Transcript Moriarty_8e_Basic_17

Public Relations
Part 5: Principles: How to Win the Battle of the
Buzz
Chapter 17
Prentice Hall, © 2009
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CHAPTER KEY POINTS
Questions We’ll Answer
• What is public relations, and what are
different types of public relations programs?
• What key decisions do public relations
practitioners make when they create plans?
• What are the most common types of public
relations tools?
• Why is measuring the results of public
relations efforts important, and how should
that be done?
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THE PRACTICE OF PUBLIC RELATIONS
What is public relations?
• Communicating with various public (stakeholders),
managing the organization’s image and reputation, and
creative positive public attitudes, and generate goodwill
toward the organization.
• Public relations takes a longer, broader view of the
importance of image and reputation as a corporate
competitive asset and addresses more target audiences
than advertising.
• Publics/stakeholders—all the groups of people with
which an organization interacts—employees, members,
local communities, shareholders, customers other
institutions.
• Publicity—getting news media coverage.
• PR is a managerial function and a tactical function.
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THE PRACTICE OF PUBLIC RELATIONS
Public Opinion
• What people think; their beliefs based on
perceptions or evaluations of events, people,
institutions, or products (not necessarily on
fact).
• PR strategists want to know:
– What publics are important to us now and in the
future?
– What do these publics think?
• Opinion leaders—important people who
influence the opinions of others—are
especially important.
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THE PRACTICE OF PUBLIC RELATIONS
Reputation: Goodwill, Trust, Integrity
• Goodwill is a company’s greatest asset—
PR’s job is to create it.
• “If you tell the truth, you don’t have to
remember anything.”
• Integrity is not just about having a positive
image, it’s a result of a company’s actual
behavior.
• Public relations is the conscience of the
company, with the objective of creating trust
and maintaining the organization’s integrity.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media use
• Control
• Credibility
• Seek to persuade
media gatekeepers to
carry stories about or
“cover” their
companies.
• Gatekeepers are
writers, editors,
producers, talk-show
coordinators, and
newscasters.
• This aspect of PR is
called publicity.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media use
• Control
• Credibility
• With news stories, PR
people are at the
mercy of the media
gatekeeper.
• They don’t have to
run your story.
• Advertising runs
exactly as the client
who paid for it has
approved.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media use
• Control
• Credibility
• Public tends to trust
the media more than
they do advertisers.
• Consumers assume a
story is legitimate if it
appears in the media;
this is an implied
third-party
endorsement.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• Focus on developing
media contacts.
• Knowing who in the
media might be
interested in the
organization’s story.
• Relationships must be
built on honesty,
accuracy, and
professionalism.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• Programs that
communicate
information to
employees.
• Related program is
internal marketing.
– Communication
efforts aimed at
informing
employees about
marketing programs.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• Communications
aimed at financial
community.
• Press releases to
business magazines,
meetings with
investors, annual
(financial) reports.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• Communication with
government and with
the public on issues
related to government
and regulation.
– Lobbying to get
legislators to support
a bill.
– Issue management
(monitor and
communicate to and
with public).
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• The practice of raising
money by collecting
donations.
• Used by nonprofits:
museums, hospitals,
Red Cross, etc. and
directed at potential
donors.
• Sometimes called
development.
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THE PRACTICE OF PUBLIC RELATIONS
Comparing PR and Advertising
• Media relations
• Employee
relations
• Financial
relations
• Public affairs
• Fund-raising
• Cause marketing
• Companies associate
themselves with a
cause, providing
assistance and
financial support.
• Whirlpool and Habitat
for Humanity.
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THE PRACTICE OF PUBLIC RELATIONS
Other Types of PR Programs
• Corporate Reputation Management
– Focused on image, reputation, trust
• Crisis Management
– Anticipating and planning for disasters from a media
perspective and with stakeholders
• Marketing Public Relations
– Plan and deliver programs to drive sales and build
customer satisfaction to communicating to address
consumer wants and needs
• Public Communication Campaigns
– To change public opinion, discourage harmful behaviors
– “Truth” campaign to protest smoking
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PUBLIC RELATIONS PLANNING
Research
• A communications audit assess the internal and
external environment.
• Benchmarking identifies a baseline from a previous
audit, or a competitor.
• Gap analysis measures differences in perceptions
between publics, or between a public and the
organization.
• Three types of publics:
– Latent publics are unaware of their connection to an
organization an an associated problem.
– Aware publics recognize their connection with a problem
but don’t communicate about it.
– Active publics communicate and act on a problem.
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PUBLIC RELATIONS PLANNING
SWOT Analysis
• Strengths, Weaknesses, Opportunities, Threats
• Helps companies understand the nature of the
problem so they can develop appropriate objects
and target the right publics to address a
problem.
• May cover a variety of issues:
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Changes in public opinion
Industry and consumer trends
Economic trends
Government regulations and oversight programs
The effect or corporate strategies on stakeholders
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PUBLIC RELATIONS PLANNING
Targeting
• Research identifies appropriate target
audiences.
• CIGNA insurance identified
conscientious consumers and directed
their “Power of Caring” campaign toward
them.
• The campaign featured well-known
personalities and charitable causes like
Alex’s Lemonade Stand.
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PUBLIC RELATIONS PLANNING
Objectives and Strategies
• PR objectives are to change the public’s
knowledge, attitudes, and behaviors related to a
company brand or organization.
• Typical PR objectives focus on:
– Creating credibility
– Delivering information
– Building positive images, trust, and corporate
goodwill
• Before changing behavior, a communication
program may need to change beliefs, attitudes,
and feelings.
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PUBLIC RELATIONS PLANNING
The Big Idea
• Creative ideas get attention.
• A Nevada conservation program used a 50year-old tortoise as a mascot to promote
desert ecology.
• TBS’s Cartoon Network used electronically
lit cartoon characters on buildings and
bridges to promote their show “Aqua Teen
Hunger Force,” causing bomb scares in
Boston.
– Cost TBS $2 million and the network head
resigned
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PUBLIC RELATIONS TOOLS
Two Main Categories of PR Tools
• Controlled media
– Sponsoring organization pays for media and
controls how and when the message is delivered.
• Uncontrolled media
– Sponsoring organization doesn’t pay for media;
the media controls how and when the message is
delivered.
– Semicontrolled media include electronic media
over which companies maintain some, but not all
control (e.g., company Web sites vs. other Web
sites, blogs, chat rooms) .
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PUBLIC RELATIONS TOOLS
Advertising
• House ads
– Used in a company’s own publication or
programs (self promo).
• Public service announcements
– Run free on TV, radio, or print for a charities
or civic organizations.
• Corporate advertising
– Focused on corporate image or viewpoint
– Corporate identity advertising
– Advocacy advertising
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PUBLIC RELATIONS TOOLS
Publicity
• News releases
– Deliver PR messages to external media; answer five “Ws.”
– VNRs contain video footage.
• Pitch letters
– Engaging letter about a feature story idea sent to editors
who have to be “sold”; usually a human interest angle.
• Press conferences
– An event at which a spokesperson makes a statement to the
media; a media kit may be sent ahead of time.
• Media tours
– “Press conference on wheels”; spokesperson makes
speeches and announcements, holds press conferences, and
offers interviews.
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PUBLIC RELATIONS TOOLS
Publications
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Pamphlets
Booklets
Annual reports
Collateral material
Books
Bulletins
Newsletters
Inserts and enclosures
Position papers
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PUBLIC RELATIONS TOOLS
DVDs, CDs, Podcasts, Books, and
Online Video
• DVD and podcasts are now major PR tools.
• Books can be published simply with
electronic publishing.
• Videos are expensive but are ideal for
distributing in-depth information.
• YouTube is being used for corporate
messages.
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PUBLIC RELATIONS TOOLS
Speakers and Photos
• Speaker’s bureau
– A group of articulate people who will talk
about topics at the public’s request.
• PR departments maintain file of photos to
provide to the public.
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PUBLIC RELATIONS TOOLS
Displays and Exhibits
• Displays include booths, racks and
holders for promotional literature, and
signage.
• Exhibits are larger than displays and
may have moving parts, sound, or
video.
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PUBLIC RELATIONS TOOLS
Special Events and Tours
• Events celebrate company milestones:
– Open houses
– Birthday celebrations
– Corporate sponsorship of events
• Tours such as plant tours and trips by
delegates and representatives
– The “truth” tour reaches 750,000 teens
annually with information about the
harmful effects of smoking.
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PUBLIC RELATIONS TOOLS
Online Communication
• Intranet
– Connects people within an organization
• Extranet
– Connects people in one business with its business partners
• External communication
– Web sites, email contact with reports, press releases
distributed by email, or PR Newswire
• Internal communication
– Connects people in separate sites and it’s inexpensive
– However, it can be used in court against a company
• Web challenges
– Search optimization is a major issue
– Anyone can post anything about your company; gossip and
rumors can spread around the world in hours
– Companies can monitor what’s being said about them
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PUBLIC RELATIONS TOOLS
Effectiveness and PR Excellence
• Evaluation is based on measurable objectives
established in planning.
• Difficult to measure the effect on the bottom
line.
• Even in PR, the media and messages must
work together to meet objectives.
• Practitioners track the impact of a campaign
in terms of output (how many mentions) and
outcome (change in attitude or behavior).
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permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
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