Public Relations PPTs

8/12/2019 Public Relations PPTs

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PUBLICRELATIONS


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Public relations(PR) is the practice of

managing the flow of information between an

organization and its public.Public relations gains an organization or

individual exposure to their audiences using

topics of public interest and news items that do

not require direct payment. Because public relations places exposure in

credible third-party outlets, it offers a third-party

legitimacy that advertising does not have.

Common activities include speaking atconferences, working with the press, and

employee communication.


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PR can be used to build rapport with

employees, customers, investors, voters, orthe general public.

Almost any organization that has a stake in

how it is portrayed in the public arenaemploys some level of public relations.

A number of specialties exist within the field

of public relations, such as Analyst

Relations, Media Relations, InvestorRelations or Labor Relations.


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The Public Relations Society of America (PRSA)claimed: "Public relations helps an organization andits publics adapt mutually to each other." Accordingto the PRSA, the essential functions of publicrelations include research, planning,communications dialogue and evaluation.

Edward Louis Bernays, who is considered thefounding father of modern public relations alongwith Ivy Lee, in the early 1900s defined publicrelations as a management function whichtabulates public attitudes, defines the policies,

procedures and interests of an organization,followed by executing a program of action to earnpublic understanding and acceptance.


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Today, "Public Relations is a set of management,supervisory, and technical functions that foster an

organization's ability to strategically listen to,

appreciate, and respond to those persons whose

mutually beneficial relationships with the

organization are necessary if it is to achieve itsmissions and values.

Essentially it is a management function that focuses

on two-way communication and fostering of

mutually beneficial relationships between anorganization and its public.


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Building and managing relationships with

those who influence an organization or

individual's important audiences has a

central role in doing public relations.


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METHODS, TOOLSANDTACTICS

Public relations and publicity are not synonymous

but many PR campaigns include provisions for

publicity. Publicity is the spreading of information to

gain public awareness for a product, person,

service, cause or organization, and can be seen asa result of effective PR planning.


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PUBLICTARGETING

A fundamental technique used in public relations isto identify the target audience, and to tailor every

message to appeal to that audience.

It can be a general, nationwide or worldwide

audience, but it is more often a segment of apopulation.

Marketers often refer to economy-driven

demographics, but in public relations an audience

is more fluid, being whoever someone wants to

reach.

There is also a psychographic grouping based on

fitness level, eating preferences and so on.


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In addition to audiences, there are usuallystakeholders, literally people who have a "stake" in

a given issue.

All audiences are stakeholders (or presumptive

stakeholders), but not all stakeholders are

audiences.

For example, a charity commissions a PR agency

to create an advertising campaign to raise money to

find a cure for a disease. The charity and the

people with the disease are stakeholders, but theaudience is anyone who is likely to donate money.


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LOBBYGROUPS

Lobby groups are established to influence

government policy, corporate policy, or public

opinion.

An example of this is the American Israel Public

Affairs Committee, AIPAC, which influences

American foreign policy. Such groups claim to

represent a particular interest and in fact are

dedicated to doing so.

When a lobby group hides its true purpose andsupport base it is known as a front group.


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SPIN

In public relations, "spin" is sometimes a pejorativeterm signifying a heavily biased portrayal in one's

own favor of an event or situation.

While traditional public relations may also rely on

creative presentation of the facts, spin" often,

though not always, implies disingenuous, deceptive

and/or highly manipulative tactics.

The techniques of "spins, include selectively

presenting facts and quotes that support one's

position Another spin technique involves carefulchoice of timing in the release of certain news so it

can take advantage of prominent events in the

news.


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MEETANDGREET

Many businesses and organizations use a

Meet and Greet as a method of introducing

two or more parties to each other in a

comfortable setting. These generally involve some sort of

incentive, usually food catered from

restaurants, to encourage employees or

members to participate.


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Publicity events, pseudo-events, photo ops or publicity stunts.

The talk show circuit. A PR spokesperson (or his/her client)"does the circuit" by being interviewed on television and radiotalk shows with audiences that the client wishes to reach.

Books and other writings Blogs

After a PR practitioner has been working in the field for awhile, he or she accumulates a list of contacts in the mediaand elsewhere in the public affairs sphere.

Direct communication (carrying messages directly to

constituents, rather than through the mass media) with, e.g.,newslettersin print and e-letters.

Collateral literature, traditionally in print and nowpredominantly as web sites.

Speeches to constituent groups and professionalorganizations; receptions; seminars, and other events;personal appearances.

A DESK VISIT is where the PR person literally takes theirproduct to the desk of the journalist in order to show themwhat they are promoting.


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PHILOSOPHYOFPUBLICRELATIONS

Public relations is about man, its fundamental

function is to enlighten, educate, emancipate,

energize, empower, elevate and enrich man. It can

empower an individual through the dissemination of

relevant information (education).

Therefore the philosophy of PR is the philosophyabout human kind. It is important to know the

nature of man, this will help in knowing the means

of educating man. Because man is not just a

biological organism but an animal endowed withreason whose highest dignity is in the intellect.


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Public relations as a management function helps in

defining and achieving organizational objectives

and philosophy, adapts to a changing environment

and facilitate organizational change.

PR practitioners communicate with all relevant

internal and external publics in the effort to create

consistency between organizational goals and

societal expectations.

Their duties go far beyond the skills of

communicating like their counterparts in other

functional areas of their organization, must be able

to influence policy decision and developingstrategies to implement them. PR informs, creates

ideas, persuades people and makes things happen.


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It establishes and maintains mutual lines of

communication, understanding, acceptance and

cooperation between an organization and its

publics.

Public relations is fundamentally a pull marketing

tactic and has had to be creative long before now in

the ways it disseminates its clients messages.

The beauty of PR is that it can be adapted to any

medium (so long as it permits verbal

communication) and shall always provide a

seemingly more credible source of information toconsumers.

Documents

Public Relations PPTs