 The categories include the fourth type which is nonpublic Latent public, Aware public and Active public

ic group.
 Nonpublic: the organization would have no consequences on the group or the group would have no consequences on the organization.
 Latent public: when members of a group face similar problem created by organizational consequences but do not detect the problem.
 Aware public: when the members of a group recognize the problem, it becomes an aware public.
 Active public: when the public organizes to discuss and do something about the problem it becomes active public.
 Other Components of Public Relations
 Counseling: providing advice to management concerning policies, relationships and communications.
 Research: determining attitudes and behaviors of publics in order to plan public relations strategies.
 Publicity: disseminating planned messages through selected media to further the organization’s interest.
 Issues management: identifying and addressing issues of public concern that affect the organization.
 Special events: stimulating an interest in a person, product or organization by means of a focused “happening”; also, activities designed to interact with publics and listen to them
 How to Communicate During a Crisis
 Put the public first: focus on public and consumer safety
 Take responsibility: take responsibility to solve the problem
 Be honest: do not obscure facts and try to mislead the public
 Never say ‘no comment’:
 Designate a single spokesperson: he/she should be credible by the media
 Set up a central information center:
 Provide a constant flow of information
 Be familiar with media needs and deadlines:
 Monitor news coverage and telephone inquiries:
 Communicate with key publics: with employees, government agencies and officials, the investment community and other publics affected by the crisis.
 Four Essential Abilities
 Those who plan careers in public relations should develop four basic abilities, no matter what area of work they enter.
 1. Writing Skill: The ability to put information and idea into paper clearly and concisely is essential.
 2. Research Ability: Arguments for causes must have factual support instead of generalities.
 3. Planning Expertise: A public relations program involves a number of communication tools and activities that must be carefully planned and coordinated.
 4. Problem-Solving Ability: Innovative ideas and fresh approaches are needed to solve complex problems or to make a public relations program unique and memorable.
 Factors Affecting the Role of Public Relations Department
 The Type and Size of Organization -.Perceptions and Expectations of the Top Management..; The Background and Capabilities of public relations executive
 Trademark is a word, symbol, or slogan, used singly or in combination, that identifies a product’s origin.
Trademarks are considered an indicator to consumers of quality, a kind of shorthand for consumers to use in recognizing goods in a complex marketplace.
 PrivacyThe law recognizes that everyone has - under certain circumstances - a legal right to simply be left alone. It provides that there are certain subjects, certain places and certain
actions that are nobody else’s business.
 On the other side, however, the law also recognizes that at some point a person’s right to privacy can give way to other important interests.
 Invasion of privacy law is very often about balancing these two sometimes competing interests.
 Right of Employees ;.;One of the basic rights of employees is the right to have clear and complete information. Failure to provide full and adequate explanation of retirement or
insurance benefits, for example, may result in a judgment against the company.
 Additionally, when unexpected violations do occur, the public relations department must minimize the negative effect by pushing management to correct the problem.
 The code’s core professional values are:
 Advocacy
 PR professionals serve the public interest by acting as responsible advocates for those they represent.
 PR professionals provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
 Honesty
 PR professionals adhere to the highest standards of accuracy and truth in advancing the interests of those they represent and in communicating with the public
 . Expertise
 PR professionals acquire and responsibly use specialized knowledge and experience.
 PR professionals advance the profession through continued professional development, research, and education.
 PR professionals build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
 Independence
 PR professionals provide objective counsel to those they represent.
 PR professionals are accountable for their actions.
 Loyalty
 PR professionals are faithful to those they represent, while honoring their obligation to serve the public interest.
 Fairness
 PR professionals deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public.
 PR professionals respect all opinions and support the right of free expression.
 Public relations professionals make ethical decisions that must satisfy: .-;Their employer .-;The public interest .The professional organization .Their personal values
 Defamation is the act of damaging the reputation of a person by means of false and malicious communications that expose that person to contempt, ridicule, hatred, or
social ostracism.
 Libel is a published or printed defamation. If you issue news releases, house journals, annual reports that are short of adequate truth, you could be summoned by a court if
a suit has been instituted against you for libel.
 It is possible to libel someone both in a photograph and in a caption. A photograph or a caption is libelous if it exposes a person to hatred, ridicule or contempt; lowers
them in the estimation of right thinking members of the community; causes them to be shunned or avoided; or disparages their reputation in trade, business, profession or
office. This suggests that you must be careful in captioning pictures that you use in your publications.
Slander is not a commonly breached public relations law. This is probably because the bulk of public relations messages today appear in written form. The truth however is
that very many public relations jobs involve speech, broadcast and oral presentations. Thus, we need to examine the law of slander else we unconsciously violate it. Slander
is a sub of defamation. It is defamation in words, or better put, in oral form.
 Four types of invasion of privacy claims
 Public Disclosure of Private and Embarrassing Facts: person’s right to be left alone, free from embarrassment or unwanted publicity.
 Intrusion: The illegal “news gathering act”. It occurs when a reporter gathers information about a person in a place where that person has — you guessed it — a
reasonable right to expect privacy.
 False Light: The unflattering, highly offensive portrayal —in words or pictures— of a person as something that he or she is not
 Misappropriation: Unauthorized use of a person's name, photograph, likeness, voice or endorsement to promote the sale of a commercial product or service
 Copyright means protection of creative work from unauthorized use. PR professionals need to be aware how they can and cannot use the protected work of others and
also what organizational materials can be copyrighted.
 Copyright material pertains to: literary works; musical works; dramatic works; pantomimes (related to theatre) and choreographic works; pictorial, graphic, or sculptural
works; motion pictures; and sound recordings
 The categories include the fourth type which is nonpublic Latent public, Aware public and Active public group.
 Nonpublic: the organization would have no consequences on the group or the group would have no consequences on the organization.
 Latent public: when members of a group face similar problem created by organizational consequences but do not detect the problem.
 Aware public: when the members of a group recognize the problem, it becomes an aware public.
 Active public: when the public organizes to discuss and do something about the problem it becomes active public.
 Other Components of Public Relations
 Counseling: providing advice to management concerning policies, relationships and communications.
 Research: determining attitudes and behaviors of publics in order to plan public relations strategies.
 Publicity: disseminating planned messages through selected media to further the organization’s interest.
 Issues management: identifying and addressing issues of public concern that affect the organization.
 Special events: stimulating an interest in a person, product or organization by means of a focused “happening”; also, activities designed to interact with publics and listen to them
 How to Communicate During a Crisis
 Put the public first: focus on public and consumer safety
 Take responsibility: take responsibility to solve the problem
 Be honest: do not obscure facts and try to mislead the public
 Never say ‘no comment’:
 Designate a single spokesperson: he/she should be credible by the media
 Set up a central information center:
 Provide a constant flow of information
 Be familiar with media needs and deadlines:
 Monitor news coverage and telephone inquiries:
 Communicate with key publics: with employees, government agencies and officials, the investment community and other publics affected by the crisis.
 Four Essential Abilities
 Those who plan careers in public relations should develop four basic abilities, no matter what area of work they enter.
 1. Writing Skill: The ability to put information and idea into paper clearly and concisely is essential.
 2. Research Ability: Arguments for causes must have factual support instead of generalities.
 3. Planning Expertise: A public relations program involves a number of communication tools and activities that must be carefully planned and coordinated.
 4. Problem-Solving Ability: Innovative ideas and fresh approaches are needed to solve complex problems or to make a public relations program unique and memorable.
 Factors Affecting the Role of Public Relations Department
 The Type and Size of Organization -.Perceptions and Expectations of the Top Management..; The Background and Capabilities of public relations executive
 Trademark is a word, symbol, or slogan, used singly or in combination, that identifies a product’s origin.
Trademarks are considered an indicator to consumers of quality, a kind of shorthand for consumers to use in recognizing goods in a complex marketplace.
 PrivacyThe law recognizes that everyone has - under certain circumstances - a legal right to simply be left alone. It provides that there are certain subjects, certain places and certain
actions that are nobody else’s business.
 On the other side, however, the law also recognizes that at some point a person’s right to privacy can give way to other important interests.
 Invasion of privacy law is very often about balancing these two sometimes competing interests.
 Right of Employees ;.;One of the basic rights of employees is the right to have clear and complete information. Failure to provide full and adequate explanation of retirement or
insurance benefits, for example, may result in a judgment against the company.


Additionally, when unexpected violations do occur, the public relations department must minimize the negative effect by pushing management to correct the problem .
 The code’s core professional values are:
 Advocacy .PR professionals serve the public interest by acting as responsible advocates for those they represent.
 PR professionals provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
 Honesty PR professionals adhere to the highest standards of accuracy and truth in advancing the interests of those they represent and in communicating with the
public
 . Expertise
 PR professionals acquire and responsibly use specialized knowledge and experience.
 PR professionals advance the profession through continued professional development, research, and education.
 PR professionals build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
 Independence
 PR professionals provide objective counsel to those they represent.
 PR professionals are accountable for their actions.
 Loyalty
 PR professionals are faithful to those they represent, while honoring their obligation to serve the public interest.
 Fairness
 PR professionals deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public.
 PR professionals respect all opinions and support the right of free expression.
 Public relations professionals make ethical decisions that must satisfy: .-;Their employer .-;The public interest .The professional organization .Their personal values
 Defamation is the act of damaging the reputation of a person by means of false and malicious communications that expose that person to contempt, ridicule, hatred, or
social ostracism.
 Libel is a published or printed defamation. If you issue news releases, house journals, annual reports that are short of adequate truth, you could be summoned by a court if
a suit has been instituted against you for libel.
 It is possible to libel someone both in a photograph and in a caption. A photograph or a caption is libelous if it exposes a person to hatred, ridicule or contempt; lowers
them in the estimation of right thinking members of the community; causes them to be shunned or avoided; or disparages their reputation in trade, business, profession or
office. This suggests that you must be careful in captioning pictures that you use in your publications.
Slander is not a commonly breached public relations law. This is probably because the bulk of public relations messages today appear in written form. The truth however is
that very many public relations jobs involve speech, broadcast and oral presentations. Thus, we need to examine the law of slander else we unconsciously violate it. Slander is a
sub of defamation. It is defamation in words, or better put, in oral form.
 Four types of invasion of privacy claims
 Public Disclosure of Private and Embarrassing Facts: person’s right to be left alone, free from embarrassment or unwanted publicity.
 Intrusion: The illegal “news gathering act”. It occurs when a reporter gathers information about a person in a place where that person has — you guessed it — a
reasonable right to expect privacy.
 False Light: The unflattering, highly offensive portrayal —in words or pictures— of a person as something that he or she is not
 Misappropriation: Unauthorized use of a person's name, photograph, likeness, voice or endorsement to promote the sale of a commercial product or service
 Copyright means protection of creative work from unauthorized use. PR professionals need to be aware how they can and cannot use the protected work of others and
also what organizational materials can be copyrighted.
 Copyright material pertains to: literary works; musical works; dramatic works; pantomimes (related to theatre) and choreographic works; pictorial, graphic, or sculptural
works; motion pictures; and sound recordings
The code’s core professional values are:
 Advocacy .PR professionals serve the public interest by acting as responsible advocates for those they represent.
 PR professionals provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
 Honesty PR professionals adhere to the highest standards of accuracy and truth in advancing the interests of those they represent and in communicating with the
public
 . Expertise
 PR professionals acquire and responsibly use specialized knowledge and experience.
 PR professionals advance the profession through continued professional development, research, and education.
 PR professionals build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
 Independence
 PR professionals provide objective counsel to those they represent.
 PR professionals are accountable for their actions.
 Loyalty PR professionals are faithful to those they represent, while honoring their obligation to serve the public interest.
 Fairness /.PR professionals deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public.
 PR professionals respect all opinions and support the right of free expression.
 Public relations professionals make ethical decisions that must satisfy: .-;Their employer .-;The public interest .The professional organization .Their personal values
 Defamation is the act of damaging the reputation of a person by means of false and malicious communications that expose that person to contempt, ridicule, hatred, or
social ostracism.
 Libel is a published or printed defamation. If you issue news releases, house journals, annual reports that are short of adequate truth, you could be summoned by a court if
a suit has been instituted against you for libel.
 It is possible to libel someone both in a photograph and in a caption. A photograph or a caption is libelous if it exposes a person to hatred, ridicule or contempt; lowers
them in the estimation of right thinking members of the community; causes them to be shunned or avoided; or disparages their reputation in trade, business, profession or
office. This suggests that you must be careful in captioning pictures that you use in your publications.
Slander is not a commonly breached public relations law. This is probably because the bulk of public relations messages today appear in written form. The truth however is that
very many public relations jobs involve speech, broadcast and oral presentations. Thus, we need to examine the law of slander else we unconsciously violate it. Slander is a sub
of defamation. It is defamation in words, or better put, in oral form.
 Four types of invasion of privacy claims
 Public Disclosure of Private and Embarrassing Facts: person’s right to be left alone, free from embarrassment or unwanted publicity.
 Intrusion: The illegal “news gathering act”. It occurs when a reporter gathers information about a person in a place where that person has — you guessed it — a
reasonable right to expect privacy.
 False Light: The unflattering, highly offensive portrayal —in words or pictures— of a person as something that he or she is not
 Misappropriation: Unauthorized use of a person's name, photograph, likeness, voice or endorsement to promote the sale of a commercial product or service
 Copyright means protection of creative work from unauthorized use. PR professionals need to be aware how they can and cannot use the protected work of others and
also what organizational materials can be copyrighted.
 Copyright material pertains to: literary works; musical works; dramatic works; pantomimes (related to theatre) and choreographic works; pictorial, graphic, or sculptural
works; motion pictures; and sound recordings
 The categories include the fourth type which is nonpublic Latent public, Aware public and Active public group.
 Nonpublic: the organization would have no consequences on the group or the group would have no consequences on the organization.
 Latent public: when members of a group face similar problem created by organizational consequences but do not detect the problem.
 Aware public: when the members of a group recognize the problem, it becomes an aware public.
 Active public: when the public organizes to discuss and do something about the problem it becomes active public.
 Other Components of Public Relations
 Counseling: providing advice to management concerning policies, relationships and communications.
 Research: determining attitudes and behaviors of publics in order to plan public relations strategies.
 Publicity: disseminating planned messages through selected media to further the organization’s interest.
 Issues management: identifying and addressing issues of public concern that affect the organization.
 Special events: stimulating an interest in a person, product or organization by means of a focused “happening”; also, activities designed to interact with publics and listen to them
 How to Communicate During a Crisis
 Put the public first: focus on public and consumer safety
 Take responsibility: take responsibility to solve the problem
 Be honest: do not obscure facts and try to mislead the public
 Never say ‘no comment’:
 Designate a single spokesperson: he/she should be credible by the media
 Set up a central information center:
 Provide a constant flow of information
 Be familiar with media needs and deadlines:
 Monitor news coverage and telephone inquiries:
 Communicate with key publics: with employees, government agencies and officials, the investment community and other publics affected by the crisis.
 Four Essential Abilities
 Those who plan careers in public relations should develop four basic abilities, no matter what area of work they enter.
 1. Writing Skill: The ability to put information and idea into paper clearly and concisely is essential.
 2. Research Ability: Arguments for causes must have factual support instead of generalities.
 3. Planning Expertise: A public relations program involves a number of communication tools and activities that must be carefully planned and coordinated.
 4. Problem-Solving Ability: Innovative ideas and fresh approaches are needed to solve complex problems or to make a public relations program unique and memorable.
 Factors Affecting the Role of Public Relations Department
 The Type and Size of Organization -.Perceptions and Expectations of the Top Management..; The Background and Capabilities of public relations executive
 Trademark is a word, symbol, or slogan, used singly or in combination, that identifies a product’s origin.
Trademarks are considered an indicator to consumers of quality, a kind of shorthand for consumers to use in recognizing goods in a complex marketplace.
 PrivacyThe law recognizes that everyone has - under certain circumstances - a legal right to simply be left alone. It provides that there are certain subjects, certain places and certain
actions that are nobody else’s business.
 On the other side, however, the law also recognizes that at some point a person’s right to privacy can give way to other important interests.
 Invasion of privacy law is very often about balancing these two sometimes competing interests.
 Right of Employees ;.;One of the basic rights of employees is the right to have clear and complete information. Failure to provide full and adequate explanation of retirement or
insurance benefits, for example, may result in a judgment against the company..Additionally, when unexpected violations do occur, the public relations department must

minimize the negative effect by pushing management to correct the problem .

. The Role of Public Relations

•Through anticipating trends, issues and events that will destroy the reputation of the organization, effective communication management provides public affairs solution to reduce
negative impacts of a public outcry as attempts are made to influence the behavior of stakeholders.
•However, managers usually seek public relations officers after the eruption of crisis-at the dying minutes.
•A crisis is “an extraordinary or series of events that adversely affects the integrity of product, the reputation of financial stability of the organization; or the health of well being of
employees, the community, or the public at large”.
•In other words, an organizational crisis is not just a disaster such as an industrial accident or a plane crash. It can be one of numerous situations that put the organization’s reputation
and products in jeopardy
• Types of Public Relations Writing
•Business Correspondence
•Internal memos that inform others in the organization about the status of projects and other subjects, external business letters that confirm agreements and solicit support, and
proposals to clients and internal supervisors that outline recommended public relations campaigns
• Corporate and internal communication refers news and feature stories for publication in
• newsletters, company magazines, and other employee publications; --scripts for training and corporate video programs; -content for Web sites and intranets; and =annual
reports directed to shareholders and the financial community. ;[Publicity writing—news releases;-, background materials, and other written pieces designed to produce print and

broadcast media coverage .

•Advocacy Writing
•Writing that establishes a position or comments on an issue, endorses a cause or rallies support such as
•one of the major contributions of public relations is in curtailing and managing issues and crisis before, during and after they might have occurred.
•letters to the editor and
•articles sent to the opinion pages of print media;
•speeches written for executives that are delivered at industry conferences,
•media events, or business meetings; and corporate or “image” advertising that “sells the company,” not a specific product (e.g., a corporate ad from a utility company publicly thanking
the community for its patience during a power outage).
•Public Relations Writings
•Like any other writers the public relations people may frustrate of how to write variety of communication tools. However the public relations people have no luxurious time and style
in their routines because of many reasons.
•Unlike novelists and other writers, public relations people write not for their personal interest, rather they write for the organizational purpose.
•They always write with the interests of a specific group of people in mind, and balance that with the interests of the organization they represent
•The Role of Public Relations
•Through anticipating trends, issues and events that will destroy the reputation of the organization, effective communication management provides public affairs solution to reduce
negative impacts of a public outcry as attempts are made to influence the behavior of stakeholders.
•However, managers usually seek public relations officers after the eruption of crisis-at the dying minutes.
•A crisis is “an extraordinary or series of events that adversely affects the integrity of product, the reputation of financial stability of the organization; or the health of well being of
employees, the community, or the public at large”.
•In other words, an organizational crisis is not just a disaster such as an industrial accident or a plane crash. It can be one of numerous situations that put the organization’s reputation
and products in jeopardy
•Types of Public Relations Writing
•Business Correspondence
•Internal memos that inform others in the organization about the status of projects and other subjects, external business letters that confirm agreements and solicit support, and
proposals to clients and internal supervisors that outline recommended public relations campaigns
•Corporate and internal communication refers news and feature stories for publication in
•newsletters, company magazines, and other employee publications; --scripts for training and corporate video programs; -content for Web sites and intranets; and =annual reports
directed to shareholders and the financial community. ;[Publicity writing—news releases;-, background materials, and other written pieces designed to produce print and broadcast
media coverage.
•Advocacy Writing
•Writing that establishes a position or comments on an issue, endorses a cause or rallies support such as
•one of the major contributions of public relations is in curtailing and managing issues and crisis before, during and after they might have occurred.
•letters to the editor and
•articles sent to the opinion pages of print media;
•speeches written for executives that are delivered at industry conferences,
•media events, or business meetings; and corporate or “image” advertising that “sells the company,” not a specific product (e.g., a corporate ad from a utility company publicly
thanking the community for its patience during a power outage).
•Public Relations Writings
•Like any other writers the public relations people may frustrate of how to write variety of communication tools. However the public relations people have no luxurious time and
style in their routines because of many reasons.
•Unlike novelists and other writers, public relations people write not for their personal interest, rather they write for the organizational purpose.
•They always write with the interests of a specific group of people in mind, and balance that with the interests of the organization they represent
•The Role of Public Relations
•Through anticipating trends, issues and events that will destroy the reputation of the organization, effective communication management provides public affairs solution to reduce negative
impacts of a public outcry as attempts are made to influence the behavior of stakeholders.
•However, managers usually seek public relations officers after the eruption of crisis-at the dying minutes.
•A crisis is “an extraordinary or series of events that adversely affects the integrity of product, the reputation of financial stability of the organization; or the health of well being of employees, the
community, or the public at large”.
•In other words, an organizational crisis is not just a disaster such as an industrial accident or a plane crash. It can be one of numerous situations that put the organization’s reputation and products
in jeopardy
• Types of Public Relations Writing
•Business Correspondence
•Internal memos that inform others in the organization about the status of projects and other subjects, external business letters that confirm agreements and solicit support, and proposals to
clients and internal supervisors that outline recommended public relations campaigns
• Corporate and internal communication refers news and feature stories for publication in
• newsletters, company magazines, and other employee publications; --scripts for training and corporate video programs; -content for Web sites and intranets; and =annual reports directed

to shareholders and the financial community. ;[Publicity writing—news releases;-, background materials, and other written pieces designed to produce print and broadcast media coverage .
•Advocacy Writing
•Writing that establishes a position or comments on an issue, endorses a cause or rallies support such as
•one of the major contributions of public relations is in curtailing and managing issues and crisis before, during and after they might have occurred.
•letters to the editor and
•articles sent to the opinion pages of print media;
•speeches written for executives that are delivered at industry conferences,
•media events, or business meetings; and corporate or “image” advertising that “sells the company,” not a specific product (e.g., a corporate ad from a utility company publicly thanking the
community for its patience during a power outage).
•Public Relations Writings
•Like any other writers the public relations people may frustrate of how to write variety of communication tools. However the public relations people have no luxurious time and style in their
routines because of many reasons.
•Unlike novelists and other writers, public relations people write not for their personal interest, rather they write for the organizational purpose.
•They always write with the interests of a specific group of people in mind, and balance that with the interests of the organization they represent