011 PR
Transcript of 011 PR
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PUBLIC RELATIONS
MANAGEMENT (PRM)
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What is Public Relations ? The discipline which looks after the
reputation, with the aim of earning
understanding and support, andinfluencing opinion and behaviour. It isthe planned and sustained effort toestablish and maintain goodwill andmutual understanding between anorganisation and its publics. (TheInstitute of Public Relations, London,UK)
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Public Relations & Reputation Management Of all the elements of the communications mix, Public
Relations is the hardest to define. Many differentdefinitions have been suggested by practitioners and
academics alike
However, Public Relations has, rather ironically,suffered from an identity crisis. A search through
marketing literature will reveal dozens of differentdefinitions, some placing emphasis on its role inmedia relations, others offering a much widerperspective.
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Public Relations, Marketing &
Information Technology Given that the marketing environment
has changed so radically over the last
two decades and,
Information & technology has allowedconsiderable marketing convergence, it
is not surprising that a topic asamorphous as Public Relations findsitself with such an identity crisis
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Public Relations &
Corporations The value of PR within the
communications mix has increased
considerably since the 1980s. Today,corporations depend less on massmedia advertising and have adopted amore credible PR approach based on
third party endorsement and consumereducation.
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Public Relations Essentials in
Management Public Relations in essence, is about
managing reputation and perception
and establishing good relationships withkey stakeholders.
As such, it can be considered the key
weapon in the armoury of corporatecommunication and reputationmanagement
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The Scope of Public Relations The ascendancy of reputation capital and the
shift from product to value-focus means that
the demands on PR have significantlyincreased
Traditionally within the communications mix,Public Relations focused on changing or
influencing stakeholder beliefs and attitudestowards organisations and brands
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Public Relations Activities &
Reputation Management Public Relations activities were either
proactive, by helping to generate
attention and understanding throughmedia awareness or reactive, in helpingto protect an organisation's reputation
during crisis or adverse publicity.
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Public Relations Major Roles For many in communications, the term
public relations has become redundant.
The reasons behind this revolve arounda mixture of negative connotations, theneed to broaden their agency services
and PRs own inability to address itsown identity issues
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Public Relations Major Roles Public Relations plays a key role in educating
audiences and further converting awareness,often generated by advertising and salespromotion into understanding andacceptance.
From the viewpoint of many organizations, its
principal advantage comes from its thirdparty credibility, when obtained throughpositive editorial coverage in major newsmedia
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Public Relations & Brand Public Relations is one of the most
important elements in building brands
and creating both the right environmentfor the brand to prosper, but also forthe right messages to be received at
the right time to the relevant audiences
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Public Relations & Brand Public relations is also critical in brand
building, as brands cannot rely solely on
advertising and sales promotion tofoster the desired image
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FUNCTIONS OF PUBLIC RELATIONS Media relations: gaining editorial
coverage
Issues and risk management
Crisis management
CEO reputation management
Change management
Internal communications
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FUNCTIONS OF PUBLIC RELATIONS Corporate identity and image management
Managing stakeholder conflicts: Non
Governmental Organizations (NGOs) andmanaging activists
Corporate social responsibility
Publications of Annual Reports: corporate
reporting Corporation reputation management
Financial and investor relations
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FUNCTIONS OF PUBLIC RELATIONS Managing shareholder expectations
Exhibition and event management
Brand building
Promoting professional services andbusiness to business services
Managing sponsorship
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FUNCTIONS OF PUBLIC RELATIONS
Managing relationship with suppliersand distributors
Building relationships with variousbuyers
Media and competitor analysis
Public affairs and lobbying
Supporting other elements of the mix
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Key Tools for Public RelationsPractitioners
E-mail: press release
Press briefings/ conferences
Site, press and VIP visits
Photography
Video News Releases (VNRs): digital
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Key Tools for PR Practitioners
Stunts
Editorial coverage
Hospitality events
Viral campaigns
Advertorials
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Key Tools for PR Practitioners
Features
Webcasting
Interviews
Competitions
Surveys and results of market research Case studies
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Key Tools for PR Practitioners
Corporate literature and publications
Newsletters and e-zines
Contract publishing
Web sites and portals
Published surveys and reports based onconsumer, medical or scientific research
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Management of Reputation byPublic Relations
The Study Program of Public Relations at
Faculty of Communications of PresidentUniversity supports the idea that,
Public Relations can also be termedreputation management, although it
recognises that Public Relations has not yetfully evolved a complete reputationmanagement function.
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Management of Reputation byPublic Relations
Although many different definitions of PublicRelations are available, rather ironically PublicRelations itself has suffered to a certain extent from
both an identity and credibility crisis during the1990s. The main reason for such difficulties indefining not just the nature of Public Relations, butalso its scope, is the ascendancy of reputationcapital. Within brand management this has resulted
in a shift form product to value focus, which in turnhas placed greater demands on Public Relations andits campaign outcomes.
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Management of Reputation byPublic Relations
Public Relations is developing slowlyinto a more strategic and holistic
discipline termed reputationmanagement. Such a view would haveto recognise reputation management asan interdisciplinary subject that acts to
present realistically and manage acorporation or its brands in the bestway possible
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Management of Reputation byPublic Relations
Unlike traditional approaches to PublicRelations, the reputation managementapproach does not just seek to offer
promises, but actively and strategically guidesa brand in such a way that delivers on thepromise. The logical outcome of such anargument is that brand and reputation arenot the same, which is brandsmakepromises, reputationis about the delivery onsuch promises.
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Corporate Reputation
Corporate reputation is the sum of thevalues that stakeholders attribute to a
company, based on their perceptionand interpretation of the image thecompany communicates and its
behaviour over time
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Corporate Reputation
Brands and brand management shouldnow be considered part of the Public
Relations armoury, especially forcorporate brands. The hub of thereputation wheel is brand, as it is
around this construct that mostreputations are lost and made
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Public Relations & Identity Crisis
The problems of Public Relations arenumerous; definitions cannot be agreedupon, those that are available are vague anda large degree of discord exists betweentheorists and practitioners.
To compound these problems many of thesupporting elements of Public Relations, suchas sponsorship and event marketing, havebecome decentred and fragmented disciplinesin their own right
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Public Relations Achievement
Educating consumers about newproducts and services
Gaining third party endorsementsthrough articles and editorial coverage -media coverage
Changing perceptions and attitudes Raising awareness about issues through
surveys and research data
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Public Relations Achievement
Building brands and image
Building reputation
Crisis management
Event management
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Public Relations Achievement& Corporate Reputation
corporate identity symbols
good corporate reputation
desired corporate image
reputation attributes
external fit corporate ads
corporate affairs department
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Public Relations Achievement& Corporate Reputation
corporate advertising campaign positioning theme corporate advertisements marketing leverage identity consultants corporate slogan internal fit
desired image various stakeholder groups corporate reputations image attributes