UST AB CA15 PR

Public Relations - Seek to persuade people that the company is an

- Unsolicited(not asked) attractive organisation with whichto relate or do
- Goal: Create an atmosphere where the organisation can buisness
thrive
IV. Key words
- Communication Tools: Flyers, Brochures, Events, etc.
- Deliberate: intentional
- Below the line agency
- Planned: organised,well-thought-of
- Internal and External Audience
Public relations describes the various methods a company
- Performance: based on actual policies and good
uses to disseminate messages about its products, services, performance
or overall image to its customers, employees, stockholders, - Public interest: mutually intentional
suppliers, or other interested members of the community. - Management Function: strategic and integral part of
The point of public relations is to make the public think decision making process by top management
favorably about the company and its offerings. Commonly
used tools of public relations include news releases, press V. Other Names
conferences, speaking engagements, and community
- Corporate Communications
service programs.
- Public Affairs
I. PR Works - Media Relations
• Counseling: Advice for management - Marketing and Communications
• Media Relations: Establish relationships with editors
• Publicity:press releases,advertisments, etc - Worldwide Communications
• Employee Relations - Integrated Communications
• Community Relations
• Investor Relations: they’re the source of money VI. Process
• Issues Management: read all articles that can impact the - Research: What is the problem / situation?
organisation
• Marketing Communications: media relations
- Action: What is to be done about it?
• Public Affairs: goverment relations - Communication: How to execute? How will the topic
• Special Events be told?
• Multicultural Relations: staffers and employees - Evaluation: Was the audience reached? What was the
• Fund Raising: time, money, skills effect?
II. What PR is not VII. Values
• Glamorous Job: beauty, charm - Represent needs, interest and desires of organisation
• Propaganda: manipulation, false facts
• Gimmick: no substance to public and provides feedback to management
• Spin: hide negative - Improve cooperation with publics
- Raise issues and concerns
III. Defining PR - Help management formulate, advocate, and teach
• Management Function:
objectives that are more sound
- research and evaluate public attitudes
- Find, solve, and prevent problems
- identify policies and procedures of an individual or
- Help organisations become good corporate citizens
organisation
- plan and execute a program of action - Deal with a trusted company with safe or efficient
goods and services
- manage reputation; to earn public understanding
- Have a mindset that the company will respond to any
• Primary Objective:
concern or complaint
- Establish and evaluate apositive image of the
company VIII.
- Build and enhance relationships with key stakeholders

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UST AB CA15 PR

Management function that evaluates public attitudes, - Reciever: To whom

identifies the policies of an organisation with public
- Effect: With what effect?
interest in mind, and plans and escutes a program of
action to earn public understanding and acceptance
• Shannon & Weaver (SMCRN)
IX. Types of Target Publics
• Internal
• External
- Academe
- Professional companies
- Goverment
- Media
- church
- Communicate in isolation with no social context
X. Tools - Transmission Model
• Press lists - Bullet theory: press release:a.k.a. hypodermic
• Press/news release
• Photo release needle theory of communication that the media
• Media advisory injects messages into a mass audience.
• Press/news conference - PR role is not only transmit, but influence, and
• Interviews persuade recipient
• Speaking engagements
• Public Service Announcements
• Specialised PR Tools:
- Special Events
- Office oppenings
- Open houses
- Anniversaries • Paul Lazersfeld (2-Step communication)
- Displays and Exhibitions - Information flows from mass media to active media
users in community, then passed onto less active
media users

XI. Principles and Theories

• Theories of Relationships
• Theories of Persuasion and Social Influence
• Theories of Mass Communication • System Theory
- Attitudes and actions of an organization or public
• Lasswell (SMCR) contribute to a cause effect chain reaction within their
- Linear Model environment.
- Communicator influences Reciever - The parts of an organization and public exist in
- relationship to each other, meaning the actions of one
Assumes Reciever is passive
part affect the others.
- All respond the same way
- No feedback, interruption, etc.
- Sender: Who says
- Message: What
- Channel: In which channel

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- helps the - Mass media is useful in the first two stages, and personal
practitioner manage the influence is needed in the next two before adoption takes
organization ’ s
place.
relationships.
- interdependence
between an
organization and its
internal and external
environments. There
are two types of
systems…
- Closed System:
Focuses on the history of the organization and makes
decisions based on past experiences.
- Open System: Focuses on input from external
publics and the organization ’ s external environment.
• Situational Theory
- Grunig
• Social learning Theory
- People will act on an issue or situation when they - New behavior is likely to occur when it is seen as
believe it affects them personally and their actions can
potentially rewarding. What makes people change their
make a difference.
minds?
- Three variables:Problem recognition, Constraint - PR can anticipate that new or inexperienced employees
recognition, Level of involvement
will model the behaviour of more experienced
- Problem recognition: People must be able to see the
employees,particularly if bahaviour is rewarded
potential of an issue to affect them personally.
XII. Models
- Constraint recognition: People must see that they can do • Press agentry/ Publicity Model
something about the issue. - Get clients in headlines at expense of truth or dignity
- Level of involvement: People must care about resolving - one way; like propaganda
the issue.
- Non pubic: no consequence on a group/ organisation • Public Information Model
- - PR role: transmit information objectively
Latent public:face common threat but detect no problem
- Aware public: detect public - No deception; in house journalist
- Active public: recognises problem and reacts to it
• Two-way asymmetrical Model
• Diffusion Theory - Persuation to trigger transaction
- Useful for explaining how we reach important decisions; - use research to find best ways to persuade
not acts of impulse stakeholders
- Individuals can be influenced to diffuse and adopt an
idea by going through five stages. • Two-way symmetrical Model
- Awareness - Circular process; mediator than persuader
- Interest - communication to negotiate publics
- Evaluation
- Trial
- Adoption

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