1
Public Relation
Public Relations ,
is a planned process to influence public opinion ,
through sound character and proper performance based on
mutually satisfactory to way communication .
2
Another definition:
public relations helps
an organization and its publics adapt mutually to each other.
public relation is an
organization's efforts to win the cooperation of groups of people.
3
" RACE" model :
Marston's four-
step "RACE" model describes the PR process:
R
= Research
A =
Action
C =
Communication
E
= Evaluation
4 Two
elements guide the process:
No matter how PR is
defined, two elements guide the process:
1) Management :
To succeed , PR must
report to top management , unimpeded* by any other group.
2) Action:
True PR can not
take place without ethical , consistent action.
No amount of persuasion
will cover up for poor performance.
5
Sharpe's five principles :
Honest
communication for credibility
Openness
and consistency for confidence.
Fairness of
actions for reciprocity , goodwill.
2-way
communication to build relationships.
Research and
evaluation to determine actions and adjust for social harmony.
6 : PR professionals serve
as interpreters for the organization.
10-second Quiz !
Who is the lady in the
blue dress , and why is she with present Bush?
7 : PR
professionals serve as management interpreters.
To publics , they
interpret management's :
Philosophies
Policies
Programs
Practices
And as public
interpreters
to management ,PR
interprets the public's
Opinions
Needs
Desires
Management needs to know
what the public thinks about the organization and its practices!
practice :
Now it's your turn ...
Can you think of recent
events in which organizations were not correctly interpreting public views?
8 The
"public" of public relations:
The " publics"
of public relations :
Practitioners must
communicate with many different publics at once.
Each public has its own
special needs , media habits , and communication requirements.
9 Ways
to view our publics :
Ways to view our
publics:
internal or
external
Primary or
secondary
Traditional and
future
Proponents ,
opponents , and the uncommitted.
10 PR ,
marketing and advertising :
Public relations ,
marketing and advertising.
Aren't they all
the same thing?
The answer is ....
not really !
Marketing and
advertising traditionally promote products and services.
Public relations
promotes the entire organization.
11 Functions
of public relations :
They are numerous !
Writing
Media relations
Planning
counseling
Research
Publicity
Marketing
communications
Community
relations
Consumer relations
Employee relations
Government affairs
Special public
relations
Public affairs
Web site
development
12 Public
Relations v.s. Journalism:
scope :
public relations has
many components ; Journalism has only two: Journalistic writing and
media relations.
objectives:
Journalists are
objective observers ; Public relations personnel are advocates.
Audience :
Journalists focus on a
mass audience ; public relations professionals focus on defined publics.
Channels :
Journalists use only one
channels ; public relations uses a variety of channels .
13 Public
Relations v.s. Advertising:
Advertising works
through mass ; Public relations relies on a variety of tools.
Advertising addresses
external audiences ; Public relations targets specialized audiences.
Advertising is a
communication function ; Public relations is broader in scope.
Advertising is a tool ;
Public relations often supports advertising campaigns.
14 Public
Relations v.s. Marketing:
objectives
Audience
Completion vs.
opposition
Role in Management
15 How Public
Relations Supports Marketing:
public relations is the
"fifth 'p' " in marketing strategies which are product,
price, place and promotion.
There are Eight ways PR
supports marketing:
Develops new prospects
Third party endorsements
Generates sales leads
Paves the way for sales
calls
Stretches inexpensive
literature
Establishes credibility
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