public’ relations’ - nust 2017.pdf• public relations institute of southern africa(prisa) •...
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PUBLIC RELATIONS
2017
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Objec3ve/s • Define Public rela3ons • Explain the different defini3ons of Public rela3ons • Iden3fy and discuss the characteris3cs of Public Rela3ons • Explain the importance/value of Public Rela3ons for the
organiza3on and society
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WHAT IS PUBLIC RELATIONS?
• Different definitions from:
– different PR institutes
– PR practitioners
– Organizations
– publics
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What is PR? • How one answers this question will provide focus,
direction and purpose • Understanding of what PR is will determine its
contribution towards organizational effectiveness. • Caution: avoid the trap of defining PR by its
products or outputs instead of defining PR by its purpose.
• Communication related activities are important for PR- focus should be on the purpose of using communication activities.
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Misconceptions • Public relations is a synonym for propaganda,
manipulation and even lying • Particularly for special interests such as
corporations and politicians
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Defini3ons of Public Rela3ons
• Interna3onal Public Rela3ons Associa3on (IPRA) • Public rela3ons is the:
o Art and science of analyzing trends, predic3ng their consequences, counseling the leaders for ac3on which will serve both the organiza3on and the public interest
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… • Public Rela3ons Society of America (PRSA) • Public Rela3ons is a:
o Strategic communica3on process that builds mutually beneficial rela3onships between organiza3ons and publics
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…. • The Bri3sh Ins3tute of Public Rela3ons (IPR) • Public rela3ons is:
o About reputa3on-‐ the result of what you do, what you say and what others say about you. It is a discipline that looks aXer reputa3on with the aim of earning understanding and support, and influencing opinion and behavior.
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… • Public Relations Institute of Southern Africa(PRISA) • Public Relations is the:
– Deliberate, planned and sustained effort to establish and maintain mutual understanding between the organization and its publics, both internally and externally. (old definition)
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… o New PRISA definition: – PR is the management, through communication,
of perceptions and strategic relationships between an organization and its internal and external stakeholders.
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… • Most used or widely cited definition of Public
Relations: • PR is the “management of communication between
an organization and its publics (Grunig & Hunt 1948)
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Characteris3cs of Public Rela3ons
• Deliberate • Planned • Sustained effort • Public interest • Problem-solving • Analytic in nature (Research) • Two-way communication • Requires evaluation • Involves writing • Management function
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PR is concerned with: • Building and maintaining relationships with specific
groups in society o Organizations cannot survive on their own.
• Managing communication programs that will promote mutual understanding and trust.
• Public relationships or relationships with various publics.
• Strategic relationships (built over time through actions and words). Such relations offer something of value to each participant
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Discussion • What is the value/function of Public
Relations for organizations and society?
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Value/Function of PR • Pr must provide value for the organization. • Important to ensure PR activities are linked to the
mission of the organization. • PR practitioner must know the mission and support
it through PR activities
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For the organization… • Awareness and information- uses publicity and
promotion to raise awareness and aid sales. o Useful information for decision making
• Organization motivation-internal motivation builds relations to foster morale , team work and productivity and corporate culture
• Issue anticipation-through environmental scanning
and connections with publics to provide an early warning system of potential problems
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… • Opportunity identification-research to identify new
markets, products , methods
• Crisis management-crisis management plan to minimize the harm on the organizations reputation
• Overcoming executive isolation –interacts with management so that appropriate decisions are made
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… • Change agentry- use communication activities to
assist with change within or without organizations to minimize resistance and promote a smooth transition
• Social responsibility-help organization to act responsible ...environment issues, workplaces and philanthropy
• Influencing public policy- lobby relevant people gain acceptance for its activities or products and remove political barriers
• Pr activities and the ‘double bottom-line’- economic gain and positive social impact.
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For the Society… � Serves public interests- speaks for the public to organizations
and for organizations to the publics � Focus on society in the broadest sense (work in the greater
interest of society, rather than interests of the organization only.)
� Fulfill its social responsibility role- activate organization's social conscience (raise issues and concerns and remind management of ethical responsibilities.)
� Improves professional conduct-abide by ethical standards � PR provides useful information to people about various aspects
of their lives.
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Communica3on in PR • Communica3on process • What is communica3on? • What are the elements of the communica3on process?
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… • Sender • encoding • Message • Channel • decoding • Receiver • Feedback • context
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… • Seven Cs of Communica3on
o credibility o Context o Content o Clarity o Con3nuity and consistency o Channels o Capability of the audience
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Barriers to communica3on • What are the barriers to effec3ve communica3on? • What are the strategies for effec3ve communica3on?
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… • Informa3on needs to create an impact in the minds of
customers ( for brand posi3oning/authority) • Message should/must reach the receiver in its correct form • Effec3ve communica3on will enable recipients to respond
appropriately and give necessary feedback
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… • Therefore PR is a prac3ce linked to communica3on between
an organiza3on and its relevant publics. • Defini3ons may vary but that should encourage us to be
constantly thinking about what we do, what we say and why we pursue par3cular ac3vi3es in the Public Rela3ons profession.
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Class activity • PR and related activities • Discuss the differences and similarities between PR
and the following communication activities: o Journalism o Advertising o marketing
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PR and related ac3vi3es • Public Relations and Marketing • Public Relations and Advertising • Public Relations and Journalism • To understand the differences or similarities:
o Scope o Objectives o Channel o Audience
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… � Journalism � for a mass audience � Is about facts and truth � Has an impersonal
message � Uses various and
diverse sources of information
� Portrays both positive and negative stories
� PR � Is for a targeted
audience � Is about reputation
management � Has a personal
message � Portrays an individual
or client in a positive light
� Organization/individual is the main source of information
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… • Advertising
o to persuade an audience to take action with respect to a product/event
o Paid form of communication/controlled medium
o Uses mass media to reach a large audience
o Advert shows the relevance of product
• Public Relations o All about image
building o Highlights the
achievements of an organization
o Has a strategy of building confidence
o Advertising can be used by PR for promotions and special events
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… • Marketing
o Focuses on increasing customers and sales
o Examines the need for a product or service and the form it will be best received.
o Ensures that product and service is designed to meet customer needs (packing/distribution)
o Can use PR as tool for marketing a product
o Values understanding of key publics (segments publics)
o Focuses on the bottom-line
• Public relations o More similarities than
differences between PR and marketing
o About convincing people
o Getting people to believe in an organization or individual
o Values understanding of key publics (segments publics)
o Enhances organization’s reputation
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Integrated Marketing Communication
• Blending of the two functions: PR and marketing o Both use the same communication tactics
• Advertising, celebrity endorsements and sponsorships
• Challenge to this approach o Need to produce profit (relationships may come second) o Executive isolation
• PR needs to maintain its independence within an organization
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Other related ac3vi3es • Press agentry- plan/stage activities to
attract attention • Promotion- to get support or endorsement
for a person, product or organization • Publicity- giving out information through
various media (news about an organization or individual)
• Public affairs- relations with external publics (commonly used in government)
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… • Research: foundation for good PR strategy
(identifies publics and their opinions towards the organization/individual)
• Advocacy-speaks for organization or individual in the court of public opinion
• Merchandising-concerned with presentation (packaging of a product)
• Graphics: ensures the use of visually appealing and user-friendly PR presentations
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Principles governing Public Relations Practice
• Public relations deals with facts not fiction
• Public relations is public, not personal, service
• Public relations practitioners must be able to say ‘no’ to a client or a deceptive program
• Public relations practitioners must never lie to and through the media, either outright or by implication
• Public relations practitioner, probably, was the original ombudsman/woman
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… • Public relations cannot afford to be a guessing game
• In public relations, intuition is not enough
• Public relations requires multidisciplinary applications
• Public relations practitioner should always be alert (not taken by surprise)
• Public relations practitioner is measured by one standard: ethical performance
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Areas of specializa3on � As a prospective PR practitioner, you may
work in the following areas � PR industry � Government � Financial Public Relations or Investor relations � International PR for organizations � Educational PR � Research-Trend analysis � Sports � Fundraising/donor PR � Non-profit organizations
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Reference list • Du Plessis, D. (2000). Introduction to Public Relations and
Advertising. Cape Town: Juta • https://www.youtube.com/watch?v=PrTta8pRIOg • Newsom, et al (2010). This is PR: The Realities of Public
Relations. (10th Ed). USA: Wadsworth • Skinner, et al (2007). Handbook of Public Relations. (8th
Ed). Cape Town: Oxford University Press • Swann, P. (2010). Cases in Public Relations Management.
New York: Routledge • www.managementstudyguide.com/public-relations.htm • Wilcox, D. L., & Cameron, G. T. (2014). Public relations:
strategies and tactics (10th ed.). USA: Pearson Allyn & Bacon