Com 380, Summer II

Com 380, Summer II
Welcome

Michael Jackson, 2005
Spoke directly to audience

Used the Internet

Used the Internet
Had a “normal” appearance

Used the Internet
Speaking to HIS audience (potential jurors) and to the media on HIS terms

Used the Internet
Speaking to HIS audience (potential jurors) and to the media on HIS terms
Ended up with an acquital on all charges

What is Public Relations?
PRSA – Public Relations Society of America

Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm

Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm
Karen Hughes, spokesperson for President Bush (White House Press Secretary)

Karen Hughes, spokesperson for President Bush (White House Press Secretary)

Planned process to influence public opinion
Honest communication for credibility

Openness and consistency of actions for confidence

Fairness of actions for reciprocity and goodwill

Continuous two-way communication to prevent alienation and build relationships

Continuous two-way communication to prevent alienation and build relationships
Environmental research and evaluation to determine the actions of adjustments needed for social harmony

PR as management interpreter
On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public

PR as management interpreter
On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
On the other hand, they must convey the attitudes of the public to their management

Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field

2. Media relations: Dealing with the press is another frontline public relations function

2. Media relations: Dealing with the press is another frontline public relations function
3. Planning: Of special events (event planner), media events, management functions, etc.

4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)

5. Researching: Of attitudes and opinions that influence behavior and beliefs.

5. Researching: Of attitudes and opinions that influence behavior and beliefs.
6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer

7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions

8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)

8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
9. Consumer relations: Interfacing with consumers through written and verbal communications

10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them

10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them
12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP

13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.

13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge

Michael Scanlon, case study
Bribing public officials and other malfeasance

Spin
Lying, confusing, distorting the truth.
Spinning in that regard is unethical. However, there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented
“Spinning frenzy: P.R.’s Bad Press

Characteristics/Successful PR career
1. Diversity of experience

Diversity of experience
Performance

Performance
Communications skills

Performance
Relationship building

Performance
Proactivity and passion

Performance
Teamliness

Performance
Teamliness
Intangibles (personality, likeability, chemistry, other unique expertise)

Six important skills
Knowledge of the field

Communication knowledge

Technological knowledge

Business knowledge

Business knowledge
Management knowledge

Attitude requisites
Pro Communication

Attitude requisites
Pro Communication
Advocacy

Attitude requisites
Pro Communication
Advocacy
Counseling orientation

Attitude requisites
Pro Communication
Advocacy
Ethics (“Do the right thing”)

Attitude requisites
Pro Communication
Advocacy
Willingness to take risks (Take SMART risks)

Attitude requisites
Pro Communication
Advocacy
Willingness to take risks (Take SMART risks)
Positive outlook

Individual activity
Questions on page 16, one per student, plus:
1 (a) Give three examples of public relations from around the world
8 (Rewritten) which of the seven functions of public relations are MOST important and why
3 (a) Question is “Why is PR misunderstood?” – Give three examples that contribute to this misunderstanding

Com 380, Summer II

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