Com 380, Summer II
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Com 380, Summer II Com 380, Summer II Presentation Transcript

  • Com 380, Summer II
    Welcome
  • Michael Jackson, 2005
    Spoke directly to audience
  • Michael Jackson, 2005
    Spoke directly to audience
    Used the Internet
  • Michael Jackson, 2005
    Spoke directly to audience
    Used the Internet
    Had a “normal” appearance
  • Michael Jackson, 2005
    Spoke directly to audience
    Used the Internet
    Had a “normal” appearance
    Speaking to HIS audience (potential jurors) and to the media on HIS terms
  • Michael Jackson, 2005
    Spoke directly to audience
    Used the Internet
    Had a “normal” appearance
    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
  • 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
  • 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
    Karen Hughes, spokesperson for President Bush (White House Press Secretary)
  • What is Public Relations?
    Karen Hughes, spokesperson for President Bush (White House Press Secretary)
  • Planned process to influence public opinion
    Honest communication for credibility
  • Planned process to influence public opinion
    Honest communication for credibility
    Openness and consistency of actions for confidence
  • Planned process to influence public opinion
    Honest communication for credibility
    Openness and consistency of actions for confidence
    Fairness of actions for reciprocity and goodwill
  • 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
  • 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
    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
  • 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
  • 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
    3. Planning: Of special events (event planner), media events, management functions, etc.
  • Functions of public relations
    4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
  • Functions of public relations
    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.
  • Functions of public relations
    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.
    6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer
  • Functions of public relations
    7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
  • Functions of public relations
    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)
  • Functions of public relations
    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)
    9. Consumer relations: Interfacing with consumers through written and verbal communications
  • Functions of public relations
    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
  • Functions of public relations
    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
  • Functions of public relations
    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.
  • Functions of public relations
    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
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
    Communications skills
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
    Communications skills
    Relationship building
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
    Communications skills
    Relationship building
    Proactivity and passion
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
    Communications skills
    Relationship building
    Proactivity and passion
    Teamliness
  • Characteristics/Successful PR career
    Diversity of experience
    Performance
    Communications skills
    Relationship building
    Proactivity and passion
    Teamliness
    Intangibles (personality, likeability, chemistry, other unique expertise)
  • Six important skills
    Knowledge of the field
  • Six important skills
    Knowledge of the field
    Communication knowledge
  • Six important skills
    Knowledge of the field
    Communication knowledge
    Relationship building
  • Six important skills
    Knowledge of the field
    Communication knowledge
    Relationship building
    Technological knowledge
  • Six important skills
    Knowledge of the field
    Communication knowledge
    Relationship building
    Technological knowledge
    Business knowledge
  • Six important skills
    Knowledge of the field
    Communication knowledge
    Relationship building
    Technological 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
    Counseling orientation
    Ethics (“Do the right thing”)
  • Attitude requisites
    Pro Communication
    Advocacy
    Counseling orientation
    Ethics (“Do the right thing”)
    Willingness to take risks (Take SMART risks)
  • Attitude requisites
    Pro Communication
    Advocacy
    Counseling orientation
    Ethics (“Do the right thing”)
    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