2. 1. Have a clear meaning of public relations and its relationship with
other functions in an organizations
2. State the skills and qualities that a public relations practitioner
needs to be effective, and
3. Discuss the similarities and differences between public relations
and marketing, advertising, and propaganda.
3. “Public Relations is the organization’s effort to
build and manage long-term relationship with its
strategic publics and minimize conflicts with
them”.
(J. Grunig, 1982)
4. “Public Relation is the deliberate, planned and
structured effort to establish and maintain mutual
understanding between an organization and its
publics”.
(Institute of Public Relations Malaysia (IPRM))
5. “Public relations practice is the art and social
science of analyzing trends, predicting their
consequences, counseling organizations leaders
and implementing planned programs of action
which serve both the organization’s and the
public interest”.
(International Public Relations Association (IPRA, 1978))
6. “Public relation is about reputations, the result of
what you do, what you say and what others say
about you. PR practice is the discipline which
looks after reputation with the aim of earning
understanding and support and influencing
opinion and behavior”.
(Institute of Public Relations, UK (IRR, UK))
7. “Public relation is the management function which
evaluate public attitudes, identifies the policies
and procedures of an individual or an
organization with the public interest and plan
and execute a program of action to earn public
understanding and acceptance”.
(Public Relations News, USA)
8. The 5 key concepts of the practice includes:
• Practicing two-way communication.
• Creating mutual understanding and positive relationship with
important publics.
• Researching the needs of the publics.
• Reputation management of the organization.
• Counseling organization’s management.
9. The most common & important PR activities includes:
* Each of these activities will be covered in following chapters.
Media relations
Community
relations
Financial
relations
Customer
relations
Employee
relations
Governmental
relations
Image buildings
Crisis
management
Issues
management
10. PR practitioner must have different types of
expertise & skill in order to carry out their task
effectively.
Identified skills required by PR practitioners:
Research skills
Writing and
Editing skills
Production
skills
Organization
skills
Other
communication
skills
11. To identify the important publics.
To find out what public wants or needs from organization and what the
organization can do to meet this needs.
Practitioners must be able to gather facts about potential problem and
emerging issues.
Able to advise the management and to come out with programs
E.g. of research skills :
1. Skills to conduct personal interview,
2. Review library materials,
3. Do content analysis of published / broadcast materials
Research
skills
12. Able to write and edit:
1. press release 4. report
2. Speeches 5. articles
3. products and technical info 6. brochures and etc.
Writing &
Editing
skills
Skills and knowledge in organizing and managing events such as
anniversary celebrations, launchings, open house, news conferences, etc.
Organization
skills
13. Has knowledge on how to design and do layout of copy.
Has multimedia knowledge to enable practitioner to prepare audio visual
materials for corporate video and film.
Production
skills
Arranging speeches for chief executives, coaching this executives how to
present their speeches and also able to present speeches themselves.
Other
communication
skills
14. Edward L. Bernays listed 11 personal characteristics of a PR
practitioner should have:
1. Character and integrity.
2. A sense of judgment and logic.
3. The ability to think creatively and imaginatively.
4. Truthfulness and discretion.
5. Objectivity.
15. 6. A deep interest in solution of a problem.
7. A broad cultural background.
8. Intellectual curiosity.
9. Effective powers of analysis and synthesis.
10. Intuition.
11. Training in the social science and in the mechanics of
public relations.
16. Advertising
• Total control of
message content,
method of presentation
and format.
• Unlimited choice of
communication
medium to reach the
target audience.
Budget being the only
consideration.
Public Relations
• Limited control of
message. Enhance by
careful planning, in-
depth preparation and
professional execution.
• Choice of
communication media
are restricted by
editorial policies and
media requirements.
17. Advertising
• Timing and frequency of
message can be
controlled.
• Lower level of credibility
and believability among
consumers.
Public Relations
• Timing and frequency of
media coverage and
product exposure cannot
be projected or dictated
to any large extent.
• Achieve greater appeal
and acceptance through
third person
endorsement in the
media.
18. Advertising
• Receptivity and retention
of advertisement
message are usually low
• Advertisement
expenditure – higher as
time and space has to be
purchased
Public Relations
• Editorial placements in
the media have a higher
reader, viewer or listener
attention and recall
• PR outlays are often less
than one tenth of
advertisement budget
19. Advertising
• Length of commercials,
page sizes and layouts
are limited
Public Relations
• In-depth report and
detailed articles offer
more scope for analysis
and comments and
evaluations
20. Marketing
• Marketing is the management
process responsible for
identifying, anticipating and
satisfying customer
requirements profitably.
• Only one function of business.
• Concern with only one public-
consumer.
Public Relations
• Concerned with building
relationships with all the
organization’s strategic public
like community, employee and
media.
• Involve several functions like
financial, human resources
and others.
• Concern with many public
such as employee, consumer,
community, media and others.
21. Propaganda
• The purpose of
propaganda is to gain
support for an opinion,
creed or believe with the
aim of keeping
government in power.
• Propaganda is prejudiced
in favor of its topic.
Public Relations
• Concerned with being
factual and unbiased.
• Aimed at getting its
services understood and
used properly.
22. Define Public Relation.
Briefly explain 5 skills and 5 qualities required by a PR Practitioner.
List 2 differences between:
• PR vs. Marketing
• PR vs. Advertising
• PR vs. Propaganda
