Domains of PR Practice David Phillips 2008

Learning Outcomes There is a wide range of PR practice and many specialists in the PR profession In Pr it is important to be aware of the wide range of publics that influence relationships Practitioners need an understanding of how organisations are constituted and make decisions Organisations depend on influences to make good decisions A wide range of techniques and tactics can be used but have to be properly planned There is a wide range of expertise available to the practitioner.

There is a wide range of PR practice and many specialists in the PR profession

In Pr it is important to be aware of the wide range of publics that influence relationships

Practitioners need an understanding of how organisations are constituted and make decisions

Organisations depend on influences to make good decisions

A wide range of techniques and tactics can be used but have to be properly planned

There is a wide range of expertise available to the practitioner.

Range of PR practice Many and diverse publics taken from the Excellence Model A wide range of groups taken from the Stakeholder model Many types of PR practice with specific expertise

Many and diverse publics taken from the Excellence Model

A wide range of groups taken from the Stakeholder model

Many types of PR practice with specific expertise

Affective Publics Organisations come in many forms Many groups influence organisations New dimension because of the internet

Organisations come in many forms

Many groups influence organisations

New dimension because of the internet

Influences on organisations Its constitution Organisations are different Many different types of organisations Decision making varies between organisations In influencing decisions there is a need for transparency

Its constitution

Organisations are different

Many different types of organisations

Decision making varies between organisations

In influencing decisions there is a need for transparency

Why organisations like to be influences To be effective organisations need information Good decisions will come from direct information and from considered information from third parties and internal and external experts. Organisations welcome influence to help make better decisions.

To be effective organisations need information

Good decisions will come from direct information and from considered information from third parties and internal and external experts.

Organisations welcome influence to help make better decisions.

How practitioners help The practitioners will plan the campaign There will be objectives, a strategy and a variety of tactics that may be employed Decisions will be made about one and two step influence. There are often occasions when specialist help is requires and because of the wide range of PR domains there are specialists who cane help

The practitioners will plan the campaign

There will be objectives, a strategy and a variety of tactics that may be employed

Decisions will be made about one and two step influence.

There are often occasions when specialist help is requires and because of the wide range of PR domains there are specialists who cane help

Resources Tench, R. & Yeomans, L. (2006) Exploring Public Relations Prentice Hall Freeman, R.E., & Reed, D.L. 1983. “Stockholders and stakeholders: A new perspective on corporate governance.” California Management Review, Vol. 25 No.3, pp.83-94. Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02 Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02 Phillips, D. http://www.netreputation.co.uk/managementclarity/domians_of_pr_practice.pdf accessed 2009 . Grunig, J, E. & Hunt, T (1984). Managing Public Relations. Fort Worth, TX: Harcourt Brace. Phillips, D & Young, P. (2009) Online Public Relations Kogan Page London McMillan, E. (2002) 'Considering organisation structure and design from a Complexity Paradigm Perspective' in Frizzelle, G. and Richards, H. (eds.) Tackling industrial complexity: the ideas that make a difference. Institute of Manufacturing, University of Cambridge. Havens, J.C. & Holtz, S (2008) Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand . Jossey-Bass

Tench, R. & Yeomans, L. (2006) Exploring Public Relations Prentice Hall

Freeman, R.E., & Reed, D.L. 1983. “Stockholders and stakeholders: A new perspective on corporate governance.” California Management Review, Vol. 25 No.3, pp.83-94.

Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02

Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02

Phillips, D. http://www.netreputation.co.uk/managementclarity/domians_of_pr_practice.pdf accessed 2009 .

Grunig, J, E. & Hunt, T (1984). Managing Public Relations. Fort Worth, TX: Harcourt Brace.

Phillips, D & Young, P. (2009) Online Public Relations Kogan Page London

McMillan, E. (2002) 'Considering organisation structure and design from a Complexity Paradigm Perspective' in Frizzelle, G. and Richards, H. (eds.) Tackling industrial complexity: the ideas that make a difference. Institute of Manufacturing, University of Cambridge.

Havens, J.C. & Holtz, S (2008) Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand . Jossey-Bass