COMMUNICATIONS AND PUBLIC

RELATIONS MESSAGES
 THE ROLE OF PUBLIC RELATIONS

Traditionally, PR was viewed as media relations, and the primary

vehicle for PR messages was press releases.

Over the past several decades, during the Information Age, the
scope of PR broadened and became a key component of the
marketing mix.
THE ROLE OF PUBLIC RELATIONS

 It is “the management function that establishes and maintains

mutually beneficial relationships between an organization
and the various publics on whom its success depends.”

 In other words, PR is fundamentally about building

relationships with employees, customers, communities, the
media, and other stakeholders.
 THE ROLE OF PUBLIC RELATIONS
 The public relations (PR) function occupies an increasingly
important role in companies and other organizations for
several reasons.
In the emerging Social Age, companies are:
 less able to generate predictable media exposure due to the
shrinking options in mass advertising (especially in
television), the increasingly fragmented media landscape
(people turning to many sources and media for information),
and the growing importance of online consumer reviews and
activist blogs.
THE ROLE OF PUBLIC RELATIONS
 Since so many consumers rely on social media for
information, the public relations field is among the business
areas most rapidly adopting Social Age practices.

 Dissatisfied stakeholders can use various social media—

social networks, wikis, blogs—to rapidly harm a company’s
reputation.
 EXTERNAL COMPLAINTS IN THE SOCIAL
AGE
 One of the foremost challenges to organizations in the
emerging Social Age is managing negative rumors.

 Bloggers and reporters with negative views of an organization,

activists who oppose an organization, disgruntled employees,
dissatisfied customers, and many others can use social media
to gain a large platform and voice their grievances.
 PRINCIPLES FOR PR
COMMUNICATIONS

 Establish and maintain credible

 relationships with stakeholders.
 Build PR activities around a brand or strategic launch
 Complete full cycles in PR campaigns
 Communicate the good your company does
 Adapt your PR messages to Information Age and Social Age
communication channels
TOOLS FOR PR MESSAGES
 FAIR COMMUNICATIONS

Apply the FAIR Test to Public Relations Messages

As with other communications, ask yourself and discuss with
others whether your PR message is fair to others.

Ask questions such as those listed in Figure BC.16 to ensure

FAIR COMMUNICATIONS
REFERENCES
Business Communication: Developing Leaders for a
Networked World
Bonus Chapter, Crisis Communications and Public Relations
Messages