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PUBLIC RELATIONS

MANAGEMENT (PRM)

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What is Public Relations ? The discipline which looks after the

reputation, with the aim of earning

understanding and support, andinfluencing opinion and behaviour. It isthe planned and sustained effort toestablish and maintain goodwill andmutual understanding between anorganisation and its publics. (TheInstitute of Public Relations, London,UK)

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Public Relations & Reputation Management Of all the elements of the communications mix, Public

Relations is the hardest to define. Many differentdefinitions have been suggested by practitioners and

academics alike

However, Public Relations has, rather ironically,suffered from an identity crisis. A search through

marketing literature will reveal dozens of differentdefinitions, some placing emphasis on its role inmedia relations, others offering a much widerperspective.

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Public Relations, Marketing &

Information Technology Given that the marketing environment

has changed so radically over the last

two decades and,

Information & technology has allowedconsiderable marketing convergence, it

is not surprising that a topic asamorphous as Public Relations findsitself with such an identity crisis

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Public Relations &

Corporations The value of PR within the

communications mix has increased

considerably since the 1980s. Today,corporations depend less on massmedia advertising and have adopted amore credible PR approach based on

third party endorsement and consumereducation.

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Public Relations Essentials in

Management Public Relations in essence, is about

managing reputation and perception

and establishing good relationships withkey stakeholders.

As such, it can be considered the key

weapon in the armoury of corporatecommunication and reputationmanagement

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The Scope of Public Relations The ascendancy of reputation capital and the

shift from product to value-focus means that

the demands on PR have significantlyincreased

Traditionally within the communications mix,Public Relations focused on changing or

influencing stakeholder beliefs and attitudestowards organisations and brands

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Public Relations Activities &

Reputation Management Public Relations activities were either

proactive, by helping to generate

attention and understanding throughmedia awareness or reactive, in helpingto protect an organisation's reputation

during crisis or adverse publicity.

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Public Relations Major Roles For many in communications, the term

public relations has become redundant.

The reasons behind this revolve arounda mixture of negative connotations, theneed to broaden their agency services

and PRs own inability to address itsown identity issues

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Public Relations Major Roles Public Relations plays a key role in educating

audiences and further converting awareness,often generated by advertising and salespromotion into understanding andacceptance.

From the viewpoint of many organizations, its

principal advantage comes from its thirdparty credibility, when obtained throughpositive editorial coverage in major newsmedia

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Public Relations & Brand Public Relations is one of the most

important elements in building brands

and creating both the right environmentfor the brand to prosper, but also forthe right messages to be received at

the right time to the relevant audiences

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Public Relations & Brand Public relations is also critical in brand

building, as brands cannot rely solely on

advertising and sales promotion tofoster the desired image

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FUNCTIONS OF PUBLIC RELATIONS Media relations: gaining editorial

coverage

Issues and risk management

Crisis management

CEO reputation management

Change management

Internal communications

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FUNCTIONS OF PUBLIC RELATIONS Corporate identity and image management

Managing stakeholder conflicts: Non

Governmental Organizations (NGOs) andmanaging activists

Corporate social responsibility

Publications of Annual Reports: corporate

reporting Corporation reputation management

Financial and investor relations

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FUNCTIONS OF PUBLIC RELATIONS Managing shareholder expectations

Exhibition and event management

Brand building

Promoting professional services andbusiness to business services

Managing sponsorship

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FUNCTIONS OF PUBLIC RELATIONS

Managing relationship with suppliersand distributors

Building relationships with variousbuyers

Media and competitor analysis

Public affairs and lobbying

Supporting other elements of the mix

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Key Tools for Public RelationsPractitioners

E-mail: press release

Press briefings/ conferences

Site, press and VIP visits

Photography

Video News Releases (VNRs): digital

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Key Tools for PR Practitioners

Stunts

Editorial coverage

Hospitality events

Viral campaigns

Advertorials

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Features

Webcasting

Interviews

Competitions

Surveys and results of market research Case studies

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Corporate literature and publications

Newsletters and e-zines

Contract publishing

Web sites and portals

Published surveys and reports based onconsumer, medical or scientific research

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Management of Reputation byPublic Relations

The Study Program of Public Relations at

Faculty of Communications of PresidentUniversity supports the idea that,

Public Relations can also be termedreputation management, although it

recognises that Public Relations has not yetfully evolved a complete reputationmanagement function.

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Although many different definitions of PublicRelations are available, rather ironically PublicRelations itself has suffered to a certain extent from

both an identity and credibility crisis during the1990s. The main reason for such difficulties indefining not just the nature of Public Relations, butalso its scope, is the ascendancy of reputationcapital. Within brand management this has resulted

in a shift form product to value focus, which in turnhas placed greater demands on Public Relations andits campaign outcomes.

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Public Relations is developing slowlyinto a more strategic and holistic

discipline termed reputationmanagement. Such a view would haveto recognise reputation management asan interdisciplinary subject that acts to

present realistically and manage acorporation or its brands in the bestway possible

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Unlike traditional approaches to PublicRelations, the reputation managementapproach does not just seek to offer

promises, but actively and strategically guidesa brand in such a way that delivers on thepromise. The logical outcome of such anargument is that brand and reputation arenot the same, which is brandsmakepromises, reputationis about the delivery onsuch promises.

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Corporate Reputation

Corporate reputation is the sum of thevalues that stakeholders attribute to a

company, based on their perceptionand interpretation of the image thecompany communicates and its

behaviour over time

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Corporate Reputation

Brands and brand management shouldnow be considered part of the Public

Relations armoury, especially forcorporate brands. The hub of thereputation wheel is brand, as it is

around this construct that mostreputations are lost and made

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Public Relations & Identity Crisis

The problems of Public Relations arenumerous; definitions cannot be agreedupon, those that are available are vague anda large degree of discord exists betweentheorists and practitioners.

To compound these problems many of thesupporting elements of Public Relations, suchas sponsorship and event marketing, havebecome decentred and fragmented disciplinesin their own right

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Public Relations Achievement

Educating consumers about newproducts and services

Gaining third party endorsementsthrough articles and editorial coverage -media coverage

Changing perceptions and attitudes Raising awareness about issues through

surveys and research data

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Public Relations Achievement

Building brands and image

Building reputation

Crisis management

Event management

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Public Relations Achievement& Corporate Reputation

corporate identity symbols

good corporate reputation

desired corporate image

reputation attributes

external fit corporate ads

corporate affairs department

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Public Relations Achievement& Corporate Reputation

corporate advertising campaign positioning theme corporate advertisements marketing leverage identity consultants corporate slogan internal fit

desired image various stakeholder groups corporate reputations image attributes

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