com 380, summer ii
TRANSCRIPT
Com 380, Summer II
Welcome
Michael Jackson, 2005
• Spoke directly to audience
Michael Jackson, 2005
• Spoke directly to audience• Used the Internet
Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance
Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)
and to the media on HIS terms
Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)
and to the media on HIS terms• Ended up with an acquital on all charges
What is Public Relations?
• PRSA – Public Relations Society of America
What is Public Relations?
• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –
average of $100 million per firm
What is Public Relations?
• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –
average of $100 million per firm• Karen Hughes, spokesperson for President
Bush (White House Press Secretary)
What is Public Relations?
• Karen Hughes, spokesperson for President Bush (White House Press Secretary)
Planned process to influence public opinion
• Honest communication for credibility
Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence
Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill
Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to
prevent alienation and build relationships
Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to
prevent alienation and build relationships• Environmental research and evaluation to
determine the actions of adjustments needed for social harmony
PR as management interpreter
• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
PR as management interpreter
• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
• On the other hand, they must convey the attitudes of the public to their management
Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
2. Media relations: Dealing with the press is another frontline public relations function
Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
2. Media relations: Dealing with the press is another frontline public relations function
3. Planning: Of special events (event planner), media events, management functions, etc.
Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
5. Researching: Of attitudes and opinions that influence behavior and beliefs.
Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
5. Researching: Of attitudes and opinions that influence behavior and beliefs.
6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer
Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
9. Consumer relations: Interfacing with consumers through written and verbal communications
Functions of public relations
10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them
Functions of public relations
10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them
12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP
Functions of public relations
13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
Functions of public relations
13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge
Michael Scanlon, case study
• Bribing public officials and other malfeasance
Spin
• Lying, confusing, distorting the truth. • Spinning in that regard is unethical. However,
there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented
• “Spinning frenzy: P.R.’s Bad Press
Characteristics/Successful PR career
1. Diversity of experience
Characteristics/Successful PR career
1. Diversity of experience2. Performance
Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills
Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building
Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion
Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness
Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness7. Intangibles (personality, likeability, chemistry,
other unique expertise)
Six important skills
• Knowledge of the field
Six important skills
• Knowledge of the field• Communication knowledge
Six important skills
• Knowledge of the field• Communication knowledge• Relationship building
Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge
Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge
Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge • Management knowledge
Attitude requisites
• Pro Communication
Attitude requisites
• Pro Communication• Advocacy
Attitude requisites
• Pro Communication• Advocacy• Counseling orientation
Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)
Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)
Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)• Positive outlook
Individual activity
• Questions on page 16, one per student, plus:• 1 (a) Give three examples of public relations
from around the world• 8 (Rewritten) which of the seven functions of
public relations are MOST important and why• 3 (a) Question is “Why is PR misunderstood?”
– Give three examples that contribute to this misunderstanding