclical Process Feedback Measurement of the audience response or communication effects, often with the same or similar tools that were used in the initial research and analysis stage. 21 Public Relations as a Cyclical Process Program assessment and adjustment Feedback is evaluated to determine changes in any or all of the steps of the process. 22 Public Relations as a Cyclical Process Research and Analysis Policy Formation Programming Communication Feedback Program assessment and adjustment A popular and “racy” PR process model Research What is the problem or situation? Action What is going to be done about it? Communi- What will the public be told? cation Evaluation What was the effect of the communication? 23 24 A A popular popular and and “racy” “racy” PR PR process process model model R. A. C. E.