PR Lecture 2


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Components of PR

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PR Lecture 2

  1. 1. Lecture 2 Components of PR
  2. 2. The Components of PR <ul><li>Counseling </li></ul><ul><li>Research </li></ul><ul><li>Media relations </li></ul><ul><li>Publicity </li></ul><ul><li>Employee/member relations </li></ul><ul><li>Community Relations </li></ul><ul><li>Public Affairs </li></ul>
  3. 3. Components cont’ <ul><li>Government Affairs </li></ul><ul><li>Issues Management </li></ul><ul><li>Financial Relations </li></ul><ul><li>Industry Relations </li></ul><ul><li>Development/Fund-raising </li></ul><ul><li>Multicultural relations/workplace diversity </li></ul>
  4. 4. Components cont’ <ul><li>Special Events </li></ul><ul><li>Marketing Communications </li></ul>
  5. 5. PR Components Defined <ul><li>Counseling: Providing advice to management concerning policies, relationships and communications. </li></ul><ul><li>Research: Determining attitudes and behaviors of publics in order to plan public relations strategies </li></ul><ul><li>Media Relations: Working with mass media in seeking publicity or responding to their interests in the organization. </li></ul>
  6. 6. PR Components Defined <ul><li>Publicity: Disseminating planned messages through selected media to further the organization’s interests. </li></ul><ul><li>Employee/member relations: Responding to concerns, informing, and motivating an organization’s employees or members. </li></ul><ul><li>Community Relations: Planned activity with a community to maintain an environment that benefits both the organization and the community. </li></ul>
  7. 7. PR Components Defined <ul><li>Public Affairs: Developing effective involvement in public policy and helping an organization adapt to public expectations. The term is also used by government agencies to describe multiple public relations activities. </li></ul><ul><li>Government Affairs: Relating directly with legislatures and regulatory agencies on behalf of the organization. Lobbying can also be part of a government affairs program. </li></ul>
  8. 8. PR Components Defined <ul><li>Issues management: Identifying and addressing issues of public concern that affect the organization. </li></ul><ul><li>Financial relations: Creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder relations. </li></ul><ul><li>Industry relations: Relating with other firms in the industry of an organization and with trade associations. </li></ul>
  9. 9. PR Components Defined <ul><li>Development/fund-raising: Demonstrating the need for and encouraging the public to support an organization, primarily through financial contributions. </li></ul><ul><li>Multicultural relations/workplace diversity: Relating with individuals and groups in various cultural groups. </li></ul>
  10. 10. PR Components Defined <ul><li>Special events: Stimulating interest in a person, product or organization by means of a well-planned event, also activities designed to interact with publics and listen to them. </li></ul><ul><li>Marketing Communication: Combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotion, direct mail, trade shows and special events. </li></ul>
  11. 11. Why is PR important? (9 ways PR contributes to bottom line) Early warning on issues, social/political change, Research, liaison with all publics 3. Issue anticipation Build morale, teamwork, productivity Internal relations and communication 2. Organizational motivation Pave way for sales, fund raising, stock offerings Publicity, promotion, 1. Awareness & information Outcomes Principal Activities Process
  12. 12. Why is PR important? (9 ways PR contributes to bottom line) Realistic, competitive and enlightened decisions Counseling senior managers about what’s really happening 6. Overcoming executive isolation Protect position, retain allies and constituents Respond to or blanket issues, disasters, attacks 5. Crisis management Discover new markets, products, methods, positive issues Interaction with internal and external audiences 4.Opportunity identification Outcomes Principal Activities Process
  13. 13. Why is PR important? (9 ways PR contributes to bottom line) Public consent to activities, political barriers removed Constituency relations, lobbying, grassroots campaign 9. Influencing public policy Create reputation, enhance economic success through “double bottom line”, earn trust Social accountancy, research, volunteerism, philanthropy 8. Social responsibility Ease resistance to change, promote smooth transition, reassure affected constituents Corporate culture, research 7. Change agentry Outcomes Principal Activities Process