document1
DESCRIPTION
prTRANSCRIPT
Recommended Books
Effective Public Relations (8th Edition) – Scott M. Cutlip, Allen H. Center, Glen M. Broom
Complete guide to Successful Event Planning – Shannon kilkenny
Public Relations?
What is Public Relations?
“Public relations is the attempt, by information, persuasion, and adjustment, to engineer public support for an activity, cause, movement or institution.”
Edward L. Bernays, 1955
“The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.”
British Institute of Public Relations
Public Relation
Public relations is the 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, Center, and Broom. Effective Public Relations. 1986 (6th edition) p. 4.
Publics?
Publics?
In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings.
PR Agency?
PR Agency
The PR organization intelligently evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
http://tribune.com.pk/story/381700/image-consultants-pr-industry-the-gatekeepers-of-the-corporate-world/
What do you think about?
Public relations is tied to long-term strategic organizational goals versus short term attention.
Public relations isn’t:
Marketing (the management function that identifies human needs and wants, provides "products" to satisfy those needs and wants, and causes transactions – i.e., sales – that deliver products and services in exchange for something of value to the provider)
Advertising (controlled information placed in the media by an identified sponsor that pays for time and space)
Propaganda (systematic and biased use of information to sway a person or group to adopt a desired perspective)
Public relations also ISN’T:
One-way communication: press agentry and publicity, the original focus of public relations, created a negative perception
Public information: press releases, brochures, even static Web content, are tools used by these information dispensers who hope someone is paying attention.
Two-way asymmetrical communication: psychological research or scientific persuasion to trigger a transaction
Public relations IS:
Two-way symmetrical communication: (From James Grunig’s Four Models of Public Relations)
Public relations in the role of mediator versus persuader. Listening to the concerns of both clients and key publics and helping them adapt
to one another. Working with management to take a long-term view of developing sustainable,
symbiotic relations To be successful, ALL parties must benefit, not just customers and investors.
Why Public Relations?
Used in all areas of society to develop mutually beneficial relationships
Skills are transferable to virtually all industries, at all levels
Pays well
Ability to specialize in numerous areas
Allows for creativity
Constantly evolving
How does public relations operate? Public Relations Society of America definition (adapted):
Public relations helps society reach decisions and function more effectively
by contributing to mutual understanding among groups and institutions.
To achieve their goals, these institutions must develop effective relationships with many different audiences or publics
such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.
Specialty areas of public relations:
Internal Relations: focus on inner workings and employee/management communication
Public Affairs: influence on public policy via governmental and community stakeholders
Lobbying: focus on government entities to affect legislation and regulation
Issues Management: proactive process to anticipate, identify, evaluate and respond to pertinent public policy issues
Investor Relations: relations with corporate shareholders and financial community
Development: nonprofit efforts to build and maintain relations with donors for financial and volunteer support
Public relations is used in:
Corporations
Non-profit organizations
Government
Politics
Social Movements
Entertainment
Media Organizations
And virtually all situations in which a person, organization or group needs to engage with people in order to operate and prosper
To summarize, public relations is:
A management function that involves:
Reputation management Research Media Relations and management Community relations Social Responsibility Crisis management and Communication
To establish, maintain and enhance mutually beneficial relations with key publics
The Differences between Advertising and PR
Advertising is the wind, PR is the sun
Advertising is spatial, PR is linear
Advertising uses the big bang, PR uses the slow buildup
Advertising is visual, PR is verbal
Advertising reaches everybody, PR Reaches somebody
Advertising is self-directed, PR is other-directed
Advertising dies, PR lives
Source: The Fall of Advertising and The Rise of PR, Al Ries & Laura Ries
(cont.) The Differences between Advertising and PR
Advertising is expensive, PR is inexpensive
Advertising favors line extensions, PR favors new brands
Advertising likes old names, PR likes new names
Advertising is funny, PR is serious
Advertising is uncreative, PR is creative
Advertising is incredible, PR is credible
Advertising is brand maintenance, PR is brand building
Source: The Fall of Advertising and The Rise of PR, Al Ries & Laura Ries
Functions of PR?
Cutlip & Center’s 9 fundamental functions of public relations:
1. Conducts a planned and sustained program as part of an organization’s management.
2. Deals with the relationships between an organization and its publics.
3. Monitors awareness, opinions, attitudes and behavior inside and outside the organization.
4. Analyzes the impact of policies, procedures and actions on publics.
5. Adjusts those policies, procedures, and actions found to be in conflict with the public interest and organizational survival.
Cutlip & Center’s 9 fundamental functions of public relations (cont.) :
6. Counsels management on establishing new policies, procedures, and actions that are mutually beneficial to the organization and its publics.
7. Establishes/maintains two-way communication between the organization and its publics.
8. Produces measurable changes in awareness, opinions, attitudes, and behaviors inside and outside the organization.
9. Results in new and/or maintained relationships between an organization and its publics.
From Firefighting to Fire Prevention
Effective public relations does not exist merely to clean up messes once they are made, but seeks to avoid such dilemmas.
A proactive approach anticipates and acts upon potential problems before they become actual crises for the organization.
Of most importance is issues management: the identification of key issues confronting organizations and the management of responses to them.
The Industry Now
Most companies, nonprofits, institutions and government agencies have public relations departments
Other department titles include: Public Information, Public Affairs, Corporate Communication, Internal or External Relations, Media Relations
Often public relations is a separate department but it may be housed in marketing, human resources, or in a foundation
Outlook for the Industry
In 1968, 10% of PR practitioners were women. Today, nearly 70% are women.
90% have a college degree and 60% have some graduate training. 28% have a masters; 2% have a PhD
Public relations spending is expected to increase 17% by 2016, compared with a 6% increase in advertising spending by 2016
Salaries: Starting = $28,000
Median = $82,400
What do PR Practitioners do?
community relations, consumer affairs/public affairs, employee relations, financial communications/investor relations, government relations, institutional/corporate advertising, lobbying, marketing communications, media relations, public relations counseling, public relations management and administration, public relations teaching, publicity, research and special events.
The Future of Public Relations
The future of public relations is limitless. This is the very reason most people do not understand exactly what it is now. A continuing issue is “…the need to continue to precisely define the role of PR in terms of providing counsel, building relationships with constituents, and helping to shape strategy, rather than being seen only as communicators or publicists. Yes, media relations and shaping/delivering information are part of what we do -- but they're only one part, they're the tactical part, and they're the last stage of a PR program." Kathleen Lewton, Former PRSA President
http://iml.jou.ufl.edu/projects/spring01/jsmith/butterfly.html