Introduction to Public Relations Part One Public RelationsThe
Introduction to Public Relations Part One Public Relations…The Profession Chapter 1 The Nature of Public Relations 9/25/2020 Slide 1 of 45 © 2007 The Mc. Graw-Hill Companies, Inc. All rights reserved.
Introduction to Public Relations Introduction Today’s Learning Objectives • • Be able to define public relations • Know the functions and activities of a public relations professional • Understand the value of public relations in almost any field Know the essential elements of good public relations Slide 2 of 45
Introduction to Public Relations Introduction What PR people do • • • “A public relations professional is part business manager, part sociologist, part cheerleader, part confessor and part pit bull. You can count on doing creative and innovative work that makes an impact. The trick to being successful is to be prepared for anything. You can always count on the fact that tomorrow will bring new and exciting challenges and opportunities. ” — Lucas Westcoat, Account Executive, Waggener Edstrom, Seattle Source: Council of Public Relations Firm Web site (“careers”) Slide 3 of 45
Introduction to Public Relations Introduction A Working Definition of Public Relations Did you know that public relations is all these? • • A management function within your organization • An instrument of communication between your organization and the community • An influence for creating consistency between the programs of your employer and the community A facilitator of change in your organization and community Slide 4 of 45
Introduction to Public Relations Introduction A Summary Definition of Public Relations Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. Slide 5 of 45
Introduction to Public Relations Introduction Misconceptions of Public Relations What is your response to the following definition from Webster's dictionary for public relations? – those functions of a corporation, organization, etc. concerned with attempting to create favorable public opinion for itself 1. Think about it. Do you agree or disagree? What do you think is lacking in the definition? 2. If you perceive that a corporation is using the media in self-serving ways, how would you rate that company’s credibility? Slide 6 of 45
Introduction to Public Relations Introduction Misconceptions of Public Relations Q: Do PR practitioners only tell the “good stuff” about their organizations and hide the bad? Do they deceive and lie? Q: How do you introduce yourself to friends or to a potential new boyfriend or girlfriend? Slide 7 of 45
Introduction to Public Relations Introduction What Is a Public? A public is a group of individuals or organizations who recognize their connection with a common problem, cause or goal. There are six major groupings of publics: • Employees • Media • Community • Consumers • Financial Markets • Government Agencies Let’s take a look at one organization’s publics… Slide 8 of 45
Introduction to Public Relations Introduction Who Are These Organizations’ Publics? • • • Abilene Christian University Hendrick Medical Center First Financial Bankshares, Inc. Dell Inc. Dallas Cowboys Slide 9 of 45
Introduction to Public Relations Introduction Seeking Mutual Satisfaction of Needs for Both Sides The practitioner must discover common ground between the needs of the organization and the needs of its publics. Slide 10 of 45 • The needs of both are legitimate and warrant solutions. • The discovery takes much research, analysis and interaction with the publics.
Introduction to Public Relations Introduction Start 1/15/10 class discussion here Slide 11 of 45
Introduction to Public Relations Introduction Where can you work in public relations? (what types of employers use PR) Slide 12 of 45
Introduction to Public Relations Introduction Different Areas of PR Practice Four types of organizations that require PR services: • Not-for-profit organizations • Corporations • Government • Public Relations Agencies/Counseling Firms Slide 13 of 45
Introduction to Public Relations Introduction Communication Skills Required for PR The PR practitioner should be: • Knowledgeable in research, planning and evaluation techniques • • • An excellent writer and speaker A specialist in communication technology An expert in graphics and audiovisual communications Slide 14 of 45
Introduction to Public Relations Introduction Scope of the PR Industry…. • Approximately 1/3 of all PR practitioners work for PR agencies • Another 1/3 work for Corporations • • • Associations employ 14% Health Care 10 % Government & Charitable Organizations 5% each Slide 15 of 45
Introduction to Public Relations Introduction Education Slide 16 of 45 • 2/3 of PR practitioners have bachelor degrees • Half of those focused on public relations • 30 % have master degrees
Introduction to Public Relations Introduction PR Salaries • Average PR practitioner earns $69, 000 plus $10, 000 bonus (PRSA) • PR agency account executives (2 -5 yrs experience) earn $35, 000 to $50, 000 plus benefits and bonuses (CPRF) • Agency Sr. VPs with 10+ years experience earn $120, 000 to $175, 000 plus benefits and bonuses Slide 17 of 45
Introduction to Public Relations Introduction Age & Gender • Average for practitioners is 39 and has been dropping for the last decade • • More than 7 of 10 (71%) practitioners are female. • Salary differences are still an issue with males having proportionately higher salaries on average. • Minorities are still under-represented in the PR profession and especially within management roles Men hold proportionately more top managerial positions Slide 18 of 45
Introduction to Public Relations Introduction “Public Relations 101 – The Video Slide 19 of 45
Introduction to Public Relations Introduction Communication Tasks • • Public relations practitioners often produce the following communication materials: News releases Web sites Social media Annual reports Employee magazines Print and electronic newsletters PR campaign creations and management Slide 20 of 45
Introduction to Public Relations Introduction Combined Functions of the Professional • • Strategic planning: programming overall goals Forming relationships Writing and editing Media relations work—know media’s needs Producing materials such as newsletters, press releases, annual reports Planning and executing special events (e. g. , stockholders meeting) Speaking for the organization Conducting research by monitoring and evaluating public feedback Slide 21 of 45
Introduction to Public Relations Introduction The Nature of Public Relations as a Practice Public relations people… • Are boundary spanners. You must be connected to both your organization and its publics. • Are problem solvers. Problems are opportunities for you to make a difference. Slide 22 of 45
Introduction to Public Relations Introduction In Summary… Public Relations is a diverse and exciting area found in almost every industry. It requires a broad base of communication skills and the ability to build bridges between organizations and their publics. Slide 23 of 45
Introduction to Public Relations Introduction For Next Class Read Chapter 2 in textbook See questions to answer in course blog Slide 24 of 45
Introduction to Public Relations Introduction Following slides not used in class Slide 25 of 45
Introduction to Public Relations Introduction Two-way Communication-A New Phenomenon Good communication starts with supplying accurate information from an organization’s PR office. • Actively interpret the organization’s values, policies and plans to your publics. • Actively interpret the publics’ needs and concerns to the organization. Slide 26 of 45
Introduction to Public Relations Introduction Two-way Communication Continues with Listening Only by listening can you tell if there is understanding and acceptance of organizational behavior. The needs of publics cannot be determined in isolation. • It is essential that you go to the publics and allow them to express their own needs. • Make sure that the publics are hearing the organization’s messages accurately. Slide 27 of 45
Introduction to Public Relations Introduction Systems Involve Mutually Dependent Parts • Public relations managers and media representatives need each other. • Don’t view the editor of the local paper as an adversary. Initiate a positive relationship. • • You need the media’s ability to deliver messages. The media need messages about your organizational and public issues. Slide 28 of 45
Introduction to Public Relations Introduction The Organization’s Role in Helping Society The PR practitioner works with management to responsibly serve the public interest. The practitioner suggests ways the organization can adjust its behavior to meet social, political and economic responsibilities. Slide 29 of 45
Introduction to Public Relations Introduction The Public Relations Process Seeks a Proactive Responsible Influence • Recognize that organizational behavior does affect public opinion. • The practitioner attempts to… • • • predict behavior through research plan accordingly to influence behavior maximize benefits for all concerned Slide 30 of 45
Introduction to Public Relations Introduction What Do We Mean by “Responsible Influence”? • Influence is best practiced with a: • • • high commitment to ethics sincere social responsibility The practitioner should constantly be asking “What is in the best interest of society? ” How some corporations are responsible… Slide 31 of 45
Introduction to Public Relations Introduction Corporate Social Responsibility Click on the picture to hear about Corporate Social Responsibility. Slide 32 of 45
Introduction to Public Relations Introduction The Profession as a Management Function Public relations practitioners provide three management services essential to the life of an organization: • • • Communicate with internal and external publics. Define objectives, policies and philosophies. Facilitate organizational change in harmony with environment. Slide 33 of 45
Introduction to Public Relations Introduction Defining Objectives as a Manager • Public relations can make important contributions to forming an organization's ideas about what it is, what it should do, and what society wants and expects from it. • Often a manager’s perception of an organization is different from the perception of its publics. Slide 34 of 45
Introduction to Public Relations Introduction Matching Philosophy with Behavior One of the PR practitioner’s most strategic roles is in the: …Structuring of company philosophy and carrying out of that philosophy in practice so that what the institution says is not at variance with what it does. Charles S. Steinberg Slide 35 of 45
Introduction to Public Relations Introduction Communicating Public Opinion to Executives • PR practitioners accurately monitor community needs and public opinion regarding organizational issues. • Practitioners participate in management planning regarding sensitive public issues. • Practitioners can then represent the public interest and predict public reaction to institutional decisions. Slide 36 of 45
- Slides: 36