Public Relations


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Public Relations

  1. 1. PUBLIC RELATIONS [email_address] © Andrej Školkay SCHOOL OF COMMUNICATION AND MEDIA Slovakia This are only a few examples of out course in PR
  2. 2. HOW FAR TO GO?
  3. 3. STRATEGIC COMMUNICATION PLAN <ul><li>the objectives </li></ul><ul><li>the public(s) </li></ul><ul><li>(„target groups“ + „stakeholders“)‏ </li></ul><ul><li>the mix of tools </li></ul><ul><li>the resources </li></ul>
  4. 4. COMMUNICATION STRUCTURAL FRAMEWORK <ul><li>central coordination </li></ul><ul><li>strategic communication plans </li></ul><ul><li>cooperation </li></ul>© Dr Andrej Školkay
  5. 5. STRATEGIC COMMUNICATION PLAN <ul><li>the different phases: </li></ul><ul><li>A) the concept development and planning </li></ul><ul><li>B) the implementation phase </li></ul><ul><li>C) the evaluation phase </li></ul>© Dr Andrej Školkay
  6. 6. PRESS RELEASE <ul><li>JOURNALIST’S PERSPECTIVE </li></ul><ul><li>A journalist looks at a press release from the point of view: </li></ul><ul><li>News value </li></ul><ul><li>b) Whether this has been highlighted </li></ul><ul><li>c) If its a financial statement, then are all the figures given? </li></ul><ul><li>BUSINESS PERSPECTIVE </li></ul><ul><li>Business communicator (CEO) looks at a press release from a perspective: </li></ul><ul><li>a) Does the press release present the </li></ul><ul><li>company in a good profile to the </li></ul><ul><li>general public, to the stake holders ( strength of the company), to the authorities ( credibility of </li></ul><ul><li>the company)? </li></ul>
  7. 7. PRESS RELEASE <ul><li>JOURNALIST’S PERSPECTIVE </li></ul><ul><li>d) If its a product - are all the details </li></ul><ul><li>about the product there? </li></ul><ul><li>e) What is its utility value to the consumers? </li></ul><ul><li>f) What is its pricing, it is affordable or not, does it </li></ul><ul><li>offer value at that price to the </li></ul><ul><li>consumer, etc . </li></ul><ul><li>BUSINESS PERSPECTIVE </li></ul><ul><li>d) to the competitors (competitive edge)‏ </li></ul><ul><li>e) to the general public ( the value it offers to them)‏ </li></ul><ul><li>The press release is not generally presented in terms of its news value to the journalists but more in </li></ul><ul><li>terms of the projections it makes for the company in the market. </li></ul>
  8. 8.   News X News X plus b News X plus a News a X plus c News X plus c News X plus d         © Dr Andrej Školkay
  9. 9. BASICS OF COMMUNICATION <ul><li>☺ Theory of cognitive dissonance </li></ul><ul><li>  </li></ul><ul><li>☺ Cultivation Theory </li></ul><ul><li>☺ Theory of uses and gratifications </li></ul>
  10. 10. Agenda Setting <ul><li>The pattern of news coverage of a particular topic helps to determine what the public perceives as important </li></ul><ul><li>In other words, the media sets the agenda </li></ul>
  11. 11. Journalism <ul><li>The main roles of the media in liberal democracies: </li></ul><ul><li>To inform </li></ul><ul><li>To faciliate communication between citizens and governments </li></ul><ul><li>To be watch dog </li></ul>© Dr Andrej Školkay