Transcript Presentation pr 2014

THE PRACTICE OF PUBLIC
RELATIONS
DEFINING PUBLIC RELATIONS
What is Public Relations?
• How do you understand the term?
• ‘Public relations? Is that working with
people? You know, like an air hostess,
shop assistant?’
• Problem of defining public relations
• 472 definitions of public relations in 1976
Who Uses Public Relations?
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The Media
Small Business
Internet Companies
The Government
Labor Unions
Big Business
Sports Teams
Industries
Non-Profit Agencies
Universities
Entertainment Industry
Politicians
Hospitals
WHAT IS ADVERTISING?
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Advertising is paid
nonpersonal
communication from an
identified sponsor using
media channels to
persuade or influence an
audience
Advertising is used by:
Business firms,
Nonprofit organizations,
Social Agencies
A COMPARISON BETWEEN PUBLIC
RELATIONS AND ADVERTISING
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Public Relations results are are
taken in the long-term
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Emphasizes informing, educating
and creating understanding
through knowledge
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Advertising results can be taken
either in the short-term or longterm, but shorter than PR
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Emphasizes selling
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Reports to the marketing manager
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Purchases space, frequency and
time from media
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Advertising controls message
(buying space and time)
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Can be measured
Reports to the general manager
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Free for the space in media
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Has no control over the message
(It is the journalist who writes the
story)
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Hard to measure
THE HISTORY of BUSINESS
NEWS
• A newspaper editor or
reporter used to ask
each store owner:
“Any news today?”
• The general store
owner might answer:
“Tell the ladies that
I’ve just received a
shipment of new
dress fabrics”
SOME PR FUNDAMENTALS
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Key publics of PR: The general public, the employees of
the business, the providers of finance, the media,
neighbours, regulators
• PR the “credible source”
Persuasiveness
Objective third party
Journalist or broadcaster
• Example:Athletic shoe manufacturer L.A. Gear
A news report about a lost girl in Tennessee
Rescued thanks to lights on her L.A. Twilights sneakers
Public Relations:
A Management Function
• Public Relations is not only a marketing function
• IMC? Five major communication tools:
Advertising, Personal selling, Sales promotion,
Direct marketing, Public Relations
Public Relations:
A Management Function
• What sort of decisions does a
company make?
• Marketing, product
distribution, finance, human
resources, acquisitions,
relations with the community
and government authorities…
• Public Relations provides
input for organizational
decisions.
Public Relations Practitioners must:
INTERPRET
Management to the Public
and
The Public to Management
A Comparison between Public
Relations and Propaganda
• Aims to inform
• The identification of the
sender is clear
• PR is two way
communication
(feedback, dialogue)
• PR cares for public
interest
• Has a code of conduct
that forbids lying
• Aims to influence
• We may not be able to
identify the source
• It is one-sided
• Cares for the established
objective
• It does not have to speak
the truth
The Publics of Public Relations
• A group of people who face a similar
problem, organize to do something
about the problem, have a stake in
an issue, idea, or organization
• The general public, the employees of
the business, the providers of finance
(banks), potential customers, the
media, suppliers, competitors,
neighbours, regulators, academic
community, labor unions,
shareholders, trade associations
The Curse of Spin
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Spin is distorting, obfuscating, to
create the appearance of
performance
Public relations professional, who,
working for political parties,
corporations or pressure groups,
do their best to get their client’s
message across via the mass
media, with one hand pressing the
good news, with the other,
suppressing the bad.
Few people have knowledge of
policy outside what they hear in
the media – if they are becoming
increasing distrustful of political
‘spin’ and PR this means they are
cutting themselves off from policy
debate
Spin Doctor
• The film, Wag the Dog
• The character played by
Robert De Niro, a fixer
• To direct media attention
away from the unpleasant
story about the president
• A fictitious war
• To show the public that the
president is exercising
strong leadership during a
time of national crisis.
• http://www.youtube.co
m/watch?v=CNo0Bic
RM8k
The Functions of Public Relations
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Writing: Elemantary public
relations skill. Press releases,
speeches, brochures…
Media relations
Planning: Special events, media
events, management functions.
Researching: Attitudes, opinions
which influence behavior and
beliefs
Publicity: Marketing function,
unpaid communication about an
organization appearing in the
mass media
Issues management: Diagnosing
and counseling on issues which
are crucial for the organization
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Community relations
Consumer relations
Employee relations
Government affairs: Legislators,
regulators, local, state and federal
officials
Counseling
Media Relations
The right information becomes news
when it’s communicated on the right
channel at the right time. We manage
media relations in observance of ethical
rules by means of strategic messages
and smart planning through the work of
our media team members each of whom
is specialized in a different field.
Halkbank staged a press conference for the
economy media in İstanbul’s Çırağan Palace to
introduce the Paraf and hosted famous faces from the
business world and celebrities from the social scene in
a launch cocktail the same evening.
McDonald’s cares about the treatment
of animals
•Management of issues in the emergence
stage versus the crisis stage, anticipatory
issues management
•A leadership role in improving conditions
and operations at suppliers’ facilities
•Ensure good animal handling practices
•Humane treatment of animals
•Suppliers who maintain the highest
standards
•McDonald’s commitment to animal
welfare.
Edward Bernays
Nephew of Sigmund Freud
Psychology and mass psychology for creating
the images for governments and corporations to
gain consent in a period where aristocratic
precedence was beginning to fade. A large
series of books published over his 100 year
lifetime with titles like “Crystallizing Public
Opinion.” Still alive in the 1990s
1929
TORCHES OF FREEDOM
Public Relations Practitioners
must be:
Ethical
Truthful
Credible
The Organization’s Conscience