Public Relation (PR)
- 2. What is PR? The practice of managing the communication between an organization and its publics
- 3. histoRy of PR Ancient Greeks had a word for it: Sematikos: to signify or to mean It’s how to get people to believe things and do things A pretty good definition of public relations This approach has been used for thousands of years
- 4. ivy lee
- 5. lee’s PR PRinciPles 1. Tell the truth 2. Provide accurate facts 3. The public relations director must have access to top management and must be able to influence decisions
- 6. Lee’s definition of PR Public relations means the actual relationship of the company to the people and that relationship involves more than talk. The company must act by performing good deeds.
- 7. institute of PubLic ReLations, usa “Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics.”
- 8. HeRbeRt M. baus“Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other knowledges into a system of human understanding."
- 9. JoHn W. HiLL “The Management function which gives the same organized and careful attention to the asset of goodwill as is given to any other major asset of business.”
- 10. foRtune (Magazine)“Good performance, publicity appreciated because adequately communicated.”
- 11. Charles PlaCkard “Merely human decency which flows from a good heart.”
- 12. edward Bernays
- 13. Bernays’ “Crystallizing PuBliC OPiniOn”To interpret the client to the public, which means promoting the client To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public
- 14. Other Bernays COnCePts 1. Public relations is a public service 2. Public relations should promote new ideas and progress 3. Public relations should build a public conscience
- 15. hOw Pr is different frOm advertising Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. PR is also the nonpersonal communication of information
- 16. NoNpersoNal commuNicatioN ofNoNpersoNal commuNicatioN of iNformatioNiNformatioN PR is also the nonpersonal communication of information That information is slanted in favor of the client, just like advertising However, unlike advertising the information doesn’t necessarily have to be substantiated
- 17. …usually paid for… Advertising must pay for its placement in the media PR does its best not to pay for placement Writes “news” articles and feature stories called news releases promoting the client and tries to get them published Puts on staged publicity events in hopes the media will cover them
- 18. …about products, services or ideas… PR can be about products, services or ideas Can also be about companies or people Entertainers Politicians Wanna be’s
- 19. …ideNtified spoNsors… Advertising has to identify the sponsor PR tries to avoid identifying who’s paying for the output Leave it out Disguise it