Post on 23-Dec-2015
3Copyright ©2001 Prentice Hall, Inc.
is is performingperforming and and communicatingcommunicating the substance of that performance.the substance of that performance.is is performingperforming and and communicatingcommunicating the substance of that performance.the substance of that performance.
4Copyright ©2001 Prentice Hall, Inc.
Who uses…Who uses…Who uses…Who uses…
??The MediaThe Media
Small Business
Small Business
Internet CompaniesInternet Companies
The GovernmentThe Government
Labor Unions
Labor Unions
Big BusinessBig Business
The
Pre
side
ntT
he P
resi
dent
Corporations
Corporations
Sports TeamsSports Teams
IndustriesIndustries
Non-Profit
Non-Profit AgenciesAgencies
UniversitiesUniversities
Entertainment IndustryEntertainment Industry
Federal, State, County Agencies
Federal, State, County Agencies
PoliticiansPoliticians
HospitalsHospitals
5Copyright ©2001 Prentice Hall, Inc.
2121stst Century Pressures on Century Pressures on Public Relations:Public Relations: Job insecurityJob insecurity
Lack of credibilityLack of credibility
Encroachment by people with nonpublic relations Encroachment by people with nonpublic relations backgroundsbackgrounds
Lack of leadershipLack of leadership
Few minority practitionersFew minority practitioners
Mastering new technologiesMastering new technologies
Lack of understanding by uppermanagementLack of understanding by uppermanagement
6Copyright ©2001 Prentice Hall, Inc.
is distorting, obfuscating, or outright lying is distorting, obfuscating, or outright lying to create the appearance of performance.to create the appearance of performance.
Let’s DiscussLet’s Discuss The Danger of SpinThe Danger of Spin
SPIN SPIN Public Relations Public Relations
7Copyright ©2001 Prentice Hall, Inc.
Compare / ContrastCompare / Contrast
Marketing, Sales, AdvertisingMarketing, Sales, Advertising
Public RelationsPublic Relations
versusversus
Sell an organization’s productsSell an organization’s products
Sells the organization itselfSells the organization itself
8Copyright ©2001 Prentice Hall, Inc.
Edward Bernay’s definition of…Edward Bernay’s definition of…Edward Bernay’s definition of…Edward Bernay’s definition of…
““information given to the public, information given to the public, persuasion directed at the public to persuasion directed at the public to modify actions, and efforts to modify actions, and efforts to integrate actions of an institution integrate actions of an institution with its publics and of publics with with its publics and of publics with those of that institution.” those of that institution.”
9Copyright ©2001 Prentice Hall, Inc.
The Foundation for Public Relations The Foundation for Public Relations Research and Education definition:Research and Education definition:The Foundation for Public Relations The Foundation for Public Relations Research and Education definition:Research and Education definition:““Public relations is a distinctive management function Public relations is a distinctive management function which helps establish and maintain mutual lines of which helps establish and maintain mutual lines of communications, understanding, acceptance, and communications, understanding, acceptance, and cooperation between an organization and its publics; cooperation between an organization and its publics; involves the management of problems or issues; helps involves the management of problems or issues; helps management keep informed on and responsive to public management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management to serve the public interest; helps management keep abreast of and effectively utilize management keep abreast of and effectively utilize change, serves as an early warning system to help change, serves as an early warning system to help anticipate trends; and uses research and sound and anticipate trends; and uses research and sound and ethical communication techniques as its principle tools.ethical communication techniques as its principle tools.
10Copyright ©2001 Prentice Hall, Inc.
1980 Task Force on the Stature 1980 Task Force on the Stature and Role of Public Relations and Role of Public Relations offers two definitions:offers two definitions:
1980 Task Force on the Stature 1980 Task Force on the Stature and Role of Public Relations and Role of Public Relations offers two definitions:offers two definitions:
1.1. Public relations helps an organization Public relations helps an organization and its publics mutually adapt to each and its publics mutually adapt to each other.other.
2.2. Public relations is an organization’s Public relations is an organization’s efforts to win cooperation from groups efforts to win cooperation from groups of people.of people.
11Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss Defining by FunctionDefining by Function
RR AA CC EE
John Marston’sJohn Marston’sJohn Marston’sJohn Marston’s
RResearchesearch AActionction CCommunicationommunication EEvaluationvaluation
12Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss Defining by FunctionDefining by Function
RR OO SS II EE
Sheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’s
RResearchesearch OObjectivesbjectives SStrategiestrategies IImplementationmplementation EEvaluationvaluation
13Copyright ©2001 Prentice Hall, Inc.
Denny Griswold’s definition:Denny Griswold’s definition:Denny Griswold’s definition:Denny Griswold’s definition:
““Public relations is the management Public relations is the management function which evaluates public function which evaluates public attitudes, identifies the policies and attitudes, identifies the policies and procedures of an individual or an procedures of an individual or an organization with the public interest, organization with the public interest, and plans and executes a program of and plans and executes a program of action to earn public understanding action to earn public understanding and acceptance.”and acceptance.”
14Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
What are the five principles of Melvin Sharpe’s What are the five principles of Melvin Sharpe’s “Harmony” Process?“Harmony” Process?
1.1. Honest communication for credibilityHonest communication for credibility
2.2. Openness and consistent actions to build public Openness and consistent actions to build public confidenceconfidence
3.3. Fairness of actions for reciprocity and goodwillFairness of actions for reciprocity and goodwill
4.4. Continuous two-way communication to prevent Continuous two-way communication to prevent alienation and to build relationshipsalienation and to build relationships
5.5. Environmental research and evaluation to Environmental research and evaluation to determine the actions or adjustments needed to determine the actions or adjustments needed to create social harmonycreate social harmony
15Copyright ©2001 Prentice Hall, Inc.
Public Relations Practitioners must:Public Relations Practitioners must:Public Relations Practitioners must:Public Relations Practitioners must:
Management to the PublicManagement to the PublicManagement to the PublicManagement to the Public
The Public to ManagementThe Public to ManagementThe Public to ManagementThe Public to Management
andandandand
16Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
A group of people who:A group of people who:
1.1. Face a similar problemFace a similar problem
2.2. Organize to do something Organize to do something about the problemabout the problem
3.3. Have a stake in an issue, Have a stake in an issue, idea, or organizationidea, or organization
What constitutes a…What constitutes a…
??
17Copyright ©2001 Prentice Hall, Inc.
Publics can be:Publics can be:
oror
Give examples:Give examples:
18Copyright ©2001 Prentice Hall, Inc.
Publics can be:Publics can be:
ororGive examples:Give examples:
19Copyright ©2001 Prentice Hall, Inc.
Publics can be:Publics can be:
oror
Give examples:Give examples:
20Copyright ©2001 Prentice Hall, Inc.
Publics can be:Publics can be:
ororGive examples:Give examples:
21Copyright ©2001 Prentice Hall, Inc.
Based on values and lifestyles, Based on values and lifestyles, consumers can be:consumers can be:Based on values and lifestyles, Based on values and lifestyles, consumers can be:consumers can be:
ACTUALIZERS
BELIEVERS
STRIVERS
MAKERS
FULFILLEDS
ACHIEVERS
EXPERIENCERS
STRUGGLERS