One: press, agentry, or publicity – heavily criticised form of practice, based on credo of ‘there’s no such thing as bad publicity’, relies on and limited research or academic grounding Two: public information – purpose of public info is to disseminate truthful facts, figures and advice on behalf of organisations, it is a one way process, quite dry and not creative Three: two-way asymmetric – scientific persuasion, involves message going in both directions but imbalance in favour of the sender – doesn’t take into account the needs of an audience Four: two-way symmetric – based on mutual understanding and respect, both parties are engaged in a dialogue and communication is relatively equal and mutually respectful (seldom practiced-ideal)
Story = facts + emotion
BASIC PR and THE PORTRAIT OF A PROFESSIONAL PR PRACTITIONER Version Vietnamese
“ Public relations is about reputation – the result of what you do, what you say and what others say about you.
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. ”