Psst… ‘I do’ <br />The Marriage of            Identity & Image in Increasing Public Visibility<br />BysMark_ideas<br />MAR...
Identity & Image<br />Identity vs. Image <br />Identity– what you know about yourself (institutional, not personal)<br />V...
Identity vs. Image<br />Identity or Image: Which is more important?<br />Scenario 1 <br />	Positive identity + negative im...
Publics<br />Whose image holds value? <br />Publics (purposeful / inadvertent) <br />Internal<br />Students<br />Faculty &...
Reinforcing Identity<br />Internal<br />Top-Down <br />Management <br />Rank-and-File<br />Contractuals<br />External<br /...
Enhancing Image<br />Internal<br />Bottom-Up <br />Contractuals<br />Rank-and-File<br />Management <br />External<br />Bot...
Disconnect<br />Talking but not walking the talk <br />Elusive access to media <br />Weak key messages; Poorly disseminate...
Fractures<br />Relationships – PR’s ultimate investment <br />Reputation; Public Visibility; Community Presence<br />Insti...
Public Visibility 1-2<br />Identity + Image = Public Visibility<br />Public Visibility <br />Physical presence<br />Buildi...
Public Visibility 2-2<br />Benefits of Public Visibility<br />Social fencing <br />Public support<br />Friend-raising / Ne...
Public Relations 1-10<br />Communication<br />Transmission of thoughts from one mind to another.<br />Consists of writing,...
PR is one of the desired results of communication.  </li></li></ul><li>Public Relations 2-10<br />Communication Process <b...
Public Relations 3-10<br />Would you open your door to him? <br />
Public Relations 4-10<br />Would you open your door to him now? <br />
Public Relations 5-10<br />Brief History of Public Relations <br />346 BC – Plato established in Greece rhetoric as a disc...
Public Relations 6-10<br />Public Relations <br />Traditional:<br />Information dissemination / Communication  <br />Moder...
Public Relations 7-10 <br />Public Relations & Journalism<br />Not hardcore journalism; it takes a stand, favors the organ...
Public Relations 8-10<br />Persuasive Communication Pioneers  <br />Edward Bernays<br />PR material is effective when alig...
Public Relations 9-10 <br />6 Principles of Public Relations (by Arthur Page) <br />Tell the truth. <br />Prove it with ac...
Public Relations 10-10<br />Mass Com. Theories Assisting Public Relations <br />Uses & Gratification Theory<br />People ar...
PR Writing 1-4<br />Knowledge Generation (3-Face Perspective)<br />Knowledge Consumption (Communication Tools)<br />Knowle...
PR Writing 2-4<br /><ul><li>Knowledge Generation (writing)
ME Perspective
Appeals to self
Personal-driven
THEY Perspective
Open-minded & Receptive of others
Audience-inspired
WE Perspective
Proactive & Optimistic
Team-oriented </li></li></ul><li>PR Writing 3-4<br /><ul><li>Knowledge Consumption (communication tools)
Facilitating awareness, understanding, and support
Audience Analysis
Upcoming SlideShare
Loading in …5
×

Psst... &quot;I Do&quot;: The Marriage of Identity and Image in Increasing Public Visibility

519 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
519
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Psst... &quot;I Do&quot;: The Marriage of Identity and Image in Increasing Public Visibility

  1. 1. Psst… ‘I do’ <br />The Marriage of Identity & Image in Increasing Public Visibility<br />BysMark_ideas<br />MARK RAYGAN E. GARCIA<br />Director, Office of Information & Publications<br />Silliman University <br />
  2. 2. Identity & Image<br />Identity vs. Image <br />Identity– what you know about yourself (institutional, not personal)<br />VMGs<br />Values | Corporate Culture | Processes | Policies <br />Strategic Plan <br />Image – what others know about you (internal/external | personal/institutional) <br />Perceptions / Misconceptions / Misrepresentations <br />Difference in values <br />Mis- / Under-communication<br />Challenge: Marriage – Align corporate image with corporate identity <br />
  3. 3. Identity vs. Image<br />Identity or Image: Which is more important?<br />Scenario 1 <br /> Positive identity + negative image = crisis <br />Scenario 2 <br /> Positive identity + overly positive image = crisis <br />Scenario 3 <br /> Positive identity + positive image = success / challenge<br />Assumption: Identity is always positive <br />Can identity be changed? Yes. It may evolve. <br />
  4. 4. Publics<br />Whose image holds value? <br />Publics (purposeful / inadvertent) <br />Internal<br />Students<br />Faculty & Staff<br />“Dominant Coalition” (Top Management) <br />External<br />Government<br />Benefactors <br />Partners <br />Community <br />Stakeholders (co-equals: relevance & consequence) <br />Mutual benefit and risks <br />
  5. 5. Reinforcing Identity<br />Internal<br />Top-Down <br />Management <br />Rank-and-File<br />Contractuals<br />External<br />Top-Down<br />Organization <br />Primary Publics<br />Secondary Publics <br />Points: <br />Reinforcing identity is also an individual/personal challenge. <br />The organization is only as strong as its weakest link. <br />
  6. 6. Enhancing Image<br />Internal<br />Bottom-Up <br />Contractuals<br />Rank-and-File<br />Management <br />External<br />Bottom-Up<br />Primary publics <br />Secondary publics <br />Organization <br />Points: <br />Enhancing image requires management/the organization to identify, process, assess against existing strategies, plan out integration, monitor, and evaluate the perceptions/issues of its publics (internal and external) that pose a threat to its reputation. <br />Public relations professionals play a key role as “interpreters” of public opinion. <br />
  7. 7. Disconnect<br />Talking but not walking the talk <br />Elusive access to media <br />Weak key messages; Poorly disseminated policy memos <br />Unresolved issues (faculty vs. school, student vs. faculty, claimant vs. school, alumni concerns) <br />Lack of participation in community events <br />Inability to capitalize on institutional advocacies as subjects of promotional materials <br />
  8. 8. Fractures<br />Relationships – PR’s ultimate investment <br />Reputation; Public Visibility; Community Presence<br />Institutional Relevance <br />Partnerships & Networks <br />Revenue-generating Capability <br />Organizational Structure (respect for) <br />Credibility of releases, including memos <br />Optimization of programs <br />
  9. 9. Public Visibility 1-2<br />Identity + Image = Public Visibility<br />Public Visibility <br />Physical presence<br />Buildings | Events | Releases | Participation <br />Actual / Perceived relevance<br />Value to publics, internal/external environment <br />
  10. 10. Public Visibility 2-2<br />Benefits of Public Visibility<br />Social fencing <br />Public support<br />Friend-raising / Networking <br />Revenues / Enrollment<br />(@ the fulcrum) Trust and personal/institutional affiliation <br />
  11. 11. Public Relations 1-10<br />Communication<br />Transmission of thoughts from one mind to another.<br />Consists of writing, reading, speaking and listening. <br />Public Relations <br />Building favorable reputation through publicity at least cost<br />Managing and monitoring relationships. <br />Note: <br /><ul><li>Communication is a vital element in PR.
  12. 12. PR is one of the desired results of communication. </li></li></ul><li>Public Relations 2-10<br />Communication Process <br />Sender primary source / secondary recipient <br />Receiverprimary recipient / secondary source<br />Message verbal / non-verbal <br />Internal barrierspsychological noise (see next slide)<br />External barriersphysical noise, grammatical errors, weak message dev’t<br />
  13. 13. Public Relations 3-10<br />Would you open your door to him? <br />
  14. 14. Public Relations 4-10<br />Would you open your door to him now? <br />
  15. 15. Public Relations 5-10<br />Brief History of Public Relations <br />346 BC – Plato established in Greece rhetoric as a discipline; persuasion vs. truth<br />1641 – first systematic fund-raising campaign done by Harvard College supported by the first fund-raising brochure, New England’s First Fruits <br />1758 – first press release (to announce graduation) released by King’s College ( now Columbia U) <br />1882 – first usage of the term “public relations” by Dorman Eaton’s address of the graduating class of Yale Law School <br />1947 – Boston University established the first School of Public Relations; 2 years after, 100 schools followed <br />
  16. 16. Public Relations 6-10<br />Public Relations <br />Traditional:<br />Information dissemination / Communication <br />Modern:<br />Develop “social sensitivity”<br />Research & understand problems<br />Create and evaluate messages<br />Establish and manage publics<br />Foresee &arrest crises /problems / reputational risks <br />Influence / Direct public opinion; makes public talk about something, and impact on the extent and nature of discussion. <br />
  17. 17. Public Relations 7-10 <br />Public Relations & Journalism<br />Not hardcore journalism; it takes a stand, favors the organization <br />Not limited to one medium of communication or skill (writing or speaking); talent in both required<br />Public Relations Management vs. Leadership<br />Management – doing things right <br />Leadership – doing right things <br />
  18. 18. Public Relations 8-10<br />Persuasive Communication Pioneers <br />Edward Bernays<br />PR material is effective when aligned with the values and interests of the public <br />PR – “science of creating circumstances” / organization directs <br />Arthur Page<br />PR – “broad-based management function that transcended journalism and persuasion” <br />PR acts as “interpreter” of the public to the company, facilitating analysis of public opinion. <br />
  19. 19. Public Relations 9-10 <br />6 Principles of Public Relations (by Arthur Page) <br />Tell the truth. <br />Prove it with action. <br />Listen to the customers. <br />Manage for tomorrow.<br />Conduct public relations as if the whole company depends on it. <br />Remain calm, patient and good-humored <br />
  20. 20. Public Relations 10-10<br />Mass Com. Theories Assisting Public Relations <br />Uses & Gratification Theory<br />People are active users of media but selective in the media they use. They go for which brings most benefits. <br />Agenda Setting Theory<br />Media can set the agenda for what we talk and think about. <br />
  21. 21. PR Writing 1-4<br />Knowledge Generation (3-Face Perspective)<br />Knowledge Consumption (Communication Tools)<br />Knowledge Replication (Ownership) <br />
  22. 22. PR Writing 2-4<br /><ul><li>Knowledge Generation (writing)
  23. 23. ME Perspective
  24. 24. Appeals to self
  25. 25. Personal-driven
  26. 26. THEY Perspective
  27. 27. Open-minded & Receptive of others
  28. 28. Audience-inspired
  29. 29. WE Perspective
  30. 30. Proactive & Optimistic
  31. 31. Team-oriented </li></li></ul><li>PR Writing 3-4<br /><ul><li>Knowledge Consumption (communication tools)
  32. 32. Facilitating awareness, understanding, and support
  33. 33. Audience Analysis
  34. 34. Accessibility (geographical, technological)
  35. 35. Language (content: tone/emotion, dialect, textual/graphical/video)
  36. 36. Lifestyle (relevance, availability, approach)
  37. 37. Age (children, teenagers, adults) </li></li></ul><li>PR Writing 4-4<br /><ul><li>Knowledge Replication (ownership) </li></ul>Achieving CREDIBILITY / TRUST<br />= Knowledge Generation + Knowledge Consumption<br /><ul><li>Gauge:
  38. 38. Against (personal/org) goals/objectives
  39. 39. Answer: “Did it touch them?”
  40. 40. Consider:
  41. 41. Increased awareness (inquiries up; debate)
  42. 42. Increased support (financial or in kind)
  43. 43. Increased partnership
  44. 44. Interest to adopt, repeat/replicate </li></li></ul><li>Credibility 1-3<br />Visual & Olfactory Credibility<br />Manner of dressing (including wearing of IDs) <br />Posture <br />Smell<br />Non-Verbals (gestures, bodily movement, facial expression) <br />Oral & Aural Credibility<br />Voice levels<br />Voice intensity <br />Rate of speed <br />Pronunciation <br />
  45. 45. Credibility 2-3<br />Exercises <br />Visual Credibility <br />Posture & Handshake <br />Non-verbals (gestures, bodily movement, facial expression)<br />
  46. 46. Credibility 3-3<br />Exercises <br />Oral & Aural Credibility<br />Scenario: Participants are new to CPU; Welcome them <br /><ul><li>You break my heart (depressed)
  47. 47. Excuse me? (disgusted)
  48. 48. Oh my god (in shock)
  49. 49. Will you marry me (desperate voice)
  50. 50. I want more, please (seductive voice)
  51. 51. Crispin, Basilio… angmgaanakko (confused)</li></li></ul><li>Publics Profiling 1-2<br />Publics Profiling <br />Category Cluster 1<br />Latent – doesn’t recognize a problem <br />Aware – recognizes that a problem exists <br />Active – recognizes the problem and does something about it<br />
  52. 52. Publics Profiling 2-2<br />Category Cluster 2 (based on Situational Theory) <br />Problem recognition – acts based on how the problem affects them <br />Constraint recognition – acts based on limitations in terms of what they can do about the problem <br />Level of involvement – acts based on the extent to which he/she through his access and resources can address the problem <br />
  53. 53. Media Relations 1-2<br />Media Relations<br />Develop internal guidelines to determine when to issue the following:<br />Press statements<br />Press releases<br />Public service announcements <br />Prepare a crisis communication plan<br />Decision-making flow <br />Trigger / Calibration Points <br />Stakeholder analysis <br />Include in the guidelines the following, with respect to release: <br />Frequency (weekly, when in the week) <br />Manner (e-mail, hand-delivered) <br />Consistency in design, format, length <br />
  54. 54. Media Relations 2-2<br />Media Relations <br />Make yourself available ALL the time.<br />Give them your personal mobile number. <br />Respond promptly. Never let a reply sleep overnight. <br />Never answer “no comment” or “I don’t know.” Instead, respond with an “I have not been informed about that yet, but I’m sure I can verify. Let me get back to you. Can I return your call in 30 mins?”<br />Answer questions briefly. Allow follow-ups. <br />Offer assistance to the extent possible, even if you are not the concerned office sought help from. <br />Never give cash. Never bribe. <br />Compensate them with food every after a press event on campus. Treat their crew equally. <br />Give some tokens/cards during Christmas.<br />Simple efforts like sending them off, joining them during the meal, seating with them during events, saying “hi” to them when you see each other on the road, giving them a smile will go a long way. <br />
  55. 55. Branding<br />Branding<br />Logo <br />Color <br />Text size / Text type <br />Collaterals & website cohesion <br />Stationeries, calling cards , certificates <br />Numbers, e-mails (centralized)<br />Feedback mechanism (standardized) <br />
  56. 56. Exercise<br />

×