1. THE ROLE AND IMPACT OF PUBLIC RELATIONS
IN INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS AALTO OPEN UNIVERSITY August 25th 2016
AARNIOVUORI MINTTU, STEN IDA, KOHVAKKA VILLE

2. AGENDA Definitions & Characteristics Evolvement Models of PR
PR in the digital age
Agendan sisältö/ulkomuoto ei lopullinen, ehdotus:
Definitions & Characteristics (include methods briefly)
Evolvement & Milestones (tän voi jättää pois jos ei riitä aikaa)
Traditional Models of PR (press agentry/publicity model, public information model)
New Models of PR (Two-way model, digital PR, relationship management)
n. 2min/slide + intro + conclusion

3. DEFINITIONS
“The art and social science of analysing trends, predicting their consequences, counselling organisation’s leadership and implementing planned programmes of action which will serve both the organisation’s and the public’s interest.”– Public Relations Educational Trust (1991)
“Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”– Institute of Public Relations
“Management of relationships between organisations and their stakeholders.” – Brunning and Ledingham (2000)
- Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

4. CHARACTERISTICS How to define PR?
Marketing tool for internal and external communications for organizations
Raise visibility, interest and goodwill
Maintain mutual understanding between actors
Analyzes trends, consequences
In general: management of relationships between organizations and its stakeholders
Shapes attitudes and opinions of stakeholders
Cost-effective means of carrying messages with a high degree of credibility. Limited control

5. CHARACTERISTICS Credibility and integration
PR outside advertisement has often more credibility
But is outside control (press releases, interview etc)
(Politicians don’t talk anything before PR-person….)
Reach specific audiences – SOME – Digitools
PR-strategy is used to keep communications controlled and integrated
Cost-effective means of carrying messages with a high degree of credibility. Limited control

7. Stakeholders What is a stakeholder?
Organizations and groups with which organization interacts
Employees – influence word-to-word “image”
Motivation and stimulation
Financial Groups – credible data and contacs
Investors and shareholders
Customers – media
Reach potential customers goodwill, interest, W-O-M
Corporate public relations – “work with not against”
Government, community, industry, NGO
Cost-effective means of carrying messages with a high degree of credibility. Limited control

9. Evolvement of pr The father of PR: Edward Bernays
Edward Bernays (November 22, 1891 − March 9, 1995) was an Austrian-American pioneer in the field of public relations and propaganda, known as "the father of public relations".
Sigmund Freud’s nephew
Coined the term Public Relations because propaganda had a negative connotation after World War I
Wrote the first PR book “Crystallizing Public Opinion”
- Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

10. Influence of Edward Bernays
Hair nets
Bacon for breakfast
Women and smoking
Bananas are healthy (United Fruit)
Guatemala boycott and civil war
- Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

11. Uses of PR throughout history
Promote wars
Lobby for political causes and support political parties
Promote religion
Publicize events and people
Sell products
- Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

12. Evolvement as a profession
PR has existed as a profession since 1940s
Today it is a recognized field of study and academics
Forecasters say the demand for PR professionals will only increase in the future
- Planned and sustained actions by an organization’s management, based on analytics and predictions. Leads to mutual understanding and relationship between an organisation and its stakeholders

13. MODELS OF PR Gruning and Hunt (1984) – 4 models
The press / publicity model
One Way – propaganda – convince the receiver
Public information model
Truthful one way information
Don’t smoke, NGO:s, ÅA – “Allting faller på sin plats”
Two-way assymetric model
Communication – influence attitude with persuasion
Politics, business
Two-way symmetric model
High credibility if success – high risk
Four different models – more like blurred lines…

14. MODELS OF PR Ethics - Is PR ethical? The consequenses?
Whose interests it serves?
Who is affected in the end?
E.L. Bernays – Grandmaster of PR

15. PR IN THE DIGITAL AGE
“It is how the technology is used that influences organization–public relationships” Kent & Taylor (1998)

16. PR IN THE DIGITAL AGE
Digital PR = Traditional PR + content marketing + search optimisation + ???
New digital alternatives: Twitter, Snapchat, Facebook Live…
Rise of influencer marketing - trust on Social Media as much as on family & friends
PR Managers to tie communication objectives into core business problems
“From measuring output to measuring outcome” Bruning & Ledingham (2000)
Agility is key for success
Search Engine Optimization

17. PR IN THE DIGITAL AGE
Emergency Nurses Association - Ebola Crisis Response
"Ice Bucket Challenge," to raise awareness of ALS

18. THANK YOU! Q/A