Chapter 17 17 - 2 Chapter Outline I. Chapter Key Points II. The Practice of Public Relations III. Public Relations Planning IV. Public Relations Tools V. Effectiveness and PR Excellence 17 - 3 Key Points Explain what PR is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts 17 - 4 The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics or stakeholders relate to each other Public relations is focused on all the relationships that an organization has with its various publics. Publics means all the groups of people with which a company or organization interactsemployees, media, community groups, shareholders, and so forth. Another term for this is stakeholders, which refers more specifically to people who have a stake 17 - 5 The Practice of Public Relations Public relations is practiced by a wide range of organizations: Companies Governments Trade & professional associations Nonprofits organizations, educational systems, politicians, and so on. 17 - 6 The Practice of Public Relations On one level, public relations is a tactical function in the PR staff to produce a variety of communication tools to achieve corporate image objectives. On a higher level, it is a management function that monitors public opinion and advises senior corporate managers on how to achieve positive relationships with various audiences in order to effectively manage the organizations image and reputation. Publics may be external and internal. 17 - 7 Public Relations: Reputation, Good Will, Trust, Integrity Public goodwill is the greatest asset any organization can have and is critical to the organizations survival. 17 - 8 Comparing Public Relations and Advertising
The objective of advertisers is to create the consumer awareness and motivation that delivers sales. The goal of public relations specialists is communicating with various stakeholders, managing the organizations image and reputation, and creating positive public attitudes and goodwill toward the organization. Ultimately, the difference between the two is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset 17 - 9 Comparing Public Relations and Advertising Media use Control Credibility Public relations people seek to persuade media gatekeepers to carry stories about their companies Gatekeepers include writers, producers, editors, talk- show coordinators, and newscasters. This aspect of PR is called publicity No direct media cost 17 - 10 Comparing Public Relations and Advertising Media use Control Credibility In the case of news stories, public relations people are at the mercy of the media gatekeeper Advertising runs exactly as the client who paid for it has approved 17 - 11 Comparing Public Relations and Advertising Media use Control Credibility The public tends to trust the media more than they do advertisers Implied third-party endorsement 17 - 12 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The word relations in public relations refers to relationships with various stakeholders Attention to important relationships 17 - 13 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Focuses on developing media contacts Knowing who in the media might be interested in the organizations story 17 - 14 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Programs that communicate information to employees Internal marketing Communication efforts aimed at informing employees about marketing programs
17 - 15 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing All communication efforts aimed at the financial community such as press releases sent to business publications, meetings with investors and analysts, and the annual report etc 17 - 16 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Corporate communication programs with government and with the public on issues related to government and regulation Lobbying (getting support) Issue management ( issues central to the organizations interest and develop programs to communicate to and with the public about these issues. 17 - 17 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The practice of raising money by collecting donations. E.g. flood relief work 17 - 18 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing When companies associate themselves with a cause, providing assistance and financial support (Ariel's collaboration with NGOs for Children education 17 - 19 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Corporate Reputation Management Crisis Management Public Communication Campaigns like discouraging driving in areas with air-pollution problems)
17 - 20 Steps involved in Public Relations Planning Planning for a public-relations campaign is similar to planning an advertising campaign Research and SWOT analysis Targeting Objectives and strategies The Big Idea PRs Role in IMC 17 - 21 Public Relations Tools (Ways of doing PR) Controlled media Uncontrolled media Semicontrolled
Advertising House ads Public service announcements Corporate advertising 17 - 22 Public Relations Tools Publicity News releases Pitch letters Press conferences Media tours
Publications Pamphlets Booklets Annual reports Books Bulletins Newsletters Inserts and enclosures Position papers 17 - 23 Public Relations Tools Videos/DVDs, CDs, Books Ideal tools for distributing in-depth information Speakers and Photos Speakers bureau A group of articulate people who will talk about topics at the publics request PR departments maintain file of photos to provide to the public 17 - 24 Public Relations Tools Displays and Exhibits Booths (kiosks) Racks and holders for promotional literature Signage
Special Events/Tours Celebrate company milestones (Rafi Peer Theater, Mobilink's 30 Million Mark celebrations) Open houses Birthday celebrations Corporate sponsorship of events 17 - 25 Public Relations Tools Online Communication Intranet Connects people within an organization Extranet Connects people in one business with its business partners
External communication Internal communication Web challenges 17 - 26 Effectiveness and PR Excellence Evaluation is based on setting measurable objectives in the beginning Practitioners track the impact of a campaign in terms of output and outcome
Factors of Excellent PR 14 factors of excellent PR grouped into four categories Program level Departmental level Organizational level Effects of excellent PR 17 - 27 PR Assignment 2 Visit the Pubic Relations Office of your educational institution or a business in your city or some PR related article. Interview the manager and ask about a typical day, a typical week, a typical project. Ask about a success story and a story that didnt meet such success and how they planned it. Write a report describing your findings with the company Intro & your recommendations. (You can do this assignment in a group of 3 MAX if you want)