Public Relations ADM 305 Lecture 1 - Definitions and Components of Public Relations Dr Andrews Agya Yalley

Learning Outcomes At the end of this lecture, student`s should be able to: Define Public Relation Explain the basic ideas and terms in Public Relation Understand the role of Public relations Develop a knowledge of the different components of public relations

Introduction to PR The idea of public relations has been around as long as people have sought to persuade other people to get them to do something, not do something, or keep on doing something.

Introduction to PR An organization’s reputation, customer relationship , profitability, and continued existence is dependent on the degree to which its targeted public supports its goals and policies PR serve as advocates for organisations seeking to build and maintain positive relationships with its public.

Introduction to PR Internet and social media has given PR a big boost. Many big firms have a presence on social networking sites, such a Facebook and Twitter Greater reliance on PR specialists for advice on the strategy and policy of their communications

Synonyms of PR Corporate Communications. - Mcdonalds, BMW, Communications- GM Marketing And Communications - IBM, Communications And Public Policy- Facebook Public Affairs And Corporate Communications- Johnson & Johnson Corporate Communications And External Affairs. -L’oreal Worldwide Public Affairs And Communications- Coca-cola Worldwide Communications And Investor Relations- Fedex Public Information And Public Affairs -Most Widely Used Terms By Nonprofits, Universities, And Government Agencies

Defining Public Relations The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics British Institute of Public Relations (BIPR)

Defining Public Relations Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution Edward L. Bernays

Defining Public Relations Consist of all forms of planned communication both inward and outward between an organization and its publics for the purpose of achieving objectives concerning mutual understanding. Frank Jefkins

Defining Public Relations The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends (Cutlip, Centre and Broom- Effective Public Relations, 1994)

Defining Public Relations The art and social science of analysing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organization’s and the public’s interest Rex F. Harlow(1978)

ELEMENTS OF PUBLIC RELATIONS Definition Deliberate. Public relations activity is intentional. It is designed to influence, gain. understanding, provide information, and obtain feedback from those affected by the activity. Planned. Public relations activity is organized. Solutions to problems are discovered and logistics are thought out, with the activity taking place over a period of time. It is systematic, requiring research and analysis. Performance. Effective public relations is based on actual policies and performance.

ELEMENTS OF PUBLIC RELATIONS Definition Public interest. Public relations activity should be mutually beneficial to the organization and the public Two-way communication. Public relations is not just disseminating information but also the art of listening and engaging in a conversation with various publics. Management function. Public relations is most effective when it is a strategic and integral part of decision making by top management.

TERMS USED IN PR

Terms used in PR Propaganda is the manipulation of symbols and words to transmit accepted attitudes and skills. Campaigns:-concerted, single-purpose publicity programme, usually on a more or less elaborate scale, employing coordinated publicity through a variety of media, aimed, at a number of targets, but focussed on specific objectives Lobbying: entails the exertion of influence, smooth and measured pressure on other, exercise of persuasion cum-pressure.

Terms used in PR Publicist- A person who deals exclusively with placement of stories in the media Press Agent- a specialist operating within the subcategory of PR that concentrates on finding unusual news angles and planning events that attract media attention. Publicist is an honourable term in the entertainment and celebrity business, but is somewhat frowned on by the mainstream public relations industry

Components of Public Relations

Employees Relations: Building better relationships between employees and management. Industrial Relations: Providing advice to management to improve mutually beneficial relations between a company and other businesses within the same industry and related ones and in the areas of suppliers, distributors, competitors and labour unions. Community Relations: Planned activity to create a relationship of good neighbourliness between an organization and other companies as well as groups within the community in which it is located. Customer Relations: Involves developing better relations with the massive consuming public and sustaining the goodwill of customers Financial Relations: This involves improving understanding through better communication with shareholders, stockbrokers, stock exchange market, fund managers, investors, banks and insurance agencies.

Press Relations: This involves working with the members of the press to maximize the free publicity that can be obtained for a newsworthy corporate event Government Relations: Lobbying government agencies such as the legislature and regulatory agency on behalf of the organization. Special Events: This is used to stimulate interest in a product, person or organization through activities designed to interact with public through staged events. Counselling: Advising organizations about how to understand and mobilize the public as well as interpret themselves. This will reduce criticisms and hostility from the press and pressure groups in society. Research: To determine attitudes and behaviours of relevant publics as well as to influence and persuade publics. Publicity: This involves the dissemination of planned messages using selected media to promote the organization’s interest.

Why PR /Functions of PR Promotional Opportunity: To inform the new service / policy which call for Public Relations to make wider publicity. Competitive: To overcome the resistance (pre-set mind condition). Controversy: To eliminate the contradictory conditions in between the organisation and the public. Adverse publicity: To inform the truth or correct issues and thereby removing the misunderstanding. Catastrophe: Announcement of any unfavourable issues. Crisis: Whenever threats arises.