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  • http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • *http://www.oxforddictionaries.com/definition/english/relationship
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • http://www.cram.com/flashcards/public-relations-key-concepts-3063289http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q9xIhttp://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/http://madlywonderful.blogspot.hk/2011/10/concept-and-objectives-of-public.htmlhttp://www.awinsjclarke.com/wp-content/uploads/03_des612_chapter2_v01.pdfhttp://www.sagepub.com/upm-data/11853_Chapter1.pdfhttp://www.moneycrashers.com/business-relationship-building-skills/
  • Pr classwork

    1. 1. According to the ―Public Relations Defined‖ campaign held by Public Relations Society of America (PRSA) in 2011 The most submitted 20 words by American professionals are
    2. 2. organization public communication relationship stakeholders create mutual understand build audiences inform management
    3. 3. I would select For me, these words
    4. 4. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    5. 5. PUBLICS Publics means • Targeted segments of people, including Individuals, group and cooperate entity who PR professionals and organisation need to communicate with and engage.* • People inside and outside the organisation, publics could be all kinds of people as long as they need to be communicated. • Need to be identified all the time and in the first place
    6. 6. PUBLICS Publics are important because: • Without publics, you won’t know who to communicate with. With wrong publics, information could not reach the right people. • You will waste time, money and effort to make correction=>you might even face failure
    7. 7. PUBLICS
    8. 8. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    9. 9. RELATIONSHIP Oxford dictionary* defines relationship as • the way in which two or more people or things are connected, or the state of being connected: • The way in which two or more people or groups regard and behave towards each other: • an emotional and sexual association between two people *http://www.oxforddictionaries.com/definition/english/relationship
    10. 10. RELATIONSHIP • Within a relationship, people are emotionally and behaviorally influenced by each other . Such influence shouldn’t be underestimated. • So what you could benefit from relationships?
    11. 11. RELATIONSHIP • Has a good relationship with customer, organization can get higher awareness and engagement, build trust and loyalty…… • Has a good relationship with vendors, organization can receive higher discount, stable supply, get support when needed…… • Has a good relationship with employees, organization gain stronger trust and commitment from workers, achieve higher performance…...
    12. 12. RELATIONSHIP Build and maintain relationship is important because • relationship exists anywhere, happens on every people • it brings together organizations and individuals with their publics. • it helps organisation to survive in hard time • it is the foundation of trust and loyalty
    13. 13. RELATIONSHIP
    14. 14. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    15. 15. COMMUNICATION How people say about communication • ―Communication is a process of passing information and understanding from one person to another‖ —Keith Devis • ―Communication is an exchange of fact, ideas, opinions, or emotions by two or more persons‖ —W.H.Newman • ―Communication is the process by which information is passed between individuals and /or organization by means of previously agreed symbols‖ —Peter Little *http://www.managementparadise.com/forums/public-relations-management/16991-communication-google-page-ranking.html
    16. 16. COMMUNICATION In general, communication is • an exchange of fact, ideas, opinions, or emotions between 1 or more individuals in person or by the means of communications like writing , speech, media etc. Communication must be in 2-way and based on facts and honesty • Release information or speak to the publics • Be open to receive response and listen
    17. 17. COMMUNICATION Maintain communication is important because • it helps maintaining relationship • it shows one commitment to the relationship • it ensures information is flowing among the parties • it enhances understanding on each other • It brings efficiency and effectiveness
    18. 18. COMMUNICATION
    19. 19. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    20. 20. UNDERSTANDING Create mutual understanding between organisations and its publics An important role of PR!
    21. 21. UNDERSTANDING Learn the publics , understand • what they want; • what they concern; • what they expect Let them know • what you are doing; • what you are thinking; • why you are acting like this
    22. 22. UNDERSTANDING Mutual understanding is important because • it helps gain recognition from your publics • it can strengthen the relationship between you and your publics • it reduces resistance and negative impact when crisis /issue occur • it provides guidance for decision making and strategy formulation
    23. 23. UNDERSTANDING
    24. 24. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    25. 25. TRUST Trust is ―assured reliance on the character, ability, strength, or truth of someone or something.‖* It depends greatly on the history of interactions between organization and individuals or on word of mouth between it and the others It is developed when behavior matches expectations. *http://www.evancarmichael.com/Business-Coach/223/The-Strategic-Importance-of-Trust-In-Business-According-ToYour-Strategic-Thinking-Business-Coach.html
    26. 26. TRUST Trust is important because • it leads to reputation • it helps gaining credibility • it strengthens the relationship between organizations and its publics • it helps building brand
    27. 27. TRUST http://ml.china.com.cn/html/mingqi/ppml/20131204/281553.html
    28. 28. TRUST
    29. 29. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    30. 30. MUTUALLY BENEFICIAL PR should take mutual benefit as principle • PR partitioners not only representing the organisation to the public, but also the public to the organisation • Public’s interest shouldn’t be scarified for organisation's benefits • ―Quality relationships exist when people and organizations have compatible interests and share compatible views of the world. If it is not mutually beneficial, then there is no rational incentive for the ―losing‖ party to continue the relationship.‖ * *http://www.sagepub.com/upm-data/11854_Chapter3.pdf
    31. 31. MUTUALLY BENEFICIAL
    32. 32. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    33. 33. SUSTAINABLE PR is a continuous process and requires sustainable efforts. • The long–term benefit is the focus • Maintenance of relationship with publics, building good reputation and trust requires a long-term efforts • it takes time to change people's attitudes and beliefs. The impact of one negative incident can destroy what has been build from a thousand positive activities can be destroyed by one negative incident.
    34. 34. SUSTAINABLE
    35. 35. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    36. 36. PLANNED • To be effective, all communicate with a practitioner’s publics must be planned in a systematic informed manner and must go hand in hand with actual policies and performance* Research and analysis of current situation Set goals and objective Plan Design content Indentify publics Choose channel Set Budge Evaluate options *http://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/
    37. 37. PLANNED Planning is important to PR because • it contributes to the success of public relations activities • it helps PR practitioners to identify who is involved, what resources are needed, what should be achieved and how it could be achieved • it makes communication easier among people because they created common language and agreement during planning
    38. 38. PLANNED
    39. 39. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    40. 40. STRATEGIC PR is a strategic management function • Strategic public relation is defined as a process that PR professionals plan and design the most favourable implementation schemes base on the situation they are facing, organisation’s current image and business goals .* • The PR practitioner serves as a counselor, on the management team to help developing sound policies that are in the best interests of the public and the organization. They integrate an understanding of the concerns and attitudes of key publics into the organization’s managerial decision-making process.** *<<公共關係學>>第九章第二節, 322-337頁, 劉俊麟校閱, 熊源偉主編,揚致文化事業股份有限公司出版 **http://www.mediamiser.com/resources/pr-glossary/public-relations-management-roles/
    41. 41. STRATEGIC PR should be carried out strategically because • it makes PR tactics more easy to succeed • it is cost effective in terms of effort, resources, time and money • it provide a ―big picture‖ and guidance for different business function to follow • It helps management level to avoid making decisions that is against its publics or without considering publics concerns
    42. 42. STRATEGIC
    43. 43. Sustainable Publics Planned Mutually Beneficial Trust Understanding Ethical Relationship Communication Strategic
    44. 44. ETHICAL • As a PR professional, you should act in an ethical manner • It is important to be ethically responsible and shows a willingness to resolve any problematical issues with morally good intentions • Ethic rely on the self–discipline and commitment of each PR practitioners
    45. 45. Advocacy Expertise Honesty What they means? Click on the word to see ~ ETHICAL PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    46. 46. Advocacy Advocacy Serve the public interest by acting as responsible advocates for those we represent. Provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. ETHICAL Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    47. 47. Advocacy ETHICAL Expertise Acquire and responsibly use specialized knowledge and experience. Advance the profession through continued professional development, research, and education. Build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    48. 48. Advocacy Independence Provide objective counsel to those we represent. Be accountable for our actions. ETHICAL Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    49. 49. Advocacy ETHICAL Fairness Deal fairly with clients, employers, competitors , peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    50. 50. Advocacy Loyalty Be faithful to those we represent, while honoring our obligation to serve the public interest. ETHICAL Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    51. 51. Advocacy ETHICAL Honesty Adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Expertise Honesty PRSA Code of Ethics:* Please click on the word Loyalty Independence Fairness http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4
    52. 52. ETHICAL Ethic is important to PR because • it helps to gain public approval and build a positive reputation. • it helps earning trust and credibility, which in return, helps building and maintaining the relationship among organisation and its stakeholder which is ultimately the purpose of the public relations function.
    53. 53. ETHICAL PR PRACTITIONERS SHOULD ALWAYS TELL THE TRUE, DOING THE RIGHT THINGS!
    54. 54. ThxThiswatching! for is it. So,
    55. 55. http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-thepublic-relations-defined-initaitve-submission-day12/ REFERENCE http://www.cram.com/flashcards/public-relations-key-concepts3063289 http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q 9xI http://luisrocks.com/blog/2012/public-relations-six-keywords-toguide-and-define/ http://madlywonderful.blogspot.hk/2011/10/concept-andobjectives-of-public.html http://www.awinsjclarke.com/wpcontent/uploads/03_des612_chapter2_v01.pdf http://www.sagepub.com/upm-data/11853_Chapter1.pdf http://www.moneycrashers.com/business-relationship-building-skills/ http://www.oxforddictionaries.com/definition/english/relationship http://www.managementparadise.com/forums/public-relationsmanagement/16991-communication-google-page-ranking.html
    56. 56. Music provider: YouTube Audio Library https://www.youtube.com/audiolibrary End MISIC

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