public relations. 17-2 what is public relations?

Public Public RelationsRelations

17-2

What is What is Public Relations?Public Relations?

17-3

PR DefinitionPR Definition

A planned and systematic two way

process of communication between

an organization and its publics

designed to build relationships and

create good-will, understanding and

support for the organization.

A planned and systematic two way

process of communication between

an organization and its publics

designed to build relationships and

create good-will, understanding and

support for the organization.

17-4

What are What are Publics?Publics?

17-5

Publics DefinitionPublics Definition

Any group that has an common

interest that can potentially

impact an organization's ability

to achieve its objectives

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Two Kinds of PublicsTwo Kinds of Publics

• External

• Internal

• External

• Internal

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Publics ExercisePublics Exercise

Get into groups and come up with all the publics for the following organizations:

Moorpark High School

South West Airlines

Starkist Tuna

Moorpark High School

South West Airlines

Starkist Tuna

Determine what the impact is of each public on the organization’s ability to achieve its objectives

17-8

Levels of ‘Publics’ ConvictionLevels of ‘Publics’ Conviction

OpinionA conclusion held with confidence but not substantiated by positive knowledge or proof

Attitude

Feeling or position with regard to a person or thing

Belief Like an opinion but stronger: One’s core values

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Public OpinionPublic Opinion

• What most people in a public think

• Transitory and unstable

• Based on perceptions

Edward Bernays defines Public Opinion as:

“I’ll defined, mercurial, and changeable group of individual judgments”

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Differences between Differences between PR and AdvertisingPR and Advertising

PR• Credibility of

3rd party endorsement

• Trust• Non-Paid (≈)

Advertising• Runs exactly as

advertiser approved

• Controlled• Paid

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Tobacco PR StrategyTobacco PR Strategy

Considering your new knowledge on publics, what is your opinion of the tobacco industry stated strategy?

17-12

PR - Three levels of controlPR - Three levels of control

• Controlled

• Uncontrolled

• Semi Controlled

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• PSA’s given by company• News Release - company• Corporate, institutional, advocacy advertising• Brochures, flyers, magazines, newsletters• Annual reports• Photographs, films, videos • Displays, exhibits• Speakers, staged events• Books

Controlled Media

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• New Release - third party • News features • Press conference • Op/Ed pieces• Talk shows• PSA’s third party

Uncontrolled Media

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• Word of mouth (buzz)

• Viral marketing

• Special events and

sponsorships

• Blogs

Semi-Controlled Media

17-16

Videos, DVDs and CDs Videos, DVDs and CDs • Ideal tools for distributing in-depth

information

17-17

Effectiveness and PREffectiveness and PR

• Evaluation is based on setting measurable objectives

• Baselines of criteria are established

• Baselines are compared to measured results

17-18

Publicity vs AdvertisingPublicity vs Advertising

The management team of XYZ, Inc. has only enough budget to use either a PR campaign or an advertising campaign to get senior citizens to join their health spa.•Split into two groups and each select one side. Make your case.