THE PRACTICE OF PUBLIC RELATIONS DEFINING PUBLIC RELATIONS

What is Public Relations? How do you understand the term? ‘Public relations? Is that working with people? You know, like an air hostess, shop assistant?’ Problem of defining public relations 472 definitions of public relations in 1976

Who Uses Public Relations? The Media Small Business Internet Companies The Government Labor Unions Big Business Sports Teams Industries Non-Profit Agencies Universities Entertainment Industry Politicians Hospitals

WHAT IS ADVERTISING? Advertising is paid nonpersonal communication from an identified sponsor using media channels to persuade or influence an audience Advertising is used by: Business firms, Nonprofit organizations, Social Agencies

A COMPARISON BETWEEN PUBLIC RELATIONS AND ADVERTISING Public Relations results are are taken in the long-term Emphasizes informing, educating and creating understanding through knowledge Reports to the general manager Free for the space in media Has no control over the message (It is the journalist who writes the story) Hard to measure Advertising results can be taken either in the short-term or long- term, but shorter than PR Emphasizes selling Reports to the marketing manager Purchases space, frequency and time from media Advertising controls message (buying space and time) Can be measured

THE HISTORY of BUSINESS NEWS A newspaper editor or reporter used to ask each store owner: “Any news today?” The general store owner might answer: “Tell the ladies that I’ve just received a shipment of new dress fabrics”

SOME PR FUNDAMENTALS Key publics of PR: The general public, the employees of the business, the providers of finance, the media, neighbours, regulators PR the “credible source” Persuasiveness Objective third party Journalist or broadcaster Example:Athletic shoe manufacturer L.A. Gear A news report about a lost girl in Tennessee Rescued thanks to lights on her L.A. Twilights sneakers

Public Relations: A Management Function Public Relations is not only a marketing function IMC? Five major communication tools: Advertising, Personal selling, Sales promotion, Direct marketing, Public Relations

Public Relations: A Management Function What sort of decisions does a company make? Marketing, product distribution, finance, human resources, acquisitions, relations with the community and government authorities… Public Relations provides input for organizational decisions.

Public Relations Practitioners must: Management to the Public The Public to Management andand INTERPRETINTERPRET

A Comparison between Public Relations and Propaganda Aims to inform The identification of the sender is clear PR is two way communication (feedback, dialogue) PR cares for public interest Has a code of conduct that forbids lying Aims to influence We may not be able to identify the source It is one-sided Cares for the established objective It does not have to speak the truth

The Publics of Public Relations A group of people who face a similar problem, organize to do something about the problem, have a stake in an issue, idea, or organization The general public, the employees of the business, the providers of finance (banks), potential customers, the media, suppliers, competitors, neighbours, regulators, academic community, labor unions, shareholders, trade associations

The Curse of Spin Spin is distorting, obfuscating, to create the appearance of performance Public relations professional, who, working for political parties, corporations or pressure groups, do their best to get their client’s message across via the mass media, with one hand pressing the good news, with the other, suppressing the bad. Few people have knowledge of policy outside what they hear in the media – if they are becoming increasing distrustful of political ‘spin’ and PR this means they are cutting themselves off from policy debate

Spin Doctor The film, Wag the Dog The character played by Robert De Niro, a fixer To direct media attention away from the unpleasant story about the president A fictitious war To show the public that the president is exercising strong leadership during a time of national crisis. m/watch?v=CNo0Bic RM8khttp:// m/watch?v=CNo0Bic RM8k

The Functions of Public Relations Writing: Elemantary public relations skill. Press releases, speeches, brochures… Media relations Planning: Special events, media events, management functions. Researching: Attitudes, opinions which influence behavior and beliefs Publicity: Marketing function, unpaid communication about an organization appearing in the mass media Issues management: Diagnosing and counseling on issues which are crucial for the organization Community relations Consumer relations Employee relations Government affairs: Legislators, regulators, local, state and federal officials Counseling

Halkbank staged a press conference for the economy media in İstanbul’s Çırağan Palace to introduce the Paraf and hosted famous faces from the business world and celebrities from the social scene in a launch cocktail the same evening. Media Relations The right information becomes news when it’s communicated on the right channel at the right time. We manage media relations in observance of ethical rules by means of strategic messages and smart planning through the work of our media team members each of whom is specialized in a different field.

McDonald’s cares about the treatment of animals Management of issues in the emergence stage versus the crisis stage, anticipatory issues management A leadership role in improving conditions and operations at suppliers’ facilities Ensure good animal handling practices Humane treatment of animals Suppliers who maintain the highest standards McDonald’s commitment to animal welfare.

Edward Bernays Nephew of Sigmund Freud Psychology and mass psychology for creating the images for governments and corporations to gain consent in a period where aristocratic precedence was beginning to fade. A large series of books published over his 100 year lifetime with titles like “Crystallizing Public Opinion.” Still alive in the 1990s

1929 TORCHES OF FREEDOM

Public Relations Practitioners must be: Ethical Truthful Credible The Organization’s Conscience