B U I L D I N G & M A I N T A I N I N G

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1 PUBLIC REL ATIONS T H E A R T O F R E L A T I O N S H I P B U I L D I N G & M A I N T A I N I N G N S S / P S A P D W 1 6 J U N E WA R S AW

2 WHAT IS IT ALL ABOUT? Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public Relations Society of America (PRSA) 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. Chartered Institute of Public Relations

3 SELECTED KEY TERMS Process and not management function Relationships relates to public relations role in helping to bring together organizations and individuals with their key stakeholders/ publics Publics - audiences important to the organization; include customers - existing and potential; employees and management; investors; media; government; suppliers; opinion-formers Understanding is a two-way process; involves listening to the opinions of those with whom our organisation deals and not solely providing information Marketing communications : messages and related media used to communicate with a market. Marketing communications focuses on product or service and can be directed at businesses (B2B) or consumers (B2C) Community Relations - social outreach programmes designed to build relations and foster understanding of the role of the organisation to neighbours in the local community Media Monitoring : monitoring a company's coverage in the press, on TV and radio, and on the internet News/press release : written information that is deemed to be newsworthy; often sent out to journalists and/or interested parties. Social media : many different forms, including internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, wall-postings, , instant messaging, music-sharing, to name a few. E.g. Google Groups (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking). Social Messaging : A social messaging utility for staying connected in real-time for example, Twitter.

4 COMMON PR TOOLS AND TECHNIQUES Attendance at public events. In order to attract public attention and keep it engaged with a particular organisation or an individual, PR specialists take an advantage of every public event and the opportunity to speak publicly. This enables them to directly reach the public attending the event and indirectly, a much larger audience. Press releases. Information that is communicated as a part of the regular TV or/and radio programme, newspapers, magazines and other types of mainstream media achieves a much bigger impact than advertisements. This is due to the fact that most people consider such information more trustworthy and meaningful than paid adds. Press release is therefore one of the oldest and most effective PR tools. Newsletters. Sending newsletters relevant information about the organisation or/and its products/services - directly to the target audience is also a common method to create and maintain a strong relationship with the public. Newsletters are also a common marketing strategy but PR specialists use it to share news and general information that may be of interest to the target audience rather than merely promoting products/services. Blogging. To reach the online audience, PR specialists use the digital forms of press releases and newsletters but they also use a variety of other tools such as blogging and recently, microblogging. It allows them to create and maintain a relationship with the target audience as well as establish a two-way communication. Social media marketing. Used primarily by the marketing industry. Social media networks, however, are also utilised by a growing number of PR specialists to establish a direct communication with the public, consumers, investors and other target groups.

5 CRITICAL FOCUS - REPUTATION Reputation is critical. Developing and focusing on your credibility and managing the impression you create with others is vital. Do you know what your reputation is? Create a positive public image and establish a good relationship with the target audience and media Community relations Building good relationships with members of the community where you do business helps build customer/ members loyalty Engaging local stakeholders and decision makers helps build your profile and level of influence, helping you to attract more customers/ members through word-of-mouth and ensuring your business interests are factored into community decision making.

6 CHOOSING AND APPLYING THE RIGHT PR TOOLS Decide on your PR goals Think about the type of reputation you want to build for you business. What do you want to be known for? What characteristics will draw new customers to you? What is newsworthy about your business? What are some big ideas to get customers talking about you? Develop your key messages Develop a series of statements that answer the who, what, where, when and why of your business. These statements are referred to as key messages and can be used as part of your PR material to showcase your business USP. Key messages are factual and are usually no longer than one sentence. Typically you should have no more than 5-6 key messages. Develop a PR budget Identify your target audiences Narrow down your best PR opportunities Tailor PR to your target audience PR and media tools exist for each of your customer segments. Your task is to match your media to your market. Consider the list of PR tools and activities and choose the best media channels to reach your customers.

7 MAPPING YOUR RELATIONSHIPS Value to them Who? Value to you Relationship type Trust Value to them Who this is? Value to you Relationship type Trust Relationship type Trust Value to them Who? Value to you Relationship type Trust Value to them Who? Value to you

8 HOW TO BUILD TRUST/ IMPROVE RELATIONSHIPS Basic principles: Be optimistic Be generous Be forgiving Know yourself Social self-awareness how to behave in a given situation Gifts we can offer: Time Attention information Tone how to be right Do your homework: Diagnosis Business case Presentation

9 T H A N K Y O U! A N Y Q U E R I E S? P L E A S E G E T I N T O U C H W I T H M E AT A L A K I N S K G M A I L. C O M O R