Copy of presentation to PRINZ May 2010 by Vivien Twyford

1. The real distinction between
public engagement and
public relations – and why it’s
important
A presentation to the Public Relations
Institute of New Zealand
May 2010
by Vivien Twyford from
TWYFORDS – Specialists in Collaboration in Australia
and New Zealand
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2. What I do
• Provide strategic advice to organisations about whether,
when and how to engage stakeholders or the public in
decision-making
• Teach various approaches to public participation to
practitioners and decision-makers in Australia and NZ
• Use many different models of engaging stakeholders
and communities in decision-making
• Co-ordinate and facilitate a wide range of engaging
events from small scale future planning to large scale
problem-solving deliberative forums
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3. The distinction between public
relations (PR) and participation (P2)
The distinction is in INTENT
• Public relations
practitioners intend to
influence the public’s
opinions or beliefs
about a person, institution,
individual product
• Public participation
practitioners, through the
participation of the public,
intend to influence
decision-makers to
make better informed or
more sustainable and
implementable decisions
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4. The focus of PR and P2
Public relations
• Positive relationships with a
public
• The target audience and its
beliefs
• The opinion or belief we want
them to hold or share
• The information they need to
form or change their opinion
• The way information can be
effectively packaged and
delivered
• The feedback needed to know
the outcome of our work
Public Participation
• The decision to be made and who makes it
• The influence the public can have
• Stakeholders and their interests and issues
• Positive relationships and trust between
decision-makers and public
• The information needed about the situation,
decision and process
• The way information can be effectively
packaged and delivered
• Input required from the public
• How to process the input into information
for decision-makers
• How the decision-makers use information
• Feedback to stakeholders on the decision
made and the use of their input
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5. The intent of engagement
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6. Definitions of Public Relations
As PR practitioners, you know these better than I do …
The art and science of establishing and promoting a
favorable relationship with the public.
Creating, promoting and protecting goodwill or a favourable
public image for a person, institution or product.
The art and social science of analysing trends, predicting
their consequences, counseling organisational leaders,
and implementing planned programs of action, which
will serve both the organisation and the public interest.
The practice of managing communication between an
organisation and its publics.
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7. Definitions of Public Participation
Public participation is any process that engages the
community in problem solving or decision making and
uses public input to make better decisions.
International Association for Public Participation
Public participation is a planned process with the specific
purpose of working with identified groups of people,
whether they are connected by geographic location,
special interest, affiliation or identity, to explore and
address issues affecting their well-being.
Victorian Department of Sustainability and Environment
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8. The difference in intent changes
the focus of our activities
When the goal is to influence opinions or beliefs … the
practitioners’ focus is on information and the way it
should be framed and presented to have the desired
impact on the target audience.
When the goal is to influence decisions … the
practitioners’ focus is on both decision-makers and
public, as well as information the public needs to input
effectively, and on the data that needs to be gathered
from the public that will be most useful to decision-
makers.
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9. My simple PR examples
A manufacturer wants to communicate with parents and
teachers about a new educational product that assists 5
– 7 year olds learn…
A government agency wants to influence voter’s opinion
on a new state housing policy …
A local council wants to explain to residents how they can
use a newly established waste management system ...
They call in a PR professional.
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10. My P2 examples
• Some educators have an idea for a product to help 5 -
7 year olds with their reading. To decide whether to take
this idea forward they want to share dialogue with both
parents and teachers to explore the potential ...
• A government agency want to better understand the
current issues of importance to state housing tenants as
part of its policy review …
• A local Council wants to gather ideas from local
residents about the most effective way to manage green
waste after its decision not to commence a green waste
collection …
• They call a public participation professional.
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12. The value of the IAP2 Spectrum in
approaching decisions
The Spectrum is all about INFLUENCE
• Inform – means the community has little influence – Council’s aim is to
assist community understanding of the information provided, allowing
them to question, challenge, test and share it.
• Consult – means the community has an opportunity to learn about a
Council document, issue or proposal during decision-making and provide
feedback. Community’s role is to understand the information provided,
consider it and respond. Council’s aim is to listen.
• Involve – means the community is invited to work directly with Council,
sharing new ideas and perspectives. Council aim is to consider and use
ideas in making a transparent decision.
• Collaborate – means the community shares decision-making with Council.
Council’s aim is to share responsibility for decisions and their outcome.
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13. PR and P2 done well
PR done well
• Huge benefits to
organisations and publics
• Helps us learn about new
ideas and concepts
• Helps us get the
information we need to
manage our lives
• Builds relationships and
facilitates interaction
P2 done well
• Helps societies,
organisations and
communities make wiser
decisions
• Produces a different kind
of thinking
• Helps people understand
different perspectives
• Builds positive
relationships for future
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14. PR and P2 done badly
PR done badly
• S p i n
P2 done badly
• Compliance engineering
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15. Why the distinction is important
• It helps us to understand each other and value what we
each do well
• It helps to clarity the different skills we bring to our clients
• It helps us both to educate our client organisations about
both professions and the benefits we bring
• It might help us to get together more often and share our
stories
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16. Benefits of working together
• In a situation where I didn’t know enough about the local
area and didn’t have time to learn
• Where I didn’t have a relationship with the local media or
time to develop one
• Where I didn’t understand the politics
• Working together with the internal PR/Comms person
was a great experience.
• I learned from her excellent PR activities
• She learned from me about engaging people in decision
making – and we got a good outcome
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17. Thanks for listening
Now for the questions and the dialogue
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