Public Public RelationsRelations
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What is What is Public Relations?Public Relations?
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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.
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What are What are Publics?Publics?
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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
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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?
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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
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Videos, DVDs and CDs Videos, DVDs and CDs • Ideal tools for distributing in-depth
information
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Effectiveness and PREffectiveness and PR
• Evaluation is based on setting measurable objectives
• Baselines of criteria are established
• Baselines are compared to measured results
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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.
