The Multifaceted World of Public Relations
PR is multifaceted. A public relations professional must have skills in: Written and interpersonal communication, Research, Negotiation, Creativity, Logistics, Facilitation and Problem solving.
Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.
Key Terms
Key Terms: Deliberate, Planned, Performance, Public interest, Two-way communication, Strategic management of competition and conflict.
Components of public relations:
Components of public relations: Counseling, Research, media relations, Publicity, Employee/member relations, Community relations, Public affairs and Government affairs.
Journalists:
Journalists: Use only two components (writing and media relations), Are objective observers, focus on a mass audience, Use only one channel. PR Professionals: Use many components, are advocates, focus on defined publics, Use a variety of channels.
Advertising:
Advertising: Works through mass media outlets, addresses external audiences, is a communications function, is a communication tool in PR, Sells goods and services. Public Relations: Relies on a variety of communication tools, targets specialized audiences, is broader in scope, fills a support role, Creates a favorable environment for an organization’s survival.
Eight ways public relations supports marketing
Eight ways public relations supports marketing: Develops new prospects, Provides third party endorsements, Generates sales leads, Paves the way for sales calls, Stretches dollars, Provides inexpensive literature, Establishes credibility, Helps sell minor products.
Marketing:
Marketing: Is concerned with customers and selling products or services, Deals with target market, consumers, and customers. Public Relations: Is concerned with building relationships and generating goodwill, Deals with publics, audiences, and stakeholders.
Six Essential Abilities:
Six Essential Abilities: Writing skills, Research ability, Planning expertise, Problem-solving ability, Business/economics competence, Expertise in social media.
What Employers Want:
What Employers Want: 10 Qualities●Good writing●Intelligence●Cultural literacy●The ability to recognize a good story when you see one●Media savvy●Contacts●Good business sense●Broad communications experience●Specialized experience●Fresh perspective.
Communication technician roles
Communication technician roles: Taking photographs, Writing brochures, Preparing news releases, Organizing events, Communication manager roles, Making communication policy decisions, Overseeing multiple communication strategies, Supervising employees responsible for tactics. The Value of Public Relations ● A service to society ● Informative ● Relevant ● Earned influence through managing competition and conflict
Four Models of Public Relations:
Four Models of Public Relations: ●Press agentry/publicity ●Public information ●Two-way asymmetric ●Two-way symmetric. Other major trends in public relations: ○Transparency ○An ever-broadening social medial toolbox ○Increased emphasis on evaluation ○Managing the 24/7 news cycle ○New directions in mass media ○Outsourcing to public relations firms ○The importance of lifelong learning.
Pros and cons of using a public relations firm.
Pros and cons of using a public relations firm. Advantages: Objectivity, Skills and expertise, Extensive resources, Offices throughout the country, Problem-solving skills, Credibility. Disadvantages: Superficial knowledge, Part-time commitment, Need for long briefing, Internal resentment, Need for direction, Need for information and confidence, High costs.
Fees and Charges:
Fees and Charges: Basic hourly fee, plus out-of-pocket expenses, most widely used among large firms, Retainer fee, Fixed project fee.
Using Research
Using Research ●Ways to use research ○Achieve credibility with management ○Define/segment publics ○Formulate strategy ○Test messages ○Prevent crises ○Monitor competition ○Generate publicity ○Measure success.
Research Methods:
Research Methods: ●Types of Research: ○Secondary research: Existing information ○Primary research: New/original information ○Qualitative: Exploratory, rich data, often not generalizable, Focus groups, in-depth interviews, observation ○Quantitative: Descriptive/explanatory, often generalizable, Mail surveys, telephone polls
Research Techniques
Research Techniques●Organizational materials ●Library and online databases●Internet●Content analysis●Interviews●Focus groups●Copy testing●Scientific sampling methods.
The bigger the sample the lower the margin of error. Sample of 100=10% margin of error and a sample of 250= 6% margin of error.
Reaching respondants:
Reaching respondants: Mail questionnaires●Telephone surveys●Personal interviews●Piggyback surveys●Web and e-mail surveys.
Planning: The Second Step
Planning: The Second Step ●Planning must be strategic and systematic. ●Planning involves the coordination of multiple methods.
Eight Elements of a Program Plan ●
Eight Elements of a Program Plan ●Situation●Objectives●Audience●Strategy●Tactics●Calendar/timetable●Budget●Measureme-nt.
Communication: The Third Step: Communication
Communication: The Third Step: Communication ○ Is referred to as execution ○ Is the process and the means by which objectives are achieved ●Tactics are developed to implement the plan.
Goals of Communication
Goals of Communication ●Message exposure●Accurate dissemination●Acceptance of the message●Attitude change●Behavior change.
Make sure the message is understood with easy slogans, simplicity and no discriminatory language. Credible message with sources, content and involvement. Memorable with repetition and through various channels of communication.
Five-stage adoption process
Five-stage adoption process ○Awareness ○Interest ○Evaluation ○Trial ○Adoption.
Measurement: The Fourth Step●
Measurement: The Fourth Step●Measurement is the evaluation of results against agreed-upon objectives established during planning. ●Evaluation improves the public relations process. Develop a clearly established set of measurable objectives. Informational and motivational objectives.
Measurement of Audience Awareness, Attitudes, and Action
Measurement of Audience Awareness, Attitudes, and Action ●Audience awareness: Survey, Day-after recall ●Audience Attitude: Related to awareness, Baseline/benchmark studies ●Audience Action: The ultimate objective of any public relations effort, Measure desired behaviors.
What is public opinion:
What is public opinion: There are three aspects of public opinion formation: society is segmented, divided and passive. Public opinion is powerful and activates public through public opinion. Opinion leaders can be formal or informal. Interested in a particular topic or knowledgably on a topic.
Mass Media:
Mass Media: Agenda setting: media tell the public what to think, albeit not necessarily what to think. Framing: Media and Public relations both have a role in how issues are framed, which parts are emphasized.
Channels
Channels: Different media for diverse public relations purposes: Social media, Television, Newspapers, radio.
Lack of persuasion:
Lack of persuasion: Self-selection, self-perception. Conflict messages lack of penetration.