Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Gomala Sukumaran, profile picture
Uploaded byGomala Sukumaran
PPTX, PDF2,812 views

Week 1 principles pr

This document provides an overview of public relations including: - Definitions of public relations from various sources emphasizing managing communication between organizations and publics. - The fields of public relations practice including media relations, community relations, issues management, and more. - Marston's RACE model which is a 4 step process for public relations including research, objectives, communication tactics, and evaluation. - The functions of public relations such as writing, media relations, counseling, research, publicity, and community relations. - Key skills needed for public relations including communication, organization, versatility, and resilience.

Business◦Technology◦
Downloaded 65 times
STAMFORD COLLEGE DIPLOMA IN MEDIA AND COMMUNICATION PREPARED BY : MS GOMALA SUKUMARAN
LEARNING OBJECTIVES At the end of the lesson students will be able to :  define and describe the meaning of public relations  familiarize with PR fields  define and describe Marston’s R-A-C-E  understand the functions of PR Distinguish the differences between PR and marketing  know PR skills
INTRODUCTION • Public relations is practiced in organizations that range from giant, multinational telecommunications companies to small human service agencies.
WHAT IS PUBLIC RELATIONS • Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy and facilitate organizational change. • Public relations practitioners communicate with all relevant internal and external publics to develop positive relationship and create consistency between organizational goals and societal expectations. • 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)
WHAT IS PUBLIC RELATIONS „the management of communication between an organization and its publics‟ (Grunig & Hunt, Managing public relations,1984) „using communication to adapt relationships between organizations and their publics‟ (Carl H. Botan “International public relations: Critique and reformulation” in Public Relations Review, Vol. 18, No. 2, 1992: 149-152)
WHAT IS PUBLIC RELATIONS Public relations is a distinctive management function which helps establish and maintain mutual lines of ▫ Understanding ▫ Communications ▫ Acceptance
WHAT IS PUBLIC RELATIONS • Co-operation between an organization and its publics. Whereby it involves ▫ The management of problems or issues ▫ Helps management to keep informed on and responsive to public opinion. ▫ Defines and emphasizes the responsibility of management to serve the public interest. ▫ Helps management keep abreast of and effectively utilize change.
PR FIELDS • • • • • • • • • • • • • • Research Counseling/advising Government affairs Investor relations Development or fund raising Multicultural affairs Issues management Media relations Public affairs Community relations Employee relations Publicity Marketing communication Promotion
Marston’s R-A-C-E • Research • Action/Objectives/Program Planning • Communication Tactics/Implementing Plan • Evaluation
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 – Informal and Formal Research Methods
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
Step 3. Develop & Implement Communication Tactics Develop and Implement 1. Tactics for communicating 2. Time line for the program/campaign 3. Budget
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.
The Functions of Public Relations • Writing ▫ The fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements. • Media relations ▫ Dealing with the press. • Planning ▫ Special events, media events, management functions.
The Functions of Public Relations • Counseling ▫ In dealing with management and its interactions with key publics. • Researching ▫ Of attitudes and opinions that influence behavior and beliefs. • Publicity ▫ The marketing related functions
The Functions of Public Relations • Marketing communications ▫ Other marketing related functions such as creating brochures, sales literature, meeting displays and promotions. • Community relations ▫ Putting forth the organization’s messages and image within the community. • Consumer relations ▫ Interfacing with consumers through written and verbal communications
The Functions of Public Relations • Employee relations ▫ Communicating with all the all-important internal publics of the organization, those managers and employees who work for the firm. • Government affairs ▫ Dealing with legislators, regulators and local, state and federal officials – all of those who have governmental interface with the organization • Investor relations ▫ For public companies, communicating with stockholders and those who advise them.
The Functions of Public Relations • Special public relations ▫ Dealing with those publics uniquely critical to particular organizations. • Public affairs and issues ▫ Dealing with public policy and its impact on the organization and identifying and addressing issues of consequences that affect the firm • Social media interface ▫ Creating what often is the organization’s principle interface with the public: its Website, as well as creating links with social media options.
DIFFERENCES BETWEEN PUBLIC RELATIONS AND MARKETING • Marketing focuses primarily on only one public consumers • PR focused on relationships with all publics essential to an organization's success • PR and Marketing are “separate and equal, but related functions”, and must work together toward organizational goals.
PR SKILLS • Good people skills ▫ A pleasing and amiable personality and the ability to get along with people and network effectively are vital to making it in this field. ▫ Clients can be difficult and demanding. ▫ Learning how to win friends and influence people is what a large part of the job is about. ▫ People who choose public relations as a career should have an outgoing personality, selfconfidence and be team players.
PR SKILLS • Strong communication abilities ▫ 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.
PR SKILLS • ORGANIZATIONAL SKILLS ▫ You have to be good at organizing meetings, presentations, press conferences and events like openings and product launches. ▫ Time management and multitasking are skills you need as you will be faced with multiple pressures and tight deadlines. ▫ 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.
PR SKILLS • Relevant formal education ▫ A degree or diploma in public relations, journalism, mass media, communications, corporate communications or even advertising or marketing are useful. ▫ 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.
PR SKILLS • Versatility ▫ A PR job involves many things – interacting with clients, organizing events, dealing with the media, writing and editing press releases and managing a website. ▫ You should have the versatility to tackle these varied roles.
PR SKILLS • Creativity and sales skills ▫ You may be required to visualize an effective campaign. ▫ This needs creativity and imagination. ▫ You also need to have the knack of how to sell your idea.
PR SKILLS • Resilience ▫ Last but not the least you will have to have the ability to bounce back from failure. ▫ ''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.''
Week 1 principles pr