Wilmington University Intro to Public Relations
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This document provides an overview of key concepts in public relations. It defines public relations as a management function that helps organizations adapt to their various publics through evaluating attitudes, identifying policies, and executing communication programs to earn understanding and acceptance. The document also outlines several models for public relations including the MAC triad of message, audience and channel; the two-way communication model; and the PR planning process. It emphasizes that public relations is about building relationships and achieving business/organizational goals through strategic communication.
![Public Relations…
A tool of leadership!
[a seat at the table]
11](https://image.slidesharecdn.com/wilmuprslideshare1011714-140117104001-phpapp02/85/Wilmington-University-Intro-to-Public-Relations-11-320.jpg)
![Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
34](https://image.slidesharecdn.com/wilmuprslideshare1011714-140117104001-phpapp02/85/Wilmington-University-Intro-to-Public-Relations-34-320.jpg)
Wilmington University Intro to Public Relations
- 1. Anatomy of Public Relations from The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA © 2014 1
- 3. PR Is... • • • • “This is who we are; What we think about ourselves; What we want to do; and Why we deserve your support.” 3
- 4. 4
- 5. You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 5
- 6. Public Communication • Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes. • It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 6
- 7. M A C T ria d M +P+T A C M = M essag e A = A u die nce C = C han nel P =P urp ose T = T im ing 7
- 8. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 8
- 10. Public Relations… (Not paid – Uncontrolled) 10
- 11. Public Relations… A tool of leadership! [a seat at the table] 11
- 12. Public Relations 101 • Management and counseling function • Enables organizations to build and maintain relationships • Through an understanding of audience attitudes, opinions and values • Planned, deliberate and two-way • Conscience of organization • Overseer of brand/reputation • Relationship management
- 13. Public Relations A management function that helps organizations and their publics mutually adapt to one another. 13
- 14. Public Relations Defined A management function A management function which and of and to evaluates public attitudes evaluates public attitudes identifies the policies and procedures identifies the policies and procedures an organization with the public interest an organization with the public interest executes a program of action (and communication) executes a program of action (and communication) earn public understanding and acceptance earn public understanding and acceptance 14
- 15. Public Relations Management Process Determination and Determination and evaluation of public evaluation of public attitudes attitudes PR PR Identification of policies Identification of policies and procedures and procedures Development and Development and execution of the execution of the program program 15
- 18. Edward Bernays’ Public Relations Functions • 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 • To act as a public service • To promote new ideas and progress • To build a public conscience Crystallizing Public Opinion – 1923 18
- 19. Ivy Ledbetter Lee’s Public Relations Principles 1. Tell the truth 2. Provide accurate facts 3. Give the public relations director access to top management so that he/she can influence decisions 19
- 21. Managing Public Opinion Public relations practitioners… – Assess public opinion – Influence public opinion It is our responsibility to MANAGE public opinion! 21
- 22. ABCs of Strategic Communication • Anticipate • Be Prepared • Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply) Open, Honest, Thorough, Valid 22
- 23. Double Bottom Line • First Bottom Line – Build Relationships • Second Bottom Line – Profit – or, accomplish your Goal 23
- 24. Triple Bottom Line • Pat Jackson’s DBL – plus: • Third Bottom Line – Revenue>Controlled Costs=Profit 24
- 25. Fraser Seitel’s “Real” Bottom Line of PR • “Our fundamental role in PR is to defend and promote and enhance and sustain the reputation of our organizations.” • “Our job in PR is to help ensure that that objective is achieved…through proper performance – effectively communicated.” 25
- 26. How are Bottom Lines Achieved? ??? 26
- 27. Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome
- 32. Superior tactics cannot overcome a bad (business) strategy. 32
- 33. No Planning = No Plan = No Hope 33
- 34. Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 34
- 35. Synergy’s Parts • • • • • • • • • Advertising (Sales) Promotion* Public Relations* Direct Marketing Cause Marketing Sponsorship (Partnering) Marketing Positioning (Place)* Personal Selling* Price* • • • • • Product itself* Packaging* Policy* Politics* Mind Share (Brainstorming – Intellectual Property) • Brand Identity • Interactive * Litwin’s 9 P’s of Marketing 35
- 37. Litwin’s • • • • 9 P’s of Marketing = Synergy Product Place (Positioning) Price Promotion (Sales) • • • • • Public Relations Personal selling Policy Politics Packaging 37
- 38. 7 C’s of Communication • • • • • • • Credibility Context Content Clarity Continuity and Consistency Channels Capability 38
- 39. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2014 39
Editor's Notes
- #15: Relation to text This slide relates to material on p. 559 of the text. Summary Overview Public relations can be defined as a management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, and executes a program of action to earn public understanding and acceptance. Use of this slide This slide can be used to introduce public relations as an IMC tool.
- #16: Relation to text This slide relates to material on p. 559 of the text. Summary Overview This slide shows the three steps of the public relations management process, which are: Determination and evaluation of public attitudes Identification of policies and procedures Development and execution of the program The process begins with an understanding of current attitudes and then management develops and executes plans that bring about public understanding and acceptance. Use of this slide This slide can be used to discuss the public relations management process.
- #17: Relation to text This slide relates to material on pp. 560-561 of the text. Summary Overview This slide shows the traditional view of public relations. That is, PR is viewed as a non-marketing function, whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. The publics consist of: Customers or potential customers Employees Investors Neighbors Special-interest groups Suppliers, and so on. From a traditional perspective, public relations and marketing are separate departments. As public relations moves toward a new role, it will be viewed as a strong department that works closely with marketing, blending their talents to provide the best overall image of the firm and its products or services. Use of this slide This slide can be used to discuss the traditional and emerging roles of public relations.