chapter 1_intro to public relations

7/28/2019 Chapter 1_Intro to Public Relations

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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.
http://www.fcc.gov/cib/handbook.html


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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
http://www.salary.com/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?

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