case study

What is Public Relations?

· PRSA’s 2012 definition

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”

· Seitel’s definition

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

· Edward Bernays – 1923 to describe his practice –

· Information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution.”

· Foundation for Public Relations Research and Educations – 1975 conducted a study 472 definitions – 88 words

· “Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools.”

· Research, planning, communications dialogue, and evaluation, are all essential in the practice of public relations;

Key – no matter which definition – to be successful, PR professional must always engage in a planned and ethical process to influence the attitudes and actions of their target audiences.

Planned Process to Influence Public Opinion

· John Marston’s R-A-C-E

· Research-Action-Communication-Evaluation

· PR = Performance Recognition

· Sheila Crifasi’s R-O-S-I-E

Research-Objectives-Strategies-Implementation-Evaluation

· R-P-I-E

Research-Planning-Implementation-Evaluation

· What do the models have in common? How do they differ?

· Management and Action

· Melvin Sharpe’s Five Principles – PR Process

· Honest communication (credibility)

· Openness and consistency of actions (confidence)

· Fairness of actions (reciprocity and goodwill)

· Continuous two-way communication (prevent alienation, build relationships)

· Environmental research and evaluation (determine actions or adjustments needed for social harmony)

· Janice Sherline - Jenny’s description: “the management of communications between an organization and… its publics”

Public Relations as Management Interpreter

· Every organization has public relations

· Public relations professionals:

· Interpret philosophies, policies, programs, practices of management to public

· Convey attitudes of public to management

· Counsel Management

· Advise Management

· Recommend Action

· Learn about what public really thinks

· Let management know

The Publics of Public Relations

· Public relations should be publics relations

· Internal and external

· Primary, secondary and marginal

· Traditional and future

· Proponents, opponents and uncommitted

The Functions of Public Relations

· Writing

· Media relations

· Social media interface

· Planning

· Counseling

· Researching

· Publicity

· Marketing communications

· Community relations

· Consumer relations

· Employee relations

· Government affairs

· Investor relations

· Special publics relations

· Public affairs and issues

· Crisis communications

The Sin of Spin

· Spin ≠ Public Relations

· Mild: Interpret issue to sway public opinion (e.g. positive slant on negative story)

· Virulent: Confusing, distorting, or obfuscating the issue or Lying

· Antithetical to proper practice of Public Relations

· Public relations cardinal rule: Never, ever lie.

Seven Areas Successful PR Career

· Diversity of experience

· Performance

· Communications skills

· Relationship building

· Proactivity and passion

· Teamliness

· Intangibles, such as personality, likeability, and chemistry

Desired Technical Skills

· Knowledge of the field.

· Communications knowledge.

· Technological knowledge.

· Current events knowledge.

· Business knowledge.

· Management knowledge.

Desired Attitudinal Requisites

· Pro communications.

· Advocacy.

· Counseling orientation.

· Ethics.

· Willingness to take risks.

· Positive outlook.

Seitel Management

C E O s = Better Paid Public Relations Directors

· Both set strategy and frame policy

· Both serve as chief spokesperson, corporate booster, reputation defender

· Both need to know management functions like planning, budgeting, objective setting,

· Public relations professionals must understand how top management thinks and operates

Public Relations Management Process 1

· Public relations is planned, persuasive social managerial science

· Managers insist on results

· Best public relations programs measured in achievements

· Building key relationships

· Public Relations Manager = Boundary Role

· Edge of organization

· Liaison between organization and external/internal publics

· Support colleagues by helping communication across organizational lines in and out of the company

· Communicate key messages to realize desired objectives

Reporting to Top Management

· Public relations must report to top management

· As interpreter, public relations director should report to C E O

· Function must remain independent, credible and objective

· Public relations is the corporate conscience

Conceptualizing the Public Relations Plan

Strategic planning for public relations is essential

· Know where campaign is headed

· Win support of top management

· Defend and account for actions

· Environment

· Business objectives

· Public relations objectives and strategies

· Public relations programs

Public Relations Management Process 2

1. Define problem or opportunity

· Research current attitudes and opinions

· Determine essence of problem

2. Programming

· Formal planning

· Address key publics, strategies, tactics and goals

3. Action

· Communications phase

· Implementation

4. Evaluation

· What worked and what didn’t

· How to improve in the future

Creating the Public Relations Plan

1. Executive summary – overview

2. Communication process – how it works

3. Background – mission, vision, values, events

4. Situation analysis – major issues and related facts

5. Message statement – major ideas and emerging themes

6. Audiences – constituencies related to issues

7. Key audience messages – messages you want understood

8. Implementation – issues, audiences, messages, media, timing, cost, outcomes and evaluation methods

9. Budget – overall budget

10. Monitoring and evaluation – measurement and evaluation against benchmark/ desired outcome

Activating the Public Relations Campaign

1. Backgrounding the problem (situation analysis)

2. Preparing the proposal

3. Implementing the plan

4. Evaluating the campaign (implementation, recognition, attitude change)

Step 2: Preparing the Proposal

· Situational analysis

· Scope of assignment

· Target audiences

· Research methods

· Key messages

· Communications vehicles

· Project team

· Timing and fees

· Objective

Setting Public Relations Objectives

How will we manage our resources to achieve our goals?

Good objectives stand up to the following questions:

· Do they clearly describe the end result expected?

· Are they understandable to everyone in the organization?

· Do they list a firm completion date?

· Are they realistic, attainable and measurable?

· Are they consistent with management’s objectives?

Managing by Objectives (M B O) and Managing by Results (M B R)

· Specify, conference, agree, and review

· Goals clearly defined, specific, practical, attainable, measurable

Most MBO Programs Share Four Points

· Specification of the organization’s goals

· Conferences between the superior and the subordinate to agree to achievable goals

· Agreement between the superior and the subordinate on objectives consistent with goals

· Periodic reviews by the superior and the subordinate to assess progress toward goals

Public Relations Budgeting (

· Functional budgeting

· Administrative budgeting

Keys to budgeting

· Estimate extent of resources – personnel and purchases

· Estimate cost and availability of resources

· Pay-for-Performance

· Make sure client is aware of how charges are applied

Public Relations Implementation

· Media relations

· Social media marketing

· Internal communications

· Government relations and public affairs

· Community relations

· Investor relations

· Consumer relations

· Public relations research

· Public relations writing

· Special interest public relations

· Institutional advertising

· Graphics

· Web site management

· Philanthropy

· Special events

· Management counseling

· Crisis management

Reputation Management

Strategically manage an organization’s brand, position, goodwill, or image

Reputation based on two elements

· Rational products and performance

· Emotional behavioral factors

· Customer service

· C E O Performance

· Personal Experience

Companies with good reputations

· Can charge premium prices

· Have greater access to new markets and products

· Have greater access to capital

· Profit from greater word-of-mouth endorsement

· Possess unduplicated identity

What Do Reputation Managers Do?

· Persuade consumers to recommend and buy their products

· Persuade investors to invest in their organization

· Persuade competent job seekers to enlist as employees

· Persuade other strong organizations to joint venture with them

· Persuade people to support the organization when it is attacked

Where Are the Jobs? (1 of 2)

· Digital media specialists

· Media relations specialists

· Client relationship managers

· Public relations agencies

· Global corporations

· Healthcare public relations

· Employee communications

· Salaries higher in New York, Los Angeles, Atlanta and Chicago