AMU 2814 LECTURE INPDF (2).pdf
- 1. Transforming Community : Project Design & Public Relations for Social Campaigns Week One AMU 2814 Dr. Rizwanah Souket
- 2. Week One lecture will be in three parts : ✓Part One : Introduction to the Unit and its requirements ✓Part Two : Understanding Public Relations ✓Part Three : PR Campaigns & Transforming Communities
- 3. PART TWO Understanding Public Relations Define PR P R , Marketing, Advertising P R in Context P R Campaigns, Persuasion, Propaganda, Public Opinion
- 4. The Million Dollar Question : ‘What is PR ?’ Two Arguments ✓ Does PR play a managerial role ? ✓ Does PR play a communicative role ? PR is short for Public Relations UK Chartered Institute of Public Relations (CIPR)
- 5. Classic Definitions of Public Relations by Some of the Industry’s most respected Educators & Professionals. Zappala, J. M., & Carden, A. R. (2009). Public relations writing worktext : A practical guide for the profession. Retrieved from http://ebookcentral.proquest.com
- 6. What is PR ?….. A Managerial Role ✓ Managing your relationship with the public ✓ Influencing other people’s opinions ✓ Maintaining Reputation ✓ Planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics Chartered Institute of Public Relations (CIPR), UK “ Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics ”
- 7. The Million Dollar Question : ‘What is PR ?’
- 8. Public relations is an applied discipline within the field of communication that uses strategic thinking, planning, research and practice to help an organization or person establish and manage mutually beneficial relationships and interact with an audience or audiences that ensure success or failure; position an organization, person or issue favorably within the marketplace of ideas; and / or affect the attitudes, opinions and behaviours of targeted audience or audiences. Strategic Public Relations: An Audience-focused Approach, Barbara Diggs-brown, 2012 What is PR ?….. A Communicative Role
- 9. Lets listen to PRSA on what PR pros do…. What do you understand ???? PR is • Knowing how to communicate • All about being good writers • About relationship building • About storytelling & engaging • About strategy & publicity. Public Relations is “ A strategic communication process that builds mutually beneficial relationships between organizations and their public” Public Relations Society of America (PRSA)
- 11. Get your head around Public Relations as a communicative tool ! Spin-doctors ? It’s not about Paid Ads It’s not about Publicity It’s not about Marketing
- 12. PR Planning RESEARCH OBJECTIVES STRATEGY IMPLEMENTATION EVALUATION RESEARCH ACTION COMMUNICATION EVALUATION R.A.C.E by John Marston R.O.S.I.E By Sheila Clough Taken from Anne Gregory, 2015, Planning and Managing Public Relations Campaigns: A Strategic Approach AWARENESS FORMULATION IMPLEMENTATION EVALUATION Understanding the current situation Selecting the appropriate strategy Putting the strategy into action Monitoring progress for corrective action and effectiveness ✓ It focuses effort ✓ It improves effectiveness ✓ It encourages the long-term view ✓ It helps demonstrate value for money. ✓ It minimizes mishaps ✓ It reconciles conflicts ✓ It facilitates proactivity
- 13. Public Relations in Context •For Profit Sector •Non Profit sector •Politics & Government Sector
- 14. ➢ Corporate Social Responsibility (corporate citizenship) is a company’s sense of responsibility or obligation to give back to society through support of social programs, philanthropy, volunteerism and more in the community and environment in which it operates. ➢ Cause Related Marketing is when companies adopt and enter into mutually beneficial relationships with organization representing charities, causes or social efforts to market their products or services. The charity or cause receives funding and support and companies receive promotional value. ➢ Community Relations is when members of the community in which the organization lives act as the organization's most importance audiences. Thus participating in community activities and sustaining community relationships. For Profit Sector PR counsels the company to operate responsibly & in public interest while valuing and respecting employees PR works with external audience to ensure the company’s actions are communicated clearly and effectively
- 15. • Nonprofits exist to serve society or specific causes. • Major role of PR – fund raising, creating awareness & giving strategies. • Two key audiences- Volunteers & Benefactors • Challenges include lack of adequate resources and sustainability of the organization. For Non Profit Sector Arts, Culture And Humanities Education And Research Environmental And Animal Causes Health Services & Human Services International And Foreign Affairs Public And Societal Religion
- 16. For Politics & Government Sector • Government public relations takes place at all levels of the government – Local, State And Federal • Main functions includes : ✓Communicating with News Media ✓Political Campaigning ✓Gatekeeper role to media seeking access to candidate
- 17. Public Relations Campaigns ……. Persuasion, Propaganda, Public Opinion ✓Public relations professionals are in the persuasion business ✓ Propaganda is often seen as an historical antecedent of contemporary public relations practice ✓Influencing Public Opinion remains at the heart of professional public relations work. Propaganda becomes vicious and reprehensive only when its authors consciously and deliberately disseminate what they know to be lies, or when they aim at effects which they know to be prejudicial to the common good.” ― Edward L. Bernays, Propaganda
- 18. Week One lecture will be in three parts : ✓Part One : Introduction to the Unit and its requirements ✓Part Two : Understanding Public Relations ✓Part Three : PR Campaigns & Transforming Communities
- 19. PART THREE PR Campaigns & Transforming Communities
- 20. Breakfast ? In the 1920s, a company called the Beech Nut Packing Company wanted to sell Bacon. They approached a man named Edward Bernays , who later was called as the Father of Public Relations in America. Bernays came up with the idea Before the 1920s, most Americans didn’t eat much for breakfast. He talked to his agency’s doctor to find out if a “heavier breakfast” might be more beneficial The doctor told Bernays that a heavier breakfast would be better for people. So, then Bernays asked the doctor if he’d be willing to sign a letter to other doctors across the country to see if they agreed. Bernays ‘s strategy to promote the campaign - Doctors survey says that “American people have to eat heavier breakfast”. Heavy meant – Bacon and Eggs
- 21. Breakfast ?
- 22. Edward Bernays Father of Public Relations Bernays outlined three important steps he took to put into action his evolving ideology of a pro-social propaganda. e.g. for ‘ Selling Good Government’ (Bernays , 1925, p.3) 1- Assess “Existing Thought”. 2- Analyze how a Government initiative would appeal to the community 3- Understand the importance of the newspaper in influencing public sentiment. Public Relations
- 23. ‘Propaganda as a Pro-Social Force’ 1- Assess “Existing Thought”- a social taboo for women who smoked.. 2- Analyze the situation. • Got a psychoanalyst consultation. – “Cigarettes, which are equated with men, become torches of freedom.” • The New York’s Easter Parade was a one of the main cultural expressions of Easter in the US and a spectacle of latest fashion trends. 3- Understand the importance of staging a scene to attract reporters and photographers. 1891- 1995 Edward Bernays was hired by the American Tobacco Company to develop a strategy to make smoking more acceptable for women His Big Idea To Invite women to light cigarettes as a symbol of liberation during New York's 1929 Easter parade, and labeling cigarettes "torches of freedom“
- 24. ‘Propaganda as a Pro-Social Force’ Here’s the gist of how Bernays did it : Bernays was hired by a piano company and was to make Pianos Popular How would you do it ? Bernays decided to create a demand for piano by establishing the idea of a music room !!! 1. He organized an exhibition of music rooms decorated by well-known decorators, who used expensive tapestry to make it look elegant. 2. He invited important people to the ceremony, such as a famous violinist, a popular artist and a society leader. 3. He made sure the exhibition got publicity in relevant newspapers 4. He persuaded influential architects to build music rooms.
- 26. A starting point Patrick Jackson was one of the 20th Century's most widely known and respected public relations practitioners. http://patrickjacksonpr.com/
- 27. A Campaign is the strategic and carefully thought out design of a series of messages sent to one or more targeted populations for a discrete period of time in response to an identified negative or positive situation affecting the organization. (Mary Anne Moffitt, Campaign Strategies and Message Design, p. 3) PR Campaign - a Good Definition
- 28. PR Campaigns can be……….. Public Awareness Campaign Public Education Campaign Reinforcement Campaign Attitude Change Campaign Behaviour Modification
- 29. Salient Features • Campaigns are coordinated, purposeful, extended efforts designed to achieve a specific goal or a set of interrelated goals that will move the organization toward a longer-range objective expressed as its mission statement. • Campaigns are designed and developed to address an issue, to solve a problem or to correct or improve a situation. They accomplish these purposes by changing a behaviour, by modifying a law or opinion, or by retaining a desirable behavior, law or opinion that is challenged. • A Campaign may be constructed around a positioning statement. Communication planning is then structured to help the organization achieve its mission, in light of how the organization has positioned itself.
- 30. Characteristics Of Successful Campaigns 1. Assessment of the needs, goals and capabilities of priority publics 2. Systematic campaign planning and production 3. Continuous monitoring and evaluation to see what is working and where extra effort needs to be made 4. Consideration of the complementary roles of mass media and interpersonal communication 5. Selection of the appropriate media for each priority public, with due consideration of that medium’s ability to deliver the message
- 31. Five basic Elements to Successful Campaigns A campaign should always enlighten its public telling them something they didn’t know or giving them a different perspective or way of looking at something they already knew or thought they knew. EDUCATIONAL ASPECT OF THE CAMPAIGN Engineering involves ensuring that the means are there (and convenient) for publics to do what you want them to do. ENGINEERING ASPECT OF THE CAMPAIGN Enforcement involves something beyond incentive to underscore the significance of the campaign. ENFORCEMENT ASPECT OF THE CAMPAIGN Entitlement means that publics are convinced of the value of the appeals of the campaign and in sense ‘ buy into’ the message. This helps with reinforcement because it extends the message statement by having others outside the campaign give it a voice. ENTITLEMENT ASPECT OF THE CAMPAIGN The evaluation is a campaign’s report card. It identifies what kind of desired behaviour change occurred, when and in which publics. EVALUATION ASPECT OF THE CAMPAIGN
- 32. Research Planning Execution Evaluation Conducting A Situation Analysis Identifying the target publics, setting goals and objectives, determining strategies and tactics, and establishing a budget and timetable Implementing The Plan Measuring Its Success The Planning Process….
- 34. The Planning Process…. Taken from Anne Gregory, 2015, Planning and Managing Public Relations Campaigns: A Strategic Approach
- 35. A Comprehensive Planning Model…. Taken from Anne Gregory, 2015, Planning and Managing Public Relations Campaigns: A Strategic Approach