Documente Academic
Documente Profesional
Documente Cultură
Learning Objectives
To define the practice of public relations and underscore its importance as a valuable and powerful societal
force in the 21st century.
To explore the various publics of public relations, as well as the fields most prominent functions.
To underscore the ethical nature of the field and to reject the notion that public relations practitioners are
employed in the practice of spin.
To examine the requisites - both technical and attitudinal - that constitute an effective public relations
professional.
Seitels definition
Public relations is a planned process to influence public opinion, through sound character and proper
performance, based on mutually satisfactory two-way communication.
Research, planning, communications dialogue, and evaluation, are all essential in the practice of public relations
Marstons R-A-C-E
Research-Action-Communication-Evaluation
PR = Performance Recognition
Crifasis R-O-S-I-E
Research-Objectives-Strategies-Implementation-Evaluation
R-P-I-E
Research-Planning-Implementation-Evaluation
Environmental research and evaluation (determine actions or adjustments needed for social harmony)
Counsel Management
Advise Management
Recommend Action
The Publics of Public Relations (or Targets)
Writing
Media relations
Social media interface
Planning
Counseling
Researching
Publicity
Marketing communications
Community relations
Consumer relations
Employee relations
Government affairs
Investor relations
Special publics relations
Public affairs and issues
Crisis communications
The Sin of Spin
II - PR Communication
Learning Objectives
To discuss the goals and theories of modern communication as they relate to the practice of public
relations.
To explore the importance and proper use of words and semantics to deliver ideas and persuade others
toward ones point of view.
To discuss the various elements that effect communication, including the media, the bias of receivers, and
the individuals or entities delivering messages.
Exchange information
Impart ideas
Goals of Communication
To inform
To persuade
To motivate
Build awareness
Trigger event
Intermediate behavior
Behavioral change
Constructivism
Coordinated management of meaning
Grunig-Hunt public relations models
Press agentry/publicity
Public information
Two-way asymmetric
Two-way symmetric
The Word
Understanding semantics
Encoding the clients message public relations interpreter
The Message
Speakers words, body, eyes, attitude, timing, wit, presence form a composite that influences the
listener
Receivers Bias
Stereotypes
Symbols
Semantics
The media
The press and the media do not reflect reality; they filter and shape it
Media concentration on a few issues and subjects leads the public to perceive those issues as more
important than other issues
Traditional media may have lost some clout due to social media, the Internet, cable news, and talk radio
Feedback
Attitude change
Attitude crystallization
No effect
To discuss the phenomenon of public opinion, contemporary examples of it, the areas that impact it, and
how it is formed.
To explore the issue of attitudes, how they are influenced, motivated, and changed.
To discuss the area of persuasion, its various theories, and how individuals are persuaded.
To examine reputation, particularly corporate image, and how companies might enhance their reputation.
You cant pour perfume on a skunk
Consensus
What Are Attitudes?
Personal
Cultural
Educational
Familial
Religious
Social Class
Race
Power of Persuasion
People are persuaded by different things, so persuasion is more of an art than a science
Kinds of Evidence that Persuade
Public relations program can crystallize attitudes, reinforce beliefs, change public opinion
Opinions to be changed or modified must be identified and understood
Target publics must be clear
At critical times, people become more sensitive to the adequacy of their leadership
Managing Reputation
Stays sensitive to its conduct in public with customers and in private with employees
To discuss public relations as a management function that serves the organization best when it reports to
the CEO.
Edge of organization
Support colleagues by helping communication across organizational lines in and out of the company
Environment Business Objectives Public relations objectives and strategies Public relations
programs
Programming
Formal planning
Action
Communications phase
Implementation
Evaluation
Situational analysis
Scope of assignment
Target audiences
Research methods
Key messages
Communications vehicles
Project team
Implement plan
Evaluate plan (implementation, recognition, attitude change)
Setting Public Relations Objectives
Functional budgeting
Administrative budgeting
Keys to budgeting
Pay-for-Performance
Make sure client is aware of how charges are applied
Implementing Public Relations Programs
Media relations
Social media marketing
Internal communications
Government relations and public affairs
Community relations
Investor relations
Consumer relations
Public relations research
Customer service
CEO Performance
Personal Experience