Com 380, Summer II

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Com 380, Summer II

  1. 1. Com 380, Summer II<br />Welcome<br />
  2. 2. Michael Jackson, 2005<br />Spoke directly to audience<br />
  3. 3. Michael Jackson, 2005<br />Spoke directly to audience<br />Used the Internet<br />
  4. 4. Michael Jackson, 2005<br />Spoke directly to audience<br />Used the Internet<br />Had a “normal” appearance<br />
  5. 5. Michael Jackson, 2005<br />Spoke directly to audience<br />Used the Internet<br />Had a “normal” appearance<br />Speaking to HIS audience (potential jurors) and to the media on HIS terms<br />
  6. 6. Michael Jackson, 2005<br />Spoke directly to audience<br />Used the Internet<br />Had a “normal” appearance<br />Speaking to HIS audience (potential jurors) and to the media on HIS terms<br />Ended up with an acquital on all charges<br />
  7. 7. What is Public Relations?<br />PRSA – Public Relations Society of America<br />
  8. 8. What is Public Relations?<br />PRSA – Public Relations Society of America<br />Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm<br />
  9. 9. What is Public Relations?<br />PRSA – Public Relations Society of America<br />Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm<br />Karen Hughes, spokesperson for President Bush (White House Press Secretary)<br />
  10. 10. What is Public Relations?<br />Karen Hughes, spokesperson for President Bush (White House Press Secretary)<br />
  11. 11. Planned process to influence public opinion<br />Honest communication for credibility<br />
  12. 12. Planned process to influence public opinion<br />Honest communication for credibility<br />Openness and consistency of actions for confidence<br />
  13. 13. Planned process to influence public opinion<br />Honest communication for credibility<br />Openness and consistency of actions for confidence<br />Fairness of actions for reciprocity and goodwill<br />
  14. 14. Planned process to influence public opinion<br />Honest communication for credibility<br />Openness and consistency of actions for confidence<br />Fairness of actions for reciprocity and goodwill<br />Continuous two-way communication to prevent alienation and build relationships<br />
  15. 15. Planned process to influence public opinion<br />Honest communication for credibility<br />Openness and consistency of actions for confidence<br />Fairness of actions for reciprocity and goodwill<br />Continuous two-way communication to prevent alienation and build relationships<br />Environmental research and evaluation to determine the actions of adjustments needed for social harmony<br />
  16. 16. PR as management interpreter<br />On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public<br />
  17. 17. PR as management interpreter<br />On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public<br />On the other hand, they must convey the attitudes of the public to their management<br />
  18. 18. Functions of public relations<br />1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field<br />
  19. 19. Functions of public relations<br />1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field<br />2. Media relations: Dealing with the press is another frontline public relations function<br />
  20. 20. Functions of public relations<br />1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field<br />2. Media relations: Dealing with the press is another frontline public relations function<br />3. Planning: Of special events (event planner), media events, management functions, etc.<br />
  21. 21. Functions of public relations<br />4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)<br />
  22. 22. Functions of public relations<br />4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)<br />5. Researching: Of attitudes and opinions that influence behavior and beliefs.<br />
  23. 23. Functions of public relations<br />4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)<br />5. Researching: Of attitudes and opinions that influence behavior and beliefs.<br />6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer<br />
  24. 24. Functions of public relations<br />7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions<br />
  25. 25. Functions of public relations<br />7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions<br />8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)<br />
  26. 26. Functions of public relations<br />7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions<br />8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)<br />9. Consumer relations: Interfacing with consumers through written and verbal communications<br />
  27. 27. Functions of public relations<br />10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm<br />11. Investor relations: For public companies, communicating with stockholders and those who advise them<br />
  28. 28. Functions of public relations<br />10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm<br />11. Investor relations: For public companies, communicating with stockholders and those who advise them<br />12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP<br />
  29. 29. Functions of public relations<br />13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.<br />
  30. 30. Functions of public relations<br />13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.<br />14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge<br />
  31. 31. Michael Scanlon, case study<br />Bribing public officials and other malfeasance <br />
  32. 32. Spin<br />Lying, confusing, distorting the truth. <br />Spinning in that regard is unethical. However, there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented<br />“Spinning frenzy: P.R.’s Bad Press<br />
  33. 33. Characteristics/Successful PR career<br />1. Diversity of experience<br />
  34. 34. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />
  35. 35. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />Communications skills<br />
  36. 36. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />Communications skills<br />Relationship building<br />
  37. 37. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />Communications skills<br />Relationship building<br />Proactivity and passion<br />
  38. 38. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />Communications skills<br />Relationship building<br />Proactivity and passion<br />Teamliness<br />
  39. 39. Characteristics/Successful PR career<br />Diversity of experience<br />Performance<br />Communications skills<br />Relationship building<br />Proactivity and passion<br />Teamliness<br />Intangibles (personality, likeability, chemistry, other unique expertise)<br />
  40. 40. Six important skills<br />Knowledge of the field<br />
  41. 41. Six important skills<br />Knowledge of the field<br />Communication knowledge<br />
  42. 42. Six important skills<br />Knowledge of the field<br />Communication knowledge<br />Relationship building<br />
  43. 43. Six important skills<br />Knowledge of the field<br />Communication knowledge<br />Relationship building<br />Technological knowledge<br />
  44. 44. Six important skills<br />Knowledge of the field<br />Communication knowledge<br />Relationship building<br />Technological knowledge<br />Business knowledge <br />
  45. 45. Six important skills<br />Knowledge of the field<br />Communication knowledge<br />Relationship building<br />Technological knowledge<br />Business knowledge <br />Management knowledge<br />
  46. 46. Attitude requisites<br />Pro Communication<br />
  47. 47. Attitude requisites<br />Pro Communication<br />Advocacy<br />
  48. 48. Attitude requisites<br />Pro Communication<br />Advocacy<br />Counseling orientation<br />
  49. 49. Attitude requisites<br />Pro Communication<br />Advocacy<br />Counseling orientation<br />Ethics (“Do the right thing”)<br />
  50. 50. Attitude requisites<br />Pro Communication<br />Advocacy<br />Counseling orientation<br />Ethics (“Do the right thing”)<br />Willingness to take risks (Take SMART risks)<br />
  51. 51. Attitude requisites<br />Pro Communication<br />Advocacy<br />Counseling orientation<br />Ethics (“Do the right thing”)<br />Willingness to take risks (Take SMART risks)<br />Positive outlook<br />
  52. 52. Individual activity<br />Questions on page 16, one per student, plus:<br />1 (a) Give three examples of public relations from around the world<br />8 (Rewritten) which of the seven functions of public relations are MOST important and why<br />3 (a) Question is “Why is PR misunderstood?” – Give three examples that contribute to this misunderstanding<br />

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