Intro to PR - Week 1

Intro to Public RelationsSM 108

Week 1

Public RelationsWhat is public relations?

Public Relations (PR) is the art of communication and managing connections andassociations.

PR is also the practice of establishing credibility.

PR is an important tool that forms up the marketing mixin an organization.

Public RelationsWhat is public relations?

PR is a two-way street – advisingthe client on attitudes and actionsto win over the public.

… educating the public to accept these goods, concepts and ideas.

- Edward Bernays, Father of PR

Public RelationsChartered Institute of Public Relations (CIPR):

Public relations is about REPUTATION - the result of what you do, what you say and what others say about you.

… the discipline which looks after reputation, with the aim of earning understanding, support and influencing OPINION and BEHAVIOUR.

… It is the planned and sustained effort to ESTABLISH and MAINTAIN goodwill and mutual understanding between an ORGANISATION and its PUBLICS.

Public Relations - DefinitionWikipedia:

Public Relations - DefinitionPublic Relations Society of America:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics

Public Relations - DefinitionPublic Relations is… PR.

On the bigger occasions, it is about the act of PERSUASION and managing RECEPTIVITY between the public and the client (organization)

On a smaller scale, it is about managingPERCEPTIONS and RESPONSES around you and others.

Public Relations - DefinitionReputation Management:

Take a moment and think – why do you wear the shirt/dress that you’re wearing now?

Why do you style your hair like that?

Why follow fashion and trends?

WE, are constantly trying to maintaingood PR – which is reputation management

Public Relations - Definition It’s all about communication

Why do you speak in the way you normallyspeak?

Why do you sound different talking to theboy or girl you like?

Why do you sound different when talking toyour parents?

Why do you sound different when orderingfood at McDonalds?

WE, are conscious of how we maintain our communication with others for mutual benefits

Public Relations Is not:

Advertising, Marketing, or Branding.

As we progress in the next weeks to come,we’ll see just how different PR is comparedto the above.

Most effective way to remember the essence of PR is by associating itwith the art of spinning – manipulating the angle.

Public RelationsAnother way of associating PR is

in their relationship with mediaand press coverage

History of Public RelationsCan be traced way back to 50-60 BC.

Julius Caesar, the famed ruler of the Roman Empire.

Wrote a piece called Caesar’s Gallic –contained his military achievements and exploits.

To convince the Roman people that hewould be the best.

History of Public Relations1758 – King’s College (now known as

Columbia University)

Released a press release regarding the college’s graduation exercise and processes.

History of Public RelationsLate 19th to early 20th century –

The Pope endorses … alcohol?

Vin Mariani, a French tonic maker,got a superb endorsement by the Pope Leo XIII.

One of the first examples whichfeatured CREDIBILITY to push.

History of Public Relations1930s – Bacon for breakfast.

By the father of public relations,Edward Bernays.

Managed to convinced the entirenation that bacon is good for breakfast by ‘spinning’ the newsthat doctors endorsed the product.

History of Public Relations1985 – Live Aid

A global concert – for the cause ofhelping Ethiopia.

First ever concert to be broadcastedlive to over 140 nations and watchedby over a billion people in the world.

Featured acts like:Queen, U2, David Bowie, The WhoLed Zeppelin, Madonna, Eric Clapton

Evolution of Public RelationsThe current PR campaigns:

- Outdoor events- New media- Out-of-the-box- Celebrity


Outdoor events:

2009 - 2013 – Putrajaya Hot Air Balloon Festival

International fiesta in Putrajaya.


YES 4G Launch – Storm Troopers Flash Mob

2010: Storm Troopers in Bukit Bintang, Malaysia.


Twitter: Muppets Cupcakes (2012)

In conjunction of the Muppetsmovie launch.

Sent a box of cupcakes toStephen Fry (@stephenfry), who retweeted it to his 1.2 million followers.


2012 - Red Bull Stratos – Felix Baumgartner

Jumped from the edge of space (128,000feet off the ground) free fall to the ground.

Broadcasted on YouTube – watched by millions.

KLCC:1,438 ft.

Principles of Public RelationsPR deals with facts, not fiction.

PR’s primary consideration is doing what’s in the public interest.

Public interest must be the criterion for selecting PR programs and policies.

PR must protect the integrity of the media channels it uses for its messages.

PR involves effective communication back and forth between an organization and its publics.

Principles of Public RelationsPR depends on use of scientific public opinion

research.

PR practitioners must use the social sciences to understand what publics are saying and to communicate effectively with them.

PR requires multidisciplinary application of theories and concepts.

PR has obligation to explain problems to publics before they become crises.

PR performance should be measured by only one standard: ethical performance.

PR ActivitiesBelow and EXPANDING as time passes by…

Press agentry Promotion

Advertising Publicity

Marketing Public affairs

Integrated marketing Researchcommunication

Merchandising Graphic design

PR ActivitiesPress agentry – getting the best publicity

and press coverage out of publications,media etc.

Public Affairs – helping Non-Governmental Organizations (NGOs), Government, lobbyingcampaign, strategy.

Promotion – Sports, Music, Celebrities, engaging in Community Service Responsibility (CSR) events.

EXERCISEGroup (of 4 to 5):

You are handling one of the biggest celebrities in the world – Justin Bieber.

Your client wants to be more well-known inChina.

How would you handle his public activities? Think out-of-the-box.

Education

Intro to PR - Week 1