Situational Analysis !If only people took time to communicate their feelings, to explain their reasons, the assumption is that many of the problems of the world would somehow disappear. !People seem to believe any problem can be solved if only the parties sit down and talk. Definition of PR !PR is a process, a discipline, an orientation !PR applies the basic management functionsofpl anni ng,organi zi ng,di rect i ng,monitoring, controlling and evaluating !PR is not merely publicity and gimmickry !PRisnotthesameasadvertisingalthought h e yb o t ha p p l yp r i n c i p l e so fcommunication !PR needs credibility Definition of PR !The public of PR is not an impersonal statisticalaggregatebutagroupofhumanindividualswiththeir own values, norms, needs, preferences. !PRisateameffort,everymemberofanorganization has a PR role to play. ! PR is not a substitute for good management nor acure all for poor policies, products or services !PR is not an emergency or transitory activity but acontinuousefforttosecurethepublicsunderstanding and goodwill. Definition of PR !PR is marketing support technique which Improves product awareness Projects credibility Combats competition Evaluates new markets Creates direct sales leads Reinforces sales promotions Support advertising Motivates the sales force and wholesalers/retailers Promotes new products/services Deals with consumer issues Definition of PR !PRistheartofmakingacompanysproductsorservicesdesirable,itsobjectives acceptable and understood by themanyaudiencesitistryingtoreach(DinaRoss)!PR according to Rex Harlow isGood performance, publicly appreciated PR stands for Performance and the Recognition Doing good and getting credit for it. Definition of PR !PR is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. PR is the creation or establishment of mutual understanding between an organization and its publics. It also suggests that PR is not a haphazard process. It must be consciously designed. Planning calls for attention, deliberation, research, anticipation, analysis and consequences. Definition of PR PR efforts must ensure that not only does the organization understand its publics, the publics must equally understand the organization. It must understand its reason for whatever actions it takes. As a PR officer or manager of your firm, for instance, it is your duty to ensure that mutual understanding is achieved between your firm and its several publics. More often than not, the publics are passive at performing this role. Therefore, your organization must take proactive steps towards achieving it. Sustained effort means that it is not enough to start the plan; it must be carried through to a logical end. Definition of PR !PR is concerned with or devoted to creating mutual understanding among groups and institutions. (Public Relations Society of America) The PRSA recognizes the place of groups and institutions in the public relations process. It admits that these entities have interests that must be protected. It also presupposes a streamlining of these benefits for mutual good. The concept of mutuality in this definition makes you as a public relations man or woman an intermediary between your organization and its publics. Definition of PR !PRisthemanagementfunctionthatidentifies,establishes,andmaintainsmutuallybeneficialrelationshipsbetweenanorganizationandthevariouspublicsonwhomitssuccessorfailuredepends(ScottM.Cutlip,AllenH.CenterandGlen M. Broom Effective Public Relations) Takenoteofthelastpartofthedefinition,uponitssuccessdepends,becausethisisonefactthateverymany organizations have not realized. Acompanyssuccessorfailuredependsconsiderablyon its relationship with its various publics. Definition of PR !Ittakesthecooperationofallthemembersofanorganizationoveraperiodoftimetoearnthatmostpreciouspublicgoodwill.Butitonlytakesonememberinafractionof time to lose it. !Publicgoodwillisahighlyvolatilefactor.Likeadelicateplant,itmustbecarefullynurtured. Two Aspects of PR !Internal or Doing Aspect. The doing aspect ofPRhastodowithwhatthecompanydoes internally,toinsuregoodperformanceasabasis for a good PR image. !ExternalorReportingAspect.Pertainstothe disseminationofaccurateinformationonthe activities and policies of the company According to R. R. dela Cruz, a leading authority inPR,thetwodefinitionsunderscorethevalueofinternalactionasapre-requisitetogoodpublicrelations. Characteristics of PR !PRisgenerallyarelativelylowcostformofcommunication.Apartfromthenominalproductioncosts,muchpublicrelationsactivitycanbecarriedoutatalmostnocost,inmarkedcontrast to the high cost of buying space or time inthe main media. !PReffortscanbetargeted.Publicrelationsactivitiescanbetargetedtoasmallspecializedaudience if the right media vehicle is used. Characteristics of PR !Ithasmorecredibilitythanadvertising.Thiscanoccurbecausetheaudiencemayregardamessageascomingfromanapparentlyimpartialand non-commercial source. !It is difficult to control.A company can exerciselittledirectcontroloverhowitspublicrelationsactivity is subsequently handled and interpreted.!PRefforts(likeallmedia)maybecomesaturated. Four Basic Elements of PR !PR is based on a social policy of management !PR is a social philosophy in policy decisions !PR is action resulting from sound policy !PR is communication (Bertrand R. Canfield and H. Frazier Moore authors of Public Relations Principles, Cases and Problems) # 1 Basic Element of PR !PR is based on a social policy of management.The firstbasicelementofasoundpublicrelationsprogramisasocial philosophy of management which places the interestofpeoplefirstinallmatterspertainingtotheconductoftheorganization.Thisprincipleofpublicserviceisthefoundationofthemodernconceptofpublicrelations.Suchasocialphilosophyofmanagementisadmittedlyrevolutionarybasedonapremisethattheprimaryobjectiveisnottobenefitshareholdersalone,butalsoconsumers,suppliers,dealers,communityneighborsandemployees. # 2 Basic Element of PR !PRisasocialphilosophyinpolicydecisions.The second basic element of public relations is theexpressionofasocialphilosophyinpolicydecisions. Every institution has policies that stateasettledcourseofactiontobefollowedbymanagement in dealing with problems that arise intheconductoftheenterprise.Toachievegoodpublicrelations,suchpolicydecisionsshouldreflectthesocialphilosophyofservingthepublicinterest. # 3 Basic Element of PR !PRisactionresultingfromsoundpolicy.Thethirdbasicelementofpublicrelationsistheactionresultingfrom the administration of policies which reflect the socialphilosophyofmanagement.Policydecisionsmustbeputintopracticeinrelationswiththepublic.Institutionsarejudgedbywhattheydo,notbywhattheysayinpolicystatements. Good employee relations policy, for instance,isexpressedbyprovidingregularemploymentatfairwages and a good working environment. Good consumerrelationspolicyinvolvesproducinggoodproductsatreasonable prices with adequate service for consumers, andcontributing to the social, cultural and economic welfare ofthe community in which the organization operates. # 4 Basic Element of PR !PR is communication.The fourth basic element of publicrelationsistwoorthree-waycommunication.Throughlisteningtoitspublics,managementcandetectanylikelybreakdownsincommunicationandevaluateandconsiderthe possibility of altering the nature, approach, or emphasisofanyfacetofitspolicy.Throughcommunicatingtoitspublics,itreveals,explains,defends,orpromoteitspoliciesinordertosecureunderstandingandacceptance.Publicrelationsisnotonlyasocialphilosophyexpressedin policies and actions; it is also the communication of thisphilosophy with the concerned publics. Basic Components of PR (according to Public Relations Society of America) !Counselling.Providingadvicetomanagementconcer ni ngpol i ci es,r el at i onshi ps,andcommunication. !Research.Determining attitudes and behaviors ofpublics in order to plan public relations strategies.Suchresearchcanbeusedto(a)generatemutualunderstandingor(b)influenceandpersuadepublics.!MediaRelations.Workingwithmassmediainseeking publicity or responding to their interests inthe organization. Basic Components of PR (according to Public Relations Society of America) !Publicity.Disseminatingplannedmessagest hr oughsel ect edmedi at of ur t hert heorganizations interests. !Employee/MemberRelations.Respondingtoconcerns,informing,andmotivatinganorganizations employee or members.!CommunityRelations.Plannedactivitywithacommunitytomaintainanenvironmentthatbenefits both the organization and the community. Basic Components of PR (according to Public Relations Society of America) !Public Affairs.Developing effective involvement in public policy, and helping an organization adapt to public expectations. !Government Affairs.Relating directly with legislatures and regulatory agencies on behalf of the organization. !Issues management.Identifying and addressing issues of public concern that affect the organization. Basic Components of PR (according to Public Relations Society of America) !Financial Relations.Creating and maintaining investor confidence and building good relationships with the financial community.Also known as Investor or Shareholder Relations. !Industry Relations.Relating with other firms in the industry of an organization and with trade associations. !Development/FundRaising.Demonstratingtheneed for and encouraging the public to support anorganization,primarilythroughfinancialcontributions. Basic Components of PR (according to Public Relations Society of America) !MulticulturalRelations/WorkplaceDiversity.Relatingwith individual and groups in various cultural groups. !Special Events.Stimulating interest in person, product, ororganizationbymeansofafocusedhappening;also,activitiesdesignedtointeractwithpublicsandlistentothem.!MarketingCommunications.Communicationofactivities,designedtosellaproduct,service,oridea,includingadvertising,collateralmaterials,publicity,promotion,directmail,tradeshowsandspecialevents(Wilcox, Ault, Agee, 1991) Two School of Thoughts !ManagementFunctioncounseltohelp organization achieve objectives !FunctionManagementtheroleofPR anditsexecutionbasedoneffective strategies managed by the organization Characteristics of successful PR programming !Commitment and participation by management !Competence in the PR functionaries !Communication up from constituent publics, down to them and sideways through the organization !Coordination of all efforts toward defined goals. 7 Major Job classifications of PR Work !Writing.Reports,newsreleases,radioandTVcopy, speeches, film scripts, magazine articles. !Editing.Employeepublications,newsletters,shareholderreportsandothercommunicationsdirectedtobothorganizationpersonnelandexternal groups. !Placement.Contacts with the press, radio and TVaswellaseditorsofmagazinesandSundaysupplementswithaviewtowardenlistingtheirinterestinpublishinganorganizationnewsandfeaturesarticles.Insome,thisiscalledmediarelations 7 Major Job classifications of PR Work !Promotion.Special events such as press parties, convention exhibits, special showings, open house, contests and awards program. !Speaking Engagements.Appearances before groups and the organization of a speakers bureau. !Production.Knowledge of art and lay-out for the development of brochures, booklet, special reports, photographic communication and house periodicals. !Institutional Advertising.Advertising a companys name and reputation through purchased space and time. Qualities needed by the PR practitioner !Ability to communicate !Ability to organize !Ability to get on with people !Personal integrity !Imagination PR and Public Opinion !Definition: A consensus among a varying number of persons expressing an attitude toward a controversy/issue !The Study of Public Opinion Change/neutralize (hostile opinions Crystallize (unformed/latent opinions Conserve (favorable opinions) Why Persons Hold On To Their Opinions? According to Daniel Katz, social psychologist !Adjustive/utilitarian function behavioristic learning theory !Ego-defensive function self preservation !Value-expressive function-satisfaction derived from expressing attitudes/opinions in line with personal values !Knowledge function based on individuals need to search for meaning, the need to understand Three levels of Learning !Cognitive knowledge !Affective feelings !Conative - behavior A Tale of Two Parallels Public Relations Advertising Aimsto inform, to educateto persuade to sell building image/goodwilleffective copy/visuals Toolsocial conscienceeffective copy/visuals Targetpublics consumers/distributors

A Tale of Two Parallels Public Relations Advertising Executionperformance-basedcreative strategy Resultintangible resultstangible results Relationalmost a hairline distinctionadvertising is a tool of PR Steps in PR planning !Analyzing the situation !Setting the objectives !Identifying the publics !Creating the messages !Selecting the channels !Costing the program !Evaluating results Thank you!!!