2. LEARNING OBJECTIVES
At the end of the lesson students will be able to :
ļ± define and describe the meaning of public
relations
ļ± familiarize with PR fields
ļ± define and describe Marstonās R-A-C-E
ļ± understand the functions of PR
ļ±Distinguish the differences between PR and
marketing
ļ± know PR skills
3. INTRODUCTION
ā¢ Public relations is practiced in
organizations that range from giant,
multinational telecommunications
companies to small human service
agencies.
4. WHAT IS PUBLIC RELATIONS
ā¢ Public relations is a leadership and management function that helps
achieve organizational objectives, define philosophy and facilitate
organizational change.
ā¢ Public relations practitioners communicate with all relevant internal
and external publics to develop positive relationship and create
consistency between organizational goals and societal expectations.
ā¢ Public relations practitioners develop, execute and evaluate
organizational programs to promote the exchange of influence and
understanding among a organizations constituent and publics
(Lattimore et al ., 2012)
5. WHAT IS PUBLIC RELATIONS
ļ±āthe management of communication between
an organization and its publicsā
(Grunig & Hunt, Managing public relations,1984)
ļ±āusing communication to adapt relationships
between organizations and their publicsā
(Carl H. Botan āInternational public relations: Critique and
reformulationā in Public Relations Review, Vol. 18, No. 2, 1992:
149-152)
6. WHAT IS PUBLIC RELATIONS
Public relations is a distinctive
management function which helps
establish and maintain mutual lines
of
ā« Understanding
ā« Communications
ā« Acceptance
7. WHAT IS PUBLIC RELATIONS
ā¢ Co-operation between an organization and its
publics. Whereby it involves
ā« The management of problems or issues
ā« Helps management to keep informed on and
responsive to public opinion.
ā« Defines and emphasizes the responsibility of
management to serve the public interest.
ā« Helps management keep abreast of and effectively
utilize change.
10. Step 1. Research
4-Step Process of Public Relations
What -- Three key elements:
1. Client or organization
2. Problem or potential problem and
opportunities to do public relations
3. Audiences or publics
How ā
Informal and Formal
Research Methods
11. Step 2.
Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
12. Step 3. Develop & Implement
Communication Tactics
Develop and Implement
1. Tactics for communicating
2. Time line for the program/campaign
3. Budget
13. Step 4.
Evaluation During & After Campaign / Program
Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
Determine a way to measure whether the
campaign achieved its objectives.
14. The Functions of Public Relations
ā¢ Writing
ā« The fundamental public relations skill, with
written vehicles from news releases to speeches
and from brochures to advertisements.
ā¢ Media relations
ā« Dealing with the press.
ā¢ Planning
ā« Special events, media events, management
functions.
15. The Functions of Public Relations
ā¢ Counseling
ā« In dealing with management and its interactions
with key publics.
ā¢ Researching
ā« Of attitudes and opinions that influence behavior
and beliefs.
ā¢ Publicity
ā« The marketing related functions
16. The Functions of Public Relations
ā¢ Marketing communications
ā« Other marketing related functions such as
creating brochures, sales literature, meeting
displays and promotions.
ā¢ Community relations
ā« Putting forth the organizationās messages and
image within the community.
ā¢ Consumer relations
ā« Interfacing with consumers through written and
verbal communications
17. The Functions of Public Relations
ā¢ Employee relations
ā« Communicating with all the all-important internal
publics of the organization, those managers and
employees who work for the firm.
ā¢ Government affairs
ā« Dealing with legislators, regulators and local, state
and federal officials ā all of those who have
governmental interface with the organization
ā¢ Investor relations
ā« For public companies, communicating with
stockholders and those who advise them.
18. The Functions of Public Relations
ā¢ Special public relations
ā« Dealing with those publics uniquely critical to
particular organizations.
ā¢ Public affairs and issues
ā« Dealing with public policy and its impact on the
organization and identifying and addressing issues
of consequences that affect the firm
ā¢ Social media interface
ā« Creating what often is the organizationās principle
interface with the public: its Website, as well as
creating links with social media options.
19. DIFFERENCES BETWEEN PUBLIC
RELATIONS AND MARKETING
ā¢ Marketing focuses primarily on only one
public consumers
ā¢ PR focused on relationships with all
publics essential to an organization's
success
ā¢ PR and Marketing are āseparate and
equal, but related functionsā, and must
work together toward organizational goals.
20. PR SKILLS
ā¢ Good people skills
ā« A pleasing and amiable personality and the ability
to get along with people and network effectively
are vital to making it in this field.
ā« Clients can be difficult and demanding.
ā« Learning how to win friends and influence people
is what a large part of the job is about.
ā« People who choose public relations as a career
should have an outgoing personality, selfconfidence and be team players.
21. PR SKILLS
ā¢ Strong communication abilities
ā« A lot of public relations is centered on
what you say and how well you say it.
Being able to communicate effectively
verbally and a flair for writing are
essential.
22. PR SKILLS
ā¢ ORGANIZATIONAL SKILLS
ā« You have to be good at organizing meetings,
presentations, press conferences and events like
openings and product launches.
ā« Time management and multitasking are skills you
need as you will be faced with multiple pressures
and tight deadlines.
ā« Overtime is common and work schedules are
irregular. You cannot be a clock watcher and may
have to work late into the night or on weekends.
23. PR SKILLS
ā¢ Relevant formal education
ā« A degree or diploma in public relations,
journalism, mass media, communications,
corporate communications or even advertising
or marketing are useful.
ā« An internship with a firm will also prepare you
for what to expect and also help you find out
whether you are cut out for this job.
24. PR SKILLS
ā¢ Versatility
ā« A PR job involves many things ā interacting
with clients, organizing events, dealing with
the media, writing and editing press releases
and managing a website.
ā« You should have the versatility to tackle these
varied roles.
25. PR SKILLS
ā¢ Creativity and sales skills
ā« You may be required to visualize an
effective campaign.
ā« This needs creativity and imagination.
ā« You also need to have the knack of how
to sell your idea.
26. PR SKILLS
ā¢ Resilience
ā« Last but not the least you will have to have the
ability to bounce back from failure.
ā« ''You have to be confident and thick-skinned
working in PR. You're responsible for a client's
reputation and if a campaign goes wrong,
sometimes for reasons out of your control, you
have to be able to speak to the client and take
criticism from the media.''