4. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
http://definingpublicrelations.wikispaces.com/
5. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the discipline which looks
after reputation, with the aim of earning
understanding and support and influencing
opinion and behaviour. It is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding between an
organisation and its publics.
http://www.cipr.co.uk/content/about-us/about-pr
6. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the management of
communication between an organization and its
publics — Grunig and Hunt, 1984
7. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the strategic management of
relationships between an organization and its
diverse publics, through the use of
communication, mutual understanding, realize
organizational goals, and serves the public
interest. — Flynn, Gregory and Valin
Flynn, Gregory and Valin
8. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics. — PRSA
http://www.nevillehobson.com/2012/03/02/public-relations-redefined/
Our objective :
- to define online relationships
- to list a number of tools and resources essential for strategic communication on the web
10. RELATIONSHIPS
ONLINE VALUES+BEHAVIOR
Online Values Systems
Photo: http://www.flickr.com/photos/jeff-bauche/2230236391/
11. RELATIONSHIPS
ON THE WEB
PLATFORMS CHANNELS CONTENT CONTEXT
We connect through a vast number of platforms and channels, displaying and identifying
values.
Different channels are used for different purposes (contexts) and the content found in each
channel also differs as a result.
people: http://www.flickr.com/photos/mi-ki/2480460182
facebook and flickr: http://www.flickr.com/photos/ansik/4425771596/
12. RELATIONSHIPS
ON THE WEB
A COHERENT CORPORATE VOICE
ACROSS THE WEB
More than worry about controlling the conversation, brands and organisations need to focus
on being coherent across all of it’s owned (social) media.
13. BUILDING
RELATIONSHIPS
ORGANIZATION CHANNEL PUBLIC
CONTEXT
Effective communication leads to BEHAVIOR
For an organisation or brand, a relationship occurs when for a given context (or purpose) it is
able to communicate with Publics and is able to influence their behavior or change it’s own
behavior.
There are a number of levels of behavior change that exceed the scope of this presentation.
KEY TO SUCCESS
- find the right channel for the right Public
- be aware of your purpose
- prepare to adapt
- monitor and listen
14. MEASURE DIALOGUE
CAMPAIGNS
+MONITOR CHANNELS
Building relationships is about listening and acting
Photo: http://www.flickr.com/photos/ecstaticist/1340787730/
17. MEASURING+
MONITORING TOOLS
WIDE SCOPE: CATEGORY, SECTOR, BRAND
WHAT WILL WE MONITOR AND WHAT
WILL WE DO WITH THAT
INFORMATION?
http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
