PUBLIC RELATIONS CAMPAIGNS AND

STRATEGIES
CM80612 — Exam Study Notes
University of Rwanda | Department of Journalism and Communication
UNIT 1: Introduction to Public Relations

1. Definitions of Public Relations

Public relations has been defined in various ways by leading scholars and institutions:
Definition A (Cutlip, Center & Broom): "PR is the management function that identifies, establishes, and
maintains mutually beneficial relationships between an organisation and the various publics on whom its
success or failure depends."
Definition B (BIPR): "The creation or establishment of mutual understanding between an organisation and
its publics."
Definition C (PRSA): "Concerned with or devoted to creating mutual understanding among groups and
institutions."
Definition D: "PR helps an organisation and its publics adapt mutually to each other. PR is an organisation's
efforts to win the cooperation of groups of people."
💡 KEY EXAM TIP: No matter how PR is defined, TWO core elements always guide the process: (1) Management — PR
must report directly to top management, and (2) Action — true PR requires ethical, consistent action. Words alone
cannot substitute for poor performance.

2. Growth and Evolution of the PR Profession

A. Ancient Period
• PR is not a new practice — ancient civilisations of Babylonia, Greece, Egypt, and Rome used PR tactics to
manage conflicts.
• The Rosetta Stone (Egypt) is considered an early example of publicity.

B. The Age of the Press (1800s)

• The 1800s saw rapid growth and expansion of the press, especially in the USA.
• Organisations began using media and various tactics to promote products and services.
• PR grew alongside the growth of the United States.

C. Modern PR (1900s Onward)

• 1900: First publicity agencies were created.
• President Roosevelt held the first extensive news press conferences.
• PR began to be taught at universities.
• PR became a formal office within organisational structures.
• Today, 70% of PR practitioners worldwide are women.

D. PR Today (21st Century)

• PR is a multibillion-dollar global industry.
• In the USA alone, 158,000 professionals practice PR.
• Employment growth is increasing faster than ever.
 • PR has expanded across Europe, China, Latin America, and Africa.

E. PR Profession in Rwanda
• PR-related academic training started at the University of Rwanda in 1996.
• Four institutions offer PR-related degrees: UR, Institut Catholique de Kabgayi (ICK), East Africa
University, and Mount Kigali University (MKU).
• By 2003, PR was formally established as a position on the government structure.
• Challenge: PR is still confused with other functions; some practitioners are assigned administrative tasks
(e.g., receptionist roles) instead of strategic responsibilities.

3. Careers in PR
PR offers a wide range of career paths including media relations, corporate communications, crisis management,
government affairs, digital PR, and more.

4. Six Essential Abilities for PR Professionals

• a. Writing Skills:
Convey information quickly, clearly, and concisely. Good grammar and correct spelling are vital.
• b. Research Ability:
Support arguments with facts. Gather information from multiple sources. Use internet databases, conduct polls
and audits.
• c. Planning Expertise:
Develop and coordinate communication tools. Manage timelines, budgets, and events. Be detail-oriented yet
see the big picture.
• d. Problem-Solving Ability:
Use innovative ideas and fresh approaches to solve complex problems creatively.
• e. Business/Economics Competence:
Understand business operations and economics. Take elective courses in economics, marketing, and
management.
• f. Social Media Expertise:
Master social networking, blogging, tweeting, podcasting, SEO, web content management, and social
bookmarking.

5. Ten Qualities Employers Want in a PR Officer

# Quality Why It Matters

1 Good Writing More essential now than ever

before

2 Intelligence PR requires sharp, quick-witted

thinking

3 Cultural Literacy Be well-rounded in arts,

humanities, current events
 4 Recognise a Good Story Identify stories that build visibility
and reputation

5 Media Savvy Understand multiple platforms

and their unique needs

6 Contacts Relationships with media,

government, industry are key

7 Good Business Sense Link PR outcomes to

organisational ROI

8 Broad Comms Experience Know newsletters, social media,

video production

9 Specialised Experience Develop a niche (health, finance,

or tech)

10 Fresh Perspective Avoid clichés; bring multi-

dimensional problem-solving

6. PR vs Related Professions
PR is often confused with journalism, marketing, and advertising. Understanding the differences is crucial.

PR vs Journalism — Similarities
• Both deal with gathering and disseminating information.
• Both rely on strong communication skills (writing, speaking, storytelling).
• Both aim to reach and influence a target audience.
• Both have ethical standards and codes of conduct.
• Both use similar channels: press releases, interviews, social media, broadcasts.
• Both operate in fast-paced, deadline-driven environments.
• Both require strong research skills.

PR vs Journalism — Differences
Aspect Public Relations Journalism

Purpose Persuasion, image-building, Informing the public,

reputation management investigating issues,
accountability

Loyalty Serves the client/organisation Serves the public interest

Content Control Creates controlled messages for Independent content — editors

specific audiences decide what is published

Story Source Often positive and promotional From society, events, conflicts,
investigations

Audience Targeted groups: stakeholders, General public or specific

investors, employees readership

PR vs Marketing
 Aspect Public Relations Marketing

Primary Focus Reputation, credibility, Product/service promotion and

stakeholder relations sales

Main Audience Media, public, community, Customers and potential buyers

employees, government

Media Type Earned media Paid, owned, and earned media

Key Objective Build goodwill and trust Drive demand and revenue

Measurement Public sentiment, reputation Sales metrics, conversions, ROI

indicators

7. The "Publics" of Public Relations

PR practitioners must communicate with many different publics at once. Each public has its own needs, media
habits, and communication requirements.

Ways to Categorise Publics

• Internal or External
• Primary or Secondary
• Traditional and Future
• Proponents (Supporters), Opponents (The Resistance), and Uncommitted

Example: University of Rwanda — Internal Publics

Category Examples

University Leadership VC, DVCs, Principals, Deans, Directors

Academic Staff Lecturers, Professors, Researchers

Administrative Staff HR, Finance, ICT, Procurement, Registry

Support Staff Security, Cleaners, Technicians, Drivers

Students Undergraduate, Postgraduate, PhD, International

Student Leadership Students Guild, Class Representatives

Internal Committees Senate, Academic Boards, Ethics Committees

Example: University of Rwanda — External Publics

Category Examples

Government & Public Sector MINEDUC, REB, HEC, NESA

Industry & Employers Private companies, PSF, Banks, Telecoms, Media

Houses

International Partners UNESCO, WHO, World Bank, Foreign Universities

Community/Public Local communities, Parents, NGOs

Media TV, Radio, Newspapers, Online Platforms

Civil Society NGOs, Advocacy Groups

Donors & Funding Agencies SIDA, FOJO, NORHED

Professional Associations Medical, Engineering, Legal Councils, ARJ, RMC

Prospective Students Secondary graduates, International applicants

UNIT 2: Components of Public Relations

PR components are the building blocks that PR professionals use to communicate, manage relationships, and
protect an organisation's reputation. According to the PRSA, these components include:

The 14 Components of PR
Component Simple Explanation

1. Counselling Giving strategic advice to management on policies

and communication

2. Research Studying public attitudes and behaviours to plan

effective PR strategies

3. Media Relations Working with mass media for publicity and

managing their interest in the organisation

4. Publicity Sending planned messages through selected media

to advance the organisation's interests

5. Employee/Member Relations Informing, motivating, and addressing concerns of

employees or members

6. Community Relations Planned engagement with local communities for

mutual benefit

7. Public Affairs Influencing public policy and adapting to public

expectations

8. Governmental Affairs Direct engagement with legislature and regulatory

agencies; includes lobbying

9. Issues Management Identifying and addressing public concerns that

affect the organisation

10. Financial Relations Building investor confidence and good relationships

with the financial community

11. Industry Relations Maintaining relationships with other firms and trade
associations in the sector

12. Development/Fund-Raising Encouraging public support, primarily through

financial contributions

13. Multicultural Relations Engaging with individuals and groups across diverse
cultural settings

14. Special Events Focused activities designed to create interest and

interact with publics

What PR Is NOT
💡 This is a common exam topic — know these misconceptions clearly!
 • PR is NOT about magic, manipulation, or paranormal methods. It is based on scientifically provable,
empirical methods.
• PR is NOT about organising parties and social events as its only activity.
• PR is NOT about lying or selling falsehoods. PR is about telling the truth at all times.
• PR is NOT about bribery or corruption to win favours.
• PR is NOT about being a 'yes-person' or performing purely administrative tasks like serving water in
meetings.
• PR is NOT about using unethical means to influence people.
The greatest challenge for PR practitioners in many countries is credibility, due to society's wrong perception of
what a PR professional actually does. Morality must be held in the highest regard in PR.
UNIT 3: Goals of Public Relations

The core goal of PR is to build goodwill and cooperation. PR communicates the answers to 5W + 1H:
• WHO are we?
• WHAT do we do?
• WHY do we do it?
• WHEN do we do it?
• WHERE can the public get information about us?
• HOW are we different from our competitors?

The 9 Major Goals of PR

Goal Key Actions

1. Build & Maintain a Positive Image Shape public perception, highlight achievements,
ensure consistent messaging

2. Create Mutual Understanding & Goodwill Promote transparency, encourage dialogue,

strengthen stakeholder relationships

3. Enhance Communication & Information Flow Support two-way communication, share updates,
monitor public feedback

4. Influence Public Opinion Advocacy, persuasion, craft tailored messages, use

storytelling and campaigns

5. Manage Crises & Protect Reputation Provide timely communication, reassure

stakeholders, maintain credibility under pressure

6. Support Organisational Goals Align communication with strategy, boost brand

identity, support marketing

7. Foster Community Relations CSR initiatives (e.g., Umuganda, Girinka),

community outreach, build social capital

8. Build & Maintain Media Relations Engage journalists, ensure accurate coverage, share
newsworthy information

9. Manage Internal Communication Promote internal transparency, engage employees,

strengthen workplace culture

Internal Communication Best Practices

Well-informed communication is achieved through open, two-way reciprocal communication. PR as facilitator
means:
• Openly sharing info about the organisation's vision, mission, management, and employees' rights.
• Acting as a mediator between the organisation and its internal publics.
• Supporting employee motivation, productivity, and feedback (e.g., suggestion boxes, opinion polls).
• Gathering information formally and informally: regular meetings, management by walking around,
bulletins, and informal events.
UNIT 4: Major Public Relations Tools

PR professionals use a wide range of tools to reach their target publics. These can be grouped into several
categories:

Written & Print Tools

• Press Releases — official statements sent to media for publication
• Press Articles — published in reputable outlets for third-party validation
• Newsletters — regular updates for internal or external audiences
• Brochures & Fliers — informational materials distributed to the public
• Direct Mail — targeted communications sent directly to individuals
• Blogs — online written platforms for sharing opinion and information

Spoken & Broadcast Tools

• Speeches — formal addresses to audiences
• Press Conferences & Interviews — direct engagement with media
• Podcasts — audio content to reach digital audiences

Visual & Digital Tools

• Websites — key information hub for any organisation
• Social Media — platforms for engagement, announcements, and feedback
• Audiovisual Materials — videos, electronic displays, and multimedia content
• Advertisements — paid placements for targeted messaging

Promotional & Event-Based Tools

• Special Events — exhibitions, launches, open days, conferences
• Celebrity Endorsements — using public figures to build credibility
• Exhibitions — physical displays at trade shows or public events
• Media Pitch — a brief, targeted message to convince journalists to cover a story

Branded Materials (Merchandise)

Organisations also use physical items to carry their brand message, including:
• Banners and pull-up displays
• T-shirts, hats, pullovers, and polo shirts
• Notebooks, pin badges, bottles, umbrellas
• Wheel covers and flags
💡 These are called 'branded/promotional merchandise' and are used to keep the organisation top-of-mind among
stakeholders.
CASE STUDY: Designing a PR Campaign

Scenario: You are a PR Officer at a private university in Rwanda. The Vice Chancellor asks you to prepare a draft
proposal for a communication campaign to increase student enrolment targeting parents and high school
students.
Below are the 14 key components your campaign proposal must include:

# Section Content to Include

1 Executive Summary Purpose of campaign, strategic

value, expected outcomes

2 Background & Context Current challenges,

opportunities, trends,
justification

3 Campaign Objectives SMART objectives: brand

visibility, enrolment growth,
community engagement

4 Target Audiences Prospective students, parents,

current students, staff, alumni,
community partners

5 Key Messages Quality education, community

commitment, student-centred
learning environment

6 Campaign Strategy Brand positioning, media mix

strategy, stakeholder
engagement, crisis approach

7 Communication Channels & Social media, website/SEO, media

Tactics relations, events, print and digital
materials

8 Timeline & Implementation Plan Campaign phases, key

milestones, implementation
roadmap

9 Budget Estimates Creative design, media buying,

events/logistics, monitoring tools

10 Human Resources & Roles Campaign leadership, team

responsibilities, external partners

11 Risk Assessment Budget constraints, negative

publicity, delays and
dependencies

12 Monitoring & Evaluation KPIs, feedback mechanisms, post-

campaign report

13 Expected Impact Increased enrolment, improved

reputation, better stakeholder
 engagement

14 Conclusion Summary of importance, call for

approval and support
💡 EXAM TIP: SMART Objectives = Specific, Measurable, Achievable, Relevant, and Time-bound. KPIs (Key Performance
Indicators) measure whether campaign goals were achieved.
QUICK REVISION SUMMARY

Must-Know Key Terms

Term Meaning

Public Relations Management function building mutually beneficial

relationships between an org and its publics

Publics Groups of people with whom an organisation

communicates (internal and external)

Goodwill The positive feeling and trust built between an

organisation and its publics

Earned Media Coverage gained through PR efforts, not paid

advertising

CSR Corporate Social Responsibility — giving back to

society

SMART Objectives Specific, Measurable, Achievable, Relevant, Time-

bound goals

KPIs Key Performance Indicators — metrics used to

measure success

Media Pitch A brief message to journalists convincing them to

cover a story

Crisis Communication Rapid, clear communication during emergencies to

protect reputation

Two-Way Communication Communication that flows both from the org to the
public AND back

ROI Return on Investment — measuring the value

generated from PR activities

Lobbying Influencing government/legislative decisions on

behalf of an organisation

Units at a Glance
• Unit 1: Introduction — definitions, evolution, careers, qualifications, PR vs related fields, publics
• Unit 2: Components — 14 PR components, what PR is NOT
• Unit 3: Goals — 9 major PR goals, internal communication
• Unit 4: Tools — written, spoken, digital, event-based, branded merchandise
• Case Study: Campaign Proposal — 14 components to know for exam

Good Luck with Your Examinations!

University of Rwanda | Department of Journalism & Communication | CM80612