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Introductory Session
Training Series
on
Public Relations Principles for
Sustainable Development
by
Anusha Sherazi
For
Sustainable Development Policy Institute, Islamabad
INTRODUCTIONS !
10/5/2012 2
"The public is the only critic whose
opinion is worth anything at all."
-Mark Twain
DEFINING PUBLIC RELATIONS
Publics: employs, stakeholders, donors,
communities, governments,agencies,
media
10/5/2012 4
The following key words frame the definition:
Deliberate
Planned
Performance
Public interest
Two-way communication
Strategic Management function
10/5/2012 5
DEFINITION :
"Public relations is the strategic
management function that identifies,
establishes and maintains mutually
beneficial relationships between an
organization and the various publics on
whom its success or failure depends."
– Cutlip and Center, Effective Public Relations
10/5/2012 6
CONCEPTUALIZING
PUBLIC RELATIONS
Not advertising
Payments
Complete control of message and placement
Not publicity
merely information transfer
Not just media relations
Although it’s a key tool.
Not Marketing
An exchange
Narrow public – stakeholders or client, not all publics
10/5/2012 7
THE VALUE OF
PUBLIC RELATIONS The world doesn’t need more
information, but sensitive
communicators to interpret its
relevancy for people
Public Relations principals explain
the goals and objectives of clients
and employees to the public and
provide them with guidance
10/5/2012 8
NEED FOR PR: CONTEMPORARY
PRACTICES AND TRENDS
Multicultural world
Public demand for transparency
Corporate social responsibility (CSR)
Increased emphasis on measurements
Managing the 24/7 news cycle
Continued growth of digital media
The need for lifelong professional
development
10/5/2012 9
THE DIVERSITY OF PUBLIC
RELATIONS WORK :
Counseling
Research
Media relations
Publicity
Employee/Member relations
Community relations
Public affairs
Government affairs
Marketing communications
Issues management
Financial relations
Industry relations
Development/fund-
raising
Multicultural
relations
workplace diversity
Special events
10/5/2012 10
VALUES AND VISION OF
AN ORGANIZATION
The two types of organizations:
1.Open systems: people are receptive to change and communication is forthright
2.Closed system: change is not easily accepted and the flow of information is tightly controlled
10/5/2012
Source: Indian Public Relations Agency, Advocable
11
PUBLIC RELATIONS AS
STAFF FUNCTION: Traditional management theory divides an organization into line and
staff functions
Line managers Can :
delegate authority
Set goals
Hire employees
Directly influence the work of others
Staff
Have little or no direct authority
Indirectly influence the work through suggestions, recommendations, and advice
Although public relations departments can function only with the approval of top management, there are varying levels of influence that departments may exert
10/5/2012 12
TOWARD AN INTEGRATED
PERSPECTIVE
An organization’s goals and objectives are best accomplished through an integrated approach
Integration is to use a variety of strategies and tactics to convey a consistent message in a variety of forms
10/5/2012 13
PR IS A MANAGEMENT
RESPONSIBILITY :
Establishing PR policies, goals and activities is a management function
Managers work with and through others, via guidance and assistance, to carry out their assignments
Management need the cooperation of people both inside and outside the organization to achieve objectives
10/5/2012 14
Case Study/Situation Analysis
BRAIN STORMING
CHANGING BEHAVIOURS -Leverages key influencers and
opinion leaders.
Successful Public Relations elicits change:
Improved donor relationships
Better community relationships
Active support from opinion leaders
Greater employee loyalty and productivity
Increased confidence in the organization
Increased donors, for a not-for-profit
10/5/2012 16
THE PROCESS
1. RESEARCH
2. PLAN
3. COMMUNICATE
4. EVALUATE
10/5/2012 17
DRIVERS OF A PR
FUNCTION
Written and Interpersonal
communication
Research
Negotiation
Creativity
Logistics
Facilitation
Problem Solving
10/5/2012 18
Tools for a PR Process
R-A-C-E formula : Research, Analyze,
Create, Evaluate
S-W-O-T Analysis : Strengths,
Weaknesses, Opportunities, Threats
P-E-S-T Analysis : Political, Economic,
Social, Technological
10/5/2012 19
MEASURING EFFECTIVENESS
Meaningless:
•Number of releases (NRs, VNRs, NWs)
Number of Events (Town Halls, Seminars, Workshops)
•Number of event attendees (may be a million)
Meaningful:
Qualitative and quantitative research to measure opinion before and after change
Message recall
Comparison to competitors
Moving the meter: influencers take action
10/5/2012 20
TRAINING AGENDA
MOD 1 : Develop basic concepts for Public Relations and its principles, key terms, roles and responsibilities, organizational settings, and demand for social media in the development sector
MOD 2:Provide an insight to various practice areas of Public Relations including: 1. Media relations
2. Internal communication/employ engagement
3. Corporate social responsibility
4. Government relations
5. Issues and crisis management
6. donor relations
7. stakeholder communication
10/5/2012 21
MOD 3: Discuss and share a guide to Communication Plan elements (situation analysis, goal, objectives, strategies, tactics, audiences, critical path, budget, evaluations and measurements) and tools including RACE formula, SWOT and PEST analysis
MOD 4: MEDIA KIT (press release, fact sheets, Brochures, Flyers, Backgrounders, internet pages, media advisory, Speech, human interest feature)
MOD 5: Establish concepts for best practices, professionalism and ethics. Discuss international trends in use of emerging PR technologies
10/5/2012 22
Questions?