concepts and strategies
TRANSCRIPT
-
8/2/2019 Concepts and Strategies
1/15
Concepts and strategies
Public Relations
-
8/2/2019 Concepts and Strategies
2/15
PR- an overviewWhat is PR?
It is art and science of analyzing
trends, predicting their consequences,
counseling organizational leaders and
implementing planned programs of
action which will serve both theorganization and the public interest.
-
8/2/2019 Concepts and Strategies
3/15
Harwood I Childs.
PR is not just the presentation of a
point of view, or the art of temperingmental attitudes, or the development
of cordial relations, but
To reconcile or adjust in the public
interest those aspects of our personal
and corporate behavior which have
a social significance
-
8/2/2019 Concepts and Strategies
4/15
Aims of PR
To change or neutralize hostilepublic opinion
To crystallize unformed opinion
To conserve favorable publicopinion
-
8/2/2019 Concepts and Strategies
5/15
Public Relations constantly strives to:
Start
LeadChange
Speed up
Public opinion provides thepsychological environment in which
organizations prosper or perish
-
8/2/2019 Concepts and Strategies
6/15
What does it mean in brass-tacks?To identify various stakeholdersTo understand their communication needs
To decide the best cost-effective media to
reach out to those publics
To identify the communication obligation
of the organization
To disseminate information about the corevalues and competencies to the desired
audiences
To create a distinct corporate identity for
the organization
-
8/2/2019 Concepts and Strategies
7/15
Public Relations and Change
Like everything else, public relations also needs a re-look at itself.
It is important because of the mind boggling changes
that have come about in the last one decade or soPR, like other disciplines in communication is
dependent on environment and because the
environment- social, political, economic has changed
so drastically, it has impacted PR also.
Most of the changes in the recent past have been
technology driven.
-
8/2/2019 Concepts and Strategies
8/15
Why does PR need to change?
In order to cope up with new
environmentto aim at improving efficiency,
enhancing productivity and
overcoming competition
-
8/2/2019 Concepts and Strategies
9/15
The environmentThe ever-changing media scenario
The new market place
Global markets
Global buyers
Despite globalization, the customer is
seeking customization
-
8/2/2019 Concepts and Strategies
10/15
Changing paradigms
The information societyBecause people are more aware, they dont take
things at face value. They question. Human rights
and Public Interest Litigation are the order of the
day.
-
8/2/2019 Concepts and Strategies
11/15
The information revolution
The reach of mass media, especially television has made the media plannersrethink about their media options in the rural India.
The new media- internet and on-line communication has brought about aparadigm shift
The information revolution instead of bridging the gap has created two distinctclasses, viz.., Media havesand Media have nots
The communication scenario today bears little resemblance to what was evenfive years back The technology gets outdated as soon as it is adopted
the dream of a Global village seems to be coming true
-
8/2/2019 Concepts and Strategies
12/15
What are the lessons for PR?Understand change
Aim at changing the mindset
Prepare the constituent publics to do the same
Help the Organization in acquiring global vision with
matching strategy
Aim at cultivating roots and individual identities
It means re-employing successful ideas and new
geographies around the world
It means building astute commercial insights andwisdom
-
8/2/2019 Concepts and Strategies
13/15
PR publics
Internal: employees, families, shareholdersexternal: Customers, suppliers/vendors/
opinion makers, bureaucracy,
administration, media, special interestgroups et al.
-
8/2/2019 Concepts and Strategies
14/15
PR media
PR uses both controlled (when the TA
is defined and the media in control)and uncontrolled media (mass media)
The prudence lies in matching theright media with the right target
audience.
-
8/2/2019 Concepts and Strategies
15/15
Is problem solving enough?
Certainly not. This calls for reactive strategy
If PR has to become a change agent, problem
areas need to be located and plugged through
effective communication.
Look for Idea Sensitive Areas (ISA). And work
on them.