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PUBLIC
RELATIONS
B R I E F I N T R O D U C T I O N
 Students understand the concept of and the work of public relations (PR).
 Students understand PR as a part of marketing communications.
 Students understand the process of PR.
 Students can identify types of publics in PR.
Objectives
Categories of PR Practitiones
Communication technician
Communication manager
 A specialist in PR & marcomm
 Typically performs PR-related tasks at
the direction of others.
 Usually these tasks are associated with
entry-level jobs.
Communication Technician
 Works in directing research, making
decisions, planning projects and
campaigns, and solving problems.
Communication Manager
Public Relations vs Marketing
PUBLIC RELATIONS MARKETING COMMUNICATIONS
 Focus on long term interactions between
an organization and its publics,
supportive or non-supportive.
 Focus more immediately on products and
services that respond to the wants and
needs of consumers.
 Seek to foster an economic exchange
between an organization and its
consumers.
PHASES OF STRATEGIC PR
1. Research
2. Strategy
3. Tactics
4. Evaluative
research
Public, Market, Audience, Stakeholder
 Public exist because of their interaction and interdependency with an organization, or
because they and the organization face a common issue.
 Market (or market segment) is a particular types of publics, and organizations develop
marketing efforts among those publics.
 Audiences are people who pay attention to a particular medium of communication and receive
messages through it.
 Stakeholder are people who are conscious of a mutual relationship with an organization.
Categories of Publics
Publics
Customers
Producers
Enablers
Limiters
 Customers: people who receive the
products or services of an organization.
 Producers: publics that provides input to
organization.
 Enablers: publics that set the standards
for organization; opinion leaders with
influence; and groups that help make the
organization successful.
 Limiter: publics that may reduce the
success of the organization.
TYPES OF MEDIA IN STRATEGIC PR & MARCOMM
Owned
media
Earned
media
Paid
media
Examples of PR Media
• corporate website, social media, brochures, newsletters.
Owned media
• news media, blog, news column.
Earned media
• traditional ads, digital ads, SEO, direct mail.
Paid media
Conclusion
 PR is a strategic function that focus on a long -term mutual relationship between an
organization an its publics. PR works closely with several types of media, especially earned
media that holds high credibility.
Thank you
Mohammad Shihab, M.I.Kom.

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Brief Introduction to Public Relations

  • 1. PUBLIC RELATIONS B R I E F I N T R O D U C T I O N
  • 2.  Students understand the concept of and the work of public relations (PR).  Students understand PR as a part of marketing communications.  Students understand the process of PR.  Students can identify types of publics in PR. Objectives
  • 3. Categories of PR Practitiones Communication technician Communication manager
  • 4.  A specialist in PR & marcomm  Typically performs PR-related tasks at the direction of others.  Usually these tasks are associated with entry-level jobs. Communication Technician
  • 5.  Works in directing research, making decisions, planning projects and campaigns, and solving problems. Communication Manager
  • 6. Public Relations vs Marketing PUBLIC RELATIONS MARKETING COMMUNICATIONS  Focus on long term interactions between an organization and its publics, supportive or non-supportive.  Focus more immediately on products and services that respond to the wants and needs of consumers.  Seek to foster an economic exchange between an organization and its consumers.
  • 7. PHASES OF STRATEGIC PR 1. Research 2. Strategy 3. Tactics 4. Evaluative research
  • 8. Public, Market, Audience, Stakeholder  Public exist because of their interaction and interdependency with an organization, or because they and the organization face a common issue.  Market (or market segment) is a particular types of publics, and organizations develop marketing efforts among those publics.  Audiences are people who pay attention to a particular medium of communication and receive messages through it.  Stakeholder are people who are conscious of a mutual relationship with an organization.
  • 9. Categories of Publics Publics Customers Producers Enablers Limiters  Customers: people who receive the products or services of an organization.  Producers: publics that provides input to organization.  Enablers: publics that set the standards for organization; opinion leaders with influence; and groups that help make the organization successful.  Limiter: publics that may reduce the success of the organization.
  • 10. TYPES OF MEDIA IN STRATEGIC PR & MARCOMM Owned media Earned media Paid media
  • 11. Examples of PR Media • corporate website, social media, brochures, newsletters. Owned media • news media, blog, news column. Earned media • traditional ads, digital ads, SEO, direct mail. Paid media
  • 12. Conclusion  PR is a strategic function that focus on a long -term mutual relationship between an organization an its publics. PR works closely with several types of media, especially earned media that holds high credibility.