Introduction to Public Relations Advertising Inas A hamid

Introduction to Public Relations & Advertising Inas A. hamid

Founding Fathers of PR Ø Edward Bernays (1892 -1995) Ø Ivy Lee (1877 -1934)

Ivy Lee Ø 1904 : Opened his PR firm. Ø 1906 : initiated a policy of “the public should be informed", while engaged in defining the coalmine owners against their strike workforce. Ø Introduced the facility visit for reporters to investigate and report freely on what they found.

Edward Bernays 1918 : His uncle's book –Freud - “A general introduction to psychoanalysis” , convinced him that people may be persuaded not only to support a war effort , but also to adopt new ways of thinking and to adapt their habits and opinions. Ø 1919 : He went to New York as PR counsel , a term he devised in substitution for propaganda. Ø He developed and delivered the first course in PR at New York university. Ø 1923 : he published the first text on PR “crystallizing public opinion”. Ø

Ø What is PR It is a serious of complex activities that include the following: l Sustained effort. l Measurement and evaluation of attitudes. l The use of various techniques to influence those attitudes. l Research is an essential element. l Using communication to interact effectively with publics. l Mutual understanding between the organization and its publics. l Responsible behavior that is in the public interest as well as that of the organization. l Predicting the future and be ready for it. l Issues management : scanning environmental issues , deciding their future course , trying to influence their outcomes. l Placing reputation at the centre of PR practice. l Building the desired image of the corporate. l Communicating with stakeholders more than publics.

Ø So , PR department is a unit in a firm that manage publicity and other communications with every group that is in contact with the company.

Identifying Stakeholders Ø A person or group that has a vested interest in the organization's well-being , such as : l l l l l Investors and shareholders who need profits. Banks that are waiting for loan repayments. Employees need their wages. Unions. Customers Media Local community. Government. Special interest group.

PR functions Ø Identifying internal and external stakeholders. Ø Assess the corporate reputation. Ø Audit corporate social responsibility. Ø Create positive image-building activities. Ø Prevent or reduce image damage.

PR process PR uses a four-step process , (which is really three steps process): Research: to collect information. Ø Planning : It may be short – or long-term. l Planning has many objectives: • Modifying the organization. • Influencing public opinion. Ø Communication: by using many tools: news , press release , publications , news conference , special events, ……, to present yourself in the best way , and neutralizing criticism. Ø Evaluation : measuring the results. Ø

PR Culture PR culture describes an organizational environment (objectives , stakeholders , current culture , and what should ) in which every participant understand the purpose of PR , mainly the creation of favorable reputation. Ø This can be translated into the following: Ø l l l Acting towards outsiders as an ambassador. Mutual understanding. Speak up for the organization and express its opinions and values. Champion its cause. Make PR decisions reflect the values of the organization.

What is not PR? PR is not Advertising. Ø PR Ø Achieving sales not a principle purpose , but its task to : l l l l Inform Educate Create better understanding Gain credit Encourage loyalty Foster discussion Crisis management. Ø Advertising Ø Paid and persuasive communication , designed to achieve sales.

Propaganda PR Depends on true information. Ø Two-way communication. Ø Ø Ø Using intellectual and Ø emotional appeals. Ø Communicate with Ø convincing argument and presentation. Ø Announcing its sources. Ø Depends on incomplete distorted , or half-true information One-way communication depends on telling rather than listening. Seeking arousing feelings. Mostly , don't recognize its sources.

Assignments o In your opinion , what is the difference between PR culture of Cola industry from that of a hospital ? o Some people describe PR concept as being equal to communication concept, correct. o Name the major internal and external stakeholders you would have to deal with if you were the public relations vice president for MTI university. o Name the major internal stakeholders in a hospital and describe their interest in the hospital. o Do you think PR is basically helpful or harmful to society?

Critical thinking exercise o When Starbucks opened its first coffee shop inside a public library. 10 percent of all proceeds from coffee sold there went to support the operation of the library. Do you think a public library should allow a forprofit organization such as Starbucks to sell product inside the building? Is this a conflict of interest ?

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