Introduction

in
- Public Relations -

Author: Doina Stoica

STAR: 1011 618
E-mail:dstoica@mapn.ro, b44svs@yahoo.com
Information and Public Relations Directorate
(Ministry of Defense)
Curriculum Vitae
 The presentation structure

My presentation is structured as follows:

First part: The importance of the PR

Second part: How are PR structured
Third part: Media relations
Fourth part: PR in Romanian MoD
WHAT MEANS PUBLIC RELATIONS?

ARE PR COMPULSORY WITHIN AN

ORGANIZATION?

CAN AN ORGANIZATION SURVIVE

WITHOUT PR?
 Harry Levison: “ Each organization has an
image. The question is if it is the desired
image”

• Image reprezentation
The image is the result of the communication
• Brand reputation

• Vizibility Identification elements

The Image – the representation of a sum of believes, attitudes,
opinions, prejudices, experiences or assumptions of the groups of
persons or inside of the public opinion, about a person,
institution/organizaton or any kind of phenomenon, event or object
• Hallo effect – association – transfer of image

• The brand – replaced (in time) the reputation of an institution,

organization, service or product
• The Image - ∑ images ( of the institution, of the managers, of a
certain product etc.) –they are reciprocally influenced one by each
other –
- Can be evaluated and measured – establishing the public
segments which are important for the organization
- There are different methods of measurement and
evaluation.
 The organization image
• Can be managed, at least, in three ways:

• Making good things ( professional management )

• Developing a professional PR activity (to have the
trust, simpathy, undertanding and the support of
your own public)
• Developing an aggressive advertising campaign
A short history of Public Relations – PR activity is the
result of transforming the private interests in
economical interests
• 1882 – concept of “public relations” was used by a
lawyer from New York (Verdier) – he presented to
Yale Law School, the conference named “Public
Relations and Duties of the legal Profession”; 1908 –
the president of ATT society used the concept in the
annual report;
SIX STAGES:
1. 1900 – 1914 – Reaction to the criticis of the american society
2. 1914 – 1919 – The stage of the W W I
3. 1919 – 1939 - The first PR american companies
4. 1939 – 1945 - The stage of the W W II
5. 1945 – 1965 - in USA - professional associations, schools,
courses….
6. 1965 – prezent - Global information stage
 Social space

• Public relations are defined in the context of

social space ( = communicational space? ):
- public space – public communication

- organizational space – organizational communication -

- media environment – media communication
 Social Influence

Advertising, publicity

Public Relations

Propaganda
PR: strategy of social influence – a process built on a “core”
of values made up of truth, transparency, free communication
and public trust

 Management function which is helping the process

of communication, understanding, acceptance and
cooperation between the organization and its
audiences.
 Involve issues management
 Help the management to be informed and
receptive about public opinion
 Define and underline management responsibility of
serving public interest
 Help management be aware of change, and use it
efficiently as an early warning system (Rex F.
Harlow)
THE THREE - LEGGED CHAIR

PUBLIC RELATIONS

Intern
tion

Com munity Relations

o rma

al info
ic i nf

rmati
Publ

on
12
 Media Relations

Media
 what they are
 what they want
 how they work

Ways of aproaching media relations

 ACTIVE – planning activities in order of keeping
media attention on the institution;
 REACTIVE – reacting only to press requests or
press materials
 Media Relations

Specific tools in informing the media:

 press releases
 press conferences
 press briefings, symposiums
 publications, video materials, advertising, sponsorship
 lobby
 interviews – give the opportunity to send messages
through audiences
Press centers
 Media relations
Press releases
 official documents
 are describing the events – for publishing, and usually
are released by media in the same form
 should answer to the next questions:
Who, What, Where, When, How and Why
The structure:
 Identification elements
 Lead (first paragraph must have the answer to
Who, What, Where, When )
 Body
 Ending
 Media relations
Press conferences
 preventing a major event for media
 focusing media attention to a certain subject
 no more than 45 minutes
 the manager decides the opportunity of a press
conference
 the subject is announced
 the journalists are invited
 an initial statement (short, clear, facts) and then
questions of the journalists
 Media relations
Recommendations
for press releases and press conferences

Should be edited in a distinct language (Don’t use words

with understood implication – double sense)
 Short expressions (is not a poem)
 Only necessary articles, prepositions and conjunctions
 Use distinct words (e.g. shark not ocean fauna)
 Media relations

 Spokesperson – an individual authorized to

present releasable information to the public on
behalf of an organization or official.
 Press center – a facility established to provide
media with timely and accurate information on
military issues, events and operations, and to
provide other support, advice and assistance
such as telephones, transport, escorts, etc.
 HOW TO BE A BETTER PR OFFICER
Required Qualities
professional look (it deals with personal appearance)
writing abilities (style, precision, concision, accuracy)
good communication skills in crisis situations, working under
stress (emotional stability)
good listener
some management skills (evaluating the profit, organizing the
activities)
team worker
computer skills (Internet)….. and last but not least
…..well educated, common sense
 PR RELATED ACTIVITIES

PR may include any of the following activities:

Press Agentry: attract attention to a person, institution, idea
Promotion: opinion making; get support and endorsement for a
person, institution, idea, product, etc.
Public Affairs: community relations/governmental relations
Publicity: placing information in the media
Advertising: buying time/space for ads
 PUBLIC RELATIONS ETHICS

 public interest
 honesty and integrity
 fair play
 accuracy and always the truth
 confidentiality
 professional reputation
 NO false information
 NO media channels corruption
 NO bribes, payments or presents

PR should NOT be used as PROPAGANDA and MANIPULATION

Th e Pu bl ic Rel at io ns syst em is the respo ns e to a
ne ed !
Public Relations in
Romanian Military System

INFORMATION AND PUBLIC RELATIONS

DIRECTORATE

MILITARY MEDIA TRUST

PR structures

Full - time PR officers - PR Officers (collateral duty) -

DEPARTMENTS, TERRITORIAL COMMANDS,
SERVICES STAFF, ARMY REGIMENTS, BATTALIONS
CORPS, BRIGADES
 INFORMATION AND PUBLIC
RELATIONS DIRECTORATE
CORE FUNCTIONS
 Manages the armed forces public image dealing both
internal and external audiences
 Advises the armed forces leadership on communication
issues
 Early warning and comm. crisis/issues management
 Designs communication policies and regulations on
public relations within the military
 Coordinates the PR system within the armed forces
 LEGAL BASE FOR PR ACTIVITY

 Romanian Constitution
 The Law no 544/2001 on the free access to public
information
 The Law no. 52/2003 on decision-making transparency
in public administration
 RP-1 Regulation on public relations activity within the
Romanian Armed Forces
 RP 1-1 Crisis communication directive
NO QUESTIONS, PLEASE !