5871838 public relations management

7/30/2019 5871838 Public Relations Management

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RELATIONS MANAGEMENT

(PRM) FRIDAY, 1.30 4.15

STUDY PROGRAM OF PUBLICRELATIONS FACULTY OFCOMMUNICATIONS


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What is Public Relations ? The discipline which looks after

the reputation, with the aim of

earning understanding andsupport, and influencing opinionand behaviour. It is the plannedand sustained effort to establishand maintain goodwill and mutualunderstanding 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 different definitions have been

suggested by practitioners and academicsalike

However, Public Relations has, rather

ironically, suffered from an identity crisis. Asearch through marketing literature will revealdozens of different definitions, some placingemphasis on its role in media relations, othersoffering a much wider perspective.


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Public Relations, Marketing

& Information Technology Given that the marketing

environment has changed so

radically over the last two decadesand,

Information & technology has

allowed considerable marketingconvergence, it is not surprisingthat a topic as amorphous as

Public Relations finds itself with


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Public Relations &

CorporationsThe value of PR within the

communications mix has increased

considerably since the 1980s.Today, corporations depend lesson mass media advertising andhave adopted a more credible PR

approach based on third partyendorsement and consumereducation.


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Public Relations Essentials

in Management Public Relations in essence, is

about managing reputation and

perception and establishing goodrelationships with keystakeholders.

As such, it can be considered thekey weapon in the armoury ofcorporate communication and

reputation management


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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 PRhave significantly increased

Traditionally within the communicationsmix, Public Relations focused on

changing or influencing stakeholderbeliefs and attitudes towardsorganisations and brands


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Public Relations Activities

& Reputation Management Public Relations activities were

either proactive, by helping to

generate attention andunderstanding through mediaawareness or reactive, in helping

to protect an organisation'sreputation during crisis or adversepublicity.


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Public Relations Major

Roles For many in communications, the

term public relations has become

redundant. The reasons behindthis revolve around a mixture ofnegative connotations, the need to

broaden their agency services andPRs 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 furtherconverting awareness, often generatedby advertising and sales promotion intounderstanding and acceptance.

From the viewpoint of many

organizations, its principal advantagecomes from its third party credibility,when obtained through positive editorialcoverage in major news media


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Public Relations & Brand Public Relations is one of the most

important elements in building

brands and creating both the rightenvironment for the brand toprosper, but also for the right

messages to be received at theright time to the relevantaudiences


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Public Relations & Brand Public relations is also critical in

brand building, as brands cannot

rely solely on advertising and salespromotion to foster the desiredimage


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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: NonGovernmental Organizations (NGOs)and managing 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 servicesand business to business services

Managing sponsorship


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FUNCTIONS OF PUBLIC

RELATIONS Managing relationship with

suppliers and distributors

Building relationships with variousbuyers

Media and competitor analysis

Public affairs and lobbying

Supporting other elements of themix


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Key Tools for PublicRelations Practitioners

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 PRPractitioners

Stunts

Editorial coverage

Hospitality events

Viral campaigns

Advertorials


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Features

Webcasting

Interviews

Competitions

Surveys and results of marketresearch

Case studies


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Corporate literature andpublications

Newsletters and e-zines

Contract publishing

Web sites and portals

Published surveys and reportsbased on consumer, medical orscientific research


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Management of Reputationby Public Relations

The Study Program of Public Relations

at Faculty of Communications ofPresident University supports the ideathat,

Public Relations can also be termed

reputation management, although itrecognises that Public Relations has notyet fully 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 crisisduring the 1990s. The main reason for suchdifficulties in defining not just the nature ofPublic Relations, but also its scope, is theascendancy of reputation capital. Within brand

management this has resulted in a shift formproduct to value focus, which in turn hasplaced greater demands on Public Relationsand its campaign outcomes.


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Public Relations is developingslowly into a more strategic and

holistic discipline termedreputation management. Such aview would have to recognisereputation management as an

interdisciplinary subject that actsto present realistically and managea corporation or its brands in thebest way possible


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

promises, but actively and strategicallyguides a brand in such a way thatdelivers on the promise. The logicaloutcome of such an argument is thatbrand and reputation are not the same,which is brands make promises,reputation is about the delivery on suchpromises.


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Corporate Reputation

Corporate reputation is the sum ofthe values that stakeholders

attribute to a company, based ontheir perception and interpretationof the image the company

communicates and its behaviourover time


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Corporate Reputation

Brands and brand managementshould now be considered part of

the Public Relations armoury,especially for corporate brands.

The hub of the reputation wheel is

brand, as it is around this constructthat most reputations are lost andmade


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Public Relations & IdentityCrisis

The problems of Public Relations arenumerous; definitions cannot be agreedupon, those that are available arevague and a large degree of discordexists between theorists andpractitioners.

To compound these problems many ofthe supporting elements of PublicRelations, such as sponsorship andevent marketing, have becomedecentred and fragmented disciplines in

their own right


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Public RelationsAchievement

Educating consumers about newproducts and services

Gaining third party endorsementsthrough articles and editorialcoverage - media coverage

Changing perceptions andattitudes Raising awareness about issues

through surveys and research data


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Public RelationsAchievement

Building brands and image

Building reputation

Crisis management

Event management


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Achievement & CorporateReputation

corporate identity symbols

good corporate reputation

desired corporate image

reputation attributes

external fit corporate ads

corporate affairs department


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Achievement & CorporateReputation

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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References

Anne Gregory, 2000, Planning &Managing a Public Relations Campaign

John Dalton & Susan Croft, 2003,Managing Corporate Reputation Graham Dowling, 2002, Creating

Corporate Reputation : Identity, Image,

Performance; Oxford University Press,USA W. James Potter, Media Literacy, 2005,

Sage Publication Inc., USA

5871838 public relations management

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