Introductory Session

Training Series

on

Public Relations Principles for

Sustainable Development

by

Anusha Sherazi

(anushasherazi@yahoo.com)

For

Sustainable Development Policy Institute, Islamabad

INTRODUCTIONS !

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"The public is the only critic whose

opinion is worth anything at all."

-Mark Twain

DEFINING PUBLIC RELATIONS

Publics: employs, stakeholders, donors,

communities, governments,agencies,

media

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The following key words frame the definition:

Deliberate

Planned

Performance

Public interest

Two-way communication

Strategic Management function

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DEFINITION :

"Public relations is the strategic

management function that identifies,

establishes and maintains mutually

beneficial relationships between an

organization and the various publics on

whom its success or failure depends."

– Cutlip and Center, Effective Public Relations

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CONCEPTUALIZING

PUBLIC RELATIONS

Not advertising

Payments

Complete control of message and placement

Not publicity

merely information transfer

Not just media relations

Although it’s a key tool.

Not Marketing

An exchange

Narrow public – stakeholders or client, not all publics

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THE VALUE OF

PUBLIC RELATIONS The world doesn’t need more

information, but sensitive

communicators to interpret its

relevancy for people

Public Relations principals explain

the goals and objectives of clients

and employees to the public and

provide them with guidance

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NEED FOR PR: CONTEMPORARY

PRACTICES AND TRENDS

Multicultural world

Public demand for transparency

Corporate social responsibility (CSR)

Increased emphasis on measurements

Managing the 24/7 news cycle

Continued growth of digital media

The need for lifelong professional

development

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THE DIVERSITY OF PUBLIC

RELATIONS WORK :

Counseling

Research

Media relations

Publicity

Employee/Member relations

Community relations

Public affairs

Government affairs

Marketing communications

Issues management

Financial relations

Industry relations

Development/fund-

raising

Multicultural

relations

workplace diversity

Special events

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VALUES AND VISION OF

AN ORGANIZATION

The two types of organizations:

1.Open systems: people are receptive to change and communication is forthright

2.Closed system: change is not easily accepted and the flow of information is tightly controlled

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Source: Indian Public Relations Agency, Advocable

11

PUBLIC RELATIONS AS

STAFF FUNCTION: Traditional management theory divides an organization into line and

staff functions

Line managers Can :

delegate authority

Set goals

Hire employees

Directly influence the work of others

Staff

Have little or no direct authority

Indirectly influence the work through suggestions, recommendations, and advice

Although public relations departments can function only with the approval of top management, there are varying levels of influence that departments may exert

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TOWARD AN INTEGRATED

PERSPECTIVE

An organization’s goals and objectives are best accomplished through an integrated approach

Integration is to use a variety of strategies and tactics to convey a consistent message in a variety of forms

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PR IS A MANAGEMENT

RESPONSIBILITY :

Establishing PR policies, goals and activities is a management function

Managers work with and through others, via guidance and assistance, to carry out their assignments

Management need the cooperation of people both inside and outside the organization to achieve objectives

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Case Study/Situation Analysis

BRAIN STORMING

CHANGING BEHAVIOURS -Leverages key influencers and

opinion leaders.

Successful Public Relations elicits change:

Improved donor relationships

Better community relationships

Active support from opinion leaders

Greater employee loyalty and productivity

Increased confidence in the organization

Increased donors, for a not-for-profit

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THE PROCESS

1. RESEARCH

2. PLAN

3. COMMUNICATE

4. EVALUATE

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DRIVERS OF A PR

FUNCTION

Written and Interpersonal

communication

Research

Negotiation

Creativity

Logistics

Facilitation

Problem Solving

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Tools for a PR Process

R-A-C-E formula : Research, Analyze,

Create, Evaluate

S-W-O-T Analysis : Strengths,

Weaknesses, Opportunities, Threats

P-E-S-T Analysis : Political, Economic,

Social, Technological

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MEASURING EFFECTIVENESS

Meaningless:

•Number of releases (NRs, VNRs, NWs)

Number of Events (Town Halls, Seminars, Workshops)

•Number of event attendees (may be a million)

Meaningful:

Qualitative and quantitative research to measure opinion before and after change

Message recall

Comparison to competitors

Moving the meter: influencers take action

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TRAINING AGENDA

MOD 1 : Develop basic concepts for Public Relations and its principles, key terms, roles and responsibilities, organizational settings, and demand for social media in the development sector

MOD 2:Provide an insight to various practice areas of Public Relations including: 1. Media relations

2. Internal communication/employ engagement

3. Corporate social responsibility

4. Government relations

5. Issues and crisis management

6. donor relations

7. stakeholder communication

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MOD 3: Discuss and share a guide to Communication Plan elements (situation analysis, goal, objectives, strategies, tactics, audiences, critical path, budget, evaluations and measurements) and tools including RACE formula, SWOT and PEST analysis

MOD 4: MEDIA KIT (press release, fact sheets, Brochures, Flyers, Backgrounders, internet pages, media advisory, Speech, human interest feature)

MOD 5: Establish concepts for best practices, professionalism and ethics. Discuss international trends in use of emerging PR technologies

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Questions?