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Introduction
What will we cover in this topic?
1. EFFECTIVE PUBLIC RELATIONS
2. CRISIS COMMUNICATION
3. ISSUES MANAGEMENT
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When the Chinese President visited the U.S.
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When the American President went to China
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Public Relations is a process involving many subtle Public Relations is a process involving many subtle and far reaching aspects like research and analysis, and far reaching aspects like research and analysis, policy formation, programming, communication, policy formation, programming, communication, and feedback from numerous public.and feedback from numerous public.
People has wrong impression and define Public People has wrong impression and define Public Relations by some of its most visible techniques Relations by some of its most visible techniques and tactics, such as publicity in newspaper, a and tactics, such as publicity in newspaper, a television interview with an organization’s television interview with an organization’s spokesman, or the appearance of a celebrity at a spokesman, or the appearance of a celebrity at a special event. special event.
PUBLIC RELATIONSPUBLIC RELATIONS
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Definitions of Public RelationsDefinitions of Public Relations
““Public Relations is the management function which evaluates public Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program organization with the public interest, and plans and executes a program action to earn public understand and patience.”action to earn public understand and patience.”- PR Newsletter- PR Newsletter
Public Relations is the distinctive management function which helps Public Relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; acceptance, and cooperation between an organization and its publics; involves the management problems or issues; helps management keep involves the management problems or issues; helps management keep informed on and responsive to public opinion; defines and emphasizes informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal.and sound ethical communication techniques as its principal.- Rex Harlow, founder PRSA- Rex Harlow, founder PRSA
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Public relations is the management function that identifies, Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its between an organization and the various publics on whom its success or failure depends.success or failure depends.- Scott M. Cutlip, Allen H. and Glen M.Bloom- Scott M. Cutlip, Allen H. and Glen M.Bloom
Today modern practice of Public RelationsToday modern practice of Public Relations“ “ a communication function of management through which a communication function of management through which organizations adapt to, alter, or maintain their environment for the organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.purpose of achieving organizational goals.- Professors Lawrence W.Long and Vicent Hazelton- Professors Lawrence W.Long and Vicent Hazelton
The approach is foster open, two way communication and mutual The approach is foster open, two way communication and mutual understanding with the idea that an organization also changes its understanding with the idea that an organization also changes its attitudes and behaviors in the process – not just the target attitudes and behaviors in the process – not just the target audience.audience.
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Keywords from the Definitions of PRsKeywords from the Definitions of PRs
DeliberateDeliberate PlannedPlanned PerformancePerformance Public interestPublic interest Two- way communicationTwo- way communication Management functionManagement function
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Public Relations as a ProcessPublic Relations as a Process
Public Relations Public Relations is a process – that is , a series of actions, is a process – that is , a series of actions, changes, or functions that bring about resultschanges, or functions that bring about results
John Marston use John Marston use RACERACE as 4 key elements for the Public as 4 key elements for the Public Relations activities:Relations activities:
RResearch.esearch. What is the problem or situation?What is the problem or situation? AActionction( ( program planning). What is going to be done about it?program planning). What is going to be done about it? CCommunication (execution). How will the public be told?ommunication (execution). How will the public be told? EEvaluation. Was the audience reached and what was the effect?valuation. Was the audience reached and what was the effect?
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"How did we do?" "What's happening now?"
"How and when do "What should we do
we do and say it?" and say, and why?"
Assessment Situation Analysis
StrategyImplementation
1. Defining Public
Relations Problems
2. Planning and Programming
3. Taking Action and Communicating
4. Evaluating the Program
Steps in Public Relations Process
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Public Relations – Process As APublic Relations – Process As A NeverNever--ending ending
CycleCycle
Research and analysis
Policy formation
Programming
Communication
Feedback
Program assessment and adjustment
In the conceptualization of public relations as a cyclical process, feedback- or audience response- leads to assessment of the program, which becomes an essential element in the development of another public relations project.
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Components Of Public Relations
CounselingCounseling ResearchResearch Media RelationsMedia Relations PublicityPublicity Employee/Member RelationsEmployee/Member Relations Community RelationsCommunity Relations Public AffairsPublic Affairs Government AffairsGovernment Affairs Issues ManagementIssues Management Financial RelationsFinancial Relations Industry RelationsIndustry Relations Development/Fund RaisingDevelopment/Fund Raising Multicultural Relations/Workplace DiversityMulticultural Relations/Workplace Diversity Special EventsSpecial Events Marketing CommunicationsMarketing Communications
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Public relations differs from:
• Journalism
• Advertising
• Marketing
Public relations supports marketing
When Public Relations becomes part of marketing strategy, it is often called marketing communication. Public Relations can be used to create an environment in which a corporation can successfully sell its products.
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Models of Public RelationsModels of Public Relations
1.1. Press Agentry /PublicityPress Agentry /Publicity
2.2. Public InformationPublic Information
3.3. Two-Way AsymmetricTwo-Way Asymmetric
4.4. Two-Way SymmetricTwo-Way Symmetric
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Model
One Way Two Way
Press Agentry/ Public Two-way Two-way
Publicity information Asymmetrical Symmetrical
Purpose Propaganda Dissemination Scientific Mutual
of information persuasion understanding
Organizational Advocacy Dissemination Advocacy Mediation
contribution of information
Nature of One-way; One-way;truth Two-way; Two-way;
communication complete truth important imbalanced balanced effects
not essential effects
Communication Source to Rec Source to Rec Source to Rec Group to Group
Model feedback feedback
Nature of Little; Little; Formative; Formative;
research counting house readability evaluative of evaluation of
,readership attitudes understanding
Characteristics of Four Models of Public Relations
Source: Adapted from Grunig and Hunt, Managing Public Relations, 1984, p. 22.
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The Values of Public Relations
• Need not more information but sensitive communication, with Public Relations Practitioner can explain the goals and methods of individuals, organizations, and governments to others in a socially responsible manner.
• Provide what the other are thinking to guide the individuals, organizations, and governments in setting their policies wisely for the common good.
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CRISIS COMMUNICATIONSCRISIS COMMUNICATIONS
WHAT IS A CRISIS ?WHAT IS A CRISIS ?
““situations characterized by surprise, high threatsituations characterized by surprise, high threat to important valves, and a short decision time”to important valves, and a short decision time” — — Ole R.HolstiOle R.Holsti ““a disruption that physically affects a system as a disruption that physically affects a system as
a whole and threatens its basic assumptions, itsa whole and threatens its basic assumptions, itssubjective sense of self, its existential core”subjective sense of self, its existential core”— — Thierry C.Pauchant and Ian J. MitroffThierry C.Pauchant and Ian J. Mitroff
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What Is A Crisis ?What Is A Crisis ?
Pacific Telesis reported has the best definition:Pacific Telesis reported has the best definition:
A crisis is “an extraordinary event or series of A crisis is “an extraordinary event or series of events that adversely affects the integrity of the events that adversely affects the integrity of the products, the reputation or financial stability of theproducts, the reputation or financial stability of the
organization; or the health or well-being oforganization; or the health or well-being of
employees, the community, or the public at large” employees, the community, or the public at large”
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Organizational CrisisOrganizational Crisis
List of crises could happen in organizations: List of crises could happen in organizations: -a product recall-a product recall-a plane crush-a plane crush-government investigation-government investigation-strike-strike-insider trading scandal-insider trading scandal-protest-protest-hostile takeover-hostile takeover-death of top executive-death of top executive-sexual harassment-sexual harassment-a hospital malpractice suit-a hospital malpractice suit-CEO get arrested for drunk driving-CEO get arrested for drunk driving-computer system crash, causing to lose all data-computer system crash, causing to lose all data-etc……..-etc……..
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Crisis Communications PlanCrisis Communications Plan
14 Percent of business crises are unexpected, 86 percent are 14 Percent of business crises are unexpected, 86 percent are ‘smoldering’ crises in which an organization is aware of potential ‘smoldering’ crises in which an organization is aware of potential business disruption long before the public finds out about it business disruption long before the public finds out about it (Institute of Crisis Management)(Institute of Crisis Management)
The study also found out 50% of 500 companies did not have a The study also found out 50% of 500 companies did not have a crisis communications plan even 89% of CEO aware business crisis communications plan even 89% of CEO aware business crisis almost inevitable.crisis almost inevitable.
A crisis communications plan is important as handling a crisis A crisis communications plan is important as handling a crisis effectively could save lives and millions of dollarseffectively could save lives and millions of dollars
A well managed crisis will enhance one’s reputation and business. A well managed crisis will enhance one’s reputation and business. A poor managed one can damage both the organization up to A poor managed one can damage both the organization up to costly litigation. costly litigation.
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Communication During a CrisisCommunication During a Crisis
Put the public firstPut the public first Take responsibilityTake responsibility Be honestBe honest Never say" no comment”Never say" no comment” Designate a single spokesmanDesignate a single spokesman Set up a central information centerSet up a central information center Provide constant flow of informationProvide constant flow of information Be familiar with media and deadlinesBe familiar with media and deadlines Be accessibleBe accessible Monitor news coverage and telephone inquiriesMonitor news coverage and telephone inquiries Communicate with key publicsCommunicate with key publics
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Crisis Communication Strategies Crisis Communication Strategies
Attack the accuserAttack the accuser DenialDenial ExcuseExcuse JustificationJustification IngratiationIngratiation Corrective actionCorrective action Full apologyFull apology
To consider more accommodative strategies if defensiveTo consider more accommodative strategies if defensivestrategies are not effective in repairing an organization’sstrategies are not effective in repairing an organization’sreputation or restoring previous sale levels.reputation or restoring previous sale levels.
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Accommodative strategies emphasize on Accommodative strategies emphasize on repair, which is needed as damage worsensrepair, which is needed as damage worsens
Defensive strategies (denial, excuse and attack Defensive strategies (denial, excuse and attack the accuser), become less effectives as the accuser), become less effectives as organizations are viewed as responsible for the organizations are viewed as responsible for the crisis.crisis.
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Some organizations not adopt an accommodate strategies or two Some organizations not adopt an accommodate strategies or two way communication when deal with crisis or conflict with some publicsway communication when deal with crisis or conflict with some publicsdue to:due to:
Management’s moral conviction that the public is wrongManagement’s moral conviction that the public is wrong Legal constraintsLegal constraints Prohibition by senior management against an accommodative Prohibition by senior management against an accommodative
stance.stance. Possible conflict between departments of the organization on what Possible conflict between departments of the organization on what
strategies to adopt.strategies to adopt. Moral neutrality when two contending publics want the organization Moral neutrality when two contending publics want the organization
take sides on policy issued.take sides on policy issued.
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ISSUES MANAGEMENTISSUES MANAGEMENT
One of the component of Public Relations One of the component of Public Relations and strategic planning.and strategic planning.
It involves an assessment of an issue and It involves an assessment of an issue and its importance to the organization.its importance to the organization.
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Issues Management MatrixIssues Management Matrix
High impact on business
Low impact on business
High opportunity to influence
Low opportunityto influence
Buildalliances
Constantmonitoring
Infrequentmonitoring
Priority for resources
Bader Rutter & Associates
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Issues Management is a proactive andIssues Management is a proactive and
systematic approach to :systematic approach to :
Predict problemsPredict problems Anticipate threatsAnticipate threats Minimize surprisesMinimize surprises Resolve issuesResolve issues Prevent crises Prevent crises
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Definition of Issues ManagementDefinition of Issues Management
Issues Management is the organized activity of identifying Issues Management is the organized activity of identifying emerging trends, concerns, or issues likely to affect an emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and organization in the next few years and developing a wider and more positive range of organizational responses toward the future.more positive range of organizational responses toward the future.--- Coates, Jarratt and Heinz--- Coates, Jarratt and Heinz
Issues Management is proactive in that it tries to identify issues Issues Management is proactive in that it tries to identify issues and influence decisions regarding them before they have a and influence decisions regarding them before they have a detrimental effect on a corporation.detrimental effect on a corporation.--- Philip Gaunt and Jeff Ollenburger--- Philip Gaunt and Jeff Ollenburger
The basic concept of issues management is proactive The basic concept of issues management is proactive planningplanning
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Contrast Between Issues ManagementContrast Between Issues ManagementAnd Crisis CommunicationAnd Crisis Communication
Proactive vs ReactiveProactive vs Reactive Crisis communication more reactive Crisis communication more reactive
dealing with an issue after it becomes dealing with an issue after it becomes public knowledge and affects the companypublic knowledge and affects the company
Issues management is active planning and Issues management is active planning and prevention will be a difference between prevention will be a difference between non-crisis and crisis.non-crisis and crisis.
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Most organizational crises are self-inflicted Most organizational crises are self-inflicted because management ignored early warning because management ignored early warning signs.signs.
Organizations would avoid bad publicity and Organizations would avoid bad publicity and public outcry if they had paid attention to the public outcry if they had paid attention to the concept of issues management.concept of issues management.
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Steps in Issues ManagementSteps in Issues Management
1. Issues Identification1. Issues Identification
2. Issues Analysis2. Issues Analysis
3. Strategy Options3. Strategy Options
4. Action Plan4. Action Plan
5. Evaluation5. Evaluation
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ConclusionConclusion
Can you now distinguish public relations, Can you now distinguish public relations, crisis communication and issues crisis communication and issues management?management?
