Introduction to PR

Types of PR practice.Identity , Image and Reputation.

Inas A.Hamid

Types of PR practice

Gruing & Hunt (1984)developed four types of PR practice based on their analysis of the historic development of PR in the USA.

These types focus on the nature of communication in different organizations.

The fourth is the best type -according to Gruing point of view- to achieve PR excellent performance .

These types are : – Press agent- publicity– Public information– Two – way asymmetric– Two – way symmetric

Press agent- publicity: Originated in 1830 Its purpose is described

as propaganda . Little respect for truth. One –way of

communication : organization publics.

Measuring feedback is not important.

Researches may be rare.

Public information: Tracked back to around

1900.

Truthful facts. One-way communication.

Researches may be minimal.

Two-way asymmetric: Heavily used in the 1940s

&1950s. Following the US

propaganda effort of the war I.

Two – way communication , but in favour of the sender.

Research may be well substantial , for the purpose of changing opinions and habits

To increase the effiency of communication.

Two-way symmetric:Developed by grunig

&Hunt in 1952.Dialogue are relatively

equal and mutually respectful.

Two-way flow of communication ,ideas &opinions.

It is an ideal.

Types Press agent publicity

Public information

Two-way asymmetric

Two-way symmetric

Purpose Propaganda Transmit facts Feedback then persuasion

Mutual understanding

Communication One-way ,little respect to truth

One-way ,truthful, complete facts

Two-way , in favour of the sender

Tow-way ,balance interest.

Research rarely May be minimal

Measuring attitudes to affect .

Measuring attitudes to modify policies

Type of organization

Entertainment& sport

Organizations

Non- Profit& governmental organizations

PR agencies, competing

organizations

Ratio of usage in USA

Rare

%15

More pronounced

%50

Most common type

%20

Seldom practiced.

%15

Corporate Identity

Corporate identity should express the character of the business.

Corporate identity is planned on the basis of a desired image.

Corporate identity means how the corporate presents its self on the basis of a desired image.

Identity planning

Corporate identity in the last decade has acquired a broader interpretation , including: – Communication Materials: the design of logos, symbols, booklets, news release ,magazine, advertising– Staff appearance, the way they act, and the interior and

outside design of the building .– Organizational Personality: values ,mission, vision ,and

purpose.– Organizational Behavior: Its polices ,acts decisions – Social responsibility activities :events they sponsors,

relations with charities.

Jaguar Vision

Our VisionTo be Northern California's leading

automobile dealer for the products we represent.

Jaguar MissionOur MissionWe are committed to providing distinctive

automotive products and exceptional service while treating our customers and employees with unyielding integrity.

Our Core ValuesWe are a team We respect each other We encourage self-improvement We hold high expectations We embrace change We enthusiastically value our customer We support our community

Proctor & Gamble's (PG) Mission Statement PURPOSE

We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

VALUESP&G is its people and the values by which we live.We attract and recruit the finest people in the world. We build our organization from within, promoting and rewarding people without regard to any difference unrelated to performance. We act on the conviction that the men and women of Procter & Gamble will always be our most important asset.

Trust We respect our P&G colleagues, customers, and consumers, and treat

them as we want to be treated. We have confidence in each other's capabilities and intentions. We believe that people work best when there is a foundation of trust.

P&G products include nearly 300 of the world's most recognized brand from : Camay, Fairy , Gillette , Head & shoulders , Pampers , Tide , Max & Factor and many more.

Image planning Image is a mental or sensual perception of

someone or something , based upon all the direct – indirect source of information

Corporate image is very important, it presents the organization values and summarize what the company stands for.

Images build – up confidence in the firm ,credibility and publicize the firm's strength.

Any organization has a current image and a desired image.

The corporate image can have a positive or negative influence on customers

when they make purchase decisions.

Corporate Image

The corporate image is based upon experience of it.

Experience may be

Direct Indirect

Components of a Corporate Image

Tangible Elements Customer perceptions of the

goods or services. Retail outlets where the

product is sold. Corporate name and logo. Packages and labels. How the corporate deals

with customer. Customer views of each

company's advertisement. Assessment of employees.

Intangible Elements Reactions to crisis. Policies , values and beliefs. Culture of country and

location of company. Media reports.

Reputation

Company's reputation is valuable.Consumer preference about which brands

to purchase and their opinions within a crisis and potential employees depend on a company's reputation.

Assessing a company's reputation is important as promoting its goods and service.

Interviews and surveys can be used to find out what people think about the organization.

Assessing and managing a company's reputation is one of the most important roles of PR.

Identity

Image

Reputation

Assignment What do PR practitioners mean when they

talk about two-way communication? Can you think of a circumstance in which one-way communication might be appropriate?

You are the PR director of MTI university . Your PR plans for building a positive reputation of high quality educational service. How will you do it? Can you think of your targeted audiences that need to be affected?