What is Public Relations Public relations PR is

What is Public Relations? - Public relations (PR) is the practice of managing the flow of information between an individual or an organization to the public - The aim of public relations by company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions

Definition “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication. ”

PR is essentially defensive - It is a corporate armour that the company can wear which would protect the company during adverse times - Public relations can also be defined simply as the practice of managing communication between an organization and its publics

Marston’s four-step “RACE” Model describes the PR process R = Research A = Action C = Communication E = Evaluation

Function of PR - Promoting goodwill - Promoting product, service, corporate image - Corporate communications - Lobbying - Counteracting negative publicity

Advantages of PR - Credibility Cost Avoidance of Clutter Lead Generation Ability to reach specific groups Image Building

Disadvantages of PR - Difficult to quantify PR benefits - Lack of control - ‘Deft’ management required

Role of PR officer - Advocate The public relations manage is the chief advocate for the company. He must focus all energy on building an organization that will be deemed a good corporate citizen. He is the mouthpiece for management and in political circles known as the press secretary. - Communicator The public relations manager crafts communications policies and oversees the development of all state ments and news releases for the company. Sociology, psychology and good journalism are requisite talents for the manager and staff. Communications must be clear, concise and relevant to the audience

- Problem Solver The public relations manage is the ultimate spin doctor. It is her job to put the best face on news and information that could embarrass or malign the company’s reputation. Often, she will be called upon to polish mundane information into platinum data that gives the company more credit than would ordinarily be due for routine accomplishments. - Opinion Maestro The public relations manager directs all outreach efforts. He is responsible for media placements and coordinating organizational functions and the efforts of executives. It is his responsibility to determine the executive appropriate for each situation and ensure that person has approved information and statements in hand.

Use of PR Customer complaints and redressal - It is an opportunity to cement relations with the customer - Very important in the service and hospitality industry - Combating rumours / falsehoods - Confront and disclose facts in leading media - Give the positive side of the story - Capitalise on rumour to your benefit - Rumour can be dismissed as ridiculous

When PR is used for the purpose of marketing its product and services, it is known as Marketing Public Relations (MPR) - It can be a very important component of the entire communications mix of the company

Objectives of MPR - Assist in the launch of products/company Assist in repositioning a mature product Building interest-in in a product category Influencing specific target group Countering negative publicity Building corporate image that rubs off onto its products

Public relations, marketing, and Advertising … Aren’t they all the same thing?

The answer is …. Not really ! - Marketing and advertising traditionally promote products and services. - Public relations promotes the entire organization.

For PR to work there are several prerequisites - It must first put its own house in order Having the respect of employees and communities Management must justify its profits and prove that it is not profiteering Work for the community as an able corporate citizen

How do PR people get their job done - Using clout of the agency by virtue of being a space buyer - Cultivating relations with media and leveraging that when required - Communication that is newsworthy and which media would be glad to carry

Propaganda

How do you decide who Is the best candidate?

Or. . Which is the Best toothpaste?

Looking for “FACTS” to back up Your choice is an excellent idea, but Find out “WHO” is presenting those facts.

Are they “FACTS”, or Using propaganda techniques to Persuade you?

What is Propaganda? - Propaganda is designed to persuade - Its purpose is to influence & manipulate your opinions, emotions, attitudes, or behavior. - It seeks to “guide your choice” by exaggerating the truth & using hidden messages

Who uses Propaganda? - Military Media Advertisers Politicians You and me A thai people that live in Germany and its family

Bandwagon - Everybody is doing this. If you want to fit in, you need to “jump on the bandwagon” and do it too. The implication is that you must JOIN in to FIT in. Ask yourself, What is the evidence for and against this ad? Even though others are supporting it, why should I

Bandwagon Example If the whole world uses Netflix so you must need Netflix too.

Name-calling - A links a person, or idea, to a negative symbol - Examples : commie, fascist, yuppie, terrorist - Ask yourself, What does the name mean? Is there a real connection between the idea And the name being used.

Name-calling Example So do we want this stupid prime minister, politician, Military general, state authority, real thai To represent Thailand?

Testimonial - A public figure or celebrity endorses an idea, product, policy, or a candidate. If someone famous uses this product, believes this idea, or supports this candidate, so should we. Example : an athlete appears on the Wheaties box; an actor speaks at a political rally Ask yourself, Why should we regard this person as an expert or trust their testimony? Is there merit to the idea or product without the testimony?

Testimonial Example If we buy puma running shoes, we will be as Fast, confident, cool, born to win as Usain Bolt

Glittering Generality - A commonly admired virtue is used; the opposite of name calling, i. e. , links a person, or idea, to a positive symbol - Example: democracy, patriotism, family - What do the slogans or phrases really mean? Is there a legitimate connection between the main idea and the true meaning of the slogan or phrase being used? What are the merits of the idea itself if it is separated from the slogans or phrases?

Glittering Generality Example If you want to be brighter, you’ll support Thanathorn

Most important thing is How do we make sure that we are making informed choices, instead of allowing others to sway us in our decision-making?

WE make our own choices when - We read and listen to reliable sources We watch for combinations of truths and lies We check for hidden messages We watch for use of propaganda techniques

If you have any questions, please keep Them to yourself. . Just kidding ANY QUESTIONS?

THANK YOU