A management function Key component in communications strategy Deals with opinion create and sustain positive public opinion vis à vis the

Transcription

1 What is PR? A management function Key component in communications strategy Deals with opinion create and sustain positive public opinion vis à vis the organisation Specific tools and methods for achieving objectives (releases, conferences, events, etc.)

2 "Public relations helps an organization and its publics adapt mutually to each other." (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. (IPR)

3 PR in the organisation PR is a management discipline Key aspect in integrated communications approach may support advertising & marketing activities PR is the management of relationships (both internal and external) Manages both reputation & perception of organisations, brands and individuals.

4 Integrated Communications Public Relations Advertising Sales Promotion Direct Marketing Personal Selling

5 Specificities of PR PR longer term (vs. advertising, sales promotions) Specific indirect tools (releases, conferences, events, sponsorship) give rise to publicity No or little media space buying (vs. advertising) Does not directly sell products or brands but promotes the organisation as a whole

6 IPR 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.

7 'Organisation' : govt body, business, profession, public service or body concerned with health, culture, education any corporate or voluntary body large or small. 'Publics' : audiences that are important to the organisation include customers existing and potential; employees and management; investors; media; government; suppliers; opinion formers. 'Understanding' : a two way process needs to listen to opinions and not solely provide information. (vs. issuing a barrage of propaganda)

8 Range of forms and titles: public information, investor relations, public affairs, corporate communication, marketing or customer relations PR not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works. Through research, feedback communication and evaluation, To find out the concerns and expectations of a company's publics and explain them to its management

9 Activities Programme planning analysing problems and opportunities, defining goals, recommending and planning activities measuring results liaising with management and clients throughout Writing and editing (use of printed word to reach large groups) shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.

10 Media relations developing and maintaining a good working contact with the media. knowledge of how local and national papers, magazines, radio and television work as well as the special interests of journalists. Corporate identity developing and maintaining an organisation's identity via corporate advertising presenting the company's name and reputation rather than its products.

11 Speaking communicating effectively with individuals and groups including meetings, presentations, and platform participation. Production brochures, reports, film and multi media programmes Co ordination of studio or location photography (Sound knowledge of techniques for supervision)

12 Special events news conferences, exhibitions, facility celebrations, open days, competitions and award programmes to gain the attention of specific groups. Research and evaluation analysis and fact gathering. Evaluation of PR programme as a continuing process Use of measurement to decide future strategy.