Chapter 10 PUBLIC RELATION
- 2. PR Education New Communication Technologies
- 4. According to Edward L. Bernays, Public Relations must become a genuine profession. A profession that is clear in terms of roles and responsibility. PR profession must be clearly defined in term what one does and how one does it. There should be a control over entry and exit into it.
- 5. In Malaysia PR is taught in some universities or college as part of their curriculum for business students. Some of the institute of higher learning and private institution that offers courses in Public Relations includes USM,UKM,UM,UITM,IPTAR and IPRM.
- 6. IPRM was established in 1962 and is devoted exclusively to the study of PR in Malaysia. IPRM is the governing body that establishes the Code of Professional Conduct for PR practitioners in Malaysia. IPRM organize courses for members and those interested in PR to enhance the practice of the profession in the country. IPRM also act as the examining body for PR examinations at the certificate and diploma levels. IPRM also promote career development of PR profession in Malaysia.
- 7. Gain from interchange of views and experience between members. Participate in tea meetings, seminars, talks. Obtain a professional qualification in PR at certificate or diploma level Received “Berita IPRM”. Receive and contribute in the journal of IPRM. Use the library facilities at the IPRM secretariat.
- 8. According to Newsom, Turk (1996), future educations of Public Relations has to be considered in two levels: 1. Preliminary Education – Formal education at either the undergraduate or graduate level. 2. Continuing Education – Continuing education in PR consist largely of seminars given by educators and practitioner.
- 10. PR must make use of new communication technology to improves their performance such as the use of internet, CD-ROMS, and information kiosk. Organizations of all kinds, profit or non-profit including government, have web pages that displays editorial messages and advertising. In some organization, it is the duty of PR department to maintain the web pages such as: Offering substantive content Keeping it updated and fresh Making it easy to use Having “basic” data about organization Newsworthy items that would attract publics.
- 11. There are two important reasons for PR practitioner to observe recent development in communication technology: 1. Convergence of technology The convergence of technology has brought about tremendous development in communication such as desktop computer linked by a modem to the internet 2. Rapid development of technology Time to adapt to changes has been shortened. PR need to act fast to keep current/ahead with fast changing technology
- 12. 1. Increased professionalism by increasing knowledge of communication techniques and skill in the application. 2. Broader personal repertoire/collection of communication technique. 3. Greater confidence in the role of corporate communication practitioner. 4. Becoming more effective by using technological capabilities to collect info, do analysis, planning and execution of work.
- 13. Examples of activities benefited from development in communication technology: 1. Conference and meeting run via tele-video conferencing 2. Recruitment via internet 3. Group or individual protest via internet 4. Responding to complaints via e-mail 5. Transmission of overseas program and live interview via satellite 6. Flexible learning program or distance learning program conducted via internet
- 14. 1. Uses of Computer to process info. & supply results in desirable form i.e. to store information, create and insert fresh material. The computer can be use in PR work to create: Business letters Process news release Correct spelling and grammar Electronic mail or e-mail Updating and renewing list of contacts Desktop publishing Graphics On-line conferences
- 15. 2. Uses of Satellite Transmission to make possible fast distribution: News release delivery Video and audio news release distributions Global transmission of messages Teleconferencing Satellite media tours
- 16. 3. Other technologies tools: video-conferencing Mobile phone – sms, mms Thumb-drive Electronic boards Wifi - technology without wires that allows several computers to share the same fast Internet connection in a small area such as an office, a shop or a home
- 17. According to Newsom, Turk (1996), the focus of future challenges for public relations will be: Credibility In order to gain respect, confidence and trust. This could be done by establishing strong liaisons within the organization's activities Accountability Which consist providing substantive (real, important) verification for the contributions of Public Relation Responsibility Areas of responsibility involves management and PR practitioners have to demonstrate and mastery of the industry or field they represent (i.e. petchem, banking, services, etc.)
- 18. • Take pride in the communication of product for which they are responsible.Professionalism • Able to differentiate themselves from others and become more conversant and knowledgeable about a specific aspect of public relations work. Generalized Specialization • Be willing to stand up to what they believe in order to protect • the interest of the organization and its public.Guts • Being the most ethical individuals in the organization and cannot compromised anything against their valueEthics • PR must have vision, courage and character to lead themselves, their organization and profession into the golden century. Leadership