Com 380, Summer II

Michael Jackson, 2005Spoke directly to audience

Michael Jackson, 2005Spoke directly to audienceUsed the Internet

Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearance

Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearanceSpeaking to HIS audience (potential jurors) and to the media on HIS terms

Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearanceSpeaking to HIS audience (potential jurors) and to the media on HIS termsEnded up with an acquital on all charges

What is Public Relations?PRSA – Public Relations Society of America

What is Public Relations?PRSA – Public Relations Society of AmericaTop 20 PR firms took in $2 billion in 2001 – average of $100 million per firm

What is Public Relations?PRSA – Public Relations Society of AmericaTop 20 PR firms took in $2 billion in 2001 – average of $100 million per firmKaren Hughes, spokesperson for President Bush (White House Press Secretary)

What is Public Relations?Karen Hughes, spokesperson for President Bush (White House Press Secretary)

Planned process to influence public opinionHonest communication for credibility

Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidence

Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwill

Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwillContinuous two-way communication to prevent alienation and build relationships

Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwillContinuous two-way communication to prevent alienation and build relationshipsEnvironmental research and evaluation to determine the actions of adjustments needed for social harmony

PR as management interpreterOn the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public

PR as management interpreterOn the one hand, they must interpret the philosophies, policies, programs and practices of their management to the publicOn the other hand, they must convey the attitudes of the public to their management

Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field

Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field2. Media relations: Dealing with the press is another frontline public relations function

Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field2. Media relations: Dealing with the press is another frontline public relations function3. Planning: Of special events (event planner), media events, management functions, etc.

Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)

Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)5. Researching: Of attitudes and opinions that influence behavior and beliefs.

Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)5. Researching: Of attitudes and opinions that influence behavior and beliefs.6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer

Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions

Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)

Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)9. Consumer relations: Interfacing with consumers through written and verbal communications

Functions of public relations10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm11. Investor relations: For public companies, communicating with stockholders and those who advise them

Functions of public relations10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm11. Investor relations: For public companies, communicating with stockholders and those who advise them12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP

Functions of public relations13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.

Functions of public relations13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge

Michael Scanlon, case studyBribing public officials and other malfeasance

SpinLying, confusing, distorting the truth. Spinning in that regard is unethical. However, there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented“Spinning frenzy: P.R.’s Bad Press

Characteristics/Successful PR career1. Diversity of experience

Characteristics/Successful PR careerDiversity of experiencePerformance

Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skills

Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship building

Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passion

Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passionTeamliness

Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passionTeamlinessIntangibles (personality, likeability, chemistry, other unique expertise)

Six important skillsKnowledge of the field

Six important skillsKnowledge of the fieldCommunication knowledge

Six important skillsKnowledge of the fieldCommunication knowledgeRelationship building

Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledge

Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledgeBusiness knowledge

Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledgeBusiness knowledge Management knowledge

Attitude requisitesPro Communication

Attitude requisitesPro CommunicationAdvocacy

Attitude requisitesPro CommunicationAdvocacyCounseling orientation

Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)

Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)Willingness to take risks (Take SMART risks)

Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)Willingness to take risks (Take SMART risks)Positive outlook

Individual activityQuestions on page 16, one per student, plus:1 (a) Give three examples of public relations from around the world8 (Rewritten) which of the seven functions of public relations are MOST important and why3 (a) Question is “Why is PR misunderstood?” – Give three examples that contribute to this misunderstanding

Com 380, Summer II

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Com 380, Summer II