Transcript Public Relations as a Cyclical Process

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Introduction to Public Relations
Dr. Michael Smilowitz
SCOM 260
James Madison University
Public Relations:
A Brief Introduction
What to expect:
1. Be able to define and identify the practices of
public relations.
2. Be able to identify and describe the “3R’s” of
public relations.
3. Be able to describe the PR process.
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Defining Public Relations
Let’s start
by seeing what
is involved with
the:
What is
PR?
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Defining Public Relations
Press agentry:
Creating publicity through
attention getting devices or
publicity gimmickry.
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Defining Public Relations
Publicity:
Planned program to obtain
favorable media coverage of
topics important to the client.
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Defining Public Relations
Promotion:
A marketing function that is used
to build the image of a product or
service through paid advertising,
public relations, or personal
selling.
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Defining Public Relations
Propaganda:
Persuasive political
communication that is always done
by the “other guy” -- also known
as “spinning.”
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Defining Public Relations
Here’s the one to keep!
Communication activities that
responsibly manage the
interactions between the needs of
individuals [the client(s)] and
those of the relevant public [s].
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Defining Public Relations
To understand the definition
of Public Relations requires
us to know the 3 R’s!
PR
The 3R’s of PR
Responsible Communication
Professional Responsibility:
to the client;
to the profession.
Social Responsibility.
Ethical Responsibility.
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The 3R’s of PR
Relational Communication
PR professionals actively facilitate
message exchanges between their clients
and the publics with whom the clients
share mutual relationships.
Increasingly sophisticated, educated, and
demanding publics expect to be taken
seriously.
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The 3R’s of PR
Researched Communication
PR professionals anticipate, analyze,
and interpret public opinion and
behaviors which impact their clients.
PR professionals are paid to chose
purposeful actions and to plan
deliberate programs.
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The 3R’s of PR
Responsible Communication
Relational Communication
Researched Communication
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Defining Public Relations
The “P” of PR represents
Process!
PR
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Public Relations as a Cyclical Process
Research and
Analysis
Policy
Formation
Programming
Communication
Feedback
Program
assessment and
adjustment
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Public Relations as a Cyclical Process
Research and
Analysis
Determine the nature of
the problem: examine
media content; review
previous research on
similar problems; gather
and analyze new data;
study relevant
government regulations.
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Public Relations as a Cyclical Process
Policy
Formation
Assess the research inputs;
establish strategic goals and
objectives.
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Public Relations as a Cyclical Process
Programming
Make specific decisions regarding tactical strategies, action
steps, agendas, tables, tactics,
responsible personnel.
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Public Relations as a Cyclical Process
Communication
Execute the strategies through
news releases, publications,
speeches, special events,
community relations
programs, personal contacts.
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Public Relations as a Cyclical Process
Feedback
Measurement of the audience
response or communication
effects, often with the same or
similar tools that were used in
the initial research and
analysis stage.
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Public Relations as a Cyclical Process
Program
assessment and
adjustment
Feedback is evaluated to
determine changes in any
or all of the steps of the
process.
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Public Relations as a Cyclical Process
Research and
Analysis
Policy
Formation
Programming
Communication
Feedback
Program
assessment and
adjustment
A popular and “racy” PR process model
Research
What is the problem or situation?
Action
What is going to be done about it?
Communi-
What will the public be told?
cation
Evaluation
What was the effect of the
communication?
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A
A popular
popular and
and “racy”
“racy” PR
PR process
process model
model
R. A. C. E.