THE ROLE AND IMPACT OF PUBLIC RELATIONS IN INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS AALTO OPEN UNIVERSITY August 25th 2016 AARNIOVUORI MINTTU, STEN IDA, KOHVAKKA VILLE

AGENDA Definitions & Characteristics Evolvement Models of PR PR in the digital age Agendan sisältö/ulkomuoto ei lopullinen, ehdotus: Definitions & Characteristics (include methods briefly) Evolvement & Milestones (tän voi jättää pois jos ei riitä aikaa) Traditional Models of PR (press agentry/publicity model, public information model) New Models of PR (Two-way model, digital PR, relationship management) n. 2min/slide + intro + conclusion

DEFINITIONS “The art and social science of analysing trends, predicting their consequences, counselling organisation’s leadership and implementing planned programmes of action which will serve both the organisation’s and the public’s interest.”– Public Relations Educational Trust (1991) “Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”– Institute of Public Relations “Management of relationships between organisations and their stakeholders.” – Brunning and Ledingham (2000) - Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

CHARACTERISTICS How to define PR? Marketing tool for internal and external communications for organizations Raise visibility, interest and goodwill Maintain mutual understanding between actors Analyzes trends, consequences In general: management of relationships between organizations and its stakeholders Shapes attitudes and opinions of stakeholders Cost-effective means of carrying messages with a high degree of credibility. Limited control

CHARACTERISTICS Credibility and integration PR outside advertisement has often more credibility But is outside control (press releases, interview etc) (Politicians don’t talk anything before PR-person….) Reach specific audiences – SOME – Digitools PR-strategy is used to keep communications controlled and integrated Cost-effective means of carrying messages with a high degree of credibility. Limited control

Stakeholders What is a stakeholder? Organizations and groups with which organization interacts Employees – influence word-to-word “image” Motivation and stimulation Financial Groups – credible data and contacs Investors and shareholders Customers – media Reach potential customers goodwill, interest, W-O-M Corporate public relations – “work with not against” Government, community, industry, NGO Cost-effective means of carrying messages with a high degree of credibility. Limited control

Evolvement of pr The father of PR: Edward Bernays Edward Bernays (November 22, 1891 − March 9, 1995) was an Austrian-American pioneer in the field of public relations and propaganda, known as "the father of public relations". Sigmund Freud’s nephew Coined the term Public Relations because propaganda had a negative connotation after World War I Wrote the first PR book “Crystallizing Public Opinion” - Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

Influence of Edward Bernays Hair nets Bacon for breakfast Women and smoking Bananas are healthy (United Fruit) Guatemala boycott and civil war - Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

Uses of PR throughout history Promote wars Lobby for political causes and support political parties Promote religion Publicize events and people Sell products - Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

Evolvement as a profession PR has existed as a profession since 1940s Today it is a recognized field of study and academics Forecasters say the demand for PR professionals will only increase in the future - Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

MODELS OF PR Gruning and Hunt (1984) – 4 models The press / publicity model One Way – propaganda – convince the receiver Public information model Truthful one way information Don’t smoke, NGO:s, ÅA – “Allting faller på sin plats” Two-way assymetric model Communication – influence attitude with persuasion Politics, business Two-way symmetric model High credibility if success – high risk Four different models – more like blurred lines…

MODELS OF PR Ethics - Is PR ethical? The consequenses? Whose interests it serves? Who is affected in the end? E.L. Bernays – Grandmaster of PR

PR IN THE DIGITAL AGE “It is how the technology is used that influences organization–public relationships” Kent & Taylor (1998)

PR IN THE DIGITAL AGE Digital PR = Traditional PR + content marketing + search optimisation + ??? New digital alternatives: Twitter, Snapchat, Facebook Live… Rise of influencer marketing - trust on Social Media as much as on family & friends PR Managers to tie communication objectives into core business problems “From measuring output to measuring outcome” Bruning & Ledingham (2000) Agility is key for success Search Engine Optimization

PR IN THE DIGITAL AGE Emergency Nurses Association - Ebola Crisis Response https://www.youtube.com/watch?v=ipVD8nPplF0 "Ice Bucket Challenge," to raise awareness of ALS https://www.youtube.com/playlist?list=PLbpi6ZahtOH4igr4V0mM7a_e4z8gsEFgn

THANK YOU! Q/A