PUBLIC RELATIONS

Public relations is a strategic communication process companies,

individuals, and organizations use to build mutually beneficial relationships with
the public.

Objective of Public Relations

The main objective of public relations is to maintain a positive reputation

of the brand and maintain a strategic relationship with the public, prospective
customers, partners, investors, employees and other stakeholders which leads to
a positive image of the brand and makes it seem honest, successful, important,
and relevant.

Functions of Public Relations

The functions of public relations manager and public relations agencies

include:

 Anticipating, analyzing, and interpreting the public opinion and attitudes

of the public towards the brand and drafting strategies which use free or
earned media to influence them.

 Drafting strategies to support brand’s every campaign and new move

through editorial content.

 Writing and distributing press releases.

 Speech writing.

 Planning and executing special public outreach and media relations

events.

 Writing content for the web (internal and external websites).

  Developing a crisis public relations strategy.

 Handling the social media presence of the brand and responding to

public reviews on social media websites.

 Counseling the employees of the organization with regard to policies,

course of action, organization’s responsibility and their responsibility.

 Dealing with government and legislative agencies on behalf of the

organization.

 Dealing with public groups and other organizations with regard to social
and other policies of the organization and legislation of the government.

 Handling investor relations.

Types of Public Relations

According to the functions of the public relations department/agencies,

public relations can be divided into 7 types. These are:

1. Media Relations: Establishing a good relationship with the media

organizations and acting as their content source.

2. Investor Relations: Handling investors events, releasing financial reports

and regulatory filings, and handling investors, analysts and media queries
and complaints.

3. Government Relations: Representing the brand to the government with

regard to fulfilment of policies like corporate social responsibility, fair
competition, consumer protection, employee protection, etc.

4. Community Relations: Handling the social aspect of the brand and

establishing a positive reputation in the social niche like environment
protection, education, etc.
5. Internal Relations: Counselling the employees of the organization with
regard to policies, course of action, organization’s responsibility and their
responsibility. Cooperating with them during special product launches and
events.

6. Customer Relations: Handling relationships with the target market and lead
consumers. Conducting market research to know more about interests,
attitudes, and priorities of the customers and crafting strategies to influence
the same using earned media.

7. Marketing Communications: Supporting marketing efforts relating to

product launch, special campaigns, brand awareness, image, and
positioning.

The History and Evolution of Public Relations

Public Relations (PR) is often regarded as a relatively modern profession,

only emerging in the past few decades. However, the reality is that PR dates
back as far as the ancient civilizations with Julius Caesar, and Cleopatra as the
earliest figures of public relations in history. These practitioners had relished a
massive PR success without the Internet or any technology at their disposal. PR
in its earliest forms is all about press releases. Today, it has now rapidly
transformed to include social media and other modern platforms to adapt to the
fast-changing society.

PR agencies are consistently finding new ways to establish connections

to clients while the consumer base is becoming smarter and more involved. While
it seems that PR has received a total transformation, its key elements –
information, persuasion, and building trust – and its roots, remain intact.

The importance of communication with the public was known as early as

the ancient times, dating as far back as the late 3700 BC with artifacts proving
that the ancient people already had their own means of communication.
 “Sematikos” is a Greek Word defined as a representation to the public or
how to get people to believe in something. It is arguably the oldest definition of
public relations.

 3700 – 1700 BC: Cave drawings are among the earliest forms of
communication.

 3300 BC: Egyptian Hieroglyphs considered the “sacred carvings” as an early

attempt of ancient Egyptians to record words.

Ancient Personalities that Shaped Public Relations

Before the most powerful PR professionals, there are personalities that

have influenced and shaped the face of public relations back in the ancient time.

 Ptah-Hotep (2200 BC)

Author of The Maxims of Ptah-Hotep, an ancient Egyptian literary

emphasizing on the need to communicate with the people.

 Socrates (470 BC – 399 BC)

One of the founders of Western philosophy who believed that effective

communication should be based on truth.

 Aristotle (384 BC – 322 BC)

Author of Rhetoric, an ancient Greek treatise on the art of persuasion.

 Julius Caesar (100 BC – 44 BC)

In 50 BC, he ordered the posting of Acta Diurna, regarded as the first

public newsletter.
 Important Events in the World of Public Relations

 1440 – Johannes Gutenberg invented the printing press.

 1584 – Sir Walter Raleigh sent glowing reports to England about the beauty
of Roanoke Island to attract new settlers. The reports were exaggerated
because the land was actually swampy.

 1773 – Samuel Adams, considered the Master of Propaganda, orchestrated

public relations for the Revolutionary War.

 1776 – Thomas Paine wrote Common Sense, a pamphlet to persuade

masses in support of the American Revolution.

 1820 – Amos Kendall became the press secretary of President Andrew

Jackson. His influence served as a catalyst for public relations to become a
career.

 1903 – Public relations (PR) became a profession as Ivy Lee became an

advisor of John Rockefeller.

 1903 – Public relations (PR) became a profession as Ivy Lee became an

advisor of John Rockefeller.

 1924 – Basil Clark, regarded as the first public relations professional in UK,
established Editorial Services.

 1928 – Edward Bernays, regarded as the Father of Public Relations,

authored the influential book Propaganda.

 1933 – Henry ford became the first major industrialized to resort to public
relations to publicize his company and bolster its sales.
 Models of Public Relations

The historical development of the field showed four distinct models of

public relations, as identified by Grunig and Hunt. With this brief background in
the history of public relations, you likely know enough about the models now to
begin employing each in your public relations management. All are still in use in
public relations practice today, and these terms are used in the academic
literature and in public relations management. The one-way models are not
based on social scientific research but on a simple dissemination of information.
The two-way models are based on research, which is what makes them the
two-way management model. In order of their development, the models are as
follows:

1. Press agentry. One-way (information) dissemination focusing on publicity for

persuasion/attention.

2. Public information. One-way (information) dissemination providing

information.

3. Two-way asymmetrical. Two-way (research), which is imbalanced in favor

of persuading publics to support the organizations’ interests.

4. Two-way symmetrical. Two-way (research), which is more balanced in

terms of creating mutual understanding; moving equilibrium.

Due to the mixed-motives inherent in the public relations process, public

relations professionals will most likely use a combination of these models in
public relations management. These models suggest an overall philosophy of
public relations, while situations require different approaches. Therefore, it is also
useful to have public relations strategies that reflect a contingency of varying
approaches, as discussed later in this volume.
MARKETING, ADVERTISING AND PUBLIC RELATIONS
 REPUTATION MANAGEMENT

Reputation management refers to the influencing and controlling of an

individual's or group's reputation. Originally a public relations term, the growth of
the internet and social media, along with reputation management companies,
have made search results a core part of an individual's or group's reputation.
Online reputation management, sometimes abbreviated as ORM, focuses on the
management of product and service search website results. Whereas, offline
reputation management refers to the process of managing public perception of a
said entity outside the digital sphere using select clearly defined controls and
measures towards a desired result ideally representing what stakeholders think
and feel about that entity. Wherein, the most popular controls for off-line
reputation management include social responsibility, media visibility, press
releases in print media and sponsorship amongst related tools.

The Relationship between PR and Reputation

Social media has grown to become an untameable beast. While

the public relations masters of yesteryear could efficiently spin stories in the
press, today a single act of gross negligence can gain millions of views in minutes
– causing a business to undergo a trial by Twitter, or Instagram.

Pushing misconduct into the public eye can be a good thing. After all, if a
business is going to build itself into a trustworthy entity, it has to be made aware
of its shortcomings as swiftly as possible. But Juda Engelmayer, of HeraldPR,
warns against the existential threat that isolated actions of a single rogue staff
member can cause for businesses: “People can tweet whatever they want, or
they can go to Yelp or Facebook to post about a bad experience. This can have a
huge effect on search engines.”
Acquiring a Good Reputation

 Help Other People Reach Their Own Goals

Your reputation goes beyond caring for yourself and your own interests.
Have a mindset of helping others. Should a friend’s child be in college and
interested in learning about the business world, offer to talk to them for a while,
answer their questions and give tips. Should you know an individual in sales and
learn that they’re looking for a deal, see if you can help them by making a good
introduction.

 Do Your Best to Make Others Look Good

Everyone has been thrown under the bus at least once, and it’s never fun.
It’s an excellent idea to figure out ways to make others look good. For instance, if
a friend refers you to a certain company, perhaps as a client or even for a job,
make sure that, as a thank you, you manage to make them look great somehow.
Remember to get there early, and also to be prepared and follow up in time with
both parties. Make the referring person look good for introducing you, and your
reputation will grow.

 Always Go a Little Bit Beyond What’s Expected or Requested

If someone asks for a reference, offer them three. If you promise to save
someone 10 percent, save them 15. Should you say you’ll follow up in 24 hours,
do it in 12. Send hand-written thank you notes and things like that. A small
gesture that shows you care can go a long way, and do wonders for your
reputation.

 Company Impressions on Paper

Ensuring your business has the right sort of impression on paper is

important and this means presenting it in the most professional manner possible.
Having a company office in a central location or seemingly in a central location,
having a quality website, a well curated social media presence and also ensuring
any material relating to the business is expertly done, creates the correct
impression for your company.

 Present Yourself the Way You Want to Be Seen

This is often undervalued and overlooked, but first impressions are

very important for your reputation. Whether you like it or not, you will be judged
before opening your mouth, so dress for the environment you’ll be in. Never be
excessively casual – if you’re not sure of the dress code, err on being too dressy.
Make sure your clothes fit well, and that they’re clean, unwrinkled and modern.
Being well-groomed is important as well, and make sure your accessories or
makeup aren’t too distracting. Do not lose an opportunity to impress due to not
looking appropriate. Here are some great tips on how to present your business.

 Always Be Wary of Your Body Language

It tells a lot to others. When talking in public, face your audience, with feet
pointed at them, and a tall, confident stance. Nod your head when looking to
show agreement, lean into the person you’re talking to at times, smile on
occasion. Check out Vanessa Van Edwards’ material for more help with this –
she’s a body language expert, and founder of the Science of People.

 Be Consistent

If you’re inauthentic, you will likely fail to remain consistent, which will
never lead to a good reputation. Show your positive qualities to every single
person you meet – even when you’re in a bad day. If you are great in a certain
setting but rude or cold in another, your reputation will suffer.

 Act with Integrity

Make sure you do that regardless of what you’re doing. Particularly in the
business world, even a small act of selfishness, greed or jealousy can have a
serious negative impact, showcasing a lack of integrity – and you might not even
notice it. If you would not buy what you’re selling, do not sell it.
 Get Engaged in the Communities You’re a Part Of

A community might be as small as a office, and as large as the whole city.

Engagement should be aligned with your goals and values. Engaging means
giving your time and resource, getting to know people and being generally
available to them.

 Be likeable

This relates directly to being yourself. Smile more, approach people you
don’t know, offer handshakes and wish congratulations. Small things such as
these can make you a lot more likeable – just make sure that you’re not fake –
never falsify who you are just so people like you.

CRISIS MANAGEMENT

Crisis management is the process by which an organization deals with a

disruptive and unexpected event that threatens to harm the organization or its
stakeholders. It is considered to be the most important process in public relations.

Three elements to a crisis:

1. a threat to the organization

2. the element of surprise

3. a short decision time

Crisis Communication Plan

A crisis communication plan is a set of guidelines used to prepare a

business for an emergency or unexpected event. These plans include steps to
take when a crisis first emerges, how to communicate with the public, and how to
prevent the issue from occurring again.

Crisis communication plans focus on the company's response and how it

will communicate with its stakeholders. These steps ensure information reaches
employees, partners, customers, media, the general public, and any other
valuable stakeholders. Most importantly, these plans guarantee a quick release
of information, as well as a consistent message on all company platforms.

Crisis Management Team

Crisis management teams have a specific function and some roles that
are universal. The role of the Crisis Management Team is to manage events and
ensure appropriate actions are carried out based on current impacts of the event,
as well as potential risks and impacts.

These are the individual areas that need to be covered on the team, and
notes on what each person in that role typically does.

 Leader. The CMT Leader manages the team, provides for the safety and
well-being of employees, and facilitates the timely resumption of business
operations to minimize the impact of the emergency on customers and
shareholders. The leader is the team facilitator, not dictator, encouraging
discussion and debate to ensure that important matters receive due
consideration. He or she keeps the group moving forward, then guides the
members toward decisions which have broad support. It’s important to
remember though that the leader has the final authority and may be required
to make a decision quickly and with limited information. There should also be
a designated alternate to take over if the primary leader is unavailable.
 Administrative Support. The Administrative Support person is responsible
for supporting the CMT Leader and members. They know where everything is
and how to get things done. They take notes, keep track of action items and
open issues, and know how to obtain food and transportation, line up hotel
rooms, keep everything moving, and make sure nothing is missed. Without
an efficient and highly competent Admin Support person the Crisis
Management Team will not be as successful or effective. Do not under
estimate this role.

 Finance & Administration. The primary function of the person in this role is
to manage the organization’s financial stability during an event. He or she
understands the impact of the crisis on finance and accounting matters,
including business process issues and regulatory compliance and reporting.
In order to help the organization weather the crisis, this person might make
such decisions as raising credit limits or delaying reporting.

 Human Resources. HR is responsible for the development and

implementation of services designed to support affected employees during
and after the event. The person covering the HR area would be responsible
for temporary staffing, benefits issues, or bringing in grief counselors. The HR
person is also involved (in coordination with other departments such as
Communications) in keeping employees informed about relevant aspects of
the crisis; for example, they might notify the employees that overtime
requests are approved for the next two weeks.

 Information Technology. The primary function of the IT person is to

coordinate and provide context and information related to the IT impacts
associated with the event or actions. They direct the IT team as it works to
restore information systems and networks affected by the event. If the crisis
impacts IT, the IT person communicates these impacts to the larger team. He
or she would also inform the team of the likely impacts on IT of any decisions
and actions taken to deal with the crisis. For example, if the crisis
management team was considering shutting down a building, such as during
 a fire, the IT person could advise the team as to what the impact would be on
the organization’s computer systems and processes.

 Legal. The member of the crisis team covering the Legal area provides
advice and legal support to all CMT members with regards to liability,
communications, lawfulness, prudence, and legal ramifications. They can
advise on whether certain strategies under consideration are permissible
under the relevant laws or regulatory controls. They might advise the team
about such legal matters as the need to protect evidence.

 Operations and Business Recovery. The Operations role serves as the

liaison between the CMT and the business recovery teams. The person on
the crisis team covering this area is likely to have a lot of input in the actions
of the team overall. He or she can provide the team with information on how
the crisis is impacting the organization on the ground, at the retail stores,
distribution centers, or manufacturing facilities. They can help the team
evaluate proposed courses of action from the Operations point of view. As an
example, if changing the distribution center schedule is necessary, Ops can
address the downstream impacts.

 Project Management Office. The PMO supports the CMT through

understanding the impact of the crisis (and any steps taken to deal with it) on
the various projects the organization has underway. He or she can advise the
team on which projects can be stopped or delayed with minimal impacts and
which would bring higher impacts.

 Risk, Security, and Compliance. The person on the team covering these
areas will be the advocate for the teams dealing with risk, compliance, and
security at the organization (including physical and data security). He or she
will work closely with local, county, state, and federal law enforcement and
investigative agencies. This person can advise the team on whether any
contemplated actions might put the organization out of compliance with
regulations from OSHA or other agencies. From the security point of view,
 they would make sure the team attends to the security impacts of proposed
actions.

 Facility Support. The Facilities team is responsible for conducting a

Damage Assessment and identifying affected infrastructure and the extent of
damage caused by the event. The person on the team covering this area
makes sure that issues related to the organization’s buildings are given
proper consideration. He or she attends to such issues as whether the
buildings are safe and accessible and whether it’s necessary to move
employees to other facilities.

 Marketing and Corporate Communications. The person on the CMT

covering this area considers the impact of the crisis and any proposed
responses on the marketing and communications functions. He or she works
with other departments such as Legal, Operations, and Human Resources to
ensure consistency in communications throughout an event.

Crisis Communication Process

Crisis communication can be defined broadly as the collection,

processing, and dissemination of information required to address a crisis
situation.

It is the “dialog between the organization and its public(s) prior to, during,
and after the negative occurrence. The dialog details strategies and tactics
designed to minimize damage to the image of the organization.”
 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS

Corporate Social Responsibility

Corporate Social Responsibility (CSR) is a self-regulating business

model that helps a company be socially accountable—to itself, its stakeholders,
and the public. By practicing corporate social responsibility, also called corporate
citizenship, companies can be conscious of the kind of impact they are having on
all aspects of society, including economic, social, and environmental.

To engage in CSR means that, in the ordinary course of business, a

company is operating in ways that enhances society and the environment,
instead of contributing negatively to them.

Ethics

Ethics, also called moral philosophy, the discipline concerned with what
is morally good and bad and morally right and wrong. It is also applied to any
system or theory of moral values or principles.

Why Ethics is becoming more important in Public Relations?

Ethics determine the reputation of not only yourself, but also the business
or corporation you work for.

Ethics can be a gray area for most people and companies, because not
everyone sees eye-to-eye on certain subjects. This is because ethics are based
on personal morals, and can be different for every person. You get your morals
from how you were raised and brought up into this world; from your family and
friends, to your community and neighbors. For these reasons, ethics is a tough
subject to discuss to a company, and even harder to implement cleanly. Each
company has its own code to abide by, as there is no set code for every single
practice out there.

Three of the many different principles that will improve your ethics-based
decisions are integrity and transparency. Having more ethically-based decisions
strengthens your reputation with the general public.

Integrity

Integrity is the quality of being honest and having strong moral values. Lying
and even telling half of the truth will get people mad if they find out. You must be
honest with everything you say and tell the whole truth, no matter the
consequence.

Transparency

Transparency is the ability to let the public see exactly what is happening in
your organization and not hiding anything from them. If the public thinks you are
holding secrets and have different plans than what is stated, then they can never
trust you.

Personal values

Your own personal values and principles should guide you through your PR
career. Think about how you want to act and be perceived. Are you honest?
Accurate? Responsive? Respectful? Ultimately, your personal values will guide
you towards a contract, or cause you to steer away from one.

Overall, PR practitioners must feel supported in the decisions that they make,
whether that be by their client, their superiors or their colleagues. Only then will
they develop the trust in themselves to believe in the decisions that they are
making, moral and ethical alike.

These principles will not only increase the ethical practice in the public
relations, but also increase the tolerance from the general public and their trust in
you and the company.
The Ethics for Individuals, Codes and Conducts

A code of ethics and professional conduct outlines the ethical principles

that govern decisions and behavior at a company or organization. They give
general outlines of how employees should behave, as well as specific guidance
for handling issues like harassment, safety, and conflicts of interest.

1. Be inclusive.

We welcome and support people of all backgrounds and identities. This

includes, but is not limited to members of any sexual orientation, gender identity
and expression, race, ethnicity, culture, national origin, social and economic class,
educational level, color, immigration status, sex, age, size, family status, political
belief, religion, and mental and physical ability.

2. Be considerate.

We all depend on each other to produce the best work we can as a

company. Your decisions will affect clients and colleagues, and you should take
those consequences into account when making decisions.

3. Be respectful.

We won't all agree all the time, but disagreement is no excuse for
disrespectful behavior. We will all experience frustration from time to time, but we
cannot allow that frustration become personal attacks. An environment where
people feel uncomfortable or threatened is not a productive or creative one.

4. Choose your words carefully.

Always conduct yourself professionally. Be kind to others. Do not insult or

put down others. Harassment and exclusionary behavior aren't acceptable. This
includes, but is not limited to:

 Threats of violence
 Insubordination.
  Discriminatory jokes and language.
 Sharing sexually explicit or violent material via electronic devices or other
means.
 Personal insults, especially those using racist or sexist terms.
 Unwelcome sexual attention.
 Advocating for, or encouraging, any of the above behavior.

5. Don't harass.

In general, if someone asks you to stop something, then stop. When we

disagree, try to understand why. Differences of opinion and disagreements are
mostly unavoidable. What is important is that we resolve disagreements and
differing views constructively.

6. Make differences into strengths.

We can find strength in diversity. Different people have different

perspectives on issues, and that can be valuable for solving problems or
generating new ideas. Being unable to understand why someone holds a
viewpoint doesn’t mean that they’re wrong. Don’t forget that we all make mistakes,
and blaming each other doesn’t get us anywhere.

Instead, focus on resolving issues and learning from mistakes.

Ethics of Business

The following are the types of business ethics:

1. Personal responsibility
It refers to a man's personal code of ethics. If a man behaves in
honesty, he will behave in a very honest and straight forward manner.
According to Walton, "A morally responsible executive is one who knows
the various kinds of value systems that may be employed in a particular
situation and has a rather clear idea of what values hold ascendancy
 (precedence or priority) over others in a conflict ". This definition of Walton
is rather an over-simplification. A business man may think he is acting
ethically but others may not consider his behaviour as ethical.

2. Representative or official responsibility

A manager's action often represents the position he holds or the
office he occupies rather than his personal beliefs. This is so because the
manager represents the business. He has to follow the rules and
regulations of the business, e.g. a manager may want to do something but
the regulations may forbid him from doing it and therefore his hands are
tied and he may not do it.

3. Personal loyalties
Sometimes personal loyalties are so strong that ethical standards
may not be applied when acting towards a particular individual. Personal
loyalties include the loyalties of a subordinate to his superior and
superior's loyalty towards his subordinate.

4. Corporate responsibilities
Every individual living in society has a moral obligation towards it.
Corporations are entities which are "artificial persons", therefore they too
have moral responsibilities towards the society. There moral
responsibilities are not necessarily identical with the personal moral codes
of the executives who run them. Every corporation must have moral codes
which help it in deciding matters connected with shareholders, employees,
creditors, customers, government and society.

5. Organizational loyalties
Some employees have a deep sense of loyalty to the organization.
Their loyalties to their organization are so strong that they even neglect
their own self-interest for the sake of the organization.
6. Economic responsibilities
According to Milton Friedman, "There is one and only one social
responsibility of business – to use its resources efficiently and engage in
activities designed to increase profits without deception or fraud".
Therefore, every business must contribute to the general welfare of the
society by making efficient and economical use of resource at their
command. This type of morality guides individual action towards economy
in the use of resources put at his disposal.

7. Technical morality
In any country, the state of technology plays an important role in
determining what products and services will be produced. Technological
environment influences organizations in terms of investment in technology,
consistent application of technology and the effects of technology. A
manager having technical morality will refuse to compromise with quality.
Every organization which is actively engaged in technological
advancement will create more challenging situations for the organizations
because they are not prepared to accept lower standards.

8. Legal responsibility
Legal environment provides the framework within which the business
is to function. The viability of business depends upon the ability with which
a business can meet the challenges arising out of the legal framework.
However, it must be observed here that legal responsibility is more
than an intention to conform to laws, orders etc. It is a belief in the need for
effective co-operation and justice in organized life. It is morality that
transcends conformity to law.
 PUBLIC RELATIONS PROCESS

RACE is an effective process to follow when developing a strategic PR

plan if you want to have a strong and mutually beneficial relationship with your
publics. The R.A.C.E process encompasses the following 4 phases: Research,
Action and planning, Communication and relationship building and Evaluation.

Research

Both formal and informal research with internal and external stakeholders
is required to define the problem or opportunity.

You should be able to answer the “Who?” “What?” and “Why?” for your
organization’s situation. A good starting point in gathering research is noting what
other organizations have done in the past given similar circumstances. How can
you ensure your findings are reliable? Make sure you are gathering your
information methodically. It is important to mention that in this phase you should
search for any possible assumptions and consequences the public might make.

Action and Planning

This step is essentially strategizing and creating the plan. Dr. Hongmei
Shen, PR author and researcher, recommends using S.M.A.R.T. objectives to set
goals for a program based on research and analysis. Shen recommends having
a:

 Specific (purpose)
 Measurable (outcomes)
 Attainable (objective)
 Realistic (goal)
 Time (available and necessary)
 Following this model allows for structure and a clear estimation of a goal's
attainability. Your action and planning are necessary to gage measurable results!
Follow these S.M.A.R.T. objectives and you'll avoid falling off track.

Communication and Relationship Building

Relying on that two-way symmetrical communication, build mutually

beneficial relationships with your publics. Full disclosure, honesty, and
transparency are vital to building consumer trust. It’s not enough to just send
messages anymore, there should be an ongoing conversation. Maintaining focus
on social responsibility should be a high priority in creating positive relationships.

Communication is the foundation of PR and where you go to relay your

information determines how people will receive your news. Knowing your target
audience plays a huge role in the success of your PR plan. \

Evaluation

The evaluation phase should focus on your campaign results, be aligned

with your primary objectives, and guide you in preparing any additional steps for
the future. It should be an ongoing process that is measured against your
previously set goals to analyze overall effectiveness. Need a good way to prove
growth? Determine your ROI. Monitor any press generated from your campaign,
give a rough estimate for the value of that press, and compare it to any expenses
affiliated with producing that PR. Here are additional ways to monitor and
measure the success of your campaign:

 Secondary Data – (PRSA, IPR, etc.)

 Case Studies – Best practices, methods of crisis communication
 Press Clippings – How much coverage was generated
  Advertising Value Equivalent – Editorial coverage value (Column length/air
time x Ad rate)
 Media Content Analysis – Tracking past and future success and failure
 Readability Test – Years of education required to understand campaign
 Audience and reader surveys
 Focus groups and interviews

Public Relations in Practice

Public relations is a large discipline that can be subdivided into many

types of functions. There are four primary areas of functional responsibility or
different locales in which we can categorize the profession of public relations:

Corporate public relations

Unlike some corporate functions, such as legal and finance, the

communication function does not have as its primary mission fulfilling specific
regulatory or compliance requirements. As a result, the function is rarely
organized in a uniform fashion from one organization to the next. Similarly sized
organizations can vary widely in the resources and number of employees
devoted to communication. Reporting relationships and functional responsibilities
also differ depending on the nature of the company.

Agency public relations

In addition to in-house departments, most organizations—from small

firms to huge global entities—work in partnership with public relations agencies to
develop and implement communication programs. These agencies generate
billions of dollars in revenue, employ thousands of counselors, and serve as the
source of training and development for hundreds of young entrants to the field
each year.

Government/public affairs

Government relations and public affairs are the types of public relations
that deal with how an organization interacts with the government, with
governmental regulators, and the legislative and regulatory arms of government.
The government relations and public affairs are discussed together in this section;
the two functions are often referred to as synonyms, but there are very minor
differences. Government relations is the branch of public relations that helps an
organization communicate with governmental publics. Public affairs is the type of
public relations that helps an organization interact with the government,
legislators, interest groups, and the media.

Nonprofit/NGO/activist public relations

Nonprofit or not-for-profit groups are those that exist in order to educate,

fund research, advocate, or lobby on behalf of a public cause or initiative.
Oftentimes, nonprofit groups are those with an educational mission existing on
behalf of the public interest. For instance, the Cancer Research Foundation of
America educates consumers about what food products to eat to increase
healthiness and lessen cancer risk. Public relations efforts on behalf of nonprofits
generally involve disseminating public information, persuading publics to adopt
the ideas of the organization through the use of press agentry and asymmetrical
public relations, and the use of symmetrical public relations to increase donor
funding and governmental funding of the initiative.
People of Public Relations

Here are some of the most common roles within public relations.

Publicist

A publicist is typically the role people think of when they think of a PR

professional. Based either an agency or on an in-house team, publicists work
directly with clients to help develop and execute their brand strategy. They are
also responsible for coming up with publicity campaigns and identifying the best
ways for clients to promote their brands to the press and to their customers. Many
publicists also work with celebrities to promote their personal brands and
professional projects.

Copywriter

Another role that can be part of an agency or in-house team, a copywriter

is responsible for writing publicity and marketing materials on behalf of clients.
This can include everything from press releases to blog posts and is usually done
in accordance with a public relations strategy created by the PR team. In addition
to writing different types of copy, copywriters are also responsible for maintaining
a consistent brand voice and identity across multiple channels at the same time.

PR specialist

Acting as the first point of contact for media outlets, a PR specialist is

responsible for generating positive press coverage for clients by developing
relationships with journalists and coming up with relevant story pitches. In order
for these pitches to be successful, they have to serve two functions: 1) They need
to resonate with journalists by being newsworthy items and 2) They need to
represent the client in a positive light.

Social media manager

A social media manager is another potential role on a public relations

team. This position can be based either at an agency (working on multiple client
accounts) or an in-house team (managing the social channels of a particular
company). Working to promote the brand on various social media channels such
as Facebook, Twitter and Instagram, the social media manager is responsible
for creating engaging content, interacting with the brand’s community and
measuring the success of various campaigns.

Spokesperson

Acting as the face of the brand, the spokesperson is responsible for

making statements on behalf of the company. This role is generally part of an
in-house communications or PR team and is tasked with handling interview
requests, making TV appearances and responding to any criticism the company
might face.

The world of PR offers many great opportunities for those interested in

developing exceptional communication skills and helping companies to build and
maintain their public images. The best way to know which of these opportunities
is right for you is by taking on an internship and getting some hands-on
experience.

PUBLIC RELATIONS CONSULTANCY

Public relations consultants act as communicators between organizations

and the public. They help disseminate information about the company to the
public while relaying public concerns and expectations back to the organization.

A public relations consultant is a communications specialist who works as

an intermediary between the public and an organization or business. The
organization is dependent on the public relations consultant to effectively
disseminate and communicate its mission, policies and goals to the public.
Additionally, public relations consultants inform a business of the public's worries
and expectations to help the business maintain a positive relationship with the
public.
 Public relations consultants write press releases about a company's
issues and events and put them into the hands of media professionals to
broadcast or publish. Additional duties include writing and editing newsletters,
reports, brochures, speeches, product information, trade magazine articles and
other communications material.

Public relations consultants organize functions like news conferences,

tours, product launch parties and speaking engagements that help gain the
public's or special interest group's attention. The public relations consultant is
responsible for making sure all key people are in attendance and that publicity
materials are properly produced.

Public relations consultants work with advertising and marketing

professionals to create campaigns that the public will find favorable. They also
work with business managers and executives to relay information regarding
public perceptions and other research findings.

Types of Public Relations Consultancy

There are three types of PR consultant:

1. The Media Pitcher – is great at selling a story. They’re the ones who get the
ink. They have the connections, they have strong people skills, fascinating to talk
to, conversant on a range of topics, persuasive, engaging, strong sense of humor,
rich voice with a range of intonation, nicely measured pace, and can really spot a
story. Pitchers love the media and keeping on the pulse of the industry. Give a
Pitcher a story and they’ll run with it – never happier than on the phone or in the
bar with reporters.

The main challenges for Pitchers tend to be their organization, their team
work and their ability to spot potential issues with clients.
2. The Writer – is a copy expert. Give a Writer a topic, some supporting bullet
points and sources of further research, and she’ll turn in crisp, engaging copy to
the exact length. A Writer is a polymath, interested in a range of topics, deeply
considered, has an interesting perspective, a good turn of phrase, broad
vocabulary, and an eagle-eye for grammar and syntax. A Writer has the ability to
hammer out copy with single obsession despite noise and banter around them
without distraction. She naturally spots a story and is able to weave in messages
seamlessly. Writers also like feedback on their copy to hone and refine it, as long
as it stays sharp. Writers create the ammunition for a PR campaign.

The main challenges for Writers tend to be their time management (when
they’re in the zone), their interpersonal skills and ability to balance multiple
projects simultaneously.

3. The Client Manager – has a sixth sense when it comes to client management.
The Client Manager simply understands and can anticipate the client’s needs and
expectations. Client Managers are able to build strong relationships with clients,
ones which are long term, can weather the highs and lows of a campaign and
often border on personal friendship. Client Managers really care for their clients,
are compassionate, extremely organized, articulate, planned, deadline-oritented
and good team leaders. Client Managers are capable of absorbing huge amounts
of granular detail and tracking progress across several campaigns. These are the
guys who keep clients happy and the PR campaign on track.