Domains of PR Practice

David Phillips2008

Learning Outcomes• There is a wide range of PR practice and many

specialists in the PR profession• In Pr it is important to be aware of the wide range of

publics that influence relationships• Practitioners need an understanding of how

organisations are constituted and make decisions• Organisations depend on influences to make good

decisions• A wide range of techniques and tactics can be used but

have to be properly planned • There is a wide range of expertise available to the

practitioner.

Range of PR practice

• Many and diverse publics taken from the Excellence Model

• A wide range of groups taken from the Stakeholder model

• Many types of PR practice with specific expertise

Affective Publics

• Organisations come in many forms• Many groups influence organisations• New dimension because of the internet

Influences on organisations

• Its constitution• Organisations are different• Many different types of organisations• Decision making varies between organisations• In influencing decisions there is a need for

transparency

Why organisations like to be influences

• To be effective organisations need information

• Good decisions will come from direct information and from considered information from third parties and internal and external experts.

• Organisations welcome influence to help make better decisions.

How practitioners help

• The practitioners will plan the campaign• There will be objectives, a strategy and a

variety of tactics that may be employed• Decisions will be made about one and two

step influence.• There are often occasions when specialist help

is requires and because of the wide range of PR domains there are specialists who cane help

Resources• Tench, R. & Yeomans, L. (2006) Exploring Public Relations Prentice Hall

• Freeman, R.E., & Reed, D.L. 1983. “Stockholders and stakeholders: A new perspective on corporate governance.” California Management Review, Vol. 25 No.3, pp.83-94.

• Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02

• Freeman, R. E. & McVea, J. 2001. “A Stakeholder Approach to Strategic Management” Darden Business School Working Paper No. 01-02

• Phillips, D. http://www.netreputation.co.uk/managementclarity/domians_of_pr_practice.pdf accessed 2009.

• Grunig, J, E. & Hunt, T (1984). Managing Public Relations. Fort Worth, TX: Harcourt Brace.• Phillips, D & Young, P. (2009) Online Public Relations Kogan Page London• McMillan, E. (2002) 'Considering organisation structure and design from a Complexity

Paradigm Perspective' in Frizzelle, G. and Richards, H. (eds.) Tackling industrial complexity: the ideas that make a difference. Institute of Manufacturing, University of Cambridge.

• Havens, J.C. & Holtz, S (2008) Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand. Jossey-Bass