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Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility
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Psst... "I Do": The Marriage of Identity and Image in Increasing Public Visibility

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

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