chapter 1_intro to public relations
TRANSCRIPT
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Part One Public RelationsThe Profession
Chapter 1The Nature of Public Relations
Introduction to Public Relations
2007 The McGraw-Hill Companies, Inc. All rights reserved.
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If you have purchased the book,please read the following Chapter
Public Relations: The Profession and
the Practice:
Chapter 1: The Nature of PublicRelations
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The Framework of this Course
Together, profession, process, publics
and practice form a holistic approach topublic relations.
This course integrates all four of these
essential elements.
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Understanding the Elements ofEffective Public Relations
Profession
Process
Publics
Practice
1
2
34
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A Conceptual Schema for Studying Public Relations
Research
StrategicPlanning
Evaluation
Action and
Communication
Media
Relations
Employee
Relations
CommunityRelations
Consumer
Relations
The Profession
Introduction
Theory
Law and Ethics
History
Part 1The Process
Part 2The Publics
Part 3The Practice
Part 4
Chapter 1
falls here.Public
Affairs and
Government
Not-for-
Profit
Corporate
Investor
Relations
Emerging
Trends
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We will look at the process of publicrelations and its increased importanceto management. We will learn aboutimportant issues in public relations
today as explained by some of theleaders in the field.
In Part OneChapter 1, Our Focus Is
An Introduction to Public Relations
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define public relations
discuss the essential elements of goodpublic relations
explain the functions and activities of apublic relations professional
discuss the value of public relations inalmost any field
Learning Outcomes
By the end of this Chapter, you shouldbe able to:
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Misconceptions of Public Relations
What is your response to the following definitionfrom Webster's dictionary for public relations?
those functions of a corporation, organization,etc. concerned with attempting to create
favorable public opinion for itself
2. If you perceive that a corporation is using the media in self-
serving ways, how would you rate that companys credibility?
1. Think about it. Do you agree or disagree? What do you think
is lacking in the definition?
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A Summary Definition ofPublic Relations
Public relations is a leadership andmanagement function that helps achieveorganizational objectives, definephilosophy, and facilitate organizationalchange. Practitioners communicate withall relevant internal and external publics
to develop positive relationships and tocreate consistency betweenorganizational goals and societalexpectations.
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Public relations is a management function thatinfluences organizational objectives andphilosophy and facilitates organizational change.
The Means:Public relations practitioners communicate with all relevantinternal and external publics (people groups) to developpositive relationships and to create consistency betweenorganizational goals and societal expectations.
The Purpose:Pubic relations practitioners develop, execute, and evaluateorganizational programs that promote the exchange ofinfluence and understanding among an organizationsconstituent parts and publics.
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Definition from the PRSA
In 1988 The Public Relations Society of Americacrafted the following definition:
Public relations helps an organization andits publics adapt mutually to each other.
http://prsa.org/_Resources/Profession/index.asp?ident=prof1http://prsa.org/_Resources/Profession/index.asp?ident=prof1http://prsa.org/_Resources/Profession/index.asp?ident=prof1http://prsa.org/_Resources/Profession/index.asp?ident=prof1http://prsa.org/_Resources/Profession/index.asp?ident=prof1 -
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Did you know that public relations is all these?
A management function within your organization
A facilitator of change in your organizationand community
An instrument of communication betweenyour organization and the community
An influence for creating consistencybetween the programs of your employer
and the community
A Working Definition of PublicRelations
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What Is a Public?
A public is a group of individuals ororganizations who recognize their connectionwith a common problem, cause or goal.
There are six major groupings of publics:
Employees
Community
Consumers Media Financial Markets
Government AgenciesLets take a look at one corporations
publics
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The Publics of Universiti Teknologi MARA
Universiti TeknologiMARA
Alumni Associations
State Governments
Non-Governmental
Organisation
Employees
ManagersPrivate Companies
Parents
Community Living in the
Surrounding Area
University Ranking
Organisations
Higher Education
Ministry
Malaysian Qualification Agency
Government Sector
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Seeking Mutual Satisfactionof Needs for Both Sides
The practitioner mustdiscover common groundbetween the needs of the
organization and the needsof its publics.
The needs of both arelegitimate and warrant
solutions.
The discovery takes muchresearch, analysis andinteraction with the publics.
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Aim at Understanding andAcceptance
Influence should lead to the following
An understanding of organizational behavior An acceptance of social consequences of
behavior
Or A change in organizational behavior
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The PR practitioner should be:
Knowledgeable in research, planningand evaluation techniques
An excellent writer and speaker
A specialist in communicationtechnology
An expert in graphics and audiovisualcommunications
Communication Skills Required forPR
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Communication Tasks
Public relations practitioners often produce thefollowing communication materials:
Press releases Annual reports
Employee magazines
Electronic newsletters
PR campaign creations and management
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Two-wayCommunication--A New
Phenomenon
Good communication starts with supplying
accurate information from an organizationsPR office.
Actively interpret the organizations values,policies and plans to your publics.
Actively interpret the publics needs andconcerns to the organization.
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Two-way CommunicationContinues with Listening
Only by listening can you tell if there isunderstanding and acceptance oforganizational behavior.
The needs of publics cannot be determined inisolation.
It is essential that you go to the publics and allow themto express their own needs.
Make sure that the publics are hearing theorganizations messages accurately.
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Proactive PR move by thePenang Police
Establishing close relations
with the community to bringdown the number of crimecases
Conducting Hokkienlanguage classes
Conducting Englishlanguage classes
Specific approach to reachthe youthdoing activitiesthat they like
Crime index down by 15ercent
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Systems Involve Mutually DependentParts
Public relations managers and mediarepresentatives need each other. Dont view the editor of the local paper as anadversary. Initiate a positive relationship. You need the medias ability to deliver
messages. The media need messages about yourorganizational and public issues.
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Combined Functions of theProfessional
Strategic planning: programming overallgoals
Forming relationships
Writing and editing Media relations workknow medias needs
Producing materials such as newsletters,press releases, annual reports
Planning and executing special events (e.g.,stockholders meeting)
Speaking for the organization
Conducting research by monitoring andevaluating public feedback
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The Nature of Public Relations as aPractice
Public relations people
Are boundary spanners.You must be connected to bothyour organization and its
publics.
Are problem solvers.Problems are opportunities for youto make a difference.
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Different Areas of PR Practice
Four types of organizations that require PRservices:
Not-for-profit organizations
Corporations
Government Public Relations Agencies/Counseling Firms
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The Organizations Role in Helping Society
The PR practitioner works with
management to responsibly serve thepublic interest.
The practitioner suggests ways theorganization can adjust its behavior to meetsocial, political and economicresponsibilities.
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The Profession as a ManagementFunction
Public relations practitioners providethree management services essential to
the life of an organization:
Communicate with internal and externalpublics.
Define objectives, policies andphilosophies.
Facilitate organizational change in harmonywith environment.
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Defining Objectives as a Manager
Public relations can make importantcontributions to forming an organization'sideas about what it is, what it should do,and what society wants and expects fromit.
Often a managers perception of anorganization is different from theperception of its publics.
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Matching Philosophy with Behavior
One of the PR practitioners most
strategic roles is in the:
Structuring of company
philosophy and carrying out of
that philosophy in practice so that
what the institution says is not atvariance with what it does.
Charles S. Steinberg
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Communicating Public Opinion to Executives
PR practitioners accurately monitorcommunity needs and public opinion
regarding organizational issues.
Practitioners participate inmanagement planning regarding
sensitive public issues. Practitioners can then represent the
public interest and predict public
reaction to institutional decisions.
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Managing through FacilitatingOrganizational ChangeOur world is rapidly changing.Organizations that change with itprosper. Those that dont die.
This principle of change is critical for apractitioner to be effective in publicrelations.
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Lets glance at five reasons why amodern organization must excel inmanaging its response to changesin our world.
Change-Management Is Vital
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1. Technology Developments
Such as theInternet,especially theWorld Wide Web
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2. Increased Governmental Control
Consider how
government agenciescould affect businesspractices.
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3. Rise of International Business
Opportunities in the globalised world
International trade & liberalisation
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4. Frequency of Mergers andAcquisitions
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5. Developing Countries AttractingInvestment
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The Public Relations Process Seeks aProactive Responsible Influence
Recognize that organizational behavior doesaffect public opinion.
The practitioner attempts to predict behavior through research
plan accordingly to influence behavior
maximize benefits for all concerned
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What Do We Mean by Responsible
Influence?
Influence is best practiced with a: high commitment to ethics
sincere social responsibility
The practitioner should constantly beasking What is in the best interest of
society?
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Scope of the PR Industry.
Approximately 1/3 of allPR practitioners work
for PR agencies
Another 1/3 work forCorporations
Associations employ14%
Health Care 10 %
Government &CharitableOrganizations 5% each
33% 33%
14%10%
5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentof
Employment
PRAge
ncies
Corporations
Associations
Hea
thCare
Governm
ent
Charita
bleOrgs.
Industry
Scope of PR Industry
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Profile of PR Practitioners
Todays practitionersare better educated,better paid, and
more prepared thanever before
Findings from amajor study areshown in the
following three slides
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Education
2/3 of PR practitioners
have bachelor degrees
Half of those focusedon public relations
30 % have master
degrees
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PR Salaries
Median salary at end of 2005 for publicrelations executives including bonuses was$179,409
PR Directors earned $125,015 on average
PR Managers earned $82,829
PR specialists earned $39,267 For the latest figures check
http://www.salary.com
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Age & Gender
Average age for practitioners is 39 and hasbeen dropping for the last decade
More than 7 of 10 (71%) practitioners are
female.
Men hold proportionately more topmanagerial positions
Salary differences are still an issue with maleshaving proportionately higher salaries onaverage.
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In Summary
Public Relations is a diverse and
exciting area found in almost everyindustry. It requires a broad base ofcommunication skills and the ability tobuild bridges between organizations
and their publics.
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Activity
Form a group consisting of four to fivestudents and find examples of public
relations in the print, broadcast orInternet media. You should show theexamples to the class and explain yourperceptions about who prepared the
information and how difficult it was to getthe information placed in the media.
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Activity
1. Select a PR issue
2. Identify how the organisation chooses
its PR strategies to address the issue3. Discuss thedifficulties/barries/problems in executing
the strategies
Activity (Sample)
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Activity (Sample)
The SIQ006 crisis
- Involved a world renown brand30 yearssafety record compromised- More than 80 people died in the incident
- Good/effective PR strategy is crucial torestore customers trust/credibility ofcompany
- Media usepress releases, pressconferences, web announcementidea is toensure victims are constantly informed
- A single person to address the crisistheCEO/crisis spokesman
Activity (Sample)
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Activity (Sample)
The SIQ006 crisis
- The fact that the incident happened in aforeign land compounded the problem furtherand made the task of the CEO difficulthe had
to handle both diplomatic issues andcredibility of SIA i.e. cannot blame theTaiwanese authorities directly
- Implementation of BuddiesSystem
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Short Essay Questions (to besubmitted nextweek!)
1. Why are relationships essential to
public relations?
2. What are publics and why are theyimportant to public relations?