Chapter 11 PUBLIC RELATIONS PowerPoint to accompany:
Learning objectives After studying this chapter you should be able to: 1 Explain four models of public relations. 2 Discuss the role of public relations in managing relationships between an organisation and its publics. 3 Describe different public relations objectives and explain how to plan for them. 4 Discuss the role of media releases, news conferences, special events and blogs in presenting a positive public image. 5 Outline the steps in the strategic management of public relations issues. Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Public relations – PR Public relations is the term used for activities concerned with the image of an organisation and the positive public acceptance of this image An organisation’s publics are internal and external and include all those affected by its operations Stakeholders are those individuals or groups affected by the behaviour of the organisation Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Models of Public Relations manages the organisation's reputation with its various publics and audiences embraces activities concerned with the image of an organisation and the positive public acceptance of this image Two-way communication creates mutual understanding between an organisation and its publics and its stakeholders Stakeholders are individuals or groups affected by the behaviour of the organisation Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
The role of Public Relations The role of PR is to: relate needs and interest of the organisation's publics inform the publics about products and services establish and maintain communication with media and its audiences avoid conflict and misunderstanding build a positive relationship and goodwill project the corporate image build relationships with the media research public opinion and advise on how to influence it analyse future trends and advise their likely impact plan formal programs and campaigns manage public relations strategically Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Strategic emphasis The roles fulfilled by public relations include: projecting the corporate image, building positive relationships and maintaining goodwill relating to the needs and interests of the organisation’s publics informing the publics about the organisation’s products and services establishing and maintaining communication with the media minimising misunderstandings and managing conflict and issues communicating with the organisation’s publics and identifying with the public interest researching public opinion, advising on how to influence it, analysing future trends and advising on their likely impact planning formal programs and campaigns and managing public relations strategically Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Communication function Baskin and colleagues also list the following three objectives of public relations practitioners in developing their strategies: to maintain favourable opinions to create opinion where none exists or where it is latent to neutralise hostile opinion Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Determining PR objectives PR objectives aim to gain public acceptance of the organisation and include: explain and interpret organisation's policies, practices and types of business operation explain and interpret to management the opinions and attitudes held by the public towards the company guide management decision making personalise the company by presenting a recognisable image with which the publics can identify Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Determining PR objectives continued manage potential issues before conflict arises remove the cause of any problems affecting the organisation's publics encourage and persuade public acceptance of presence, image, products and services focus on type and quality of service given by the organisation Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Corporate social responsibility Corporate social responsibility is the management of an organisation’s impact on society and the environment and the alignment of the organisation with society’s and stakeholders’ expectations Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Planning and implementing a PR plan Constant research and fact-finding gives feedback on the organisation’s impact and how the public perceives the organisation and its decision makers This process informs PR planning and implementation Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Internal communication In-house communication, such as internal publications, intranets, conferences, teleconferencing, seminars and meetings, provide an opportunity to let staff (ie the organisation’s internal publics) know management’s policies, procedures and attitudes Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Dealing with the media is a key part of PR work and incorporates: Media relations Dealing with the media is a key part of PR work and incorporates: writing news releases compiling media kits advising senior personnel on how to work with the media To make news, a PR person has to prepare a story with news value News value means having: impact, currency, prominence, human interest Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Media releases may be prepared for the press, or radio or TV A media release aims to catch attention It should be kept concise and factual, using the following order of information: a lead or opening paragraph that summarises the main facts (who, what, where, when, why, how) news of secondary importance reiteration and explanation Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Media releases should be prepared with the following in mind: information is newsworthy and relevant focus on the subject most important idea first be brief no clutter be as specific as possible minimise self-congratulatory adjectives of adverbs follow established industry conventions Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Tools for successful media interviews Set objectives Set frame of reference Work out ‘must say’ and ‘would like to say’ items ‘Bridge’ from questions to ‘must says’ Express ‘must says’ as stand alone statements Reiterate ‘must says’ Avoid ‘red herrings’ Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Important points to consider: when to hold the news conference News conferences Important points to consider: when to hold the news conference whom to invite how to invite, ie fax, mail, email where to hold the conference how to set it up supplying visuals keeping a list of costs after the conference, contact absent media Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Blogs Solis and Breakenridge (2009, pp236–7) identify the following steps as a useful way to give bloggers early access to news and information: 1 Identify targets 2 Determine traditional and new voices that influence those groups 3 Rank those individuals based on their willingness to be part of an embargoed news launch and their news-related authority 4 Draft the release and news summary and organise (or create) supporting artwork, video and examples 5 Determine the embargo date and time 6 Reach out in advance to new and traditional contacts to begin discussions about embargoed news Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Blogs continued 7 Follow up with all supporting materials 8 Coordinate the release of news at the specific day and time 9 Issue search engine–optimised (SEO) releases over the wire 10 Reach out to other relevant contacts to share the news with them, based on their preferences for contact 11 Listen, observe, participate (with appropriate reactions) and answer questions across the social web 12 Build a bigger story to take to more prominent business reporters 13 Identify mid-tier bloggers who write about your industry, competitors and products Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Suitable special events for this purpose are: Some businesses decide to use a special event as a public relations exercise, in place of advertising Suitable special events for this purpose are: displays and exhibits (eg trade fairs) meetings and conferences telethons and fundraisers promotions to customers sponsored community events sponsored associations Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Steps in strategic management of public relations are: Managing PR issues Steps in strategic management of public relations are: Build a stable long-term relationship Research to identify and segment the publics Anticipate issues and manage the organisation’s response to them Develop objectives Plan formal programs and campaigns Implement the programs and campaigns Evaluate the effectiveness of the programs in meeting objectives Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Identifying and controlling PR issues In PR issue management is the process used to align organisational activities and stakeholder expectations The role of PR practitioners is to identify the issue, deal with it and communicate with stakeholders ethically and transparently A crisis is an abnormal situation or public perception that threatens the operation, safety and reputation of the organisation High-transparency organisations have effective flows of information upwards, downwards and horizontally Low-transparency organisations have ineffective flows of communication, resulting in strong internal and external grapevines Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e
Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e