Issues in Public Relations Public relations today is a complex place PR marketplace is rapidly changing due to; – Role of Technology – Internet – Globalisation.

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Presentation transcript:

Issues in Public Relations Public relations today is a complex place PR marketplace is rapidly changing due to; – Role of Technology – Internet – Globalisation – International Associations

Role of Technology Smaller boutique Public Relations firms Real time response environment Low setup costs and high quality product Videoconferencing Skype

Internet Internet is a Public Relations tool in its own right Facebook – Social networking sites User forums, Chat groups Online publications – Prompts In house Public Relations Additions to Company Websites

Globalisation Issues The world is a smaller place!!! International Trade Global Marketplace Public Relations needs to be Global to meet these issues – Culturally diverse and sensitive to international issues

International Associations With Global Marketplace comes global Public Relations associations Places to share PR strategies, emerging issues, research papers, trends Place of recognition – PR awards These can all drive further benefits for organisations/ businesses associated with them

Activity – EXPLORING ISSUES in PR USING THE INTERNET – 20 minutes 1.Find 2 awarded PR Campaigns (hint google awarded PR campaigns) For each write down a)Name of award b)Winning company & Agency c)Describe the Campaign that was run 2. Locate 2 PR firms in Melbourne and describe what services they offer 3. Prepare to present your answers to the class.

Public Relations Evaluation Public Relations evaluation – is a thorough and systematic review of the public relations objectives, strategies and tactics - look at EACH AREA of our Objectives, Strategies & Tactics AND MEASURE WHAT WE DID? WHAT WORKED? WHAT DIDN’T WORK? WHY?

What are we MEASURING The Most Common Public Relations Measures (Performance Indicators) are 1.Level of customer satisfaction 2.Change in public opinions/reactions 3.Investor reactions 4.Supportive or critical public comments 5.Changed public image 6.Sales, market share and profit

PR Evaluation Activities Mission Impossible mission-impossible-stunt/ Questions 1.How would I evaluate the success of this PR Campaign 2.List your examples

PR Evaluation Activities World Wildlife Federation verge-of-extinction-to-save-another-family-on-the-verge-of- extinction-tigers/ Questions 1.How would you evaluate the success of this PR Campaign 2.List your examples

PR Evaluation Case Study Red Bull Read the Red Bull Case Study & answer Questions 1.How did they evaluate the success of this PR Campaign 2.List your examples

Ethical & Socially Responsible Behavior Public Relations ethics – is the moral evaluation of public relations activities as right or wrong Public Relations social responsibility – is the conscious effort by a public relations business to – maximise its positive impact and – minimise its negative impact on society

Ethical issues Examples of unethical PR practices – Offering gifts or favors for journalists for story placement – Paying radio announcers to make negative comments about business rivals – Spreading rumours about rivals customers, employees

Ethical Issues lead to Legal Issues Defamation Misrepresentation Intellectual Property Contracts