Transcript Concept for Public Relations

Concept for Public Relations
L9
Ing. Jiří Šnajdar
2016
Concept for Public Relations
The formal practice of what is now commonly
referred to as “public relations” dates to the early
20th century.
In the relatively brief period leading up to today,
public relations has been defined in many different
ways, the definition often evolving alongside public
relations’ changing roles and technological
advances.
The earliest definitions emphasized press agentry
and publicity, while more modern definitions
incorporate the concepts of “engagement” and
“relationship building.”
The PRSA adopted the following definition in
2011‒12 :
“Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics.”
What are key points in this definition?
This definition focuses on the basic concept of public
relations — as a communication process, one that is
strategic in nature and emphasizing “mutually
beneficial relationships.”
“Process” is preferable to “management function,”
which can evoke ideas of control and top-down, oneway communications.
“Relationships” relates to public relations’ role in
helping to bring together organizations and
individuals with their key stakeholders.
“Publics” is preferable to “stakeholders,” as the
former relates to the very “public” nature of public
relations, whereas “stakeholders” has connotations
of publicly-traded companies.
Management function, public relations also
encompasses the following:
Anticipating, analyzing and interpreting public
opinion, attitudes and issues that might impact, for
good or ill, the operations and plans of the
organization.
Counseling management at all levels in the
organization with regard to policy decisions, courses
of action and communication, taking into account
their public implication and the organization’s social
or citizenship responsibilities.
Researching, conducting and evaluating, on a
continuing basis, programs of action and
communication to achieve the informed public
understanding necessary to the success of an
organization’s aims.
These may include marketing; financial; fund raising;
employee, community or government relations; and
other programs.
Planning and implementing the organization’s efforts
to influence or change public policy. Setting
objectives, planning, budgeting, recruiting and
training staff, developing facilities — in short
Public relations and marketing
The recent trend is to emphasize the similarities
between marketing and public relations and to have
them become increasingly intertwined in the
workplace.
Until 30 years ago, public relations and marketing
were usually considered totally separate disciplines.
Both marketing and public relations went through
such dramatic growth and evolution during the first
half of the twentieth century that at least one
business historian has referred to this period as their
"teen-age years."
The marketing and public relations expanded their
spheres of activities and as they became more
aggressive in communicating with more and more
and ever-larger publics, they often ended up talking
to the same publics, and they sometimes used the
same techniques to do it.
The practitioners themselves knew that their two
disciplines were conceptually very different.
Ray Simon, expressed them very concisely in his
second edition of Public Relations: Concepts and
Practices when he wrote:
"Marketing and public relations ... both are major
external functions of the firm and both share a
common ground in regard to product publicity and
consumer relations. At the same time, however, they
operate on different levels and from different
perspectives and perceptions.
The traditional view ... is that marketing exists to
sense, serve, and satisfy customer needs at a profit.
Public relations exists to produce goodwill in the
company's various publics so that the publics do not
interfere in the firm's profit-making ability."
Marketing
• Marketing promotes the transfer of goods and
services from the producer and provider to the
consumer
• Marketing's immediate goal is sales.
• Marketing's implicit goal is profit.
• Marketing's measure of success is the number of
sales and/or the revenue it generates.
Public relations
• Public relations helps an organization and its
publics adapt mutually to each other.
• Public relations' immediate goal is mutual
understanding or positioning of the organization
with its publics.
• Public relations' implicit goal is positive
perceptions and predispositions.
• Public relations' measure of success is expressed
public opinion or other evidence of public support.
Marketing and public relations met different needs.
If an organization is a business and profit is its overarching goal ...
Marketing -- possibly called sales -- is the more
dominant function.
Public relations is of secondary importance and was
probably done to support and enhance marketing
efforts.
Marketing generated sales of goods and services
and directly contributed to the company's profitability.
Public relations coordinated relationships with
various publics in order to gain public acceptance
and approval of the organization's activities,
including its sales activities.
Both disciplines experienced explosive growth but,
for the most part, it was a matter of doing more of
the same in same old ways.
In most organizations the two disciplines continued
to be separate well into the 1970s or even later.
Today the working relationship between marketing
and public relations has changed dramatically. So
have their relative scope and influence within
organizations and even the names they call
themselves.
Thomas Harris, university professor and author and
has been one of the strongest advocates of
"marketing public relations." His 1991 book, The
Marketer's Guide to Public Relations, have helped
define and shape the increasingly popular concept of
"integrated marketing communication" .
Then came a realization that public relations can
benefit from advertising.
Advertising which had previously been used almost
exclusively by marketers trying to sell specific
products began to show promise for broader, less
sales-oriented messages.
Then, despite initial skepticism and strong opposition
from traditional journalists and the media companies
themselves, public relations people such as Herb
Schmerz, began experimenting and having great
success using "issues advertising" to get their views
to an otherwise unaware public. It was a strategy
that had previously been used by social and political
activists.
The counter-realization was that media publicity can
assist marketing.
News releases and press conferences which had
previously been considered public relations tools
began to find favor with marketers in the 1980s.
After a couple of high profile success stories they
quickly realized how cost-effective publicity and
media relations could be during the introduction of
new products.
Coleco, in particular, had stunning success with its
Cabbage Patch Dolls. They became a national
phenomenon using very little advertising, but lots of
press conferences, special events, television talk
show appearances, and a steady stream of news
releases and media interviews.
A few years later, Selchow & Righter followed a
similar blueprint and used public relations rather than
advertising to turn Trivial Pursuit into a national
passion that sold more than 22 million games in its
first year of production. Twenty years later, Trivial
Pursuit is more than a best selling game.
Public relations and marketing: On the way to
Integrated Marketing Communication?
Professional journals are increasingly filled with
reports that public relations and marketing have
already merged or predictions they soon will.
Indication of the change in thinking about the public
relations and marketing relationship is evident in
three successive editions of Fraser Seitel's textbook,
The Practice of Public Relations, one of the most
popular textbooks on the market written by a current
public relations practitioner.
The integration of communication became popular in
the last decade.
Integrated Marketing Communication may be a fine
term, and an even better concept.
"Marketing communication, regardless of its
parentage, is a reality in many companies..." but
then came the punchline: "Employers don't care
what integrated communication calls itself as long as
it gets the job done.“ William Briggs and Marilen Tuason
Perhaps, public relations practitioners shouldn't be
overly concerned about what their profession is
called either.
Whether integrated marketing communication,
corporate communication, or one of the other
popular buzzwords will ultimately overshadow public
relations as the name of choice remains to be seen.
They may all turn out to be short-lived fads. What will
be far more important is whether the underlying
integration of communication functions that these
terms purport to represent will actually be realized.
Organizations that make public relations a marketing
function lose their ability to communicate effectively
with groups other than consumers.
James Grunig University of Maryland
Considering marketing and public relations as the
same function, in my view, is in the best interests of
the corporation. ... Marketing and public relations
can and should be compatible. ... in gaining
understanding of influential third parties--such as
legislators, government agencies, political parties,
labor unions, public interest groups, and churches. In
the future, public relations will play a greater role in
shaping marketing strategies responsible to
consumer concerns. In the classic sense, PR will
influence not only what companies say but what they
do. Thomas Harris
The Marketer's Guide to Public Relations
I don't like the tendency of advertising agencies
gobbling up large public relations organizations.
(This was a frequent occurrence during the 1980s,
when major ad agencies liked to trumpet their ability
to provide total communication services and
integrated marketing.) That is like surgical instrument
manufacturers gobbling up surgical medical colleges
or law book publishers gobbling up law colleges.
Edward Bernays at age 98 interviewed by F. Seitel (1987)
Public Relations
Public relations is the act of connecting and
communicating through all the various relationships
that a business or organization may have formed
with the public.
These various publics can include employees,
customers, industry, government entities, investors,
charities, suppliers and the media.
For instance, if you’re a business and you want
inform, influence even persuade a certain group of
people- you have been caught in the act of public
relations.
The PRSA definition,
“Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics.”
Public relations takes into consideration the bigger
picture of how an organization relates and is
perceived by the public at large.
A good public relations strategy can not only help a
company understand its customers and provide
meaningful solutions, but track those results and
maybe forecast outcomes for future circumstances.
Public relations professional often work with an
organization’s senior management to deal directly
with critical internal and external company events.
Both traditional media and certainly now the Internet
are utilized to communicate the appropriate
message.
The public relations professional’s toolbox incudes
the ability to research, write and speak.
Media Relations
Media relations can be described as a company’s
interactions with editors, reporters and journalists.
The media can be newspapers, radio, television and
the internet.
The goal is to communicate a client’s newsworthy
message, story or information using the appropriate
media outlets.
A company may need only one person to work with
the media or choose to hire a team depending on the
amount of information that has to be controlled. This
can be accomplished internally or an external
agency can get the job done.
Media relation specialists usually connect with the
media world on a daily basis. These professionals
work to develop and design media plans that can
become a blueprint for what the company hopes to
accomplish at the local, national or international
level.
Business strategies are designed to manage and
create positive perceptions of the company.
As an effective media relations specialist it is
essential to work with and not against the media.
Developing a strong relationship with journalists,
bloggers and content writers who may be eager to
hear what you have to say, can provide your client
with invaluable access to the public.
While an invisible line is drawn between public
relations and media relations, professionals in both
fields have to be experts in mass communication to
be successful.
Everything has to be carried out in a way that places
your company in a positive light.
Extensive knowledge of the Internet and social
media are additional tools to own.
How do you differ between Media Relations and PR?
Don’t Confuse Media Relations with Public Relations
By NEWT BARRETT | Published: JUNE 18, 2008
WHY?
BECAUSE CONNECTING WITH THE MEDIA IS
IMPORTANT CONNECTING WITH THE PUBLIC IS
VITAL!
IN THE INTERNET ERA, THIS DISTINCTION IS
CRUCIAL.
When most of us think of public relations, we think of
the PR professionals who are skilled at getting
coverage for our organizations in print, on the radio
or on TV.
Traditionally, that was the most effective way to put
our companies and our message in front of the
public.
That is no longer true.
And, that is why understanding the difference
between media relations and public relations
becomes even more important.
Public relations always involved the bigger picture.
Public relations is all about how your organization is
perceived by the community at large. This would
include the press but also embraces your customers,
your prospects, members of the business
community, and your fellow human beings.
In this regard, it has always been critical to run a
business in an ethical and authentic way so that the
public perception of our business is positive.
It has always been essential that our employees
treat our customers well. It has always been
essential that we understand our customers and
provide solutions that are meaningful to them.
THE INTERNET HAS CHANGED THE RULES OF
PUBLIC RELATIONS
David Meerman Scott’s book, The New Rules of
Public Relations and Marketing, makes us
understand that the Internet enables us to reach out
globally without needing the traditional media to
make a connection. Moreover, when we think of
media, we need to think beyond traditional media
outlets toward the world of bloggers and podcasters,
as well.
When your marketing funds are limited, you can still
create an effective, content rich website that can
serve as your public relations foundation.
Does this mean that traditional media is unimportant?
No.
As a matter of fact, if you have a strong web presence
that includes a website, a business blog, and an
eNewsletter, you have already begun your media
relations campaign.
That’s because traditional media reporters and editors
are scouring the Internet for information, resources,
research, and news.
NON-PROFIT VS. PROFIT
The main functions of PR professionals are very similar
for both profit and non-profit organizations. Both require
writing and editing, information gathering, public
speaking, programming, special event planning and the
like. However there are a few minor differences
between the two that need to be considered.
A public relations professional working for a non-profit
organization assumes responsibility for providing many
social, educational, cultural, and welfare services. In
effect, it is the non-profit sector that fills the gaps in
meeting the needs of society left unattended by forprofit corporations and government agencies.
The non-profit PR professional aims at:
gaining acceptance of an organization's mission
developing channels of communication with those an
organization serves creating and maintaining a
favorable climate for fund-raising.
Supporting the development and maintenance of of
public policy that is favorable to an organization's
mission informing and motivating key organizational
constituents to dedicate themselves and work
productively in support of an organization's mission,
goals and objectives.
Non-profit organiazations include health care agencies,
social welfare organizations, churches, educational
institutions and cultural organizations and foundations.
For-Profit organizations are those which function by the
profits made. Some profit organizations include
restaurants, hotels, clothing stores and entertainment
sites.
Public Relations in any organization dependent on profit
must be cost-effective and part of the formula for
successful competition.
In order for a profit-organization to survive, it must help
business create an environment in which owner and
investors are satisfied with return on their capital. This
means that the PR professional working for a profit
business must aim at attracting new customers and and
keeping present ones.
Developing a Modern Public Relations Strategy
You probably wouldn’t expect Bob Dylan to draw
inspiration from Frank Sinatra.
One was a hero of the 1960s counterculture. The other
was an icon of the old American establishment.
But when Dylan released his recent new album —
which covers a number of old Sinatra songs — he
spoke freely about his admiration for the Chairman of
the Board.
“Frank sang to you, not at you,” Dylan told
“I never wanted to be a singer that sings at somebody.”
Gone are the days when we could communicate at our
potential audiences. We can no longer rely solely on
news releases, stories about donations and annual
galas, or announcements about our work.
Determine who you most want to reach.
Develop personas for those people — and determine
where are the best channels to reach them.
You might actually be better served having your story
told by a blogger who writes about your cause or your
video shared on YouTube.
Build relationships!
Rather than blanketing reporters and editors with press
releases and announcements, find some time to just
talk to them — whether through an occasional call or
over coffee.
It gives you a chance to talk more directly about the
work you’re doing and give them ideas about how you
can help them in their day-to-day reporting.
Ask questions and listen.
You might learn something valuable about what they
value and the types of stories that excite them. That
information is valuable when you’re pitching your next
story idea.
Show the ‘how’, not just the ‘what’
Have you ever watched the TV show “How It’s Made?”
It takes people behind the scenes to learn how
recognizable products are actually produced. A show
about a hand mixer isn’t that interesting. But a show
about how they built the hand mixer — now that’s good
television.
If you’re looking to get exposure for your organization,
consider inviting reporters to learn about how you do
the work you do. Offer to take them behind the scenes
so they can learn an interesting part of your process.
At the very least, the reporter will remember you the
next time she is writing about something that relates to
your mission.
Give your supporters the microphone
Your PR department no longer has to be the only
mouthpiece for your organization.
Your supporters — through their blogs, Facebook
pages, Twitter feeds and YouTube channels — are also
valuable in reaching new people with your message.
While it’s valuable to get your story told in the
mainstream media, many fast-growing charities are
eschewing the media and empowering their supporters
to be their storytellers.
Thank you for your attention.