Introduction to Mass Media Part II: Selling the Message Advertising and Public Relations

Official Statement of Public Relations (Formerly adopted by the PRSA Assembly) PR helps our society to reach decision and function more effectively by contributing to mutual understanding among groups and institution It serves to bring private and public policies into harmony

What is PR? Public relations focus on long-term patterns of interaction btw an institution and its publics , both supportive and non-supportive,

PR work in all institutions Government agencies, Education Non-profit agencies Businesses and industry Media, Foundations, Hospitals, Athletic teams, Religious institution, …..

Who are the “publics”? Employees, Members, Customers, Local communities, share-holders, other institutions … The institutions must develop effective relationships with many different audiences or publics and with society at large in order to achieve their goals.

PR and Advertising Advertising is a tool for public relations Strategic communication begins with PR, followed by Ad “The purpose of advertising is not to build a brand, but to define a brand once the brand has been built by other means, primarily public relations ……. Advertising cannot start a fire. It can only fan a fire after it has been started” (Ries & Ries, 2002)

Advertising VS PR Ad uses a “big bang”, Ad is visual Ad reaches a mass audience, Ad favors new lines and extensions, Ad likes old names, PR uses a slow buildup PR is verbal PR reaches a targeted audience PR favors new brands, PR likes new names PR is more creative and credible than AD

What do PR professionals do? Wring news release making speeches producing videos, publishing newsletters organizing displays ……

What do PR professionals do? Conduct research Make decisions Solve problems From PR professionals: What kind of career is PR?

Required knowledge and skills for PR Required knowledge for PR professional practice Communication art Psychology Social psychology, Sociology Political science Economics Principle of management and ethics

Required knowledge and skills for PR Required Technical skill Opinion research Public-issue analysis Media relations Direct mail Institutional advertising Publications Film/video productions Special events Speeches and presentations

PR work focus on Creativity Creativity yet Effective: Creativity needs research, structure, analytical and well- organized Strategic Planning for Public Relations emphasizes Effective Creativity

PR Cases: Red Bull Strato EU: ex-smoker “Earth Month” by Starbucks

PR Campaign @ UAEU Sawaaed Club @ UAEU:

Organization event: Carnival

Unit booths Translation unit Media and technology unit Décor and Format Unit

Message strategies Logols: Carnival Booklet bookmark

Audience Participation Workshops Art works Activities: Bicycles Wish board Traditional Food Celebrity shows

Work shops

PR Campaign @ UAEU: Police Exhibit

Strategic Public Relations Phase One FORMATIVE RESERACH Analyzing the situation Analyzing the organization Analyzing the publics Phase Two STRATEGY 4. Establishing Goals and Objectives 5. Formulating Action and Response Strategies 6. Developing the Message Strategy Phase Three TACTICS 7. Selecting Communication Tactics 8. Implementing the Strategic Plan Phase Four EVALUATIVE RESEARCH 9. Evaluating the Strategic Plan