Transcript Public Relations

PUBLIC RELATIONS –
PR
Integrated Marketing
Communications (IMC)
• Integrated Marketing Communications (IMC) is
an approach to brand communications where
the different modes work together to create an
experience for the customer.
• Its goal is to make all aspects of marketing
communication such as advertising, sales
promotion, public relations, direct marketing,
personal selling, online communications and
social media work together.
Three Pillars of IMC
• Marketing: the process of researching,
creating, refining, and promoting a
product or service - and distributing that
product or service to targeted
consumers.
Three Pillars of IMC:
• Advertising: the use of controlled media
in an attempt to influence the actions of
targeted publics. A paid form of
communication.
Three Pillars of IMC
• Public relations: the values-driven
management of relationships between
an organization and the publics that can
affect its success. A non-paid form of
communication.
What is “Public Relations?”
• Term first used by US President
Thomas Jefferson in address to
Congress in 1807
A Definition of PR
• “Public Relations is a management
function which tabulates public
attitudes, defines the policies,
procedures and interest of an
organization followed by executing a
program of action to earn public
understanding and acceptance.”
– Edward Bernays, early PR theorist
A Definition of PR
• PR involves a variety of programmes
designed to promote or protect a
company’s image or its individual
products
Definitions of PR
• ‘the management of communication between
an organization and its publics’ (Grunig &
Hunt, Managing public relations,1984)
• ‘using communication to adapt relationships
between organizations and their publics’ (Carl
H. Botan “International public relations: Critique
and reformulation” in Public Relations Review,
Vol. 18, No. 2, 1992: 149-152)
• ‘historically, most PR has been weak
propaganda’ (Kevin Moloney, Rethinking PR: The
Spin and the Substance, 2000)
Purpose of PR:
• to generate support,
• to generate trust,
• to enhance reputation,
• to maximise material or other benefits
through generating a more conducive
social environment
Applications of PR
• Crisis management
• Reputation management
• Investor relations and labour
relations
Functions of PR
• Promoting goodwill
• Promoting product, service, corporate
image
• Establish corporate communications
• Lobbying
• Counteracting negative publicity
Objectives of PR Management
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Assist in the launch of products/company
Assist in repositioning a mature product
Building interest in a product category
Influencing specific target groups
Countering negative publicity
Building corporate image that rubs off
onto its products
Advantages of PR
• Very credible and inexpensive
• PR can hold down promotion costs
Disadvantages of PR
• Difficult to quantify PR benefits
• Lack of control
• ‘Smart’ management required
Doing Public Relations
Six main functions:
1. Writing and editing
2. Media relations
3. Special events
4. Research
5. Community and consumer relations
6. Government relations and lobbying
Uses of PR
1. Customer complaints and redressal:
• It is an opportunity to cement relations with
the customer
• Very important in the service and hospitality
industry
2. Combating rumours / falsehoods:
• Confront and disclose facts in leading media
• Give the positive side of the story
• Capitalise on rumour to your benefit
• Rumour can be dismissed as ridiculous
How do PR people get their job done?
• By cultivating relations with media and
leveraging that when required,
• By communication what is newsworthy
and which media would be glad to carry,
Credibility of media as an unbiased
reporter must be maintained. They have
their own editorial policies where all such
information is suitably edited before it
goes on print.
Survey about PR
Surveyed 1,705 PR professionals:
• 25% admit to lying on the job
• 39% say they had exaggerated the truth
• 44% are uncertain of the ethics of a task
they are required to perform
• 60% say their work has been
compromised by being told to lie.
PR vs. Advertising
• Advertising is a non-personal form of
promotion that is delivered through
selected media outlets that, under
most circumstances, require the
marketer to pay for message
placement.
PR vs. Advertising (Cost)
• Advertising is EXPENSIVE;
• PR is essentially NO-COST
Example
• Non-profits—support of fund-raising
and participation
• Politicians—attract votes; raise
money; support policies
Forms of PR
Press conferences
Meetings
Main tool of PR
The Press Release:
• Written statement distributed to the
media
• Fundamental tool of public relations
• Must be newsworthy
• Used properly, extremely effective
Press Release Format
• Who is sending the message /
contact information
• The words “For Immediate Release”
and the date
• A headline or title
Example
• Carefully
selected key words
•Choose words with
proper connotation
• Attractiveness
• Proper headlines
• Text links
• Landing pages
Spin and “Spin Doctors”
• Selectively presenting facts and quotes to
support one’s position (“cherry picking”)
• Non-denial denial
• Phrasing in a way that assumes unproven
truths
• Euphemisms to disguise or promote one’s
agenda
• Ambiguity
Playing Up Weaknesses
• “Any publicity is good publicity”
• Chicken of the Sea
• “Is this chicken, what I have, or is this
fish? I know it’s tuna, but it says, “Chicken
by the Sea.”
• Liquid Ice
• “Is it really liquid, or is it ice?”
• The only thing worse than being
talked about is not being talked
about at all.
• The Public Relations Secret –
Think Like a Reporter!!!
Thank you.