PUBLIC

RELATIONS (PR)
Strategies, Techniques,
and Best Practices
 Introduction to
Public Relations
Key Concepts in PR
The PR Process
PR Strategies and Techniques
Case Studies
Best Practices
Q&A
Understanding Public Relations (PR)

Public Relations (PR) is the strategic communication

discipline that focuses on building and maintaining positive
relationships between organizations, individuals, or entities
and their various stakeholders, including the public, media,
employees, investors, customers, and the community.
PR involves the art and science of building and maintaining
positive relationships between organizations and their
publics or stakeholders.
J. Grunig and Hunt’s is the most widely cited definition of
public relations: Public relations is “the management of
communication between an organization and its publics.”
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Understanding Public Relations (PR)

The component of Grunig and Hunt’s famous definition of

Public Relations:
Management. The body of knowledge on how best to
coordinate the activities of an enterprise to achieve
effectiveness.
Communication. Not only sending a message to a receiver
but also understanding the messages of others through
listening and dialogue.
Organization. Any group organized with a common purpose;
in most cases, it is a business, a corporation, a governmental
agency, or a nonprofit group..
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Understanding Public Relations (PR)

Publics. Any group(s) of people held together by a common

interest. They differ from audiences in that they often self-
organize and do not have to attune to messages; publics
differ from stakeholders in that they do not necessarily have
a financial stake tying them to specific goals or
consequences of the organization. Targeted audiences, on
the other hand, are publics who receive a specifically
targeted message that is tailored to their interests.

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The history of
Public Relations
(PR)
Milestones and developments
Public relations (PR)
Milestones and developments
1. Early Communication and Propaganda (Antiquity to 19th
Century): PR emerged as a sought to manage reputations and
maintain positive public perception. Leaders and governments
used to persuade and influence public opinion.
2. Early 20th Century: Ivy Lee and Edward Bernays are considered
pioneers of modern PR. Lee is known for promoting openness
and honest communication, while Bernays focused on using
psychological insights to shape public opinion. Both contributed
to the professionalization of PR.

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Public Relations (PR)
Milestones and developments
3. World Wars and Post-War Era (20th Century): During these times,
PR played a crucial role in government propaganda, and post-war
businesses embraced PR as a strategic tool to build and maintain
their reputations.
4. Growth and Diversification (Mid-20th Century): The 1950s and
1960s saw PR evolve into a distinct profession, with the
establishment of professional organizations and academic
programs. The field diversified as organizations recognized the
value of PR in various sectors, including corporate, government,
and nonprofit.

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Public Relations (PR)
Milestones and developments
5. Digital Age and Globalization (Late 20th Century and Beyond):
The advent of the internet and digital technologies revolutionized
PR practices, making communication faster and more accessible.
24/7 news cycle further shaped PR, requiring professionals to
adapt to new challenges and opportunities.
6. Ethical and Social Responsibility (Contemporary Era): In recent
years, there has been a growing emphasis on ethical PR practices,
transparency, and social responsibility. PR professionals are
increasingly engaged in sustainability, CSR (Corporate Social
Responsibility), and crisis management in the face of public
scrutiny.
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ADVERTISING
MARKETING &
PUBLIC RELATIONS
The Differences
Advertising, Marketing and Public Relations

Advertising
 Nature: Paid communication that promotes a product, service,
or brand through various media channels.
 Control: Advertisers have direct control over the content,
placement, and timing of the message.
 Goal: The primary objective is to persuade and influence target
audiences to take a specific action, such as purchasing a
product or service.
 Communication: One-way communication where the
message is often crafted to be persuasive and attention-
grabbing.
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Advertising, Marketing and Public Relations
Marketing
 Scope: Process that involves identifying, anticipating, and satisfying
customer needs and wants through a mix of product development,
pricing, distribution, and promotion.
 Strategy: Overall strategy for reaching and building relationships
with customers, involving market research, segmentation, and
targeting.
 Goal: To create value for customers and drive profitable customer
action and customer satisfaction.
 Integration: Involves a mix of elements, including advertising, sales,
distribution, and public relations, to achieve the overall marketing
goals. 13
Advertising, Marketing and Public Relations
Public Relations
 Focus: PR is about managing and building relationships between an
organization and its various stakeholders, including the public,
media, employees, and investors.
 Credibility: Often relies on earned media coverage, endorsements,
and other methods to enhance the credibility and reputation of the
organization.
 Goal: The primary goal is to create and maintain a positive image
and reputation for the organization.
 Communication: Involves two-way communication to foster
understanding, trust, and goodwill.
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Advertising, Marketing and Public Relations

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Internal and external functions of Public Relations (PR)
Internal functions
 Employee Relations: Fostering a positive workplace culture,
addressing employee concerns, and promoting a sense of
belongingness.
 Internal Communication: Ensuring clear and effective
communication channels within the organization.
 Issues and Crisis Management: handling challenging times, providing
guidance to employees, and maintaining morale
 Training and Development: Supporting employee growth through
communication about training opportunities.
 Leadership Communication: conveying the organization's vision, so
leadership messages align with the company's values. 16
Internal and external functions of Public Relations (PR)
External functions
 Media Relations: Building and maintaining positive relationships
with the journalists by organizing media events.
 Community Relations: Engage the local community through
sponsorships, events, and outreach programs.
 Government Relations: Advocating for the organization's interests
with policymakers, staying informed of relevant regulations.
 Customer Relations: Responding to customer inquiries and
feedback, managing online reputation.
 Investor Relations: Communicating with all shareholders providing
relevant information and ensuring transparency.
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Organizational Stakeholders
Analysis
Organizational Stakeholders

Meaning:
Stakeholders are individuals, groups, or
entities that have an interest or concern in
the activities and outcomes of an
organization.
There are various types of stakeholders,
but they can generally be categorized into
two main groups: internal stakeholders
and external stakeholders.

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Organizational Stakeholders

1. Internal Stakeholders: These are individuals or groups within the

organization itself. They have a direct interest in the organization's
success and are often directly involved in its day-to-day operations.
Internal stakeholders may include:
 Employees: People working within the organization, from entry-
level staff to executives, who contribute to its functioning and
success.
 Management and Board Members: Leaders and decision-makers
responsible for guiding the organization's overall direction.
 Shareholders or Owners: Individuals or entities that own shares or
have ownership stakes in the organization.
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Organizational Stakeholders

2. External Stakeholders: These are individuals or groups outside the

organization but have a direct interest in its activities and performance.
External stakeholders can influence or be influenced by the
organization but are not directly involved in its daily operations.
External stakeholders may include:
 Customers: Individuals or organizations that purchase goods or
services from the company.
 Suppliers: Entities providing the organization with the necessary
resources, materials, or services.
 Investors: Individuals or institutions that provide financial support
to the organization through investments.
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Organizational Stakeholders

 Government and Regulatory Bodies: Entities that establish

and enforce laws and regulations affecting the organization's
operations.
 Community: The local or broader community where the
organization operates, which may be impacted by its activities.
 Media outlets: include newspapers, television, radio, online
news platforms, and other channels that deliver news and
information to the public.

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Organizational Stakeholders Analysis

Organizational Stakeholders Analysis

Stakeholder analysis is a systematic process of identifying,
assessing, and prioritizing individuals, groups, or
organizations that have an interest, influence, or impact
on a project, initiative, or the overall success of an
organization.
 The goal of stakeholder analysis is to understand the
needs, expectations, and concerns of these
stakeholders and to develop strategies for engaging
with them effectively.

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Organizational Stakeholders Analysis

Stakeholders Analysis Process

1. Identify Stakeholders: Create a list of all
individuals or groups with an interest or influence in
the project or organization.
2. Categorize Stakeholders: Classify stakeholders
based on their power, interest, and importance to
prioritize engagement efforts.
3. Prioritize Stakeholders: Determine which
stakeholders are most critical to the success of the
project or organization.
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Organizational Stakeholders Analysis

4. Assess Interests and Expectations: Understand

the needs, expectations, and concerns of each
stakeholder through surveys, interviews, or focus
groups.
5. Evaluate Influence: Determine the level of
influence each stakeholder has on the project or
organization.
6. Develop Communication and Engagement
Strategies: Tailor communication plans and
engagement strategies for each stakeholder group
based on their priorities and preferences.
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ROLES & QUALITIES OF A
PUBLIC RELATIONS
PRACTITIONER

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Roles of a Public Relations Practitioner (PR)
 Craft and align messages with organizational goals.
 Build relationships for positive media coverage.
 Anticipate and respond to crises effectively.
 Connect with key stakeholders for positive relationships.
 Demonstrate commitment to social responsibility.
 Organize events for visibility and reputation of the organization.
 Engage on social platforms for effective communication.
 Conducting Research and Analyze data to inform PR strategies.
 Advising Leadership, by strategic counseling organizational leaders.
 Upholding transparency and integrity in communication by
observing Ethical Standards
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Qualities of a Public Relations Practitioner (PR)
 Intellectual Curiosity: Constantly seeks knowledge, industry trends,
and emerging strategies.
 Passion: Drives the extra mile for clients and organizational
success.
 Dedication: Commits strongly to deadlines and high-quality work.
 Trust and Integrity: Upholds trust through authenticity and
transparent communication.
 Humility: Acknowledges mistakes, values feedback, and
recognizes contributions.
 Generosity: Enhances PR by sharing insights and collaborating
with colleagues.
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Roles of Public Relations Practitioner (PR)
 Generosity: Enhances PR by sharing insights and collaborating with
colleagues.
 Respectfulness: Treats everyone with courtesy, fostering positive
relationships.
 Service Mentality: Understands and meets others' expectations for
success and satisfaction.
 Embracing Change: Adapts to new technologies and trends for
effective navigation.

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PUBLIC RELATIONS
MODELS/THEORIES
Public relations (PR) involves managing the communication and
relationships between an organization and its various publics. There are
several models and theories that guide PR practices.
Models and Theories that guide PR practices.
Press Agentry/Publicity Model: Focuses on creating attention-
grabbing and often sensationalized stories to capture media attention.
Goal is to generate publicity and create a positive image, even if the
information is not entirely accurate.
Public Information Model: Emphasizes the accurate and timely
dissemination of information to the public. A more one-way
communication model, where the organization acts as an information
source for the public.
Two-Way Asymmetric Model: Involves two-way communication but
with an emphasis on persuasion. Seeks to influence and persuade the
public to adopt a certain viewpoint or behavior.

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Models and Theories that guide PR practices.
Two-Way Symmetric Model: Encourages open and honest
communication between the organization and the public. Aims for
mutual understanding and a two-way exchange of information.
relationships.
Systems Theory: Views an organization as a complex system with
interrelated parts. PR is seen as a way to manage relationships and
interactions between the organization and its environment.
Cultural Approach: Emphasizes the role of culture in shaping
communication and relationships. Recognizes that different cultures
may interpret messages differently, and PR strategies should be
culturally sensitive.

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Models and Theories that guide PR practices.
Excellence Theory: Focuses on the role of PR in building and
maintaining relationships based on mutual respect and trust.
Emphasizes the importance of PR as a strategic management
function.
Situational Theory: Argues that the effectiveness of PR strategies
depends on the specific situation or context. PR practitioners need to
adapt their strategies based on the unique circumstances they are
facing.

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Review Question:

Identify instances where a particular PR model

might be more suitable for a specific organization
or scenario?

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Code of Ethics Guiding
Public Relations Practice
Ethics is based on core values

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Public Relations (PR) Code of Ethics
Every society has to live by
certain rules, standards and
codes of behavior. Ethics are
defined as being those ‘moral
principles or set of moral
values held by an individual
or group’.

Ethical conduct is defined as being those standards that ‘in

accordance with principles of conduct are considered correct,
especially those of a given profession or group’.
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Public Relations (PR) Code of Ethics
The Public Relations (PR) Code of Ethics outlines the fundamental
principles and guidelines that PR professionals should follow in their
practice. These codes are developed by professional organizations
to establish a set of ethical standards and expectations for
individuals working in the field of public relations.
Code of Ethics set the industry standard for the professional
practice of public relations. These values are the fundamental
beliefs that guide PR Professionals behaviors and decision-making
process. Theses professional values are vital to the integrity of the
profession as a whole.

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Professional Public Relations Organizations
1. Public Relations Society of America (PRSA)
2. International Public Relations Association (IPRA)
3. Chartered Institute of Public Relations (CIPR)

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The Code of Ethics consists
1. Advocacy: Serve the public interest by acting as responsible
advocates for those we represent.
2. Honesty: Foster a highest level of truthfulness in
communications and ethical decision-making.
3. Expertise: Acquire and responsibly use specialized knowledge
and experience.
4. Independence: Provide objective counsel to those we
represent.
5. Loyalty: Be faithful to those we represent, while honoring our
obligation to serve the public interest.
6. Fairness: Strive to respect all opinions and support the right of
free expression.
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The Code of Ethics consists
7. Truth and Accuracy: Provide accurate information and avoid
deception.
8. Independence: Maintain an independent standpoint and avoid
conflicts of interest.
9. Privacy: Respect privacy rights and confidentiality
10. Fair Practice: Uphold fair competition and conduct.
11. Integrity: Act with integrity and professionalism.
12. Transparency: Be open and transparent in all dealings.
13. Competence: Strive to enhance professional knowledge and
skills.
14. Fairness: Treat all with respect and fairness.
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Overview of Regulations guiding PR communications
functions in Tanzania
Tanzania Communications Regulatory Authority (TCRA): Regulatory
body overseeing the communications sector, potentially influencing
aspects of public relations within the broader communication
landscape.
 Media Services Act of 2016: Tanzanian legislation regulating media,
covering print, broadcasting, and online platforms, outlining
responsibilities and obligations of media practitioners.
 Advertising Regulations: Guidelines governing advertising content,
standards, and practices, impacting public relations campaigns that
involve promotional activities

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The Code of Ethics consists
 Industry-Specific Regulations: Sector-specific rules influencing
public relations practices, varying by industry such as healthcare,
finance, and the environment.
Fair Competition Commission (FCC) It was established under the Fair
Competition Act, which came into force in 2003. Consumer
Protection Regulations: Rules ensuring accuracy, transparency, and
the prevention of misleading information in public relations
communications, with a focus on consumer rights.

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The Code of Ethics consists
 Industry-Specific Regulations: Sector-specific rules influencing
public relations practices, varying by industry such as healthcare,
finance, and the environment.
Fair Competition Commission (FCC) It was established under the Fair
Competition Act, which came into force in 2003. Consumer
Protection Regulations: Rules ensuring accuracy, transparency, and
the prevention of misleading information in public relations
communications, with a focus on consumer rights.

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PUBLIC RELATIONS
ENVIRONMENT
The broader context in which
Public Relations activities take
place.
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Public Relations Environment
It encompasses various factors that influence how organizations
communicate and interact with their publics. Understanding the PR
environment is crucial for PR professionals to develop effective
strategies and maintain positive relationships with stakeholders.
i. Media Landscape: Changes in media platforms and the rise of
digital media have transformed the way information is
disseminated. PR professionals need to adapt their strategies to
reach audiences through traditional media (TV, radio, newspapers)
as well as online channels (websites, social media).
ii. Technological Trends: such as social media, artificial intelligence,
and data analytics, impact how organizations engage with their
audiences. PR practitioners must stay updated on technological
trends to leverage new communication tools and platforms. 45
Public Relations Environment
iii. Cultural and Social Trends context in which an organization
operates can affect how its messages are received. PR
professionals need to be aware of societal trends, values, and
cultural nuances to communicate messages that resonate with
diverse audiences.
iv. Economic Factors: such as recessions or economic growth, can
influence the resources available for PR efforts. Organizations may
need to adjust their communication strategies based on budget
constraints or opportunities arising from economic trends.

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Public Relations Environment
v. Political and Regulatory Environment: can impact the
communication strategies of organizations, particularly in
industries with high regulation. PR practitioners must be aware of
legal constraints and adapt their messages accordingly.
vi. Competitive Landscape: competitive environment is essential for
crafting messages that differentiate an organization from its
competitors. PR professionals need to monitor competitors'
activities and industry trends to position their organizations
effectively.
vii. Public Opinion and Perception: The reputation and image of an
organization are shaped by public opinion. PR professionals need
to monitor public sentiment, address concerns, and actively
manage the organization's reputation. 47
Public Relations Environment
vi. Globalization: In an increasingly interconnected world,
organizations often operate on a global scale. PR practitioners
must consider cultural differences, language nuances, and varying
communication norms when engaging with international
audiences.
vii. Environmental and Sustainability Issues, organizations are under
scrutiny for their social responsibility practices. PR efforts may
need to address these concerns and communicate the
organization's commitment to responsible practices.
viii. The internal dynamics of an organization, including its structure,
leadership, and company culture, can impact PR efforts. Effective
communication within the organization is crucial for maintaining
consistency in external messaging. 48
THANK YOU

Francis Moses

0688801666

framo.com@gmail.com

www.nit.ac.tz