Public Relations Theory and Practice

WORKSHEET 1

1. In your own words, define public relations. (50-100 words)

Public relation: PR is the practice of managing and maintaining positive relationships between
an organization and its stakeholders. It involves strategic communication efforts aimed at
building and enhancing the reputation of the organization, promoting its products or services,
and engaging with its audiences. The goal is to establish trust, credibility, and long-term loyalty
with stakeholders.

PR, or open relations, oversees communication between an organization and its

target onlookers. It includes making a positive picture, cultivating connections,
and passing on data successfully. PR experts strategize to upgrade the
organization`s notoriety, advance its items or administrations, and handle
potential emergencies. They utilize different channels, such as media, social
stages, and occasions, to put through with the open. The extreme objective is to
construct belief, validity, and understanding, guaranteeing a clear discernment
of the organization. PR plays a crucial part in forming open conclusions,
maintaining goodwill, and cultivating commonly advantageous connections
with partners.

2. Richard Edelman (2013) claims that the emergence of social media ‘fundamentally
changed the nature of how we do what we do (PR)’. He says that while public relations
used to be about educating the media, now it is about ‘educating the masses’. What was
he talking about? (Note: This question requires some additional, independent research.)
(approx. 100 words)

Richard Edelman is a monument in the PR world and the CEO of Eldeman company. In
2023, Richard Edelman claimed that the advent of social media had "fundamentally
changed the way we do what we do (PR)". He said that while public relations used to
be about educating the media, now it is about 'education of the masses'. This is true
because today, there are many social networks with countless ages and nationalities; we
cannot deny the influence of KOLs or influential people on social networks. Thanks to
social media, we can reach a broad audience of all ages and nationalities; we no longer
have to focus so much on traditional media. Therefore, media use today requires cross-
cultural understanding and information literacy to communicate directly with customers
or, as Richard Elman put it: 'mass education'

3. Where can you see public relations at work in this week’s news stories? (Give one
example.) Who is using PR? Why are they using it? (What is their desired outcome?)
How are they using it? (Identify at least one or two tools or techniques they are using.)
How effective do you think the PR is/is likely to be?
4. Example:
5. Asics' '#TrainingAI' Campaign:
6. Who is using PR and why?
7. Asics, the athletic footwear and apparel company, is using public relations to
promote their '#TrainingAI' campaign. They are using PR to raise awareness about
their innovative use of artificial intelligence (AI) in training programs and to
position themselves as a leader in utilizing technology for athletic performance.
The desired outcome is to attract athletes and fitness enthusiasts to their brand,
increase sales of their training products, and enhance their reputation as a forward-
thinking company.

Asics, the athletic footwear and attire company, is utilizing open relations to advance their
`#TrainingAI' campaign. They are utilizing PR to raise mindfulness almost their inventive
utilize of counterfeit insights (AI) in preparing programs and to position themselves as a
pioneer in utilizing innovation for athletic execution.

8. How are they using PR?

9. Asics is employing various tools and techniques in their PR campaign for
'#TrainingAI.' They have issued press releases to targeted media outlets,
highlighting the use of AI in their training programs and explaining the
benefits it offers to athletes. Asics is also leveraging social media platforms,
such as Instagram and YouTube, to share engaging content, including
videos and testimonials from athletes who have experienced the AI
training programs. They may collaborate with fitness influencers and
athletes to endorse and showcase the effectiveness of their AI-based
training approach.

' They have issued press releases to targeted media outlets, highlighting the use of AI in their
training programs and explaining the benefits it offers to athletes. Asics is also leveraging social
media platforms, such as Instagram and YouTube, to share engaging content, including videos and
testimonials from athletes who have experienced the AI training programs. They may collaborate
with fitness influencers and athletes to endorse and showcase the effectiveness of their AI-based
training approach.

10. Effectiveness:
11. The effectiveness of the '#TrainingAI' PR campaign is likely to be positive.
Asics is a well-established brand in the sports industry, and their reputation
for producing high-quality athletic products can contribute to the
campaign's success. The utilization of AI technology in training programs
can attract attention from tech-savvy athletes and fitness enthusiasts who
are interested in innovative approaches to improving performance. By
leveraging social media and collaborating with influencers, Asics can reach
a wide audience and generate buzz around their AI training programs. The
effectiveness of the campaign will also depend on the actual performance
and results athletes experience through the AI training programs. Overall,
the PR campaign has the potential to effectively showcase Asics as an
innovative brand and drive interest in their training products.
 Asics is a well-established brand in the sports industry, and their reputation for producing
high-quality athletic products can contribute to the campaign's success. The utilization of AI
technology in training programs can attract attention from tech-savvy athletes and fitness
enthusiasts who are interested in innovative approaches to improving performance. The
effectiveness of the campaign will also depend on the actual performance and results athletes
experience through the AI training programs. Overall, the PR campaign has the potential to
effectively showcase Asics as an innovative brand and drive interest in their training products.
6. Who is using PR and why? In this case, the PR story seems to be used by
Phương Nhi, the individual mentioned in the article, as well as the organizers
of the Miss International Vietnam competition. Phương Nhi is using PR to
promote herself as a contestant in the Miss International 2023 pageant,
showcasing her qualifications and aspirations. The organizers of the Miss
International Vietnam competition are likely using PR to generate publicity
and support for Phương Nhi's participation.
7. How are they using PR? They are using PR by crafting a positive narrative
around Phương Nhi and her journey to compete in Miss International 2023.
The PR story highlights her achievements, qualifications, and preparations for
the pageant. It aims to create a favorable image of Phương Nhi, generating
interest and support from the audience. The story may be distributed through
various channels, such as news outlets, social media, and the Miss
International Vietnam organization's platforms.
8. Effectiveness: Determining the effectiveness of PR efforts is challenging
without access to comprehensive data and metrics. However, the
effectiveness of this PR story can be evaluated based on factors such as
media coverage, audience engagement, and support received by Phương Nhi.
If the story successfully generates attention, positive feedback, and boosts
Phương Nhi's visibility, it can be considered effective. The ultimate measure of
effectiveness would be Phương Nhi's performance and reception at the Miss
International 2023 pageant, as well as any subsequent opportunities or
recognition she receives.
Regenerate response

Who/Why/How Effectiveness
 (dot points)  (dot points)

4. Think about the skills and experience a public relations practitioner working in the
following roles and organisations would need. (You can use dot points – 3 or 4 for
each.)

a) Consultant for a major national PR agency

 + Strong communications skills
+ Strategic thinking
+ Relationship building

b) Publicity officer for a national not-for-profit organisation

+ Passion for the cause
+ Storytelling
+Community engagement
+ Crisis engagement

c) Media relations manager for a global finance company/bank

+ Financial acumen
+ Crisis engagement
+ Relationship management

5. Where, in business or society do you see a need for highly-skilled public relations
professionals? Why are they needed?

Every business and company always needs a good PR consultant. For example, an
experienced PR consultant can help build and manage a company's public image. From
promoting the company's performance and values to managing emergency and reactive
issues, they strive to build trust and create a positive image for the company. ordinary
people. Surname. PR consultants not only ensure a good image for the company, but
also help maintain good relationships with stakeholders such as customers, partners,
investors and the community. From creating contacts to managing and resolving public
relations conflicts, strive to build and maintain a strong network of relationships.

Phương Nhi thi Miss International 2023

Who is using PR and why?

In this case, the PR story appears to be utilized by Phương Nhi, the person said
within the article, as well as the organizers of the Miss Universal Vietnam
competition. Phương Nhi is utilizing PR to advance herself as a hopeful within the
Miss Universal 2023 exhibition, exhibiting her capabilities and goals. The
organizers of the Miss Universal Vietnam competition are likely utilizing PR to
create reputation and bolster for Phương Nhi's cooperation.

How are they using PR?

They are utilizing PR by making a positive story around Phương Nhi and her travel to
compete in Miss Universal 2023. The PR story highlights her accomplishments,
capabilities, and arrangements for the show. It points to make a favorable picture of
Phương Nhi, creating intrigued and back from the gathering of people. The story may be
disseminated through different channels, such as news outlets, social media, and the Miss
Worldwide Vietnam organization's stages.

Effectiveness: Determining the effectiveness of PR efforts is challenging

without access to comprehensive data and metrics. However, the effectiveness
of this PR story can be evaluated based on factors such as media coverage,
audience engagement, and support received by Phương Nhi. If the story
successfully generates attention, positive feedback, and boosts Phương Nhi's
visibility, it can be considered effective. The ultimate measure of effectiveness
would be Phương Nhi's performance and reception at the Miss International
2023 pageant, as well as any subsequent opportunities or recognition she
receives.

Be that as it may, the adequacy of this PR story can be assessed based on components such as
media scope, group of onlookers engagement, and bolster gotten by Phương Nhi. On the off
chance that the story effectively produces consideration, positive criticism, and boosts Phương
Nhi`s perceivability, it can be considered successful.