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

2. 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

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

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

5. 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.

6. 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)

7. 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

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

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

10. 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

11. 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

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

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

14. PR UAEU
Sawaaed UAEU:

15. Organization event: Carnival

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

17. Message strategies
Logols: Carnival
Booklet
bookmark

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

19. Work shops

20. PR Campaign @ UAEU: Police Exhibit

25. 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