unit 2.a: understanding public relations · »significance of public relations in business....

Unit 2.a: Understanding

Public Relations

Fundamentals of Public Relations:

» Introduction and Meaning, » Essentials of Public Relations, » Objectives of Public Relations, » Scope of Public Relations, » Significance of Public Relations in

Business

Introduction and Meaning

DefinitionsDevelopment and

maintenance of good relationships

with different publics

Definition – UK Institute of PR

The planned and sustained effort to establish and

maintain goodwill and mutual understanding between an

organisation and its publics.

Definition – World Assembly of PR Associations

PR Practice is the art and science of 1. analysing trends, 2. predicting their consequences, 3. counselling organisation leaders and 4. implementing planned programs of

action serving both organisation’s & public’s interest

Functions» Bridge between management and publics

» Media » Employees » Government » Investors » Customers » Community (CSR) » Other publics

» Positive Image building » Crisis planning and management » Feedback » Better profits

Image buildingGoal achievementEvent planning and managementCrisis planning and managementCSRFeedback

Tools of Public Relations

• Organisational Media • Interpersonal communication • News media • Advertising and promotional

media

Organisational media toolsGeneral Publications • Serial publications • Stand alone publications • Progress report • User manual Direct mail • Memo • Letter • Invitation • Catalog Miscellaneous Print Media

• Poster, • window display, • bulletin board, • suggestion box, • business card

Serial publications (Newsletter, bulettin)Stand alone publications (Brochure, flyers, booklet folder, pamphlet etc.) Progress report (annual, quarterly, research report)User manual Direct mail

MemoLetter

appeal letter, Marketing Letter

InvitationCatalog

retail, full line, B2B

Miscellaneous Print Media Poster, window display, bulletin board, suggestion box, business card

Organisational media toolsAudio Media • Telephone • Recorded Information • Voice mail • Toll free line • Dial a message • Demo CD Visual Media • Demo Video • Videoconference • Teleconference • Corporate video • Slide show

Digital media • Presentations • E- mail • Newsgroups • Websites • Webcasts • Podcasts • Touchscreen kiosks • Web TV • Web Radio

Audio Media TelephoneRecorded InformationVoice mailToll free lineDial a messageDemo CD

Visual Media Demo VideoVideoconferenceTeleconferenceCorporate videoSlide show

Digital media PresentationsE- mailNewsgroupsWebsitesWebcastsPodcastsTouchscreen kiosksWeb TVWeb Radio

Interpersonal communication

Organisational- site involvement

• Plant tour • Open house • Test drive • Trial membership • Free training • Sneak preview • Premiere performance

Personal involvement

Audience - site involvement

• Door to door canvassing • In home demonstration • Free class

Interpersonal communicationInformation exchange • Formal/Educational Gathering

• convention, • convocation, • conclave, • conference, • seminar, • workshop, • Panel discussion • debates etc.

• Exhibition • Trade shows

• Meeting • AGM, stockholders

meeting, community meetings

• Demonstrations • Rallies, March, Picket

boycott • Speech

• orientation,Question answer session keynote lecture, guest lecture, etc.

Information exchange Formal/Educational Gathering

convention, convocation, conclave, conference, seminar, workshop, Panel discussion debates etc.

Exhibition Trade showsMeeting

AGM, stockholders meeting, community meetings

DemonstrationsRallies, March, Picketboycott

Speech orientation,Question answer sessionkeynote lecturesermon guest lecture, address, etc.

Sponsored/Special events• Civic events

• Fair, • festival, • carnival, • circus, • parades • theme events

• Sports and games • Marathons, • runs, • matches, • sports meet • Tournaments • Outdoor spectator event • Field day etc.

• Contests • Science fairs, • spelling bees, • Beauty pageants, • talent hunt, etc.

• Holiday Event • Civic • Cultural • Religious

• Progress oriented event • dedication, • Groundbreaking • ribbon cutting • grand opening, • launching, • foundation stone laying ceremony

etc.

Civic events Fair, festival, carnival, circus, paradestheme eventsSports and games Marathons, runs, matches, sports meet TournamentsOutdoor spectator eventField day etc.Contests Science fairs, spelling bees, Beauty pageants, talent hunt, etc. Holiday Event Civic CulturalReligious Progress oriented event dedication,Groundbreaking ribbon cuttinggrand opening,

Sponsored/Special events• Historic

commemoration • Founder’s day, • anniversary, • centenary

• Social events • Luncheons, • dinner • reception • award ceremonies • Recognition • banquets, • gala parties, • fashion shows etc.

• Artistic events • Concerts, • Musical tours, • recital, • play, • film festivals, • art shows, • Photo exhibit, • dance shows etc.

• Fundraising events • fundraiser dinners, • auction, • treasure hunt, • donor felicitations etc.

• Sponsored events

Historic commemoration Founder’s day, anniversary, centenary

Social events Luncheons, dinnerreceptionaward ceremoniesRecognitionbanquets, gala parties, fashion shows etc.

Artistic events Concerts, Musical tours, recital, play, film festivals, art shows, Photo exhibit, dance shows etc.

Fundraising events fundraiser dinners, auction, treasure hunt, donor felicitations etc.

Sponsored events

News mediaOpinion Material • Letter to the editor • Guest editorial • Op-ed pieces Interactive News

opportunities • Interviews • Conferences Direct news material • Press releases • Features • Audio/ Video news

release • Media Kits

Direct news material Fact sheetsEvent listingsInterview noticesPress releasesFeatures biography, history, information piece etc.Audio news releaseVideo news releasePhotos and captionsMedia Kits

Opinion Material Letter to the editor Guest editorialOp-ed piecesWhite paperbackgroundernumbered listproblem solution

Interactive News opportunities Studio interviewsConferences

Advertising and promotional Media

Print Media • Magazine

advertising • Centre spread, • advertorial, • breakout ads

• Newspaper advertising • Display • classifieds

• Directory advertising

Print Media Magazine advertising

Centre spread, advertorial, breakout ads

Newspaper advertisingDisplay classifieds

Directory advertising

Advertising and promotional Media

Electronic media • Television commercials • Radio commercial • Cable TV commercials

Digital media • online advertising

• SEO Marketing • Social media • Web advertising

Electronic media Television commercials

spots, infommercials,ribbon ads

Radio commercial spots, guest on shows, awareness campaigns

Cable TV commercials spots, infommercials,cable crawl

Digital media Computer advertising E-zine, electronic catalogue online advertising SEO MarketingSocial media Web advertisingWeb bannerscontextual adpop up/underwallpaper etc.

Advertising and promotional MediaOut of home advertising • Posters

• Billboards • hoardings • wall mural • Arena poster

• Signs • Neons • Digital

• Out of home video • Supermarket advertising • Supermarket display

Advertising and promotional tacticsOut of home advertising • Transit advertising

• bus signs, • car cards, • posters in airports,

train stations, bus stops

• mobile billboards • Diorama

• Aerial advertising • banners, • skywriting • Blimp

Inflatables

Advertising and promotional tactics

Promotional Items • Clothing • Costumes • Office accessory • Home accessory Ambient

advertising

Essentials of Public Relations

Reach out

Persuade

Move To Action

Visibility

Validity

Empathy

Dialogue

Truth

Relationship building

OBJECTIVES GOALS

The PR transfer process

• Hostility sympathy • Prejudice acceptance • Apathy interest • Ignorance knowledge • Negative emotions positive emotions

Objectives of Public Relations

1. Better relations

• Two way communication with • Employees • Customers • Investors • Community • Government • Media • Competitors • Other key publics and stakeholders

To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.

2. Two way communication• Information, opinions, and interpretations about

• Products • Policies and actions • CSR • Future plans • Achievements • Crisis • Conflict of interest • Any relevant information/ knowledge • Discourage miscommunication

To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.

3. Understand, influence & persuade

• Create public opinion.

• Publicity

• Propaganda

• Advertisements

• Internal communications

• CSR activities

To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.

4. Change in attitude• Collecting and analysing information about key publics and

stakeholders on • changing knowledge • opinions • behaviours

• Bring about attitude change • Motivation • Cooperation • Job satisfaction

• Build positive image • Fulfil the objectives. • Win the publics.

To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.

5. Feedback

• Advice management • Free exchange of ideas • Suggestions and complaints • Vertical and horizontal communication • Provide necessary feedback • Coordination between stakeholders and organisation • Mutual understandings and good relations.

To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.

Scope of PR‘The extent that something deals with or to which it is relevant’

Scope of PR in different organisations

• Corporate sectors • Financial institutions • Political parties • Healthcare sectors • Labour and Trade unions • Educational Institutions • Hospitality sector • Religious institutions • Travel and tourism • State and country

Scope of PR in different organisations• Charitable organisations • NGOs, or nonprofit organisations • Government and non government business

corporations – Industries or Manufacturing units – Service providers

• Professional Associations which create a favourable environment for an industry or a cause

• Celebrities

Significance of Public Relations in Business

PR as a communication function

» The organisation or initiator (e.g., a business corporation or trade association );

» The communicator (e.g., media person or a public relations agency);

» The message (e.g., a press release or a lecture); » The medium (which may be a newspaper or radio or

television or a book or letter); » Finally the addressee (e.g., the newspaper reader or the

owner of a telephone or teleprinter or the viewer of a television set.

The essential basis of all public relations work is the communication process. This takes place between four or five factors:

PR as a Management function• It is a social management

philosophy • It is an expression of this

philosophy in policy decisions

• It is action resulting from these policies

• Communicating these actions to the public and getting their feedback.

Significance of PR» Complex industry structure » Communication revolution » Increased competition » Employee relations » Increased consumer awareness » Increase in transparency » Increased social awareness » Political interference » Globalisation

Types of publicsInternal or external Primary or secondary Traditional and future Proponents, opponents and uncommitted

Marston’s four-step “RACE” model describes the PR process:

R = Research A = Action

C = Communication E = Evaluation

Identify Key Communication Groups (KCG)

Measure Images /Attitudes towards the Organisation

Establish Image / Attitude Goals for KCG

Develop Cost-effective Public Relations Tools

Prepare Anticipated Crisis Situations

Select Communication Media and Modes

Implement Plan of Action

Evaluate Measure Results with Benchmarks

PR Plan - Steps

Understand the marketplace

and customer wants and needs

Build long lasting And Profitable

Customer relationships

Deliver superior Value and customer

service

Develop and execute An integrated

marketing programme

Develop a customer Driven market

strategy

Advertising vs. Public Relations

❶ ❷ ❸ ❹ ❺ ❻ ❼ ❽ ❾ ❿

Paid Space Content Control

Limited Exposure Less Credibility

Scope for Creativity Agency/Media Sales

Target consumers Limited Contact

Direct Sales Pitch Dependent on PR

Free Publicity No Control Continuous effort More Credibility Nose for News (buzz) Media Relations Target Publics Unlimited Contact Third Party Opinion Self Willed

Thank you