MY 10 KEYWORDS TO PUBLIC RELATION

TANG KWAN YIN(DONNA)

The most submitted 20 words by American professionals are

According to the “Public Relations Defined” campaign held by Public Relations Society of America (PRSA) in 2011

http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/

organizationpubliccommunicationrelationshipstakeholderscreatemutualunderstandbuildaudiencesinformmanagementbrandaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa

For me, I would select these words

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

PUBLICS

• Targeted segments of people, including Individuals, group and cooperate entity who PR professionals and organisation need to communicate with and engage.*

• People inside and outside the organisation, publics could be all kinds of people as long as they need to be communicated.

• Need to be identified all the time and in the first place

Publics means

Publics are important because:

• Without publics, you won’t know who to communicate with. With wrong publics, information could not reach the right people.

• You will waste time, money and effort to make correction=>you might even face failure

PUBLICS

PR IS ALL AROUND PUBLICS!

PUBLICS

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

• the way in which two or more people or things are connected, or the state of being connected:

• The way in which two or more people or groups regard and behave towards each other:

• an emotional and sexual association between two people

RELATIONSHIP

Oxford dictionary* defines relationship as

*http://www.oxforddictionaries.com/definition/english/relationship

• Within a relationship, people are emotionally and behaviorally influenced by each other . Such influence shouldn’t be underestimated.

• So what you could benefit from relationships?

RELATIONSHIP

• Has a good relationship with customer, organization can get higher awareness and engagement, build trust and loyalty……

• Has a good relationship with vendors, organization can receive higher discount, stable supply, get support when needed……

• Has a good relationship with employees, organization gain stronger trust and commitment from workers, achieve higher performance…...

RELATIONSHIP

Build and maintain relationship is important because

• relationship exists anywhere, happens on every people

• it brings together organizations and individuals with their publics.

• it helps organisation to survive in hard time

• it is the foundation of trust and loyalty

RELATIONSHIP

PR CANNOT AVOID RELATIONSHIP!

RELATIONSHIP

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

How people say about communication

• “Communication is a process of passing information and understanding from one person to another” —Keith Devis

• “Communication is an exchange of fact, ideas, opinions, or emotions by two or more persons” —W.H.Newman

• “Communication is the process by which information is passed between individuals and /or organization by means of previously agreed symbols” —Peter Little

COMMUNICATION

*http://www.managementparadise.com/forums/public-relations-management/16991-communication-google-page-ranking.html

In general, communication is

• an exchange of fact, ideas, opinions, or emotions between 1 or more individuals in person or by the means of communications like writing , speech, media etc.

Communication must be in 2-way and based on facts and honesty

• Release information or speak to the publics

• Be open to receive response and listen

COMMUNICATION

Maintain communication is important because

• it helps maintaining relationship

• it shows one commitment to the relationship

• it ensures information is flowing among the parties

• it enhances understanding on each other

• It brings efficiency and effectiveness

COMMUNICATION

COMMUNICATION IS THE BASIC OF PR!

COMMUNICATION

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

Create mutual understanding between organisations and its publics

An important role of PR!

UNDERSTANDING

Learn the publics , understand

• what they want;

• what they concern;

• what they expect

Let them know

• what you are doing;

• what you are thinking;

• why you are acting like this

UNDERSTANDING

Mutual understanding is important because

• it helps gain recognition from your publics

• it can strengthen the relationship between you and your publics

• it reduces resistance and negative impact when crisis /issue occur

• it provides guidance for decision making and strategy formulation

UNDERSTANDING

CREATE MUTUAL UNDERSTAND IS

ONE OF THE MAIN OBJECTIVE OF PR!

UNDERSTANDING

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

Trust is

“assured reliance on the character, ability, strength, or truth of someone or something.”*

It depends greatly on the history of interactions between organization and individuals or on word of mouth between it and the others

It is developed when behavior matches expectations.

TRUST

*http://www.evancarmichael.com/Business-Coach/223/The-Strategic-Importance-of-Trust-In-Business-According-To-Your-Strategic-Thinking-Business-Coach.html

Trust is important because

• it leads to reputation

• it helps gaining credibility

• it strengthens the relationship between organizations and its publics

• it helps building brand

TRUST

http://ml.china.com.cn/html/mingqi/ppml/20131204/281553.html

TRUST

 TRUST IS A CRITICAL COMPONENT OF RELATIONSHIP!

RELATIONSHIPS IS IMPORTANT FOR

PR!

TRUST

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

PR should take mutual benefit as principle

• PR partitioners not only representing the organisation to the public, but also the public to the organisation

• Public’s interest shouldn’t be scarified for organisation's benefits

• “Quality relationships exist when people and organizations have compatible interests and share compatible views of the world. If it is not mutually beneficial, then there is no rational incentive for the “losing” party to continue the relationship.” *

MUTUALLY BENEFICIAL

*http://www.sagepub.com/upm-data/11854_Chapter3.pdf

PR SHOULD PROTECT THE BENEFITS OF

ORGANIZATIONS AS WELL AS PUBLICS’!

MUTUALLY BENEFICIAL

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

PR is a continuous process and requires sustainable efforts.

• The long–term benefit is the focus

• Maintenance of relationship with publics, building good reputation and trust requires a long-term efforts

• it takes time to change people's attitudes and beliefs. The impact of one negative incident can destroy what has been build from a thousand positive activities can be destroyed by one negative incident.

SUSTAINABLE

PR NEED SUSTAINABLE EFFORTS TO MAINTAIN!

SUSTAINABLE

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

Research and

analysis of curren

t situati

on

Set goals and

objective

Plan

Design

content

Indentify

publics

Choose

channel

Set Budge

Evaluate

options

• To be effective, all communicate with a practitioner’s publics must be planned in a systematic informed manner and must go hand in hand with actual policies and performance*

*http://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/

PLANNED

Planning is important to PR because

• it contributes to the success of public relations activities

• it helps PR practitioners to identify who is involved, what resources are needed, what should be achieved and how it could be achieved

• it makes communication easier among people because they created common language and agreement during planning

PLANNED

PLANNING MAKES PR EASIER TO SUCCEED!

PLANNED

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

PR is a strategic management function

• Strategic public relation is defined as a process that PR professionals plan and design the most favourable implementation schemes base on the situation they are facing, organisation’s current image and business goals .*

• The PR practitioner serves as a counselor, on the management team to help developing sound policies that are in the best interests of the public and the organization. They integrate an understanding of the concerns and attitudes of key publics into the organization’s managerial decision-making process.**

STRATEGIC

*<< 公共關係學 >> 第九章第二節 , 322-337 頁 , 劉俊麟校閱 , 熊源偉主編 , 揚致文化事業股份有限公司出版**http://www.mediamiser.com/resources/pr-glossary/public-relations-management-roles/

PR should be carried out strategically because

• it makes PR tactics more easy to succeed

• it is cost effective in terms of effort, resources, time and money

• it provide a “big picture” and guidance for different business function to follow

• It helps management level to avoid making decisions that is against its publics or without considering publics concerns

STRATEGIC

PR PLAYS A STRATEGIC ROLE IN BUSINESS

THAT SHOULDN’T BE

NEGLECT!

STRATEGIC

Planned

Strategic Ethical

Mutually Beneficial

PublicsRelationshipCommunicationUnderstanding

Trust

• As a PR professional, you should act in an ethical manner

• It is important to be ethically responsible and shows a willingness to resolve any problematical issues with morally good intentions

• Ethic rely on the self–discipline and commitment of each PR practitioners

ETHICAL

PRSA Code of Ethics:*Please click on the word

ETHICAL What they means?

Click on the word to see ~

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Advocacy

Serve the public interest by acting as responsible advocates for those we represent. Provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Expertise

Acquire and responsibly use specialized knowledge and experience. Advance the profession through continued professional development, research, and education. Build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Independence

Provide objective counsel to those we represent. Be accountable for our actions.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Fairness

Deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Loyalty

Be faithful to those we represent, while honoring our obligation to serve the public interest.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

PRSA Code of Ethics:*Please click on the word

ETHICAL

Honesty

Adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Advocacy

Expertise

Independence

Fairness

Loyalty

Honesty

Ethic is important to PR because

• it helps to gain public approval and build a positive reputation.

• it helps earning trust and credibility, which in return, helps building and maintaining the relationship among organisation and its stakeholder which is ultimately the purpose of the public relations function.

ETHICAL

PR PRACTITIONERS SHOULD ALWAYS TELL THE TRUE, DOING THE RIGHT THINGS!

ETHICAL

This is it.Thx for watching!

So,

REFERENCE

http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/

http://www.cram.com/flashcards/public-relations-key-concepts-3063289

http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xI

http://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/

http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.html

http://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdf

http://www.sagepub.com/upm-data/11853_Chapter1.pdf

http://www.moneycrashers.com/business-relationship-building-skills/

http://www.oxforddictionaries.com/definition/english/relationship

http://www.managementparadise.com/forums/public-relations-management/16991-communication-google-page-ranking.html

http://www.negotiations.com/case/business-relationship/

http://www.evancarmichael.com/Business-Coach/223/The-Strategic-Importance-of-Trust-In-Business-According-To-Your-Strategic-Thinking-Business-Coach.html

http://ml.china.com.cn/html/mingqi/ppml/20131204/281553.html

<< 公共關係學 >> 第九章第二節 , 322-337 頁 , 劉俊麟校閱 , 熊源偉主編 , 揚致文化事業股份有限公司出版 http://www.mediamiser.com/resources/pr-glossary/public-relations-management-roles/

http://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/

http://www.nku.edu/~turney/prclass/readings/plan.html

http://www.psiu.org/ug/handbooks/publicrel.pdf

http://www.sagepub.com/upm-data/11854_Chapter3.pdf

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

http://www.slideshare.net/oreshetn/ethics-in-pr-11310284

MISICMusic provider:

YouTube Audio Library

https://www.youtube.com/audiolibrary

End