SCOPE AND DEFINITION OF PUBLIC RELATIONS

Lecture 1

Quick Review
Promotions Aspect of the Marketing 4Ps
Advertising Public Relations Personal Selling Sales Promotions

Quick Review
Advertising A paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience Public Relations A discipline which looks after reputation with the aim of earning understanding and support, influencing opinion and behavior Personal Selling A person-to-person buyer to the mutual, long-term benefit of both parties with the aim of building relationship or partnership that provides a long-term benefit to both the seller and the customer. Sales Promotions A promotions effort conducted in short durations with the aim of creating short-term differentiation by offering a better product value resulting to growth (even at artificial level). Growth benefit may be attained either by increasing product trial, or increasing product quantity.

What is Public Relations?

Public Relations is about reputation a result of What you do What you say What others say about you A discipline which looks after reputation with the aim of earning understanding and support, influencing opinion and behavior Involves responsibility and responsiveness in policy and information to the best interest of the organization and its publics

A Variety of Definitions
Public Relations is a process It includes: Research and analysis Policy Formation Programming Communication Feedback from numerous publics

More Definitions
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 Words In Defining PR

Deliberate Planned Performance Public Interest Two way communication Management function

Public Relations as a process

A series of actions, changes, or functions that brings about a result;

PR has a process...

4 steps in the PR process

Research
What is the problem or situation?

Action (planning)
What will you do about it?

Communication
How will you tell your audience(s)

Evaluation
Did your plan work? How well?

Components of PR

Counseling management Research of public opinion Media Relations Publicity Employee relations Community relations Public affairs Government affairs

Financial relations Industry Relations Development (aka fundraising)

Multicultural Relations Special events Marketing communications

Other terms for PR

Corporate Communications Corporate Relations Corporate Public Affairs Public Information Publicist Press Agent

PR vs. Journalism

Scope Many components vs. two (writing and media relations) Objective Advocates vs. objectivity Audience Mass audience vs. defines publics Channels Many vs. one

PR vs. Journalism

Scope - PR practitioners have many jobs and management skills Publicity - Just one small aspect of PR Objectives - Journalists provide timely, accurate information to the public. PR also informs but also persuades people to change behavior or maintain positive behavior for an organization through a mutually beneficial relationship

PR vs. Advertising
Advertising is paid, external, controlled, identifiable and can be used as a communication tools for PR initiatives; PR is earned it communicates through news releases, feature stories, events/efforts, TV and Radio appearances, etc.

How PR supports marketing (The 5th P)

4 Ps of marketing:
Product Price Place Promotion

Public Relations

Public relations vs. marketing

PR is used to achieve a number of marketing objectives: Raise awareness and develop new prospects Inform and educate/Est. credibility Gain understanding/Build trust Third party endorsement Make friends Give a reason to buy Create a climate of consumer acceptance

Careers in PR
Job-rich areas:
Business industry Financial services Media companies Health care Security segments of technology companies Crisis Communications-expanding

The Range of PR Work

Corporations Nonprofit organizations Entertainment, Sports, Travel Government and Politics Education International Public Relations

Five Essential Abilities

Writing Skill Research Ability Planning Expertise Problem Solving Ability Business/economics competence

10 Qualities Employers Want

1. 2. 3. 4. 5. Good writing Intelligence Cultural Literacy Know a good story when you see one Media Savvy

10 Qualities Contd
6. 7. 8. 9. 10. Contacts or network Good business sense Broad communications experience Specialized experience Avoid career clichs

Value of PR
In a time when we are overwhelmed by information, PR segments and creates specialized messages that our audience want to or need to hear. This is not done without motivation. These strategic messages create relationships, educate, facilitate and ultimately help achieve the goals for companies, organizations or persons.