Professional Documents
Culture Documents
E.A.RODOPOULOS
2
TABLE OF CONTENTS
PROGRAM PLANNING...................................................................................7
COMMUNICATION.........................................................................................8
CRISIS MANAGEMENT.................................................................................10
EVALUATION...............................................................................................11
CORPORATIONS..........................................................................................16
PR definitions
PR is the deliberate, planned and sustained effort to establish and maintain mutual understanding
between an organization and its publics
7. Public affair
8. Government affair
9. Issues management
10. Financial relations
11. Industry relations
12. Development /Fund raising
13. Multicultural relations/ workplace diversity
14. Special events
15. Marketing communications
Is PR the same with journalism
Scope
Objectives
Audiences
Channels
Is PR the same with advertising
Advertising works with mass media outlets vs PR relies on all communications tools
Advertising is a specialized communication function vs PR having broader scope
Evolution of PR
The idea of using all form of human communication – drama and stotytelling among them – to
influence the behaviour of other people.
Evolving functions for understanding what PR is today , we
study
Press agentry
It is an extension of the activities of those who, in ancient civilizations , promoted athletic events ,
built an aura of myth around emperors and heroes
Publicity
Consisting mainly of the issuing of news releases to the media about the activities of an
organization or individual
Counseling
Four models of PR
Press agentry /publicity source- receiver
Public information source- receiver
Two way asymmetric source receiver with feedback
Two way symmetric group group with feedback
Why PR is growing
PR is cost efficient
PR has won over management
The penalties of poor PR are viewed each night on the 8:30 news
PR is no longer measured by the ink and /or time
PR is becoming more specialized
PR tools are becoming more complex
Markets are going international – glabalization
Principles of PR management
Tell the truth
Prove it with action
Listen to the customer
Manage for tomorrow
Conduct PR as if the whole organization depends on it
Remain calm, patioent and good – humored
What is ethics
Ethics refers to the value system by which a person determines what is right or wrong, fair or unfair
, just or unjust.
Three types of practitioners
Absolutist
Existentialist
Situationalist
Personal assessment in PR
Some years before a good PR has to go through journalism.
Research knowledge
Negotiation knowledge
Negotiate with activist publics
Help management understood opinions of publics
Use conflict resolution theories with publics
Persuasion knowledge
Persuade a public that your organization is right
Use attitude theory in a campaign
Get publics to behave as your organizations wants.
PR is a staff function ( difference between line and staff line managers can delegate
authority , set goals, etc in comparison with the staff that they suggest , recommend ,
advise)
PR Firms
Services Providers
Executive speech training
Research and evaluation
Crisis communications
Media analysis
Community relations
Events management
Public affairs
Brand and corporate reputation
Financial relations
As cost increase PR firms tend to be acquired by advertising firms keeping some
times the NAME of the company.
As big advertising firms on their effort to vertically expand create and organize PR firms
ACCOUNT SUPERVISORS – EXECUTIVES are the ones who take care of an account ie of a big
company.
Objectivity
Variety of skills and expertise
Extensive resources
Offices spread
Special problems – solving
Credibility
Disadvantages
Not thorough understanding of clients business or needs
Lack of full time commitment
Need for prolonged briefing period
Resentment by internal staff ( they think that they are not able to assess a particular job)
Need for strong direction by top management
Need for full information and confidence
Costs
Fees and charges
Basic hourly fee plus expenses
Retainer fee
Fixed project fee.
RESEARCH
Questions to be asked
MBO
Client/employer Objectives
Audience ?publics
Audience objectives
Media channels
Media channel objectives
Sources and questions
Communications strategies
COMMUNICATION
Communication is the implementation of a decision, the process and the means by which objectives
are achieved. The goals of the communication process are to inform , persuade, motivate or
achieve mutual understanding.
For effective communication :
1. What constitutes communication and how people receive messages
2. How people process information and change their perceptions
3. What kinds of media and communication tools are most appropriate for a particular message.
A PR perspective
1) The message must be
a) Appropriate
b) Meaningful
c) Memorable
d) Understandable
e) Believable
2) Objectives to the communicator
a) Message exposure
b) Accurate dissemination of the message
c) Acceptance of the message
d) Attitude change
e) Change in overt behavior
Entropy = the messages continually lose information as media channels and people process the
information and pass it on to others.
CRISIS MANAGEMENT
What is crisis ?
1. It is the situation characterized by surprise, high threat to important values and a short decision
time
2. An extraordinary event or series of events that adversely affects the integrity of the product
,the reputation or financial stability of the organization; or the wealth or well-being of
employees , the community , or the public at large.
Examples of crisis situations : Microsoft, Nike, McDonald’s
How to communicate
Some suggestions
• Put the public first
• Take responsibility
• Be honest
• Never say “NO COMMENT”
• Designate a single spokesperson
• Set up a central information center
• Provide a constant flow of information
• Be amiliar with media need and deadlines
• Be accessible
• Monitor news coverage and telephone inquiries
• Communicate with key publics.
How organizations respond to crises
List of proposed strategies
• Attack the accuser
• Denial
• Excuse
• Justification
• Ingratiation( persuasion)
• Corrective action
• Full apology
Some times organizations do not adopt appropriate strategy due to some constrains. G.Cameron
has developed
1. a contingency theory of conflict management which tries to explain why agencies don not
always engage in two way communication
2. accommodative strategies when confronted with crisis
Some variables that have to do with this theory are
1. management’s moral conviction that the public is wrong
2. moral neutrality when two contending publics want the organization to take sides on a policy
issue
3. legal constraints
4. regulatory constraints
5. prohibition by senior management against an accommodative stance
6. possible conflict between departments of the organization on what strategies to adopt.
How organizations handled a crisis
Intel used justification , corrective action and full apology
Exxon used defensive startegy
EVALUATION
The purpose of evaluation
It is the systematic assessment of a program and its results. It is a means for practitioners to offer
accountability to clients and to themselves ____J.Bissland
Objectives
1. PR personnel and management should agree on the criteria that will be used to evaluate
success in attaining objectives
2. Do not wait till the end of the program to determine what to evaluate
Checklist for basic evaluation
1. Was the activity or program adequately planned?
2. Did recipients of the message understand it?
3. How could the program strategy have been more effective?
4. Were all primary and secondary audiences reached?
5. Was the desired organizational objective achieved?
6. What unforeseen circumstances affected the success of the program or activity?
7. Did the program or activity fall within the budget set for it?
8. What steps can be taken to improve the success of similar future activities?
Current status of measurement and evaluation
Some techniques as computerized news-clips analysis, survey sampling, correlation with sales.
On the basic level there are compilations of message distribution and media placements, the
second level measurement of audience awareness, comprehension and keeping in mind the
message, measurement of changes in attitudes ,opinions and behavior.
MEASUREMENT OF PRODUCTION
Simply way to count how many news releases, feature stories, photos letters and the like are
produced, other way to see quntity and quality of releases.
MEASUREMENT OF MESSAGE EXPOSURE
1. Media impressions
2. Hits on the net
3. Advertising equivalency
4. Systematic tracking
5. Requests and 800 #
6. Cost per person
7. Audience attendance
MEASUREMENT OF AUDIENCE AWARENESS
We have to measure whether target audience groups actually RECEIVED the messages directed to
them , whether they paid ATTENTION , whether they understood the messages, whether they have
retained those messages.
We can measure the comprehension of the message the day after recall ie participants are asked to
view a specific TV program or read a particular news story and then they are interviewed to learn
which message they remembered.
MEASUREMENT OF AUDIENCE ATTITUDES
It can be done via Baseline study.( measurement of audience attitude before, during and after PR
campaign)
MEASUREMENT OF AUDIENCE ACTION
The tools of PR are a means not an end.
MEASUREMENT OF SUPPLEMENTAL ACTIVITIES
1) COMMUNICATION AUDITS
a) Analysis of all communications activities
b) Informal interviews with managerial personnel
c) Informal interviews with community public
2) Pilot tests and split messages
3) Meeting and event attendance
4) Newsletter readership
a) Content analysis
b) Readership interest surveys
c) Article recall
d) Advisory boards
Framing Theory
How the journalists select certain facts , themes ,trearments and even words to frame a
story.
Cultivation Theory
The events are repacked and transformed to more logical and interesting things to readers.
Persuasion
Aristotle mentioned ethos. Logos ,pathos being translated to source credibility , logical argument ,
emotional appeal.
Persuasion is used to
1. Change or neutralize hostile opinions
2. Crystallize latent opinions and positive attitudes
3. Conserve favorable opinions
Factors in persuasive communication
1. Audience analysis ____ beliefs , attitudes , concerns , lifestyles , psychographics.
2. Source credibility ____ The three factors ( expertise , sincerity, charisma). Using celebrities
appears to be problematic due to increasing number of endorsements can mix public who is
doing what, overexpose of a celebrity , endorser’s action undercut the product or service.
3. Appeal to self Interest ____ Publics become involved in issues or pay attention to messages that
appeal to their psychic or economic needs.( Maslow theory)
4. Clarity of message ____ Messages have to be clear and understandable.
5. Timing and Context _____ A message is more persuasive if environmental factors support the
message or if the message is received within the context of other messages and situations with
which the individual is familiar.
6. Audience Participation ___ involvement and participation
7. Suggestions for action ___ The people endorse an idea if they are accompanied by a proposed
action from the sponsor.
8. Content and Structure of message ___ Some techniques can be used to make messages more
persuasive such as 1. Drama 2. Statistics 3. Surveys and polls 4. Examples 5. Testimonials 6.
Mass media endorsements 7. Emotional appeals.
Propaganda
Propaganda is the deliberate and systematic attempt to shape perceptions , manipulate cognitions
and direct behavior to achieve a response that furthers the desired intent of the propagandist.
Advertising and PR messages use some techniques such as :
• Plain folks
• Testimonial
• Bandwagon
• Card stacking
• Transfer
• Glittering generalities
Persuasion and manipulation
The effectiveness of persuasive techniques is not an exact science. There are some limitations on
effective persuasive messages such as:
1. Lack of message penetration
2. Competing messages
3. Self selection
4. Self perception
Media relations
PR practitioners have to remember
1. that editors , reporters at all are :
Busy
Pride for making their own decisions
Editors and PR’s work together
2. That PR have to remember that
Their job is to inform the public
The PR story wiil be judged by it self
Pr role continue after the acceptance of the story.
Print media
Newspapers
Some points to be remembered about :
1. A commercial institution
2. The organization of newspapers
Created events or news happen.
Newspapers some times create news and some times news happen.
PR opportunities in newspapers
1. Material submission
2. Invitation to news conferences must be include facts sheet
3. Editors must have background information before they publish their story
4. The journalists and editors are not aware of everything.
Magazines
They differ from newspapers in content, time frame and methods of operation. Articles are in more
depth , color is used and sometimes are of different interest – in comparison with newspapers that
deal with whole family-.
PR opportunities in Radio
1. Newscasts
2. Community calendars
3. Actualities
4. Talk shows
5. Editorials
6. Disc jockey shows
7. Community events
8. Public service announcements
TV
Color , sound and rock and roll
Cable tv , satellite tv
Pr opportunities in TV
1. Guest appearances on news and talk shows
2. Protest demonstrations
3. Video tapes for news shows
4. General interest films
What to do
News release and story proposals
Video news
Program ideas
MOTION pictures sponsored films
CORPORATIONS
The big business operations – multinational corporations, conglomerates – affect the environment ,
control the employment of thousands of workers, and have an impact on the financial and social
well being of millions .Bigness brings remot6eness , the popular phrase THE FACELESS
CORPORATION it is a cliché and it represents the public distrust over them.
General Electric Co., sees four factors that must be taken into consideration whenever a
management decision is made :
1. Political – How do government regulations and other pressures affect the decision
2. Technological – do we have engineering knowledge to complete the goal
3. Social – what is our responsibility to society
4. Economic – will it make a profit
Human Factor
A successful company must conduct relations with its employees with a responsible ,
companssionate policy.
The public perceptions
Public thinks of big business as greedy , cold, with no social values. Especially in case of massive lay-offs
public criticism is getting hard to fight. What can happen when business overlook the human factor ? The
lesson is clear : before a company takes an action affecting the public , its management should attempt to
view the move through the eyes of others.Similarly if the company’s employees believe that management
is treating them unfairly , their work suffers and internal tensions develop. However , due to the advance of
the technology , and for company’s survival lay-offs might be used and in some cases the new technology
might annoy customers. ( example of the new telephone centers with the pre recorded voices “The lines
are busy , our first available officer will serve you soon ”
CONSUMERISM
The Latin presept caveat emptor – let the buyer beware is long gone. Business are required to
produce goods and services , of safe , acceptable quality on honest terms, and good terms of
payments . Consumerism is a significant and growing force in the conduct of business. The
consumer movement developed during the past three decades because far too often business firms
were cought either cheating their customers or carelessly giving them inferior products. Ralph
Nader – a Washington lawyer – was one of the first consumerism activists. One of the ways the
consumers can react to a company is the boycott
PRODUCT RECALLS
Recalls of defective products from the purchasers are the most visible and frequently very
expensive aspect of corporate relations with customers.
BUSINESS PUBLIC AFFAIRS
Corporate citizenship is a basic tenet of business and industry for several reasons
1. Many business executives have realized that to reduce government regulation they must
take the initiative and voluntarily exercise a sense of social responsibility.
2. Business and industrial leaders realize that they can survive and prosper only in a stable
socity that provides safety , security and economic well being for its citizens.
3. Corporate citizenship enhances a company’w reputation and its ability to market goods and
services.
COMMUNITY RELATIONS
Following the Think globally , act locally business have to take care of the affairs with the
community in which they work with.
CORPORATE AID TO EDUCATION
School supports , research support , grants etc
One good example of corporate public relations is the one of the Japanese firms working in the US.
CORPORATE PHILANTHROPY
Company financial contributions to community and national social programs and institutions are
closely related to community relations. See the PR insights , give some examples.
CORPORATIONS AND THE ENVIRONMENT
Public is more aware of the importance of environment.
2. Informations Bureus
3. School Promotions
4. Cause- related marketing
5. Corporate sponsorships
EMPLOYEE COMMUNICATIONS
Health and social issues
1. Use of drugs
2. Smoking
3. Sexual harassment