PRINCIPLE OF PUBLIC

RELATIONS
MKT310

Chapter 4
ROLES OF PUBLIC RELATIONS

MKT310 Principle of Public Relations 1

Slides Outline

 Self-described roles.
 Expert prescriber.
 Communication technician.
 Communication facilitator.
 Problem solving facilitator.
 Acceptance legitimizer.
 Reputation management.
 PR role in reputation management.
 Function of reputation management.
 Factors driving to reputation management.
 Characteristic of reputation building communication.
MKT310 Principle of Public Relations 2
Public Relations Role in
Management
Generally PR acts as part of the management team in
formulating strategies for the organization. In performing
this duties , PR must be able to do the followings:
 Reports directly to top management.
 PR must enjoys enough freedom and autonomy to deal openly
and honestly with management.
 Interpret the philosophies, policies, programs and practices
of their management to the public and convey the attitudes of
the public to top management.
 Well verse in management theory and technique.
 Play the role of corporate conscience.
Role of PR in
Strategic Management
 Strategic management starts with organization’s
mission statement.
 All organization must have a mission statement. It is
the responsibility of PR to help in designing a mission
statement.
Definition

 2 important PR department strategic roles:

1) Act as part of the management team in
formulating strategies for the organizations
2) Departmental efforts for the organization
should be integrated and coordinated with
the organization

MKT310 Principle of Public Relations 5

PR Strategic Management Roles
 They commit the whole organization to
accountability and that means visibility in
communication of some sort
 The attitude expressed provide a framework
in which PR can devise it goals and objectives,
build it budgets direct its talents, devise its
programs and assess it impact

MKT310 Principle of Public Relations 6

Mission Statement

What is a mission statement ?

 “ Mission statement is an idealistic and inspirational
statement design to give those in the organization a
sense of purpose and direction.”

 Mission statement state succinctly why an

organization exist.
Mission Statement
Strategies to Achieve the Mission

Collecting and
Central source
analyzing
of information
information

Communicatin
Coordinating
g significant
activities
information

MKT310 Principle of Public Relations 9

 PR Role In Reputation
Management
 Definition: Those that impact the way in
which organization is regarded by the public
with whom it interest include shareholders
and stakeholders.
 A decision has reputational implications if it
has the potential to affect the relationship
between the company and any of these
groups
 Reputation is an assets as well as liability if
not carefully manage
MKT310 Principle of Public Relations 10
Two stages to reputation
Management Process

1st: Earn reputation through

organization behavior and
communication

2nd: leverage the reputation so that it

provides a tangible business benefits

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 How to Maintain?

 Protect the company against attacks

 Tell your story well when controversy arises
 Initiate program to explain company goals and
policies
 Make early identification of developing problem so
the company can act quickly to solve the problem
 Demonstrate that your company follow good
environment practices and urge the management to
do so
 Protect and promote corporate trademarks and
logos
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 Factors Driving Organization’s
Emphasis On reputation Management
 Media
 Interest group
 technology

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 6 Characteristic of
reputation Building
 Clear and direct
 Inform based on fact
 Emphasize the steak not the sizzle
 Appeal to people best interest
 Play up the “you” word and downplay “I”
word
 Appeal to the eye and the ear

MKT310 Principle of Public Relations 14

Role of Public Relation
Practitioner
In performing the job of PR , practitioners normally focus
on the their talents and abilities and the requirement of
their management. Basically there are 5 self describe
roles that a practitioner can perform in executing their
duties :

1. Expert prescriber
2. Communication technician
3. Communication facilitator
4. Problem solving process facilitator
5. Acceptant legitimizer.

( Glen M Broom, Geroge D. Smith )

Role of Public Relation
Practitioner
All these five self-describe roles can be categorized into
two areas:
1. Managerial role
Act as counsel to management, supervise staff and
participate in policy making
2. Technician Role
Performing communication skills
 Expert prescriber
(Authoritarian & Prescriptive
Model)
• Practitioners give full authority on both public
relationship problems and solutions
• Management will leave the decision making
responsibility to PR practitioners
• Suitable where situation need immediate
action
• Practitioners define problems, develop
programs, execute programs and measure
outcomes
• Solely accountable with the results
MKT310 Principle of Public Relations
Communication Technician
(Supportive, Skills oriented model)
• PR practitioners plays roles in crafting
communication massages, implementing
programs as apart of the problem-solution
process
• Do not act as part of management teams
• Need to have communication and journalistic
skills
17
 Communication Facilitator
(a liaison model)
• Plays important role of liaison
persons, interprets, mediators or
bridge the facilities.
• Must try to reconcile the
organization’s interest with specific
public to ensure points of interests
are clearly defines and met
MKT310 Principle of Public Relations
Problem Solving Process
Facilitator
(A confrontation model)
• Practitioners become part of
strategic planning team, therefore
collaborate with others manager to
define and solve problems
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 Acceptance Legitimizer
(A yes-person model)
• Legitimize management and organization’s
decisions
• Don’t have the authority nor individual initiative to
act on his or her own with management approval

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 Characteristics of Reputation
Building Communication
1. Clear and direct – say what you mean and mean what you say.
2. Informative – based on facts, help people made good decision.
3. Emphasize on main idea or purpose – Easy on superlative
adjectives. No place for puffery.
4. Appeal to people best interest.
5. Emphasize on what the public can benefit instead of what
organization will get to achieve.
6. Appeal to the eye and ear.