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