STAMFORD COLLEGE

DIPLOMA IN MEDIA AND
COMMUNICATION

PREPARED BY : MS GOMALA SUKUMARAN
LEARNING OBJECTIVES
At the end of the lesson students will be able to :
 define and describe the meaning of public
relati...
INTRODUCTION
• Public relations is practiced in
organizations that range from giant,
multinational telecommunications
comp...
WHAT IS PUBLIC RELATIONS
• Public relations is a leadership and management function that helps
achieve organizational obje...
WHAT IS PUBLIC RELATIONS
„the management of communication between
an organization and its publics‟
(Grunig & Hunt, Managi...
WHAT IS PUBLIC RELATIONS
Public relations is a distinctive
management function which helps
establish and maintain mutual l...
WHAT IS PUBLIC RELATIONS
• Co-operation between an organization and its
publics. Whereby it involves
▫ The management of p...
PR FIELDS
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Research
Counseling/advising
Government affairs
Investor relations
Development or f...
Marston’s R-A-C-E
• Research
• Action/Objectives/Program
Planning
• Communication
Tactics/Implementing Plan
• Evaluation
Step 1. Research
4-Step Process of Public Relations

What -- Three key elements:
1. Client or organization
2. Problem or p...
Step 2.

Objectives / Program Planning

Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifyi...
Step 3. Develop & Implement
Communication Tactics
Develop and Implement
1. Tactics for communicating

2. Time line for the...
Step 4.

Evaluation During & After Campaign / Program

Identify research methods to be used to
evaluate the success of the...
The Functions of Public Relations
• Writing
▫ The fundamental public relations skill, with
written vehicles from news rele...
The Functions of Public Relations
• Counseling
▫ In dealing with management and its interactions
with key publics.

• Rese...
The Functions of Public Relations
• Marketing communications
▫ Other marketing related functions such as
creating brochure...
The Functions of Public Relations
• Employee relations
▫ Communicating with all the all-important internal
publics of the ...
The Functions of Public Relations
• Special public relations
▫ Dealing with those publics uniquely critical to
particular ...
DIFFERENCES BETWEEN PUBLIC
RELATIONS AND MARKETING
• Marketing focuses primarily on only one
public consumers
• PR focused...
PR SKILLS
• Good people skills
▫ A pleasing and amiable personality and the ability
to get along with people and network e...
PR SKILLS
• Strong communication abilities
▫ A lot of public relations is centered on
what you say and how well you say it...
PR SKILLS
• ORGANIZATIONAL SKILLS
▫ You have to be good at organizing meetings,
presentations, press conferences and event...
PR SKILLS
• Relevant formal education
▫ A degree or diploma in public relations,
journalism, mass media, communications,
c...
PR SKILLS
• Versatility
▫ A PR job involves many things – interacting
with clients, organizing events, dealing with
the me...
PR SKILLS
• Creativity and sales skills
▫ You may be required to visualize an
effective campaign.
▫ This needs creativity ...
PR SKILLS
• Resilience
▫ Last but not the least you will have to have the
ability to bounce back from failure.
▫ ''You hav...
Week 1 principles pr
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Principles of PR

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Week 1 principles pr

  1. 1. STAMFORD COLLEGE DIPLOMA IN MEDIA AND COMMUNICATION PREPARED BY : MS GOMALA SUKUMARAN
  2. 2. LEARNING OBJECTIVES At the end of the lesson students will be able to :  define and describe the meaning of public relations  familiarize with PR fields  define and describe Marston’s R-A-C-E  understand the functions of PR Distinguish the differences between PR and marketing  know PR skills
  3. 3. INTRODUCTION • Public relations is practiced in organizations that range from giant, multinational telecommunications companies to small human service agencies.
  4. 4. WHAT IS PUBLIC RELATIONS • Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy and facilitate organizational change. • Public relations practitioners communicate with all relevant internal and external publics to develop positive relationship and create consistency between organizational goals and societal expectations. • Public relations practitioners develop, execute and evaluate organizational programs to promote the exchange of influence and understanding among a organizations constituent and publics (Lattimore et al ., 2012)
  5. 5. WHAT IS PUBLIC RELATIONS „the management of communication between an organization and its publics‟ (Grunig & Hunt, Managing public relations,1984) „using communication to adapt relationships between organizations and their publics‟ (Carl H. Botan “International public relations: Critique and reformulation” in Public Relations Review, Vol. 18, No. 2, 1992: 149-152)
  6. 6. WHAT IS PUBLIC RELATIONS Public relations is a distinctive management function which helps establish and maintain mutual lines of ▫ Understanding ▫ Communications ▫ Acceptance
  7. 7. WHAT IS PUBLIC RELATIONS • Co-operation between an organization and its publics. Whereby it involves ▫ The management of problems or issues ▫ Helps management to keep informed on and responsive to public opinion. ▫ Defines and emphasizes the responsibility of management to serve the public interest. ▫ Helps management keep abreast of and effectively utilize change.
  8. 8. PR FIELDS • • • • • • • • • • • • • • Research Counseling/advising Government affairs Investor relations Development or fund raising Multicultural affairs Issues management Media relations Public affairs Community relations Employee relations Publicity Marketing communication Promotion
  9. 9. Marston’s R-A-C-E • Research • Action/Objectives/Program Planning • Communication Tactics/Implementing Plan • Evaluation
  10. 10. Step 1. Research 4-Step Process of Public Relations What -- Three key elements: 1. Client or organization 2. Problem or potential problem and opportunities to do public relations 3. Audiences or publics How – Informal and Formal Research Methods
  11. 11. Step 2. Objectives / Program Planning Develop a Strategy that involves: 1. Identifying goals and objectives 2. Identifying target audience(s) or public(s) 3. Creating a theme for the program/campaign
  12. 12. Step 3. Develop & Implement Communication Tactics Develop and Implement 1. Tactics for communicating 2. Time line for the program/campaign 3. Budget
  13. 13. Step 4. Evaluation During & After Campaign / Program Identify research methods to be used to evaluate the success of the program/campaign during & after. Determine a way to measure whether the campaign achieved its objectives.
  14. 14. The Functions of Public Relations • Writing ▫ The fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements. • Media relations ▫ Dealing with the press. • Planning ▫ Special events, media events, management functions.
  15. 15. The Functions of Public Relations • Counseling ▫ In dealing with management and its interactions with key publics. • Researching ▫ Of attitudes and opinions that influence behavior and beliefs. • Publicity ▫ The marketing related functions
  16. 16. The Functions of Public Relations • Marketing communications ▫ Other marketing related functions such as creating brochures, sales literature, meeting displays and promotions. • Community relations ▫ Putting forth the organization’s messages and image within the community. • Consumer relations ▫ Interfacing with consumers through written and verbal communications
  17. 17. The Functions of Public Relations • Employee relations ▫ Communicating with all the all-important internal publics of the organization, those managers and employees who work for the firm. • Government affairs ▫ Dealing with legislators, regulators and local, state and federal officials – all of those who have governmental interface with the organization • Investor relations ▫ For public companies, communicating with stockholders and those who advise them.
  18. 18. The Functions of Public Relations • Special public relations ▫ Dealing with those publics uniquely critical to particular organizations. • Public affairs and issues ▫ Dealing with public policy and its impact on the organization and identifying and addressing issues of consequences that affect the firm • Social media interface ▫ Creating what often is the organization’s principle interface with the public: its Website, as well as creating links with social media options.
  19. 19. DIFFERENCES BETWEEN PUBLIC RELATIONS AND MARKETING • Marketing focuses primarily on only one public consumers • PR focused on relationships with all publics essential to an organization's success • PR and Marketing are “separate and equal, but related functions”, and must work together toward organizational goals.
  20. 20. PR SKILLS • Good people skills ▫ A pleasing and amiable personality and the ability to get along with people and network effectively are vital to making it in this field. ▫ Clients can be difficult and demanding. ▫ Learning how to win friends and influence people is what a large part of the job is about. ▫ People who choose public relations as a career should have an outgoing personality, selfconfidence and be team players.
  21. 21. PR SKILLS • Strong communication abilities ▫ A lot of public relations is centered on what you say and how well you say it. Being able to communicate effectively verbally and a flair for writing are essential.
  22. 22. PR SKILLS • ORGANIZATIONAL SKILLS ▫ You have to be good at organizing meetings, presentations, press conferences and events like openings and product launches. ▫ Time management and multitasking are skills you need as you will be faced with multiple pressures and tight deadlines. ▫ Overtime is common and work schedules are irregular. You cannot be a clock watcher and may have to work late into the night or on weekends.
  23. 23. PR SKILLS • Relevant formal education ▫ A degree or diploma in public relations, journalism, mass media, communications, corporate communications or even advertising or marketing are useful. ▫ An internship with a firm will also prepare you for what to expect and also help you find out whether you are cut out for this job.
  24. 24. PR SKILLS • Versatility ▫ A PR job involves many things – interacting with clients, organizing events, dealing with the media, writing and editing press releases and managing a website. ▫ You should have the versatility to tackle these varied roles.
  25. 25. PR SKILLS • Creativity and sales skills ▫ You may be required to visualize an effective campaign. ▫ This needs creativity and imagination. ▫ You also need to have the knack of how to sell your idea.
  26. 26. PR SKILLS • Resilience ▫ Last but not the least you will have to have the ability to bounce back from failure. ▫ ''You have to be confident and thick-skinned working in PR. You're responsible for a client's reputation and if a campaign goes wrong, sometimes for reasons out of your control, you have to be able to speak to the client and take criticism from the media.''
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