Public Relations What is public relations?Public Relations (PR) is theart of communication andmanaging connections andassociations.PR is also the practice ofestablishing credibility.PR is an important tool thatforms up the marketing mixin an organization.
Public RelationsWhat is public relations?PR is a two-way street – advisingthe client on attitudes and actionsto win over the public.… educating the public to acceptthese goods, concepts and ideas.- Edward Bernays, Father of PR
Public Relations Chartered Institute of Public Relations (CIPR):Public relations is about REPUTATION - the result of what you do,what you say and what others say about you.… the discipline which looks after reputation, with the aim ofearning understanding, support and influencing OPINION andBEHAVIOUR.… It is the planned and sustained effort to ESTABLISH andMAINTAIN goodwill and mutual understanding between anORGANISATION and its PUBLICS.
Public Relations - DefinitionPublic Relations Society of America:Public relations is a strategic communicationprocess that builds mutually beneficial relationshipsbetween organizations and their publics
Public Relations - DefinitionPublic Relations is… PR.On the bigger occasions, it is about theact of PERSUASION and managingRECEPTIVITY between the publicand the client (organization)On a smaller scale, it is about managingPERCEPTIONS and RESPONSES aroundyou and others.
Public Relations - DefinitionReputation Management:Take a moment and think – why do youwear the shirt/dress that you’re wearing now?Why do you style your hair like that?Why follow fashion and trends?WE, are constantly trying to maintaingood PR –which is reputation management
Public Relations - Definition It’s all about communicationWhy do you speak in the way you normallyspeak?Why do you sound different talking to theboy or girl you like?Why do you sound different when talking toyour parents?Why do you sound different when orderingfood at McDonalds?WE, are conscious of how we maintainour communication with others formutual benefits
Public RelationsIs not:Advertising, Marketing, or Branding.As we progress in the next weeks to come,we’ll see just how different PR is comparedto the above.Most effective way to rememberthe essence of PR is by associating itwith the art of spinning – manipulating theangle.
Public RelationsAnother way of associating PR isin their relationship with mediaand press coverage
History of Public RelationsCan be traced way back to 50-60 BC.Julius Caesar, the famed ruler of theRoman Empire.Wrote a piece called Caesar’s Gallic –contained his military achievements andexploits.To convince the Roman people that hewould be the best.
History of Public Relations1758 – King’s College (now known asColumbia University)Released a press releaseregarding the college’sgraduation exercise andprocesses.
History of Public RelationsLate 19thto early 20thcentury –The Pope endorses … alcohol?Vin Mariani, a French tonic maker,got a superb endorsement by thePope Leo XIII.One of the first examples whichfeatured CREDIBILITY to push.
History of Public Relations1930s – Bacon for breakfast.By the father of public relations,Edward Bernays.Managed to convinced the entirenation that bacon is good forbreakfast by ‘spinning’ the newsthat doctors endorsed the product.
History of Public Relations1985 – Live AidA global concert – for the cause ofhelping Ethiopia.First ever concert to be broadcastedlive to over 140 nations and watchedby over a billion people in the world.Featured acts like:Queen, U2, David Bowie, The WhoLed Zeppelin, Madonna, Eric Clapton
Evolution of Public RelationsThe current PR campaigns:- Outdoor events- New media- Out-of-the-box- Celebrity
Evolution of Public RelationsThe current PR campaigns:Outdoor events:2009 - 2013 – Putrajaya Hot Air Balloon FestivalInternational fiesta in Putrajaya.
Evolution of Public RelationsThe current PR campaigns:YES 4G Launch – Storm Troopers Flash Mob2010: Storm Troopers in Bukit Bintang,Malaysia.
Evolution of Public RelationsThe current PR campaigns:Twitter: Muppets Cupcakes (2012)In conjunction of the Muppetsmovie launch.Sent a box of cupcakes toStephen Fry (@stephenfry),who retweeted it to his1.2 million followers.
Evolution of Public RelationsThe current PR campaigns:2012 - Red Bull Stratos – Felix BaumgartnerJumped from the edge of space (128,000feet off the ground) free fall to the ground.Broadcasted on YouTube – watched bymillions.KLCC:1,438 ft.
Principles of Public RelationsPR deals with facts, not fiction.PR’s primary consideration is doing what’s in the public interest.Public interest must be the criterion for selecting PR programsand policies.PR must protect the integrity of the media channels it uses forits messages.PR involves effective communication back and forth betweenan organization and its publics.
Principles of Public Relations PR depends on use of scientific public opinionresearch. PR practitioners must use the social sciences tounderstand what publics are saying and tocommunicate effectively with them. PR requires multidisciplinary application of theoriesand concepts. PR has obligation to explain problems to publicsbefore they become crises. PR performance should be measured by only onestandard: ethical performance.
PR ActivitiesBelow and EXPANDING as time passes by…Press agentry PromotionAdvertising PublicityMarketing Public affairsIntegrated marketing ResearchcommunicationMerchandising Graphic design
PR ActivitiesPress agentry – getting the best publicityand press coverage out of publications,media etc.Public Affairs – helping Non-GovernmentalOrganizations (NGOs), Government, lobbyingcampaign, strategy.Promotion – Sports, Music, Celebrities, engagingin Community Service Responsibility (CSR)events.
EXERCISEGroup (of 4 to 5):You are handling one of the biggest celebrities inthe world – Justin Bieber.Your client wants to be more well-known inChina.How would you handle his public activities?Think out-of-the-box.