PUBLIC RELATIONS AN INTRODUCTION. PUBLIC RELATIONS IS... Part of strategic management Focuses on...
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Transcript of PUBLIC RELATIONS AN INTRODUCTION. PUBLIC RELATIONS IS... Part of strategic management Focuses on...
PUBLIC RELATIONS
AN INTRODUCTION
PUBLIC RELATIONS IS...
PUBLIC RELATIONS IS...
Part of strategic management
Focuses on relationship-building
Uses communication to build understanding
Involves research into publics and keeps management informed about publics
Measures results against goals
PUBLIC RELATIONS can include...
Publicity
Advertising
Press agentry
Promotion
Media relations
Public affairs
Issues management
Government relations
Financial public relations
Community relations
PublicityInformation that is used by the media because the information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media for placement.
AdvertisingInformation placed in the media by an identified sponsor that pays for the time or space. It is a controlled method of placing messages in the media.
Press AgentryCreating newsworthy stories and events to attract media attention and to gain public notice.
Public AffairsA specialized part of PR that builds and maintains governmental and local community relations in order to influence public policy.
LobbyingA specialized part of PR that builds and maintains relations with government primarily for the purpose of influencing legislation and regulation.
Issues ManagementThe proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect organizations’ relationships with their publics.
Investor RelationsA specialized part of corporate PR that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.
DevelopmentA specialized part of PR in private non-profit organizations that builds and maintains relationships with donors and members for the purposes of securing financial and volunteer support.
PR PRINCIPLES
Deals in truth, not falsehood
Serves public interest, not private reward
Upholds integrity of communication channel
Uses two-way communication
Is research-based
Anticipates and solves problems
Adheres to high ethical standards
REQUIRED SKILLS FOR P.R PRACTITIONERS
• BROAD CATEGORY
1) Communication Skills
Public Relations practitioner should be able:
a) To arrange speeches for the chief executive officer, either face to face to groups or the mass media
b) To coach these executives how to present their speeches
c) To present the speech themselves
2) Research Skills
Public Relations practitioner should be able:
a) To identify important publics of the organization; their wants or need from the organization and what the organization can do to meet these needs.
b) To gather facts about potential problems and emerging issues, which they can use to advise the management as well as to carry out public relations programs
c) To conduct personal interviews, review library materials, do content analysis of published and broadcast materials
d) To do opinion research and how to evaluate research conducted are necessary.
3) Writing and Editing Skills
Public Relations practitioner should be able:
a) To write and edit the following:
Press releases, reports, speeches, feature articles, product and technical information, brochures, pamphlets, booklets, employee newsletters, shareholder reports, radio and video scripts.
4) Production Skills
Public Relations practitioner should be able:
a) To design and do lay-out copy
b) To choose appropriate typography, artwork and photographs for brochures, annual report and the like
c) To design webpage for the internet
d) To prepare audio-visual materials for cooperate video and films
5) Organization Skills
Public Relations practitioner should be able:
• To organize and manage events such as news conferences, open houses, lunching, fund raising, anniversary celebration and other events.
PERSONAL QUALITIES
Edward L. Bernays, a pioneer American public relations practitioner listed eleven characteristics that the practitioner need:
1. Character and integrity2. A sense of judgment and logic3. the ability to think creatively and imaginatively4. Truthfulness and direction5. Objectivity6. A deep interest in the solution of problems7. A broad cultural background8. Intellectual curiosity9. Effective powers of analysis and synthesis10.Intuition11.Training in the social sciences and in the
mechanics of public relations.
PR PRACTITIONERS NEED EXPERTISE IN...
Planning
Managing
Advising
Analyzing
Communicating