INTERNATIONAL PR & INFORMATION TECHNOLOGY

Kuala Lumpur, Malaysia

24-28 August 2013

Trainer

Jamal Nassar

www.JamalNassar.com

tojamalnassar@gmail.com

International PR & Information Technology

International PR & Information Technology

• What is PR

• History of PR

• Current Issues

• The Industry

• Need for PR

• Functions of PR

• Components of PR

• Global PR

Definitions of Public Relations

• “The art and social science of analysing trends, predicting their consequences, counselling organisational leaders, and implementing planned programs of action which will serve both the organisation and public interest”.

(Newsom et al., 2000, 2)

• “Public relations is about reputation – the result of what you do, what you say and what others say about you”. (CIPR, 2009)

(Tench & Yeomans, 2009, 6-7)

What is PR

• Image – the way a multinational corporation relates to and is perceived by its key constituents

• Public relations is the marketing communications function charged with executing programmes to earn public understanding and acceptance

(Czinkota & Ronkainen, 2007, 599)

What is PR

• PR is a global occupation

• PR is a product of economic and political circumstances

• PR is used in a wide range of industries

• PR is about image

• All organisations need PR

• PR is about managing communication

• PR is about building relationships

Starbucks – Reputation Survey

44% say Starbucks serves the best tasting coffee

33% say McDonald’s serves the most reasonably priced coffee

46% say Starbucks acts in the most socially responsible way

66% want the chunky white mugs to stay

47% believe high street chains threaten independent coffee

shops

46% say the logo redesign is a waste of money

Source: OnePoll.com (2011) Starbucks stays on top, PR Week, 21 January, pp24-25

Internal Public Relations

• Internal communication is important to create an appropriate

corporate culture

• A basic part of most internal programmes is the employee

publication

• Other media include e-mails, films, videotapes, slides, video

conferencing, booklets, manuals and handbooks

(Czinkota et al., 2011, 548)

External Public Relations

• External public relations (marketing public relations) is focused on the interactions with customers

• Marketers are concerned about establishing global identities to increase sales, differentiate products and services, and attract employees

• External campaigns can be achieved through the use of corporate symbols, corporate advertising, customer relations programmes, and publicity

(Czinkota et al., 2011, 548)

History

William Seward, Lincoln's secretary of state in 1861, gained a large American

audience through his understanding of how to use the press. He told his friend

Jefferson Davis (they were friends before the war):

"I speak to the newspapers – they have a large audience and can repeat a

thousand times what I want to impress on the public.”

• H. S. ADAMS wrote the first magazine article about public relations in 1902 when

American Review published "What Is Publicity?"

• Public relations became a profession in 1903

• With the rise of the wealth and business in the early 19th century PR started to

flourish as new profession.

Top News of 2012

Public Relations

Who is the Public?

&

Where is the Public?

Publics/Stakeholders

• Customers

• Suppliers

• Distributors

• Government

• Regulators

• Pressure groups

Publics/Stakeholders

• Employees

• The financial community

• Media

• Local community

• General public

Publicity

• Publicity is the non personal stimulation of demand that is not

paid for by a sponsor which has released news to the media

• A company has less control over how the message will be used

by the media

• Methods include contribution of prizes, sponsorship of activities,

release of news about the company’s product, plant, and

personnel, and announcements about the promotional campaign

(Onkvisit & Shaw, 2009, 520)

Publicity

• Publicity is the securing of editorial space to further marketing

objectives

• The public perceives it as more trustworthy than advertising

• With growing and evolving technology, consumers can find or initiate

topics of interest and engage in online discussions that strongly affect

their and others’ views

• The public relations function can be handled in-house or with the

assistance of an agency

(Czinkota et al., 2011, 549)

Ways to Segment Publics

• By geographics – where they live, work

• By demographics – age, gender, income

• By psychographics – attitudes, interests, opinions

• By group membership – e.g. clubs, societies, parents

• By overt and covert power – e.g. religious leader,

information gatekeeper

• By role in decision process, e.g. financial manager, CEO

(Tench & Yeomans, 2009, 185)

• The direction that the organisation chooses to follow in order to fullfil

its mission (Bennett, 1996)

• A plan as a consciously intended course of action

• A ploy as a specific manoeuvre intended to outwit an opponent or

competitors

• A pattern representing a stream of actions

• A position as a means of locating an organisation in an environment

• A perspective as an integrated way of perceiving the world

(Mintzberg et al, 1998)

(Oliver, 2007, 2)

What is Strategy?

Strategy

• A communications strategy is the grand plan, the who,

why, what, where, when and how to achieve the stated

objectives

• Change is constant and the strategy will need to be

flexible enough to evolve as different situations arise

• Prioritise audiences and agree the desired response

• PR objectives are nearly always achieved by influencing

someone either to take action or not to take action

Raising Visibility Public Relations Activities

Publicity

Media relations

Public speaking

Events Sponsorship

Exhibitions and conferences

Corporate communications

Raising Visibility Public Relations Activities

Lobbying

Research

Crisis management

Financial relations

Community relations

Special events

Customer relations

Table 2.1 Example of how public relations activity may be structured at various

stages of the organisational lifecycle

Source: Tench & Yeomans, 2009, 25

What do PR People do?

• Corporate PR

• Media Relations

• Internal communications

• Business-to-Business

• Public affairs

• Community relations

• Investor relations

• Strategic Communication

Top Trends 2012

Engagement

On 24/7

Free Media

Power of Consumer

Contents

Instant Marketing

In House Social Media

Integrating Digitally

Search for Social Media

Metrics

Mobile Consumer Strategy

PR Trends

2012

The Industry

Industry Bodies

Council of PR Firms

Public Relations Society of America (PRSA)

International PR Association (IPRA)

PR Consultants Association (PRCA)

Institute of Public Relations

Firm 2012

Net Fees Empl.

% Fee Change from 2011

1. Edelman, New York $655,900,289 4,518 +12.4

2. APCO Worldwide, Wash., D.C. 121,800,000 606 +1.0

3. Waggener Edstrom Worldwide, Bellevue, WA 118,426,000 939 +2.2

4. W2O Group, San Francisco 62,005,000 262 +30.0

5. Ruder Finn, New York 56,148,000 485 -2.5

6. MWW Group, East Rutherford, NJ 42,875,000 207 +11.0

7. ICR, Norwalk, CT 36,554,283 97 +14.0

8. DKC, New York 32,896,560 154 +22.0

9. Finn Partners, New York 32,293,000 233 +35.8

10. Qorvis Communications, Wash., D.C. 29,500,000 102 flat

Large PR companies

The Top Ten PR companies in 2001 were the following, ranked

by revenues

Source: http://www.odwyerpr.com/pr_firm_rankings/independents.htm

PR Services

Crisis Management

Issues Management

Branding and Marketing

Public Affairs/Lobbying

Reputation Management/Corporate PR

Investor Relations/Financial PR

Public/Govt. PR

Public relations role in government:

The Government public relations contributes to:

• 1. Implementation of public policy.

• 2. Assisting the news media in coverage of government

activities.

• 3. Reporting the citizenry on agency activities.

• 4. Increasing the internal cohesion of the agency.

• 5. Increasing the agency’s sensitive to its public’s.

• 6. Mobilization of support for the agency itself.

Why do we need PR

• Identity Management

• Brand Management

• Communicate with External world

• Enhance Community Role

• Crisis Management

• Enhance Credibility

Mission & Vision

Brand Value

Media

CSR

Take Responsibility

Building Trust

Functions of PR • Analyze

• Anticipate

• Interpret Public Opinion

• Policy Decision

• Communication

• CSR

Counseling Management

• Finance & Funds Raising

• Employees and Community

• Government Relations

Programs of Actions & Communication

• Recruiting & Budgeting,

• Planning and Setting Objectives

• Implementation Efforts Public Policy

• Develop Public Trust Media Relations

Components of PR

• Research: You have to thoroughly understand not only your company but also your customers and

potential customers. What do you offer that is unique or special? What are customers looking for?

And how well do you fill those needs? Market research and an internal company audit are the

starting points of successful PR campaigns.

• Strategic planning: Define each target audience, your marketing objectives for that group, and the

messages you must communicate in support of those marketing objectives.

• Publicity: For most small businesses, the central public relations activity is publicity — getting

visibility for your products, the company, and the owners in print and broadcast media. You can think

of publicity as management and placement of information in the media for the purpose of protecting

and enhancing a brand or reputation. Simply put, this means getting ink and airtime.

Components of PR

• Community relations: You probably see examples every day. Here's one that's been

repeated in several different locations: Local citizens protest a big retail chain that wants to

build a store in their town, because the new construction would wipe out a popular wooded

area. That chain has a community relations problem in that town, and the PR professional's

job is to find a favorable solution that will get the store built while preserving the store's

goodwill with the citizens.

• Government relations: Community relations often involves relations with the local

government, and PR people are often called upon to help companies improve their

relationships with local, state, federal, and even foreign governments.

• Internal relations: Employees are the internal audience. When the unemployment rate is

low, good employees are hard to find, and a good public relations program job can help

improve loyalty and retain more of them.

Components of PR • Investor relations: With the incredible stock market volatility of 2000, or more recently, the events

of September 11, 2001, and the hurricanes in 2005, citizens have seen how emotion and public

perception have the power to send stock prices soaring or plummeting. Investor relations is the

aspect of PR that communicates the company story to stock analysts and other financial

professionals.

• Stakeholder relations: A stakeholder is anyone or any organization that holds a stake in how well

your company performs. A key vendor is a stakeholder; rumors that you are financially shaky may

cause them to restrict your credit terms. Other key stakeholders can include top consultants, board

members, your bank, suppliers, sales representatives, distributors, and industry gurus.

• Charitable causes: When a company gives to charity, it wants to help the cause, but it also wants

to be recognized for its contribution. PR specialists can help you get maximum publicity and

goodwill from the time, effort, and funds you donate.

• Communications training: In large corporations, PR specialists may spend a lot of time coaching

senior executives in dealing with the media and other communications skills. The specialists may

also advise the executives on strategy for day-to-day PR as well as PR crises.

Making it Newsworthy

Boston University Launches Bike Safety Initiative

Boston University and Mayor Menino Launch

Bike Safety Initiative

In aftermath of tragic accident, Boston University

and Mayor Menino Launch Bike Safety Initiative

Global PR

• The world is a global village

• Political shift towards democracy

• Global & international standard

• Borderless PR

• Increased transparency

• Spread of Multinational, international, and global

corporations

• Operating internationally: “thinking global, acting local”

Types of Public Relations Writing

Media Advisory:

• Alerts the media to an upcoming event or announcement.

• Explicitly calls out who, what, where, and when.

Press Release:

• Used for announcements, stories, or results

• Quote from expert or company representative.

• Full details of announcement and implications.

• Includes information about where to learn more

Pitch: • Outreach to a specific journalist based on his or her interests

or beat. Less formal, more personal.

Public Statement:

• Used when the public seeks a response or position from you.

Components of a traditional press release

FOR IMMEDIATE RELEASE:

These words should appear at the top left of the page, in upper case

Headline

City, State/Country - Month Day, Year

Body

Quotes: Insert approved quotes from relevant individuals

Company/organization info (Boilerplate)

Include any background information about the company or organization featuring in this

press release.

###

Example

PR Program

1. PR Component

2. PR objective

3. Develop PR strategies

4. Develop PR program

COMPONENT

1. Public Relations Objective

2. Communication program

3. Content / message development

4. Media Co-ordination

5. Impact / Result monitoring

PUBLIC RELATIONS OBJECTIVE

• S (Specific)

• M (Measurable)

• A (Achievable)

• R (Realistic)

• T (Time Limited)

Example

“Objective: To immunize two million child of the state above the age of 3 and below

the age of 5 during the period of August 15 to August 30 to avert the Polio.

Evaluation: Success of the program can be determined by the actual number

immunized.”

Develop PR strategies

For effective implementation of the Public Relations objective a Public Relations

strategy is to be evolved. The process of strategy starts with planning which consist

of:

a. Determining Key results area

b. Define roles

c. Selecting and setting objectives

d. Preparing action plans relating to programming, scheduling, budgeting, fixing

accountability and establishing rules and procedures.

Rice and Paisley suggest the guidelines for planning a successful campaign.

i. Assessment of the needs, goals and capabilities of target audiences.

ii. Systematic campaign planning and production

iii. Continuous evaluation

PUBLIC RELATIONS PROCESS

Research - Listening

Planning & Decision Making

Communication –Action

Evaluation

PR Process

• What are the objectives in influencing public opinion?

• What are the alternative avenues of action for attaining

them?

• What are the risks in taking each avenue?

• What are the potential benefits in each?

PR Process

What are the potential consequences beyond each?

Which avenue do we choose to take?

What should be the structure of a proposal to proceed on the

course chosen embodying the projects and programs we want

to carry out?

In what form do we present our proposal to best advantage

for approval? To whom?

What is the minimum commitment in support and participation

acceptable from administration if the plan is to go forward and

succeed?

Planning & Designing a PR Program

PR Crisis Management

Code of Ethics - PRSA

PR Disaster & Crisis Management

• Ford introducing a car named PINTO in Brazil, which is

the slang for “ tiny male genitals”… big embarrassment ,

so they renamed the car CORCEL, meaning “ horse”.

• Colgate introduced a toothpaste in France called Cue,

the name of a notorious French porno magazine.

what is crisis?

• from the Greek word krinein meaning “to decide”

• “turning point for better or worse” – Fink, S.

•

Timothy Coombs:

7 Crisis Communication Strategies

• Attack the accuser

• Denial

• Excuse

• Justification

• Ingratiation

• Corrective action

• Full apology

Defense Accommodative

How does Company X perform?

Timeline 15 JA

N

Tesco comments from Tim Smith, Group Technical Director on FSAI

beef survey

UK national press reported horse meat scandal online at 10pm

16 JA

N

Scandal erupted everywhere- radio, television, newspaper and SOCIAL

MEDIA

Philip Clarke, Tesco CEO, posted a blog about TRUST on website at

6:39pm

Tesco gave out an apology statement at 7:33pm

17 JA

N

Tesco took out full-page ads in UK national newspapers to apologise for

selling beefburgers that contained horsemeat

A tweet from Tesco Customer Care @UKTesco created buzz during

the night

30 JA

N

…

…

Tesco put out the statement on investigation into meat contamination

6 FE

B

Findus beef lasagne was found 100% horse meat

Tesco withdrew all frozen product from the French food supplier

Comigel

1. Respond quickly, openly and

informatively to media

• “The initial response represents the first public

statements the spokesperson makes about the

crisis...It also builds the organisation’s credibility.”

• “A quick response also helps to create the

impression of control.”

-W. Timothy Coombs

2. Communicate sincerely, responsibly and

considerately to customers

*Source: demotix.com

Choose channels to disseminate info.

• “Effective crisis management tries to move a

crisis out of the media.” -Higbee

• “Once stakeholders have the facts, particularly

the cause of the crisis, audience curiosity and

interest would fade…So the media loses its

newsworthiness.”

-W. Timothy Coombs

Set up centralised information centre

CASE STUDY

4. Other parts of business need to be considered!

*Source:telegraph.co.uk

Result

PR Strategic Plan

Public Relations & Information Technology

What is Social Media

PR 2.0

• Instant

• Global

• Free publicity

• Campaign can be turned into disaster

(McdonalndsStories#)

• Social Media is a strategy

• Managing Social Media

Social Media

Managing Social Media

Plan

Strategize

Integrate your Digital Identity

Integrate your Communication

Analyze

Measure

Review

Analyzing

Measure

Growth