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PR Objectives and Strategies Explained

The document discusses public relations, including its definition, objectives, keys to success, typical organization charts, duties of PR departments, types of publics, media relations, uses of PR like crisis management and countering crisis with strategies. It also discusses PR for non-profit organizations and aims of PR in NPOs.

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fantahun Zewdu
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16 views5 pages

PR Objectives and Strategies Explained

The document discusses public relations, including its definition, objectives, keys to success, typical organization charts, duties of PR departments, types of publics, media relations, uses of PR like crisis management and countering crisis with strategies. It also discusses PR for non-profit organizations and aims of PR in NPOs.

Uploaded by

fantahun Zewdu
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

CHAPTER FIVE

PUBLIC RELATIONS

The Public RELATIONS


The universally accepted definition of public relations (hereafter PR) as per Edward Burneys
popularly known as the father of PR is “It is a planned & sustained effort to establish and
maintain mutual understanding between an organization & its publics.” ”However, Quentin Bell,
another PR consultant thought the word persuasion would be better than mutual
understanding.
Objectives of PR
There are many objectives that may be achieved through expert public relations activity.
Objectives that may be sought include:
– Prestige or favorable image and its benefits.
– Promotion of product and sales, idea and rewards.
– Goodwill of Employees.
– Prevent and solve Labor problem.
– Goodwill of stock / shareholders.
– Overcoming misconceptions and prejudices against the Company/group/organization.
– Goodwill of customers/consumers.
– Formulation and guidance for making policies.
Keys to Success in Public Relations
1. Management must understand and cooperate with pr activity.
2. Public relations counselor / manager must be of sound Character.

1
A Typical Organization Chart of A PR Department

Duties of PR Department
PR department has multifarious duties to perform so these are generally enumerated as
below:
(a) Writing and distributing news releases, photographs & feature articles to the press,
compiling press lists.
(b) Organizing press conferences, receptions and facility visits.
(c) Maintaining a media information service.
(d) Arranging press, radio and television interviews for management.
(e) Briefing photographers and maintaining a picture library.
(f) Editing and producing staff magazines or newspapers and organizing other forms of
internal communication e.g. videotapes, slide presentations, wall newspapers, etc.
(g) Editing and producing external journals aimed at distributors, users, customers, etc.
(h) Writing and producing print material such as educational literature, company
histories, annual reports, induction literature for new staff, educational posters for
schools, etc.
(i) Commissioning audio - visuals such as synchronized slide presentations and
videotapes together with their distribution, cataloguing, showing and maintenance.

2
The Publics
The publics of Public relations can be various yet these can basically be divided in to two major
categories such as internal publics and external publics. A generalized list is given below:
– The Community;
– Potential Employees;
– Employees;
– Suppliers of services and materials;
– Investors --- the money market;
– Distributors;
– Consumers and users;
– Opinion leaders.
Media Relations
I Print Media:
Press: National & Regional newspapers, magazines, directories, year books & annual reports
etc...
Printed Material: Educational, informative, prestige, promotional, balance sheets etc..
Direct Mail: Personal letters, direct correspondence, mailing information etc.
House Journals: Company newsletters both internal and external
II. Electronic Media:
1. Radio -- National, Local, International etc.
2. Television – National, Regional, Tele text etc.
III. Other Media:
Exhibitions: Special PR exhibitions, Trade & Public shows, trade fairs local and overseas.
Airships: Gas filled air balloon ships for promotional purposes.
Electronic Bill Boards: New concept & replacements for conventional bill boards.
Mobile Vehicles: New type of scrolling computer aided advertisements.

Media for Internal Publics (Co Newsletter)


Objectives

3
1. The value of understanding, teamwork and commitment by employees in achieving
bottom line results.
2. The need to build a strong management-employee communication network for more
than job related also key business & public issues.

Media for External Publics


• Newspapers.
• Magazines.
• Radio.
• Television.

SPECIAL USES OF PUBLIC RELATIONS


Crisis Management: There is hardly any company or organization which does not pass through
some kind of crisis in its life. It is imperative that a crisis management program should be in
place to effectively counter such a situation, like having a permanent crisis management team,
who should take cognizance of crisis both likely and unlikely.
Desk top Publishing: The printed house journal, the world’s oldest form of organized PR for
now more than 170 years. The print has the permanence and portability which can be retained
and read almost anywhere at any time and by a wide readership. Desk top publishing has made
this very simple and effective.
Corporate Identity: The creation of corporate identity scheme is often a PR responsibility,
because it applies to all aspects of an organization and is significant part of total communication.
Parliamentary Liaison: It covers relations between organizations, perhaps using specialist
consultants with the government, houses of the parliament. PR helps to create a favorable lobby
on various counts and for different reasons and objectives. Basically it is of two kinds; firstly,
keeping politicians and civil servants aware of an organization’s interests, and secondly; keeping
organizations aware of parliamentary activities and procedures.
Financial PR. Financial PR has become very important growth area, calling for special
knowledge, calling for special knowledge of the financial world, and how it works.

4
Countering Crisis with Strategy
7 C’s of PR are effective means of strategy to counter crisis
1. Credibility: Communication starts with Belief, built by the institution on performance.
2. Context: A communication program must confirm not contradict the message
3. Content: Message should have meaning for recipients
4. Clarity: Message must be put in simple words.
5. Continuity & consistency: communication is an unending process, requires repetition to
achieve results but with variation
6. Channels: All established channels of communication should be used.
7. Capability of the audience: Take into consideration the habits, reading ability, and prior
knowledge.

Public Relations for (NPO) - Non Profit Organizations Aims Of PR In N.P.O’s.


– To gain acceptance of an organization’s mission.
– To develop channels of communication with those an organization serves.
– To create & maintain a favorable climate for fund raising.
– To inform & motivate key organizational constituents such as employees, voluntary
workers, trustees to dedicate themselves & work productively in support of the
organization’s mission, goals & objectives.
******

Common questions

Powered by AI

Internal publics include employees and management, while external publics consist of consumers, investors, and community members . PR strategies for internal publics should focus on communication that fosters understanding and teamwork, while strategies for external publics require initiatives that promote corporate identity, manage brand perceptions, and address public concerns . Tailoring approaches acknowledges the unique concerns and influences of each group on organizational success.

Financial public relations is increasingly important due to its role in managing a company's financial image and communications with investors and financial analysts . This area requires special knowledge of financial markets and operations, as effective financial PR can influence investments, stock prices, and overall corporate valuation. Its growth reflects the heightened need for transparency and strategic communication in financial matters.

An effective crisis management program requires a permanent crisis management team, anticipation of potential crises (both likely and unlikely), and a strategy for rapid response . Each component is essential as the team ensures continuity in leadership during crisis, anticipation allows the organization to prepare strategies in advance, and rapid response mitigates damage by addressing issues promptly.

Print media, including newspapers and magazines, offers permanence and a tangible connection that can build credibility, while electronic media, like radio and television, provides immediate reach and influence . Each media type impacts the effectiveness of PR strategies based on the audience's behavior and preferences; print is ideal for detailed information and reflective reading, while electronic media suits quick updates and broad outreach. Tailoring strategies to these dynamics optimizes engagement and message delivery.

Corporate identity in PR involves creating a consistent image and messaging that supports organizational goals and values . It's significant because it influences public perception, aids in brand positioning, and ensures that all communications reinforce the same organizational ethos. This coherence across all public interactions builds trust and recognition, enhancing brand loyalty and differentiation.

The PR department is responsible for writing and distributing news releases, organizing press events, maintaining media relations, and producing internal and external publications . These responsibilities help in maintaining an organization's image by ensuring consistent and positive communication, addressing public queries, and promoting key messages across different media channels.

Public relations helps non-profit organizations by communicating their mission, building acceptance, and creating favorable conditions for fundraising . By informing and motivating stakeholders, PR establishes supportive relationships, increases visibility, and generates financial and volunteer support necessary for the organization's mission and goals. This strategic communication fosters a supportive network essential for operational sustainability and impact.

Edward Burneys defines public relations as "a planned & sustained effort to establish and maintain mutual understanding between an organization & its publics," emphasizing mutual understanding as the goal . Quentin Bell, however, prefers the term persuasion instead of mutual understanding, suggesting an approach that involves actively convincing the public . These differences imply that Burneys' definition might focus more on dialogue and relationship-building, while Bell's could lead PR strategies towards more direct influence and communication.

Understanding and teamwork among internal publics, such as employees, are crucial because they influence organizational productivity and morale . Effective internal PR fosters a cooperative work environment, which can lead to improved performance by aligning employees with organizational objectives. This alignment supports better decision-making, enhances creativity, and ensures a unified approach to meeting business goals.

The 7 C's of public relations are Credibility, Context, Content, Clarity, Continuity & Consistency, Channels, and Capability of the Audience . These elements counter crises by ensuring that communications are trusted (Credibility), relevant (Context), clear (Clarity), consistent over time (Continuity & Consistency), disseminated effectively (Channels), and understood (Capability of the Audience). Applying these principles helps maintain the organization's reputation and public confidence during a crisis.

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