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It is a management function
It helps to achieve organisational objectives,
define philosophy and facilitate organisational
change.
Practitioners communicate with all relevant
internal and external publics to develop
positive relationships and to create
consistency between organisational
objectives and societal expectations
……PUBLIC RELATIONS???
THEORY
ORGANISATIONAL
DECISION
MAKING
LAW, ETHICS
AND
SOCIAL RESPONSIBILITY
THE PROCESS
RESEARCH
PLANNING
ACTION
EVALUATION
THE PUBLICS
MEDIA
CONSUMER
EMPLOYEES
FINANCIAL RELATIONS
COMMUNITY RELATIONS
GOVERNMENTAL
BODIES AND
AGENCIES
THE PRACTICE
CORPORATION
Case study Pepsi….
A crisis management team was set up headed by
the vice-president for public affairs.
First and foremost, the objective was to identify the
source of the problem.
Further, key points of the crisis plan were as
follows…..
Put public safety first
Find it….fix it….
Communicate quickly and frequently
Take responsibility for solving the crisis
Source:
Public relation by Otis Baskin, chapter 1.
Public Relations as
Communication
Skills possessed by practitioners; technicians
in communications
Tasks performed; production of a media
release, an annual report, an employee
magazine, an electronic newspaper; creation
and management of a campaign to achieve
awareness of an issue or change opinions
about a subject.
Public Relations as
Communication