issues in public relations public relations today is a complex place pr marketplace is rapidly...
DESCRIPTION
Internet Internet is a Public Relations tool in its own right Facebook – Social networking sites User forums, Chat groups Online publications – Prompts In house Public Relations Additions to Company WebsitesTRANSCRIPT
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Issues in Public Relations
• Public relations today is a complex place • PR marketplace is rapidly changing due to;– Role of Technology– Internet– Globalisation– International Associations
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Role of Technology
• Smaller boutique Public Relations firms• Real time response environment• Low setup costs and high quality product• Videoconferencing• Skype
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Internet
• Internet is a Public Relations tool in its own right• Facebook – Social networking sites• User forums, Chat groups• Online publications – Prompts• In house Public Relations• Additions to Company Websites
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Globalisation Issues
• The world is a smaller place!!!• International Trade • Global Marketplace • Public Relations needs to be Global to meet
these issues – Culturally diverse and sensitive to international issues
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International Associations• With Global Marketplace comes global Public
Relations associations • Places to share PR strategies, emerging issues,
research papers, trends • Place of recognition – PR awards • These can all drive further benefits for
organisations/ businesses associated with them
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Activity – EXPLORING ISSUES in PRUSING THE INTERNET – 20 minutes1. Find 2 awarded PR Campaigns (hint google
awarded PR campaigns)For each write down
a) Name of awardb) Winning company & Agencyc) Describe the Campaign that was run
2. Locate 2 PR firms in Melbourne and describe what services they offer3. Prepare to present your answers to the class.
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Public Relations Evaluation
Public Relations evaluation – is a thorough and systematic review of the public relations objectives, strategies and tactics
- look at EACH AREA of our Objectives, Strategies & Tactics AND MEASURE• WHAT WE DID?• WHAT WORKED?• WHAT DIDN’T WORK?• WHY?
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What are we MEASURING
The Most Common Public Relations Measures (Performance Indicators) are1. Level of customer satisfaction2. Change in public opinions/reactions3. Investor reactions4. Supportive or critical public comments5. Changed public image6. Sales, market share and profit
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PR Evaluation Activities
Mission Impossiblehttp://prexamples.com/2015/08/let-out-your-inner-action-hero-with-this-mission-impossible-stunt/
Questions1. How would I evaluate the success of this PR
Campaign2. List your examples
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PR Evaluation ActivitiesWorld Wildlife Federationhttp://prexamples.com/2015/08/wwf-asked-families-on-the-verge-of-extinction-to-save-another-family-on-the-verge-of-extinction-tigers/
Questions1. How would you evaluate the success of this
PR Campaign2. List your examples
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PR Evaluation Case Study
Red Bull Read the Red Bull Case Study & answerQuestions1. How did they evaluate the success of this PR
Campaign2. List your examples
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Ethical & Socially Responsible Behavior
• Public Relations ethics – is the moral evaluation of public relations activities as right or wrong
• Public Relations social responsibility – is the conscious effort by a public relations business to– maximise its positive impact and– minimise its negative impact on society
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Ethical issues
• Examples of unethical PR practices– Offering gifts or favors for journalists for story
placement– Paying radio announcers to make negative
comments about business rivals– Spreading rumours about rivals customers,
employees
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Ethical Issues lead to Legal Issues
• Defamation
• Misrepresentation
• Intellectual Property
• Contracts