Public relations

• The management function which evaluates public attitudes, identifies the

policies and procedures of an individual or organization with
the public interest and plans and executes a program of action to
earn public understanding and acceptance.
Publics of an Organization “Internal”

• Internal Public of Public Relations: Internal Public of Public Relations

includes Shareholders or Investors, Employees, Suppliers,Retailers/
Dealers and Other business associations: Primary function of public
relations is to facilitate positive and profitable relations between an
organization and its actual or potential audiences.
Publics of an Organization “External"
• External Publics of Public Relations: External Publics of Public Relations
includes Consumers/Customers, Community, Mass Media, Government,
Financial Institutions, Action Groups and General Publics
Where and to whom the Public Relation work
• Public relations professionals can work in a variety of industries,
including marketing, and education. They may also work for nonprofit
organizations, and broadcast media companies.
Tips On How To Raise Public Awareness

• Ask Yourself Questions

• Create A List Of Media And Other Important Community Contacts
• Introduce Yourself And Ask: What Does The Public and Media Think?
• Reach Out To People Using A Consistent Schedule
• Invite People To Your Activities and Events
• Respond To People When They Call Or Ask Questions
• Get Active On Social Media: Create Content and Advertise
• Don’t Forget Radio and Local Public Access Television
Public Relations Model Focused on
Behavioral Change
• What is the goal of public relations? You might say that it is to
disseminate information to the masses, to spread ideas, or even to
change people's minds, emotions, or opinions. If you gave any of those
answers, you wouldn't be wholly wrong. However, public relations maven
Patrick Jackson would have argued that you wouldn't be wholly right
either.
• Jackson emphasized in his work that the ultimate goal of public relations
needs to be to change behavior, not just to spread information.
• Campaign managers don't just want potential voters to like their
candidate; they need the public to vote for the candidate.
The Five Steps toward Behavioral Change

• A focus on behavioral change is at the core of Pat Jackson's model of

public relations.
• Building awareness -- This first step is perhaps the most obvious. For
ideas to spread, you have to share them with others. This is exactly what
Jackson's first step entails.
• Developing a latent readiness -- Once the information has reached the
public, people begin to form opinions on the issue.
• Triggering event -- This is an event or occurrence that is likely to move
those with a latent readiness to action.
The Five Steps toward Behavioral Change Cont’d

• Intermediate behaviors -- These are the 'little steps' that people take
when they are considering the larger behavioral change. These steps
could include inquiry calls, taking brochures, signing up for free trial
periods, etc.
• Behavior change -- After demonstrating the intermediate behaviors,
hopefully some (if not many) will be persuaded to make the ultimate
behavior change.
 The Essential Elements Of Successful Public
Relations
• Define the Situation: Understanding where the business is placed financially, in
the market and where they want to go is paramount.
• Define your Objectives: This is not what you put into the campaign, but what
you hope to get out of it.
• Define your Audience (Publics): You must be able to know who you are trying
to reach; target publics and intercessory publics. Find out who they are and sell
your message to them.
• Define the Strategy of your Plan: This is a somewhat broad statement –
describing how an objective will be achieved.
• Define the Tactics of your Plan: This describes the specific activities that put
each strategy into operation and helps to achieve the stated objective.
Cont’d
• Define the Calendar Timeline: Determine a timetable for the campaign
program focusing on pivotal points including the obvious, start and finish
times.
• Define the Budget: Knowing how much can be spent is integral for any
plan. How much you can spend? How much you should spend? This also
allows for consideration for more or less money to be used at any stage of
the campaign.
• Define Evaluation of the Program: By being able to measure the
objectives to show clients and employers accomplishments and purpose,
this can determine the success of the campaign.
Community Relation
What is a community
• A community is a small or large social unit (a group of people)
who have something in common, such
as norms, religion, values, or identity.

• Communities often share a sense of place that is situated in a

given geographical area (e.g. a country, village, town, or
neighborhood).
Community Relation

Community Relation:
• Community relations refers to the various methods companies use to establish and maintain
a mutually beneficial relationship with the communities in which they operate.

• Firm's interactions with the people constituting the environment it operates in and
draws resources from, to foster mutual understanding, trust, and support.
Old Fashion Community Relation
• The idea was that employees who were treated decently would go into the
home communities singing the praises of their employer.

• Employers tended to believe that they provide to employees jobs, give taxes
and provide business and trading opportunities to community.

• In this traditional viewpoint, employers felt that their dollar payroll, their local
tax payments, charitable donations and their occasional loans discharged their
community obligations.
New fashion Community
Relation
New fashion Community Relation
• However, this attitude has changed. Employers now know that they must
have more than a general concern for the efficiency and adequacy of
community services for themselves and for their employees. They have
learned that they must become involved in specific community decisions
and actions concerning honesty in public offices; attracting new
businesses and holding older ones; planning for the future; and
generating the enthusiasm of volunteers in the charitable culture,
fellowship, educational, recreational, business and patriotic endeavors.
Consideration
• Something that must be thought about when you are planning or
deciding something.
Legal Considerations
• PR operates in an increasingly complex legal environment.
• Increased concerns about harassment; age, gender and race
discrimination; privacy and labor abuse and etc, lead to new laws and
regulations in the work place.
Legal Considerations
• Growing concern about product quality, safety, nutrition and health &
environmental protection lead to accountability in the market place.
PR and Legal Aspects
• This means for PR professionals that today’s practitioner must be more
knowledgeable about the law and how legal issues affect PR practices and
organizational reputation.
• Law of Defamation
• Confidentiality
• Intellectual Property
Law of Defamation

• Once the business is on digital platform, it makes people easy to speak

anything about anyone without any fear or threat.
• Defamation law on this aspect gives the right to act against the required
party or an individual.
Confidentiality

• While working there is certain information that must be kept confidential

and must never be shared with anyone except the person involved in
that. Clients rely on companies and the companies must make sure about
the authenticity of the client’s information. Hence, the law prohibits such
kind of information to be leaked. This legal process relieves the stress of
the clients.
Intellectual Property
• Copy right & Trademark
• PR communicators frequently uses the words and pictures of others in
brochures, news releases, pamphlets, reports, and speeches.
• They should be careful of copyright and trademark law.
PR at Risk
• Those who are unfamiliar with laws that affect PR practices place both
themselves and their organizations at risk of increased legal liability.

• The researchers suggest that ignoring public relations, consequences are

potentially costly”.
PR and Media Relations
Access to the Media
• Access to the media is required and essential for the PR practitioners.
• Media acts as an intermediary between an organization and its
target public that creates awareness for the organization with an ability to
create a positive impact for the chosen audience.
• The job requires access to the media, but some countries law allows
media to refuse any story or advertisement they do not wish to run.
Role of Public Relation
• Image management: professionals work to present the company as socially
responsible, compassionate and involved in the community.
• Relationship management: establishes strategies for building and maintaining
relationships with important segments of the public such as customers and
reporters
• Crisis management: deals with emergencies affecting the organization. They
help establish policies for dealing with emergencies, such as who gets to
communicate with the media, and how management shares information with
employees.
• Planning and helping social events
• Prepare publications
• Issuing news of interest to the community and to top officials of the
community’s organizations.
Key skills for public relations officers

• Excellent communication skills both orally and in writing

• Excellent interpersonal skills
• Good IT skills
• Presentation skills
• Initiative
• Ability to prioritize and plan effectively
• Awareness of different media agendas
• Creativity
Can community relation be the core for PR
programming?
• Yes, because it sets the tone of what organization stands for. The success
of an organization depends on how it builds its relationships with public.
Such as donors, suppliers, stakeholders and etc.
• Successful community relations are planned, organized and systematized
by the PR department.
Successful community relations are planned, organized and
systematized
• Targeting: which group, what behavior motivate them and what information and
techniques are required for community relations.
• Participate or own: use your reputation or use others to make your organization
famous.
• Here versus there: should a program be within organization or outside.
• Official versus employee volunteer activities
• What design, program, event will assure this critical goal is met.
Chapter Questions
• What is community?
• Explain community relation.
• Explain copyright?
• What are the Key Skills of PR officer?