Chapter 17- Public Relations

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Public Relations

Part 5: Integration and Evaluation

Chapter 17


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Chapter Outline

I. Chapter Key Points

II. The Practice of Public Relations

III. Public Relations PlanningIV. Public Relations Tools

V. Effectiveness and PR Excellence


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Key Points

Explain what PR is and how it differs fromadvertising

Describe the most common types of PR

programs

Analyze the key decisions in PR planning

Explain the most common types of PR tools

Discuss the importance of measuring the

results of PR efforts


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The Practice of Public Relations

Used to generate goodwill for an organization

Helps an organization and its publics or stakeholders

relate to each other

Public relations is focused on all the relationships that anorganization has with its various publics. Publicsmeans

all the groups of people with which a company or

organization interactsemployees, media, community

groups, shareholders, and so forth. Another term for thisis stakeholders, which refers more specifically to people

who have a stake


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Public relations is practiced by a wide range of

organizations:

Companies

Governments

Trade & professional associations

Nonprofits organizations, educationalsystems, politicians, and so on.


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On one level, public relations is a tactical function in

the PR staff to produce a variety of communication tools

to achieve corporate image objectives.

On a higher level, it is a management function thatmonitors public opinion and advises senior corporate

managers on how to achieve positive relationships with

various audiences in order to effectively manage the

organizations image and reputation. Publics may be external and internal.


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Public Relations: Reputation,

Good Will, Trust, Integrity

Public goodwillis the greatest asset any organization

can have and is critical to the organizations survival.


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Comparing Public Relations and

Advertising

The objective of advertisers is to create the consumer

awareness and motivation that delivers sales.

The goal of public relations specialists is communicating

with various stakeholders, managing the organizations

image and reputation, and creating positive public

attitudes and goodwill toward the organization.

Ultimately, the difference between the two is that publicrelations takes a longer, broaderview of the importance

of imageand reputationas a corporate competitive

asset


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Advertising

Media use

Control Credibility

Public relations people seek to

persuade media gatekeepers

to carry stories about their

companiesGatekeepersinclude writers,

producers, editors, talk-

show coordinators, and

newscasters.This aspect of PR is called

publicity

No direct media cost


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Advertising

Media use

Control Credibility

In the case of news stories,

public relations people

are at the mercy of the

media gatekeeperAdvertising runs exactly

as the client who paid

for it has approved


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Advertising

Media use

Control Credibility

The public tends to trust

the media more than

they do advertisers

Implied third-partyendorsement


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Types of Public Relations Programs

Media relations

Employee

relations Financial relations

Public affairs

Fund-raising

Cause marketing

The word relationsin

public relations

refers to

relationships with

various stakeholders

Attention to important

relationships


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Media relations

Employee


Public affairs

Fund-raising

Cause marketing

Focuses on developing

media contacts

Knowing who in the

media might beinterested in the

organizations story


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Media relations

Employee


Public affairs

Fund-raising

Cause marketing

Programs that

communicate

information to

employeesInternal marketing

Communication efforts

aimed at informing

employees aboutmarketing programs


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Media relations

Employee


Public affairs

Fund-raising

Cause marketing

All communication efforts

aimed at the financial

community such as

press releases sent tobusiness publications,

meetings with investors

and analysts, and the

annual report etc


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Media relations

Employee


Public affairs

Fund-raising

Cause marketing

Corporate communication

programs with

government and with

the public on issuesrelated to government

and regulationLobbying (getting support)

Issue management ( issues central to theorganizations interest and develop

programs to communicate to and with

the public about these issues.


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Media relations

Employee


Public affairs

Fund-raising

Cause marketing

The practice of raising

money by collecting

donations. E.g. flood

relief work


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Media relations

Employeerelations

Financial relations

Public affairs

Fund-raising Cause marketing

When companies associate

themselves with a cause,

providing assistance and

financial support(Ariel's collaboration

with NGOs for Children

education


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Media relations

Employeerelations

Financial relations

Public affairs

Fund-raising Cause marketing

Corporate ReputationManagement

Crisis Management

PublicCommunication

Campaigns like

discouraging driving inareas with air-pollutionproblems)


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Steps involved in Public

Relations PlanningPlanning for a public-relations campaign is

similar to planning an advertising campaign

Research and SWOT analysis

Targeting

Objectives and strategies

The Big Idea PRs Role in IMC


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Public Relations Tools (Ways of

doing PR) Controlled media

Uncontrolled media

Semicontrolled

Advertising

House ads

Public service

announcements

Corporate advertising


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Public Relations Tools

Publicity

News releases

Pitch letters

Press conferences

Media tours

Publications

Pamphlets

Booklets

Annual reports

Books

Bulletins

Newsletters

Inserts and enclosures

Position papers


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Videos/DVDs,

CDs, Books

Ideal tools for

distributing in-depthinformation

Speakers and Photos

Speakers bureau

A group of articulate

people who will talkabout topics at the

publics request

PR departments maintain

file of photos to provideto the public


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Displays and Exhibits

Booths (kiosks)

Racks and holders for

promotional literature

Signage

Special Events/Tours

Celebrate company

milestones (Rafi Peer

Theater, Mobilink's 30Million Mark

celebrations)

Open houses

Birthday celebrations

Corporate sponsorship of

events


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Online Communication

Intranet

Connects people within

an organization

Extranet

Connects people in one

business with its business

partners

External communication

Internal communication

Web challenges


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Effectiveness and PR Excellence

Evaluation is based on

setting measurable

objectives in the

beginning Practitioners track the

impact of a campaign in

terms of output and

outcome

Factors of Excellent PR

14 factors of excellent PR

grouped into four

categoriesProgram level

Departmental level

Organizational level

Effects of excellent PR


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PR Assignment 2

Visit the Pubic Relations Office of your educational

institution or a business in your city or some PR

related article. Interview the manager and ask about

a typical day, a typical week, a typical project. Askabout a success story and a story that didnt meet

such success and how they planned it. Write a

report describing your findings with the company

Intro & your recommendations.

(You can do this assignment in a group of 3 MAX if

you want)

Chapter 17- Public Relations

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