Week 1 principles pr
-
Upload
gomala-sukumaran -
Category
Business
-
view
647 -
download
0
description
Transcript of Week 1 principles pr
![Page 1: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/1.jpg)
DIPLOMA IN MEDIA AND COMMUNICATION
PREPARED BY : MS GOMALA SUKUMARAN
DMC 115PRINCIPLES OF PUBLIC
RELATIONS
STAMFORD COLLEGE
![Page 2: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/2.jpg)
LEARNING OBJECTIVES
At the end of the lesson students will be able to :
define and describe the meaning of public relations
familiarize with PR fields define and describe Marston’s R-A-C-E understand the functions of PRDistinguish the differences between PR
and marketing know PR skills
![Page 3: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/3.jpg)
INTRODUCTION
•Public relations is practiced in organizations that range from giant, multinational telecommunications companies to small human service agencies.
![Page 4: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/4.jpg)
WHAT IS PUBLIC RELATIONS
• Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy and facilitate organizational change.
• Public relations practitioners communicate with all relevant internal and external publics to develop positive relationship and create consistency between organizational goals and societal expectations.
• Public relations practitioners develop, execute and evaluate organizational programs to promote the exchange of influence and understanding among a organizations constituent and publics
(Lattimore et al ., 2012)
![Page 5: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/5.jpg)
WHAT IS PUBLIC RELATIONS
‘the management of communication between an organization and its publics’
(Grunig & Hunt, Managing public relations,1984)
‘using communication to adapt relationships between organizations and their publics’
(Carl H. Botan “International public relations: Critique and reformulation” in Public Relations Review, Vol. 18, No. 2, 1992: 149-152)
![Page 6: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/6.jpg)
WHAT IS PUBLIC RELATIONS
Public relations is a distinctive management function which helps establish and maintain mutual lines of▫Understanding▫Communications▫Acceptance
![Page 7: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/7.jpg)
WHAT IS PUBLIC RELATIONS
•Co-operation between an organization and its publics. Whereby it involves▫The management of problems or issues▫Helps management to keep informed on
and responsive to public opinion.▫Defines and emphasizes the responsibility
of management to serve the public interest.▫Helps management keep abreast of and
effectively utilize change.
![Page 8: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/8.jpg)
PR FIELDS• Research• Counseling/advising• Government affairs• Investor relations• Development or fund raising• Multicultural affairs• Issues management• Media relations• Public affairs• Community relations• Employee relations• Publicity• Marketing communication• Promotion
![Page 9: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/9.jpg)
Marston’s R-A-C-E
•Research•Action/Objectives/Program Planning
•Communication Tactics/Implementing Plan
•Evaluation
![Page 10: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/10.jpg)
4-Step Process of Public Relations Step 1. Research
What -- Three key elements:
1. Client or organization2. Problem or potential problem and
opportunities to do public relations3. Audiences or publics
How – Informal and Formal Research Methods
![Page 11: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/11.jpg)
Step 2. Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
![Page 12: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/12.jpg)
Step 3. Develop & Implement Communication Tactics
Develop and Implement
1. Tactics for communicating 2. Time line for the program/campaign
3. Budget
![Page 13: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/13.jpg)
Step 4. Evaluation During & After Campaign / Program
Identify research methods to be used to evaluate the success of the program/campaign during & after.
Determine a way to measure whether the campaign achieved its objectives.
![Page 14: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/14.jpg)
The Functions of Public Relations
•Writing▫The fundamental public relations skill, with
written vehicles from news releases to speeches and from brochures to advertisements.
•Media relations▫Dealing with the press.
•Planning▫Special events, media events, management
functions.
![Page 15: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/15.jpg)
The Functions of Public Relations
•Counseling▫In dealing with management and its
interactions with key publics.•Researching
▫Of attitudes and opinions that influence behavior and beliefs.
•Publicity▫The marketing related functions
![Page 16: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/16.jpg)
The Functions of Public Relations•Marketing communications
▫Other marketing related functions such as creating brochures, sales literature, meeting displays and promotions.
•Community relations▫Putting forth the organization’s messages
and image within the community.•Consumer relations
▫Interfacing with consumers through written and verbal communications
![Page 17: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/17.jpg)
The Functions of Public Relations•Employee relations
▫Communicating with all the all-important internal publics of the organization, those managers and employees who work for the firm.
•Government affairs▫Dealing with legislators, regulators and local,
state and federal officials – all of those who have governmental interface with the organization
• Investor relations▫For public companies, communicating with
stockholders and those who advise them.
![Page 18: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/18.jpg)
The Functions of Public Relations
•Special public relations▫Dealing with those publics uniquely critical to
particular organizations.•Public affairs and issues
▫Dealing with public policy and its impact on the organization and identifying and addressing issues of consequences that affect the firm
•Social media interface▫Creating what often is the organization’s
principle interface with the public: its Website, as well as creating links with social media options.
![Page 19: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/19.jpg)
DIFFERENCES BETWEEN PUBLIC RELATIONS AND MARKETING
•Marketing focuses primarily on only one public consumers
•PR focused on relationships with all publics essential to an organization's success
• PR and Marketing are “separate and equal, but related functions”, and must work together toward organizational goals.
![Page 20: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/20.jpg)
PR SKILLS
•Good people skills▫A pleasing and amiable personality and the
ability to get along with people and network effectively are vital to making it in this field.
▫Clients can be difficult and demanding. ▫Learning how to win friends and influence
people is what a large part of the job is about.
▫People who choose public relations as a career should have an outgoing personality, self-confidence and be team players.
![Page 21: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/21.jpg)
PR SKILLS
•Strong communication abilities▫A lot of public relations is centered on what you say and how well you say it. Being able to communicate effectively verbally and a flair for writing are essential.
![Page 22: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/22.jpg)
PR SKILLS
•ORGANIZATIONAL SKILLS▫You have to be good at organizing meetings,
presentations, press conferences and events like openings and product launches.
▫Time management and multitasking are skills you need as you will be faced with multiple pressures and tight deadlines.
▫Overtime is common and work schedules are irregular. You cannot be a clock watcher and may have to work late into the night or on weekends.
![Page 23: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/23.jpg)
PR SKILLS
•Relevant formal education▫ A degree or diploma in public relations,
journalism, mass media, communications, corporate communications or even advertising or marketing are useful.
▫An internship with a firm will also prepare you for what to expect and also help you find out whether you are cut out for this job.
![Page 24: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/24.jpg)
PR SKILLS
•Versatility▫ A PR job involves many things –
interacting with clients, organizing events, dealing with the media, writing and editing press releases and managing a website.
▫ You should have the versatility to tackle these varied roles.
![Page 25: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/25.jpg)
PR SKILLS
•Creativity and sales skills▫You may be required to visualize an effective campaign.
▫This needs creativity and imagination.
▫You also need to have the knack of how to sell your idea.
![Page 26: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/26.jpg)
PR SKILLS•Resilience
▫Last but not the least you will have to have the ability to bounce back from failure.
▫''You have to be confident and thick-skinned working in PR. You're responsible for a client's reputation and if a campaign goes wrong, sometimes for reasons out of your control, you have to be able to speak to the client and take criticism from the media.''
![Page 27: Week 1 principles pr](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b2a61f4a795981068b459c/html5/thumbnails/27.jpg)