Chapter 1

Introduction to PR

Course Outline
• PR Definition • Ten Principles of PR • Critical Roles of PR

Preliminary Period

PR & CSR MKTG401

Page) Preliminary Period PR & CSR MKTG401 .PR Defined • “All businesses begin with the public permission and exist by public approval.” (Arthur W.

and influencing opinion and behavior” Preliminary Period PR & CSR MKTG401 .PR Defined • A discipline which looks after the reputation of a person or an organization with the aim of earning understanding and support.

define philosophy. and facilitate organizational change Preliminary Period PR & CSR MKTG401 .PR Defined • A leadership and management function that helps achieve organizational objectives.

PR Defined • The management function which evaluates public attitudes. and plans and executes a program of action to earn public understanding and patience Preliminary Period PR & CSR MKTG401 . identifies the policies and procedures of an individual or an organization with the public interest.

and cooperation between an organization and its publics Preliminary Period PR & CSR MKTG401 . understanding.PR Defined • Helps establish and maintain mutual lines of communication. acceptance.

PR Defined • Involves the management of problems or issues • Helps management keep informed on and responsive to public opinion Preliminary Period PR & CSR MKTG401 .

PR Defined • Defines and emphasizes the responsibility of management to serve the public interest • Helps management keep abreast of and effectively utilize change. serving as an early warning system to help anticipate trends • uses research and sound ethical communication techniques as its principal tools Preliminary Period PR & CSR MKTG401 .

PR Defined • • • • • • Deliberate Planned Performance public interest Two-way communication Management function Preliminary Period PR & CSR MKTG401 .

Preliminary Period PR & CSR MKTG401 . what you say and what others say about you. – Trust • A mark resulting from positive collective experiences by a person or a group.PR Defined • What is PR about? – Reputation • The result of what you do.

PR Defined • What is PR about? – Process • Research – What is the problem or situation? • Action or Program Planning – What is going to be done about it? • Communication and Execution – How will the public be told? • Evaluation – Was the audience reached and what was the effect? Preliminary Period PR & CSR MKTG401 .

Ten Principles of PR • PR deals with facts not fiction. PR deals with reality. not false fronts. Preliminary Period PR & CSR MKTG401 . Conscientiously planned programs that put the public interest in the forefront are the basis of sound public relations policy.

should be the primary consideration. not personal service. Preliminary Period PR & CSR MKTG401 .Ten Principles of PR • PR is a public. not personal reward. PR is a service-oriented profession in which public interest.

Ten Principles of PR • The PR practitioner must have the guts to say NO to deceptive program. PR & CSR MKTG401 Preliminary Period . public interest is the central criterion by which he or she should select these programs and policies. Since the public relations practitioner must go to the public to seek support for programs and policies.

Ten Principles of PR • The PR practitioner should never lie to the news media. The PR practitioner reaches many publics through mass media. Preliminary Period PR & CSR MKTG401 . either outright or by implication. which are the public channel of communication the integrity of these channels must be preserved.

PR & CSR MKTG401 Preliminary Period .Ten Principles of PR • The PR practitioner probably was the original ombudsman/woman. Because public relations practitioners are in the middle between an organization and its publics. they must be effective communicators – conveying information back and forth until understanding is reached.

public relations practitioners must use scientific public opinion research extensively.Ten Principles of PR • PR cannot afford to be a guessing game. Preliminary Period PR & CSR MKTG401 . To expedite two-way communication and to be responsible communicators.

public opinion. Preliminary Period PR & CSR MKTG401 . social psychology. sociology. communications study and semantics. public relations practitioners must employ the social sciences – psychology.Ten Principles of PR • Intuition is not enough. To understand what their publics are saying and to reach them effectively.

related disciplines. Preliminary Period PR & CSR MKTG401 . including learning theory and other psychology theories. economics and history. the PR person must adapt the work of other. sociology. political science. Because a lot of people do PR research.Ten Principles of PR • The PR discipline requires multidisciplinary applications.

Preliminary Period PR & CSR MKTG401 . so people won’t be taken by surprise.Ten Principles of PR • The PR practitioner should alert and advise. Public Relations practitioners are obligated to explain problems to the public before these problems become crises.

A public relations practitioner should be measured by only one standard: ethical performance. Preliminary Period PR & CSR MKTG401 .Ten Principles of PR • The PR practitioner is only as good as the reputation he or she deserves.

Solver and Preventer – Ability to identify issues concerning the organization that may be of vital concern. – Conscientious scanning of the environment – Consistently conducting public perception research.The Critical Roles of PR • PR as Problem Finder. Preliminary Period PR & CSR MKTG401 . immediately or the possibility of becoming a cause of concern in the future.

The Critical Roles of PR • PR as an Interpreter and Communication Link – Ability to connect with other people. Preliminary Period PR & CSR MKTG401 . an innate skill of listening and empathizing.

and who are comfortable in an environment of constant change and ambiguity Preliminary Period PR & CSR MKTG401 . who thrives on challenge.The Critical Roles of PR • • • • • • • • • • • Character and integrity Sense of judgment and logic Ability to think creatively and imaginatively Truthfulness and discretion Objectivity Deep interest in the solution of problems Broad cultural background Intellectual curiosity Effective powers of analysis and synthesis Intuition Training in the social sciences and in the mechanics of public relations • A strong sense of self confidence who aren’t intimidated by pressure.

Preliminary Period PR & CSR MKTG401 .The Changing PR Environment • • • • Resolving conflicts which may require modifying opinions Patterns of communication in the future may revolve increasingly around smaller groups Random benefits of public relations activities not directly tied to corporate interests will increase New methods of research now being developed will be especially relevant to situations where opinions change rapidly.

It provides judgment.Concluding Note • “Public relations is the bridge to change. rather than from one intensified viewpoint. based on wide and diverse experience.” (Philip Lesley) Preliminary Period PR & CSR MKTG401 . creativity and skills in accommodating groups to each other. It is a means to adjust to new attitudes that have been caused by change. It is a means of stimulating attitudes in order to create change. It helps an organization see the whole of our society together.

Preliminary Period PR & CSR MKTG401 .

End of Chapter 1 Preliminary Period PR & CSR MKTG401 .

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