Public Relations

Part 5: Integration and Evaluation

Chapter 17
17 - 2
Chapter Outline
I. Chapter Key Points
II. The Practice of Public Relations
III. Public Relations Planning
IV. Public Relations Tools
V. Effectiveness and PR Excellence
17 - 3
Key Points
Explain what PR is and how it differs from
advertising
Describe the most common types of PR
programs
Analyze the key decisions in PR planning
Explain the most common types of PR tools
Discuss the importance of measuring the
results of PR efforts
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The Practice of Public Relations
Used to generate goodwill for an organization
Helps an organization and its publics or stakeholders
relate to each other
Public relations is focused on all the relationships that an
organization has with its various publics. Publics means
all the groups of people with which a company or
organization interactsemployees, media, community
groups, shareholders, and so forth. Another term for this
is stakeholders, which refers more specifically to people
who have a stake
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The Practice of Public Relations
Public relations is practiced by a wide range of
organizations:
Companies
Governments
Trade & professional associations
Nonprofits organizations, educational
systems, politicians, and so on.
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The Practice of Public Relations
On one level, public relations is a tactical function in
the PR staff to produce a variety of communication tools
to achieve corporate image objectives.
On a higher level, it is a management function that
monitors public opinion and advises senior corporate
managers on how to achieve positive relationships with
various audiences in order to effectively manage the
organizations image and reputation.
Publics may be external and internal.
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Public Relations: Reputation,
Good Will, Trust, Integrity
Public goodwill is the greatest asset any organization
can have and is critical to the organizations survival.
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Comparing Public Relations and
Advertising

The objective of advertisers is to create the consumer
awareness and motivation that delivers sales.
The goal of public relations specialists is communicating
with various stakeholders, managing the organizations
image and reputation, and creating positive public
attitudes and goodwill toward the organization.
Ultimately, the difference between the two is that public
relations takes a longer, broader view of the importance
of image and reputation as a corporate competitive
asset
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Comparing Public Relations and
Advertising
Media use
Control
Credibility
Public relations people seek to
persuade media gatekeepers
to carry stories about their
companies
Gatekeepers include writers,
producers, editors, talk-
show coordinators, and
newscasters.
This aspect of PR is called
publicity
No direct media cost
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Comparing Public Relations and
Advertising
Media use
Control
Credibility
In the case of news stories,
public relations people
are at the mercy of the
media gatekeeper
Advertising runs exactly
as the client who paid
for it has approved
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Comparing Public Relations and
Advertising
Media use
Control
Credibility
The public tends to trust
the media more than
they do advertisers
Implied third-party
endorsement
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
The word relations in
public relations
refers to
relationships with
various stakeholders
Attention to important
relationships
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
Focuses on developing
media contacts
Knowing who in the
media might be
interested in the
organizations story
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
Programs that
communicate
information to
employees
Internal marketing
Communication efforts
aimed at informing
employees about
marketing programs

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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
All communication efforts
aimed at the financial
community such as
press releases sent to
business publications,
meetings with investors
and analysts, and the
annual report etc
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
Corporate communication
programs with
government and with
the public on issues
related to government
and regulation
Lobbying (getting support)
Issue management ( issues central to the
organizations interest and develop
programs to communicate to and with
the public about these issues.
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
The practice of raising
money by collecting
donations. E.g. flood
relief work
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
When companies associate
themselves with a cause,
providing assistance and
financial support
(Ariel's collaboration
with NGOs for Children
education
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Types of Public Relations Programs
Media relations
Employee
relations
Financial relations
Public affairs
Fund-raising
Cause marketing
Corporate Reputation
Management
Crisis Management
Public
Communication
Campaigns like
discouraging driving in
areas with air-pollution
problems)

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Steps involved in Public
Relations Planning
Planning for a public-relations campaign is
similar to planning an advertising campaign
Research and SWOT analysis
Targeting
Objectives and strategies
The Big Idea
PRs Role in IMC
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Public Relations Tools (Ways of
doing PR)
Controlled media
Uncontrolled media
Semicontrolled

Advertising
House ads
Public service
announcements
Corporate advertising
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Public Relations Tools
Publicity
News releases
Pitch letters
Press conferences
Media tours

Publications
Pamphlets
Booklets
Annual reports
Books
Bulletins
Newsletters
Inserts and enclosures
Position papers
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Public Relations Tools
Videos/DVDs,
CDs, Books
Ideal tools for
distributing in-depth
information
Speakers and Photos
Speakers bureau
A group of articulate
people who will talk
about topics at the
publics request
PR departments maintain
file of photos to provide
to the public
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Public Relations Tools
Displays and Exhibits
Booths (kiosks)
Racks and holders for
promotional literature
Signage

Special Events/Tours
Celebrate company
milestones (Rafi Peer
Theater, Mobilink's 30
Million Mark
celebrations)
Open houses
Birthday celebrations
Corporate sponsorship of
events
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Public Relations Tools
Online Communication
Intranet
Connects people within
an organization
Extranet
Connects people in one
business with its business
partners

External communication
Internal communication
Web challenges
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Effectiveness and PR Excellence
Evaluation is based on
setting measurable
objectives in the
beginning
Practitioners track the
impact of a campaign in
terms of output and
outcome

Factors of Excellent PR
14 factors of excellent PR
grouped into four
categories
Program level
Departmental level
Organizational level
Effects of excellent PR
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PR Assignment 2
Visit the Pubic Relations Office of your educational
institution or a business in your city or some PR
related article. Interview the manager and ask about
a typical day, a typical week, a typical project. Ask
about a success story and a story that didnt meet
such success and how they planned it. Write a
report describing your findings with the company
Intro & your recommendations.
(You can do this assignment in a group of 3 MAX if
you want)