Public Relations and Strategies and Tactics Eighth Edition Public Relations 1

Copyright © Allyn and Bacon 2006Copyright © Allyn and Bacon 2006

Public RelationsPublic RelationsStrategies and TacticsStrategies and Tactics

Eighth EditionEighth Edition

Dennis L. Wilcox, Glen T. Cameron, Philip H. Ault, and Warren K. Agee


Chapter 1:Chapter 1:What is What is Public Public

Relations?Relations?


Study Guide (Objectives)Study Guide (Objectives)After studying Chapter 1, you should be able toAfter studying Chapter 1, you should be able to::

• Define and differentiate among related concepts, including Define and differentiate among related concepts, including publicity, advertising, press agentry, public affairs, issues publicity, advertising, press agentry, public affairs, issues management.management.

• Outline how public relations helps improve organizations Outline how public relations helps improve organizations and society.and society.

• Write a definition of public relations that emphasizes Write a definition of public relations that emphasizes building and maintaining relationships between building and maintaining relationships between organizations and their publics. organizations and their publics.

• Distinguish between the public relations and marketing Distinguish between the public relations and marketing functions of organizations, identifying the exchange functions of organizations, identifying the exchange between provider and customer as the distinguishing between provider and customer as the distinguishing characteristic of marketing relationships.characteristic of marketing relationships.


OverviewOverview

ChallengesChallenges

Public relations as Public relations as Process: RACEProcess: RACE

Other terms for Other terms for public relationspublic relations

The components of The components of public relationspublic relations

Public relations and Public relations and journalismjournalism

Public relations and Public relations and advertisingadvertising

Public relations Public relations supports marketingsupports marketing

An integrated An integrated perspectiveperspective

Careers in public Careers in public relationsrelations

The value of public The value of public relationsrelations


Public relations is a growth Public relations is a growth industry in the 21industry in the 21stst century! century!

In numbers:In numbers: PR is a multibillion-dollar business practiced PR is a multibillion-dollar business practiced

by 158,000 professionals in the U.S. alone.by 158,000 professionals in the U.S. alone.

Employment growth is increasing faster than Employment growth is increasing faster than average through the year 2012.average through the year 2012.

PR has grown rapidly across the globe,PR has grown rapidly across the globe,from Europe to China, Latin America to Africa.from Europe to China, Latin America to Africa.


So what is public relationsSo what is public relations??

LetLet’’s define the fields define the field…………


““Public relations is a planned process to Public relations is a planned process to influence public opinion, through sound influence public opinion, through sound

character and proper performance, based character and proper performance, based on mutually satisfactory two-way on mutually satisfactory two-way

communicationcommunication..””

One definition to consider:


Another definition from PRSAAnother definition from PRSA : :

“Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.”


“Public relations:

The methods and activities employed by an individual organization, corporation, or government to promote a favorable relationship with the public.”

(American Heritage Dictionary)


Public RelationsPublic Relations

……is the is the management management function that builds function that builds and maintains and maintains mutually beneficial mutually beneficial relationships relationships between an between an organization and organization and the publics the publics on on whom its success or whom its success or failure depends.failure depends.


Other Terms for Public RelationsOther Terms for Public Relations Public RelationsPublic Relations is an is an

umbrella termumbrella term

Some Some positivepositive terms: terms:

Corporate Corporate CommunicationsCommunications

Public affairsPublic affairs Corporate Corporate

relationsrelations

Some Some negativenegative terms:terms:

FlackFlack Spin doctorSpin doctor


No matter how PR is defined, No matter how PR is defined, two elements guide the processtwo elements guide the process

1. Management1. ManagementTo succeed, PR must report to top To succeed, PR must report to top management, unimpeded by any other management, unimpeded by any other group.group.

2. Action2. ActionTrue PR cannot take place without ethical, True PR cannot take place without ethical, consistent action. No amount of persuasion consistent action. No amount of persuasion will cover up for poor performance. will cover up for poor performance.


PUBLIC RELATIONS AS PROCESS: PUBLIC RELATIONS AS PROCESS: RACERACE

RResearchesearch

AActionction

CCommunicationommunication

EEvaluationvaluation


Elements of Public RelationsElements of Public Relations::

• Conducts a planned and sustained program as part of an Conducts a planned and sustained program as part of an organizationorganization’’s management.s management.

• Deals with the relationships between an organization and Deals with the relationships between an organization and its stakeholder publics.its stakeholder publics.

• Monitors awareness, opinions, attitudes and behavior Monitors awareness, opinions, attitudes and behavior inside and outside the organization.inside and outside the organization.

• Analyzes the impact of policies, procedures and actions on Analyzes the impact of policies, procedures and actions on stakeholder publics. stakeholder publics.

• Identifies policies, procedures, and actions that conflict Identifies policies, procedures, and actions that conflict with with the public interest and organizational survival.the public interest and organizational survival.

• Analyzes the impact of policies, procedures and actions on Analyzes the impact of policies, procedures and actions on stakeholder publics.stakeholder publics.


Elements of Public Relations Elements of Public Relations (continued)(continued)::

• Identifies policies, procedures, and actions that Identifies policies, procedures, and actions that conflict with the public interest and organizational conflict with the public interest and organizational survival.survival.

• Counsels management on the establishment of new Counsels management on the establishment of new policies, procedures, and actions that are mutually policies, procedures, and actions that are mutually beneficial to the organization and its publics.beneficial to the organization and its publics.

• Establishes and maintains two-way communication Establishes and maintains two-way communication between the organization and its publics.between the organization and its publics.

• Produces measurable changes in awareness, opinion, attitude, Produces measurable changes in awareness, opinion, attitude, and behavior inside and outside the organization.and behavior inside and outside the organization.

• Results in new and/or maintained relationships Results in new and/or maintained relationships between organization and its publics.between organization and its publics.


The Components of Public The Components of Public RelationsRelations

CounselingCounseling ResearchResearch Media relationsMedia relations PublicityPublicity Employee/member relationsEmployee/member relations Community relationsCommunity relations Public affairsPublic affairs Government affairsGovernment affairs

Issues managementIssues management

Financial relationsFinancial relations

Industry relationsIndustry relations

DevelopmentDevelopment

Multicultural relationsMulticultural relations

Special eventsSpecial events

Marketing Marketing communicationscommunications


No matter how PR is defined, No matter how PR is defined, two elements guide the processtwo elements guide the process

1. Management1. ManagementTo succeed, PR must report to top management, To succeed, PR must report to top management, unimpeded by any other group.unimpeded by any other group.

2. Action2. ActionTrue PR cannot take place without ethical, True PR cannot take place without ethical, consistent action. No amount of persuasion will consistent action. No amount of persuasion will cover up for poor performance. cover up for poor performance.


SharpeSharpe’’s five principless five principles:: Honest communication for credibilityHonest communication for credibility

Openness and consistency for confidenceOpenness and consistency for confidence

Fairness of actions for reciprocity, goodwillFairness of actions for reciprocity, goodwill

2-way communication to build relationships2-way communication to build relationships

Research and evaluation to determine actions Research and evaluation to determine actions and adjust for social harmony and adjust for social harmony


Public relations professionalsserve as interpreters for the organization.

10-Second Quiz! Who is that lady in the blue dress,

and why is she with President Bush?


PR professionals serve as PR professionals serve as management interpretersmanagement interpreters

To publics, they interpret To publics, they interpret managementmanagement’’s:s:

PhilosophiesPhilosophies PoliciesPolicies Programs Programs PracticesPractices


And as public interpretersAnd as public interpreters

To management, PR interprets the To management, PR interprets the publicpublic’’s: s:

OpinionsOpinions NeedsNeeds DesiresDesires

Management needs to know what the public thinks about the organization and its practices!


Now itNow it’’s your turns your turn…………

Can you think of recent events Can you think of recent events in which organizations were not in which organizations were not

correctly interpreting public correctly interpreting public views?views?


The The ““publicspublics”” of public relations of public relations

Practitioners must communicate with Practitioners must communicate with many different publics at once. many different publics at once.

Each public has its own special needs, Each public has its own special needs, media habits, and communication media habits, and communication requirements.requirements.


Ways to view our publicsWays to view our publics

Internal or external Internal or external Primary or secondaryPrimary or secondary Traditional and futureTraditional and future Proponents, Proponents,

opponents, and the opponents, and the uncommitteduncommitted


Ways to view our publicsWays to view our publics…………

ActualizersActualizers FulfilledsFulfilleds BelieversBelievers AchieversAchievers

Segmenting by values and lifestyles

StriversStrivers ExperiencExperienc

ersers MakersMakers StrugglersStrugglers


Now itNow it’’s your turns your turn…………

Who makes up the publics at Who makes up the publics at your college or university?your college or university?

How many do you belong to?How many do you belong to?

Are they internal or external?Are they internal or external?

How can they change?How can they change?


Public relations, marketing, and Public relations, marketing, and advertisingadvertising…………

arenaren’’t they all the same thing?t they all the same thing?


Public relations and Journalism: Public relations and Journalism: DifferencesDifferences

ScopeScopePublic relations has many components; journalism has only Public relations has many components; journalism has only two. two.

ObjectivesObjectives Journalists are objective observers; public relations personnel Journalists are objective observers; public relations personnel are advocates.are advocates.

Audiences Audiences Journalists focus on a mass audience; public relations Journalists focus on a mass audience; public relations professionals focus on defined publics.professionals focus on defined publics.

ChannelsChannels Journalists use only one channel; public relations uses a Journalists use only one channel; public relations uses a variety of channels.variety of channels.


Public relations and Advertising: Public relations and Advertising: DifferencesDifferences

Tools Tools Advertising works through mass media; public relations Advertising works through mass media; public relations relies on a variety of tools.relies on a variety of tools.

Audience Audience Advertising addresses external audiences; public relations Advertising addresses external audiences; public relations targets targets specializedspecialized audiences. audiences.

ScopeScope Advertising is a communications function; public relations Advertising is a communications function; public relations is broader in scope.is broader in scope.

FunctionFunctionAdvertising is a tool; public relations fills a support role.Advertising is a tool; public relations fills a support role.


AdvertisingAdvertising

……is information placed in the media by is information placed in the media by an identified sponsor that pays for an identified sponsor that pays for the time and space. the time and space.

It is a It is a controlled controlled method of placing method of placing messages in the media.messages in the media.


PublicityPublicity

……is information from an outside is information from an outside source that is used by the media source that is used by the media because the information has news because the information has news value. value.

It is an It is an uncontrolled uncontrolled method of placing method of placing messages in the media because the messages in the media because the source does not pay the media for source does not pay the media for placement.placement.


Press AgentryPress Agentry

...is creating newsworthy stories ...is creating newsworthy stories and events to attract media and events to attract media attention and to gain public attention and to gain public notice.notice.


Public AffairsPublic Affairs

...is the specialized part of ...is the specialized part of public relations that builds public relations that builds and maintains mutually and maintains mutually beneficial governmental and beneficial governmental and local community relations.local community relations.


LobbyingLobbying

...is the specialized part of public ...is the specialized part of public relations that builds and maintains relations that builds and maintains relations with government, primarily relations with government, primarily for the purpose of influencing for the purpose of influencing legislation and regulation.legislation and regulation.


Public relations and Marketing: Public relations and Marketing: DifferencesDifferences

FocusFocusPublic relations is concerned with relationships; marketing Public relations is concerned with relationships; marketing sells products or services.sells products or services.

LanguageLanguageDifferent words are used by each profession to express Different words are used by each profession to express similar meanings.similar meanings.

MethodMethodPublic relations relies on two-way dialogue; marketing Public relations relies on two-way dialogue; marketing relies on persuasion.relies on persuasion.


MarketingMarketing

……is the management function that is the management function that identifies human needs and wants, identifies human needs and wants, offers products and services to offers products and services to satisfy those demands, and causes satisfy those demands, and causes transactions that deliver products transactions that deliver products and servicesand services in exchange for in exchange for something of value to the provider.something of value to the provider.


How Public Relations Supports How Public Relations Supports MarketingMarketing

Develops new Develops new prospectsprospects

3rd party 3rd party endorsementsendorsements

Generates sales leadsGenerates sales leads Paves the way for Paves the way for

sales callssales calls

Stretches dollarsStretches dollars Provides inexpensive Provides inexpensive

literatureliterature Establishes credibilityEstablishes credibility Helps sell minor Helps sell minor

productsproducts

8 ways public relations supports 8 ways public relations supports marketing marketing

(p. 19)(p. 19)


An Integrated PerspectiveAn Integrated Perspective

Concept of integration:Concept of integration:

To use a variety of strategies and tactics to To use a variety of strategies and tactics to convey a consistent message in a variety of convey a consistent message in a variety of forms.forms.


Careers in Public RelationsCareers in Public Relations

Five essential abilities:Five essential abilities:

1.1. Writing skillWriting skill

2.2. Research abilityResearch ability

3.3. Planning expertisePlanning expertise

4.4. Problem-solving abilityProblem-solving ability

5.5. Business/economics competenceBusiness/economics competence


Careers in Public RelationsCareers in Public Relations

InternshipsInternships Win-win situationWin-win situation

SalariesSalaries Entry LevelEntry Level Experienced professionalsExperienced professionals WomenWomen


The Value of Public RelationsThe Value of Public Relations

A service to societyA service to society

InformativeInformative

RelevantRelevant


Issues ManagementIssues Management

...is the proactive process of ...is the proactive process of anticipating, identifying, evaluating, anticipating, identifying, evaluating, and responding to public policy and responding to public policy issues that affect organizationsissues that affect organizations’’ relationships with their publics.relationships with their publics.


Investor RelationsInvestor Relations

...is a specialized part of corporate ...is a specialized part of corporate public relations that builds and public relations that builds and maintains mutually beneficial maintains mutually beneficial relationships with shareholders and relationships with shareholders and others in the financial community to others in the financial community to maximize market value.maximize market value.


DevelopmentDevelopment

...is the specialized part of public ...is the specialized part of public relations in private organizations that relations in private organizations that builds and maintains relationships builds and maintains relationships with donors and members for the with donors and members for the purposes of securing financial and purposes of securing financial and volunteer support.volunteer support.


Integrated Marketing Integrated Marketing CommunicationCommunication

……is the coordinated effort in marketing is the coordinated effort in marketing communication, sales promotion, communication, sales promotion, product publicity, corporate product publicity, corporate advocacy advertising, issues advocacy advertising, issues management, and public relations management, and public relations activities designed to have an activities designed to have an impact on sales.impact on sales.


Functions of Public RelationsFunctions of Public Relations

WritingWriting Media relationsMedia relations PlanningPlanning CounselingCounseling ResearchResearch PublicityPublicity Marketing Marketing

CommunicationsCommunications Community Community

relationsrelations

Consumer relationsConsumer relations Employee relationsEmployee relations Government affairsGovernment affairs Investor relationsInvestor relations Special publics Special publics

relationsrelations Public affairs and Public affairs and

issues managementissues management Web site development Web site development

and interfaceand interface

They are numerous:


The curse of The curse of ““spinspin””

What does the term What does the term mean to YOU? mean to YOU?

Spin equals distortion, Spin equals distortion, obfuscation, or even obfuscation, or even lyinglying

Spin cannot cover up Spin cannot cover up for poor performancefor poor performance

Spin does NOT equal Spin does NOT equal good public relations! good public relations!


Becoming a PR practitionerBecoming a PR practitioner

Key knowledge areas:Key knowledge areas: The fieldThe field The communications processThe communications process TechnologyTechnology Current events Current events BusinessBusiness ManagementManagement


Becoming a PR practitionerBecoming a PR practitioner

Key personal characteristics:Key personal characteristics: A tendency toward communicationA tendency toward communication A desire to counsel senior managersA desire to counsel senior managers A strong base of personal ethicsA strong base of personal ethics A willingness to take risksA willingness to take risks A positive outlook on lifeA positive outlook on life

Documents

Public Relations and Strategies and Tactics Eighth Edition Public Relations 1