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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Key Tools for PRPractitioners
Features
Webcasting
Interviews
Competitions
Surveys and results of marketresearch
Case studies
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Key Tools for PRPractitioners
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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Management of Reputationby Public Relations
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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Management of Reputationby Public Relations
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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Management of Reputationby Public Relations
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
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