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Pr classwork
Public relations is defined through key concepts discussed in the document. Maintaining relationships through strategic communication and understanding between organizations and their publics is essential. This requires identifying and planning for target publics, building trust and mutually beneficial relationships through honest and ethical practices. Effective public relations is a sustainable process that fosters mutual understanding through open communication and thoughtful consideration of stakeholders' interests.
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Pr classwork
- 2. 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
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- 4. I would select Forme, these words
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- 6. PUBLICS Publics means • Targetedsegments 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
- 7. PUBLICS Publics are importantbecause: • 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
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- 10. RELATIONSHIP Oxford dictionary* definesrelationship 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
- 11. RELATIONSHIP • Within arelationship, people are emotionally and behaviorally influenced by each other . Such influence shouldn’t be underestimated. • So what you could benefit from relationships?
- 12. RELATIONSHIP • Has agood 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…...
- 13. RELATIONSHIP Build and maintainrelationship 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
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- 16. COMMUNICATION How people sayabout 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
- 17. COMMUNICATION In general, communicationis • 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
- 18. COMMUNICATION Maintain communication isimportant 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
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- 21. UNDERSTANDING Create mutual understandingbetween organisations and its publics An important role of PR!
- 22. 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
- 23. UNDERSTANDING Mutual understanding isimportant 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
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- 26. TRUST Trust is ―assured relianceon 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
- 27. TRUST Trust is importantbecause • it leads to reputation • it helps gaining credibility • it strengthens the relationship between organizations and its publics • it helps building brand
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- 31. MUTUALLY BENEFICIAL PR shouldtake 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
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- 34. SUSTAINABLE PR is acontinuous 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.
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- 37. PLANNED • To beeffective, 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/
- 38. PLANNED Planning is importantto 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
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- 41. STRATEGIC PR is astrategic 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/
- 42. STRATEGIC PR should becarried 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
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- 45. ETHICAL • As aPR 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
- 46. Advocacy Expertise Honesty What they means? Clickon 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
- 47. Advocacy Advocacy Serve the publicinterest 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
- 48. Advocacy ETHICAL Expertise Acquire and responsiblyuse 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
- 49. Advocacy Independence Provide objective counselto 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
- 50. 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
- 51. Advocacy Loyalty Be faithful tothose 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
- 52. Advocacy ETHICAL Honesty Adhere to thehighest 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
- 53. ETHICAL Ethic is importantto 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.
- 54. ETHICAL PR PRACTITIONERS SHOULDALWAYS TELL THE TRUE, DOING THE RIGHT THINGS!
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- 57. Music provider: YouTube AudioLibrary https://www.youtube.com/audiolibrary End MISIC
Editor's Notes
- #4 http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/
- #6 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/
- #10 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/
- #11 *http://www.oxforddictionaries.com/definition/english/relationship
- #16 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/
- #21 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/
- #26 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/
- #31 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/
- #34 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/
- #37 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/
- #41 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/
- #45 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/