psst... "i do": the marriage of identity and image in increasing public visibility
TRANSCRIPT
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Psst… ‘I do’
The Marriage of Identity & Image in Increasing Public Visibility
By sMark_ideas
MARK RAYGAN E. GARCIADirector, Office of Information & PublicationsSilliman University
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Identity & ImageIdentity vs. Image
Identity – what you know about yourself (institutional, not personal)
VMGs
Values | Corporate Culture | Processes | Policies
Strategic Plan
Image – what others know about you (internal/external | personal/institutional)
Perceptions / Misconceptions / Misrepresentations
Difference in values
Mis- / Under-communication
Challenge: Marriage – Align corporate image with corporate identity
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Identity vs. Image
Identity or Image: Which is more important?
Scenario 1
Positive identity + negative image = crisis
Scenario 2
Positive identity + overly positive image = crisis
Scenario 3
Positive identity + positive image = success / challenge
Assumption: Identity is always positive
Can identity be changed? Yes. It may evolve.
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Publics
Whose image holds value? Publics (purposeful / inadvertent)
InternalStudents
Faculty & Staff
“Dominant Coalition” (Top Management)
ExternalGovernment
Benefactors
Partners
Community
Stakeholders (co-equals: relevance & consequence)
Mutual benefit and risks
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Reinforcing Identity
Internal
Top-Down Management
Rank-and-File
Contractuals
External
Top-DownOrganization
Primary Publics
Secondary Publics
Points:
1. Reinforcing identity is also an individual/personal challenge.
2. The organization is only as strong as its weakest link.
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Enhancing Image
Internal
Bottom-Up Contractuals
Rank-and-File
Management
External
Bottom-UpPrimary publics
Secondary publics
Organization
Points:
1. Enhancing image requires management/the organization to identify, process, assess against existing strategies, plan out integration, monitor, and evaluate the perceptions/issues of its publics (internal and external) that pose a threat to its reputation.
2. Public relations professionals play a key role as “interpreters” of public opinion.
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Disconnect
Talking but not walking the talk
Elusive access to media
Weak key messages; Poorly disseminated policy memos
Unresolved issues (faculty vs. school, student vs. faculty, claimant vs. school, alumni concerns)
Lack of participation in community events
Inability to capitalize on institutional advocacies as subjects of promotional materials
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Fractures
Relationships – PR’s ultimate investment
Reputation; Public Visibility; Community Presence
Institutional Relevance
Partnerships & Networks
Revenue-generating Capability
Organizational Structure (respect for)
Credibility of releases, including memos
Optimization of programs
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Public Visibility 1-2
Identity + Image = Public Visibility
Public Visibility Physical presence
Buildings | Events | Releases | Participation
Actual / Perceived relevanceValue to publics, internal/external environment
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Public Visibility 2-2
Benefits of Public VisibilitySocial fencing
Public support
Friend-raising / Networking
Revenues / Enrollment
(@ the fulcrum) Trust and personal/institutional affiliation
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Public Relations 1-10
CommunicationTransmission of thoughts from one mind to another.
Consists of writing, reading, speaking and listening.
Public Relations Building favorable reputation through publicity at least cost
Managing and monitoring relationships.
Note: - Communication is a vital element in PR.- PR is one of the desired results of communication.
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Public Relations 2-10
Communication Process
Sender primary source / secondary recipient Receiver primary recipient / secondary sourceMessage verbal / non-verbal Internal barriers psychological noise (see next slide)External barriers physical noise, grammatical errors, weak message dev’t
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Public Relations 3-10
Would you open your door to him?
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Public Relations 4-10
Would you open your door to him now?
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Public Relations 5-10
Brief History of Public Relations 346 BC – Plato established in Greece rhetoric as a discipline; persuasion vs. truth
1641 – first systematic fund-raising campaign done by Harvard College supported by the first fund-raising brochure, New England’s First Fruits
1758 – first press release (to announce graduation) released by King’s College ( now Columbia U)
1882 – first usage of the term “public relations” by Dorman Eaton’s address of the graduating class of Yale Law School
1947 – Boston University established the first School of Public Relations; 2 years after, 100 schools followed
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Public Relations 6-10
Public Relations Traditional:
Information dissemination / Communication
Modern:Develop “social sensitivity”
Research & understand problems
Create and evaluate messages
Establish and manage publics
Foresee &arrest crises /problems / reputational risks
Influence / Direct public opinion; makes public talk about something, and impact on the extent and nature of discussion.
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Public Relations 7-10
Public Relations & JournalismNot hardcore journalism; it takes a stand, favors the organization
Not limited to one medium of communication or skill (writing or speaking); talent in both required
Public Relations Management vs. Leadership
Management – doing things right
Leadership – doing right things
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Public Relations 8-10
Persuasive Communication Pioneers Edward Bernays
PR material is effective when aligned with the values and interests of the public
PR – “science of creating circumstances” / organization directs
Arthur PagePR – “broad-based management function that transcended journalism and persuasion”
PR acts as “interpreter” of the public to the company, facilitating analysis of public opinion.
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Public Relations 9-10
6 Principles of Public Relations (by Arthur Page) 1. Tell the truth.
2. Prove it with action.
3. Listen to the customers.
4. Manage for tomorrow.
5. Conduct public relations as if the whole company depends on it.
6. Remain calm, patient and good-humored
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Public Relations 10-10
Mass Com. Theories Assisting Public Relations
Uses & Gratification TheoryPeople are active users of media but selective in the media they use. They go for which brings most benefits.
Agenda Setting TheoryMedia can set the agenda for what we talk and think about.
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PR Writing 1-4
Knowledge Generation (3-Face Perspective)
Knowledge Consumption (Communication Tools)
Knowledge Replication (Ownership)
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PR Writing 2-4
•Knowledge Generation (writing) ▫ME Perspective
Appeals to self Personal-driven
▫THEY Perspective Open-minded & Receptive of others
Audience-inspired ▫WE Perspective
Proactive & Optimistic Team-oriented
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PR Writing 3-4
•Knowledge Consumption (communication tools)▫Facilitating awareness, understanding, and
support Audience Analysis
Accessibility (geographical, technological) Language (content: tone/emotion, dialect,
textual/graphical/video) Lifestyle (relevance, availability, approach) Age (children, teenagers, adults)
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PR Writing 4-4
•Knowledge Replication (ownership)
Achieving CREDIBILITY / TRUST= Knowledge Generation + Knowledge Consumption
▫Gauge: Against (personal/org) goals/objectives Answer: “Did it touch them?” Consider:
Increased awareness (inquiries up; debate) Increased support (financial or in kind) Increased partnership Interest to adopt, repeat/replicate
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Credibility 1-3
Visual & Olfactory CredibilityManner of dressing (including wearing of IDs)
Posture
Smell
Non-Verbals (gestures, bodily movement, facial expression)
Oral & Aural CredibilityVoice levels
Voice intensity
Rate of speed
Pronunciation
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Credibility 2-3
Exercises
Visual Credibility Posture & Handshake
Non-verbals (gestures, bodily movement, facial expression)
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Credibility 3-3
Exercises
Oral & Aural CredibilityScenario: Participants are new to CPU; Welcome them
You break my heart (depressed) Excuse me? (disgusted) Oh my god (in shock) Will you marry me (desperate voice) I want more, please (seductive voice) Crispin, Basilio… ang mga anak ko
(confused)
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Publics Profiling 1-2
Publics Profiling Category Cluster 1
Latent – doesn’t recognize a problem
Aware – recognizes that a problem exists
Active – recognizes the problem and does something about it
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Publics Profiling 2-2
Category Cluster 2 (based on Situational Theory)
Problem recognition – acts based on how the problem affects them
Constraint recognition – acts based on limitations in terms of what they can do about the problem
Level of involvement – acts based on the extent to which he/she through his access and resources can address the problem
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Media Relations 1-2Media Relations
Develop internal guidelines to determine when to issue the following:
Press statements
Press releases
Public service announcements
Prepare a crisis communication planDecision-making flow
Trigger / Calibration Points
Stakeholder analysis
Include in the guidelines the following, with respect to release:
Frequency (weekly, when in the week)
Manner (e-mail, hand-delivered)
Consistency in design, format, length
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Media Relations 2-2Media Relations
Make yourself available ALL the time.
Give them your personal mobile number.
Respond promptly. Never let a reply sleep overnight.
Never answer “no comment” or “I don’t know.” Instead, respond with an “I have not been informed about that yet, but I’m sure I can verify. Let me get back to you. Can I return your call in 30 mins?”
Answer questions briefly. Allow follow-ups.
Offer assistance to the extent possible, even if you are not the concerned office sought help from.
Never give cash. Never bribe.
Compensate them with food every after a press event on campus. Treat their crew equally.
Give some tokens/cards during Christmas.
Simple efforts like sending them off, joining them during the meal, seating with them during events, saying “hi” to them when you see each other on the road, giving them a smile will go a long way.
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Branding
Branding Logo
Color
Text size / Text type
Collaterals & website cohesion
Stationeries, calling cards , certificates
Numbers, e-mails (centralized)
Feedback mechanism (standardized)
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Exercise