PRINCIPLES OF PUBLIC AND

CUSTOMER RELATIONS

JUNE 10, 2023

BSOAOUMN 1-4 11:00AM - 12:30 PM
 CHAPTER II
BUILDING GOODWILL THROUGH
PUBLIC RELATIONS
MAIN POINTS COVERED
Definition of Public Relations
Principles of Effective Public Relations
Planning for Public Relations
• Needs of the Environment
• Goals and objectives of the business
• Objectives/Strategies of the Public Relations
• Designing PR Programs
Essence of Public Relations in the performance of the duties of an
Administrative Professionals
 PUBLIC RELATIONS

The formal practice of what is now commonly referred to as “public relations”

dates to the early 20th century. The definition evolving alongside public
relations’ changing roles and advances in technology.
 PUBLIC
RELATIONS
is the set of techniques and strategies
related to managing how information
about an individual or company is
disseminated to the public, and
especially the media.

-Investopedia
 PUBLIC
RELATIONS
The primary goal of public relations is
to build and maintain a positive image
and reputation for the organization or
individual.
 PUBLIC
RELATIONS
Public relations is a strategic
communication process that builds
mutually beneficial relationships
between organizations and their
publics.”

-PRSA
PR VS ADVERTISING
 PR VS ADVERTISING
PR companies./agencies does not focus on big promotions or paid media. The main goal of PR is to
promote the brand by using editorial context that appears of newspaper, magazines, blogs and
websites or tv programs that is called EARN MEDIA. So advertising uses paid media while pr uses
earned media.

Both advertising and PR help build brands and communicate with target audiences. The most basic
difference between them is that advertising space is paid while public relations results are earned
through providing the media with information in the form of press releases and pitches.
AN EXAMPLE OF PR
 AN EXAMPLE OF PR
THE BIGGEST PR STUNT: ICE BUCKET CHALLENGE

The idea is simple: Pour a bucket of ice water over your head, share a video of it on social media and
challenge your friends to do the same. If you do not complete the challenge within 24 hours, you are
asked to donate $100 to amyotrophic lateral sclerosis (ALS) research. The idea itself may be simple,
but with more than 3.7 million ice bucket-related videos posted on Instagram in a matter of
weeks without a single penny spent on advertising yet the campaign uniqueness was able to attract
worldwide attention.

Why Did It Work? The Ice Bucket Challenge gave everyone a fun way to get involved and to give back.
The challenge demonstrated the power of social media. Furthermore, the challenge showed that
when the power of social media is effectively harnessed, directed, and managed, it could be a
incomprehensible marketing tool.
PRINCIPLES OF EFFECTIVE
PUBLIC RELATIONS
 TELL THE TRUTH
Let the public know what's happening with
honest and good intention; provide an ethically
accurate picture of the enterprise's character,
values, ideals and actions.
 PROVE IT WITH
ACTION
Public perception of an enterprise is determined
90 percent by what it does and 10 percent by
what it says.
 LISTEN TO
CUSTOMER
To serve the enterprise well, understand what
the public wants and needs and advocate for
engagement with all stakeholders. Keep top
decision makers and other employees informed
about stakeholder reaction to the enterprise's
products, policies and practices. To listen
effectively, engage a diverse range of
stakeholders through inclusive dialogue.
 MANAGE FOR
TOMORROW
Anticipate public reaction and eliminate
practices that create difficulties. Generate
goodwill.
 CONDUCT PUBLIC
RELATIONS AS IF THE
WHOLE COMPANY
DEPENDS ON IT
No strategy should be implemented without
considering its impact on stakeholders. As a
management and policymaking function, public
relations should encourage the enterprise's
decision making, policies and actions to
consider its stakeholders' diverse range of views,
values, experience, expectations and
aspirations.
REALIZE THE COMPANY'S
TRUE CHARACTER IS
EXPRESSED BY ITS PEOPLE
The strongest opinions — good or bad — about
an enterprise are shaped by the words and
deeds of an increasingly diverse workforce. As a
result, every employee — active or retired — is
involved with public relations. It is the
responsibility of corporate communications to
advocate for respect, diversity and inclusion in
the workforce and to support each employee's
capability and desire to be an honest,
knowledgeable ambassador to customers,
friends, shareowners and public officials.
 REMAIN CALM,
PATIENT AND GOOD
HUMORED
Lay the groundwork for public relations
successes with consistent and reasoned
attention to information and stakeholders. When
a crisis arises, remember, cool heads
communicate best.
1. Know your audience
2. Be a patient storyteller
3. Focus on outcomes over activities
4. Go beyond the echo chamber
5. Be humble
6. Under promise and over deliver
7. Have a call for action
1. To ensure that every products and services, the audience will be satisfied
2. Be a patient story teller. Tell the right story at the right time to the right
people. Patience is truly a virtue
3. Focus on outcomes over activities. Anylyze what the customers wants. Align
your plan in a long term goal and work towards creating an outcomes
rathern than doing a lot of activities that is not related to your end goal
4. . Go beyond the echo cahmber. Don't dismiss what competitors do. Take an
interest in learning and reading about others. What do they do well? Where can you
differentiate? By knowing as much as you can about the broader environment, the more
well-rounded and precise your plan will be.
5. Be humble. Worry about what you are doing that makes you great. Be proud, but don't
be boastful
6. Underpromise and over deliver. It's okay to talk about vision and how you see the world,
but be very clear on what you intend to deliver and when. If you stick to this commitment the
more likely you never bend to say something that isn't accurate.
7. Have a call for action. This can come in the form of a pointer that brings the reader back to
your website. Once you have someone's attention, how will you keep them engaged? This is
crucial.
PLANNING FOR PUBLIC
RELATIONS
PART II

1. THE NEEDS OF THE ENVIRONMENT

You will serve as a mediator between the

company and the environment

2. GOALS AND OBJECTIVES OF THE

BUSINESS
This requires commitment and discipline
PART II

3. OBJECTIVES/STRATEGIES OF PR

Objectives are tangible and achievable.

While strategies are the general approaches
used in achieving the objectives

4. DESIGNING PR PROGRAMS

These are series of activities that are

planned in advance and related to specific
goals
PART II

SMART
 ESSENCE OF PUBLIC
RELATIONS IN THE
PERFORMANCE OF AN
ADMINISTRATIVE
PROFESSIONALS
PART II

PR ADMIN PROFESSIONALS
PR should deal with reality Must be honest at all times
PR practitioners must go to public to seek Must have the guts to agree or disagree
support for programs for a false information

PR is a service oriented Must be client oriented

PR is an effective communicator AP should convey information back and
forth until understanding is being reached

Explains the problems in the public before Must advised the right person before the
become a crisis situation becomes worst

PR is measured by ethical standards Must have good reputation and integrity

ACTIVITY