Chapter 1 PUBLIC RELATION
- 2. 1. Have a clear meaning of public relations and its relationship with other functions in an organizations 2. State the skills and qualities that a public relations practitioner needs to be effective, and 3. Discuss the similarities and differences between public relations and marketing, advertising, and propaganda.
- 3. “Public Relations is the organization’s effort to build and manage long-term relationship with its strategic publics and minimize conflicts with them”. (J. Grunig, 1982)
- 4. “Public Relation is the deliberate, planned and structured effort to establish and maintain mutual understanding between an organization and its publics”. (Institute of Public Relations Malaysia (IPRM))
- 5. “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organizations leaders and implementing planned programs of action which serve both the organization’s and the public interest”. (International Public Relations Association (IPRA, 1978))
- 6. “Public relation is about reputations, the result of what you do, what you say and what others say about you. PR practice is the discipline which looks after reputation with the aim of earning understanding and support and influencing opinion and behavior”. (Institute of Public Relations, UK (IRR, UK))
- 7. “Public relation is the management function which evaluate public attitudes, identifies the policies and procedures of an individual or an organization with the public interest and plan and execute a program of action to earn public understanding and acceptance”. (Public Relations News, USA)
- 8. The 5 key concepts of the practice includes: • Practicing two-way communication. • Creating mutual understanding and positive relationship with important publics. • Researching the needs of the publics. • Reputation management of the organization. • Counseling organization’s management.
- 9. The most common & important PR activities includes: * Each of these activities will be covered in following chapters. Media relations Community relations Financial relations Customer relations Employee relations Governmental relations Image buildings Crisis management Issues management
- 10. PR practitioner must have different types of expertise & skill in order to carry out their task effectively. Identified skills required by PR practitioners: Research skills Writing and Editing skills Production skills Organization skills Other communication skills
- 11. To identify the important publics. To find out what public wants or needs from organization and what the organization can do to meet this needs. Practitioners must be able to gather facts about potential problem and emerging issues. Able to advise the management and to come out with programs E.g. of research skills : 1. Skills to conduct personal interview, 2. Review library materials, 3. Do content analysis of published / broadcast materials Research skills
- 12. Able to write and edit: 1. press release 4. report 2. Speeches 5. articles 3. products and technical info 6. brochures and etc. Writing & Editing skills Skills and knowledge in organizing and managing events such as anniversary celebrations, launchings, open house, news conferences, etc. Organization skills
- 13. Has knowledge on how to design and do layout of copy. Has multimedia knowledge to enable practitioner to prepare audio visual materials for corporate video and film. Production skills Arranging speeches for chief executives, coaching this executives how to present their speeches and also able to present speeches themselves. Other communication skills
- 14. Edward L. Bernays listed 11 personal characteristics of a PR practitioner should have: 1. Character and integrity. 2. A sense of judgment and logic. 3. The ability to think creatively and imaginatively. 4. Truthfulness and discretion. 5. Objectivity.
- 15. 6. A deep interest in solution of a problem. 7. A broad cultural background. 8. Intellectual curiosity. 9. Effective powers of analysis and synthesis. 10. Intuition. 11. Training in the social science and in the mechanics of public relations.
- 16. Advertising • Total control of message content, method of presentation and format. • Unlimited choice of communication medium to reach the target audience. Budget being the only consideration. Public Relations • Limited control of message. Enhance by careful planning, in- depth preparation and professional execution. • Choice of communication media are restricted by editorial policies and media requirements.
- 17. Advertising • Timing and frequency of message can be controlled. • Lower level of credibility and believability among consumers. Public Relations • Timing and frequency of media coverage and product exposure cannot be projected or dictated to any large extent. • Achieve greater appeal and acceptance through third person endorsement in the media.
- 18. Advertising • Receptivity and retention of advertisement message are usually low • Advertisement expenditure – higher as time and space has to be purchased Public Relations • Editorial placements in the media have a higher reader, viewer or listener attention and recall • PR outlays are often less than one tenth of advertisement budget
- 19. Advertising • Length of commercials, page sizes and layouts are limited Public Relations • In-depth report and detailed articles offer more scope for analysis and comments and evaluations
- 20. Marketing • Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. • Only one function of business. • Concern with only one public- consumer. Public Relations • Concerned with building relationships with all the organization’s strategic public like community, employee and media. • Involve several functions like financial, human resources and others. • Concern with many public such as employee, consumer, community, media and others.
- 21. Propaganda • The purpose of propaganda is to gain support for an opinion, creed or believe with the aim of keeping government in power. • Propaganda is prejudiced in favor of its topic. Public Relations • Concerned with being factual and unbiased. • Aimed at getting its services understood and used properly.
- 22. Define Public Relation. Briefly explain 5 skills and 5 qualities required by a PR Practitioner. List 2 differences between: • PR vs. Marketing • PR vs. Advertising • PR vs. Propaganda