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Lesson 1 Introduction To PR

Public relations is the management of communication between an organization and its various publics to establish mutually beneficial relationships. It is a strategic communication function that uses research, planning, implementation, and evaluation to support organizational goals. PR practitioners communicate with multiple publics simultaneously, using different tools tailored to each audience's unique characteristics.

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996 views21 pages

Lesson 1 Introduction To PR

Public relations is the management of communication between an organization and its various publics to establish mutually beneficial relationships. It is a strategic communication function that uses research, planning, implementation, and evaluation to support organizational goals. PR practitioners communicate with multiple publics simultaneously, using different tools tailored to each audience's unique characteristics.

Uploaded by

Norhayati Hj Basri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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LESSON 1

INTRODUCTION TO PUBLIC RELATION


 Management of communication between an
organization and its publics
. . . management function that identifies,
establishes, and maintains mutually
beneficial relationships between an
organization and the various public on whom
its success or failure depends.
.. . communication function of
management through which organizations
adapt to, alter, or maintain their
environment for the purpose of achieving
organizational goals.
 Toolfor institutions to establish beneficial
relationships with other institutions and
groups.
1. Management
To succeed, PR must report to top
management, unimpeded by any other
group.

2. Action
True PR cannot take place without
ethical, consistent action. No amount of
persuasion will cover up for poor
performance.
 Deliberate
 Planned
 Performance
 Public
interest
 Two-way communication
 Management function
 Inform (Awareness)

 Persuade (Attitudes)

 Change behaviors (Actions)

 Seek information from publics


 Race

 Action

 Communication

 Evaluation
Research
What is the problem or situation?
Action (program planning)
What is going to be done about it?
Communication (execution)
How will the public(s) be told?
Evaluation
Was the audience reached, with what effect?
 Practitioners must communicate with many
different publics at once.

 Each public has its own special needs,


media habits, and communication
requirements.
 Counseling  Issues management

 Research  Financial relations

 Media relations  Industry relations

 Publicity  Development/fund-raising

 Employee/Member relations  Multicultural


relations/workplace diversity
 Community relations
 Special events
 Public affairs
 Marketing communications
 Government affairs
 Advertising works through mass media; public
relations relies on a variety of tools

 Advertising addresses external audiences; public


relations targets specialized audiences

 Advertising is a communications function; public


relations is broader in scope

 Advertising is a tool; public relations often supports


advertising campaigns
 is paid space and time
 has high content control
 has less credibility (inherent)
 is almost all mass-media oriented
 is externally geared
 is more specialized
 can be used as a PR tool
 Scope
Public relations has many components; journalism has only two.

 Objectives
Journalists are objective observers; public relations personnel are
advocates.

 Audiences
Journalists focus on a mass audience; public relations professionals
focus on defined publics.

 Channels
Journalists use only one channel; public relations uses a variety of
channels.
 Objectives
 Audience
 Completion vs. Opposition
 Role in Management
 Public Relations is the “fifth ‘P’” in marketing
strategies, which are product, price, place and
promotion
 There are Eight ways PR supports marketing
 Develops new prospects
 Third party endorsements
 Generates sales leads
 Paves the way for sales calls
 Stretches dollars
 Provides inexpensive literature
 Establishes credibility
 Helps sell minor products
They are numerous:
 Writing  Consumer relations
 Media relations  Employee relations
 Planning  Government affairs
 Counseling  Investor relations
 Research  Special publics
 Publicity relations
 Marketing  Public affairs and
Communications issues management
 Community relations  Web site development
and interface
 Five core courses for PR majors
1. Introduction to public relations
2. Public relations research, measurement, and
evaluation
3. Public relations writing and production
4. Supervised work experience in public relations
(internship)
5. An additional PR course in law and ethics,
planning and management, and case studies or
campaigns
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem-solving ability
5. Business/economics competence
6. Expertise in social media

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