Com 380, Summer II

Com 380, Summer II

Welcome

Michael Jackson, 2005

• Spoke directly to audience

http://www.youtube.com/watch?v=LLpABElGXb8&feature=PlayList&p=071B1C71AA240AE0&playnext=1&playnext_from=PL&index=55


• Spoke directly to audience• Used the Internet


• Spoke directly to audience• Used the Internet• Had a “normal” appearance


• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)

and to the media on HIS terms


• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)

and to the media on HIS terms• Ended up with an acquital on all charges

What is Public Relations?

• PRSA – Public Relations Society of America


• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –

average of $100 million per firm


• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –

average of $100 million per firm• Karen Hughes, spokesperson for President

Bush (White House Press Secretary)


• Karen Hughes, spokesperson for President Bush (White House Press Secretary)

http://www.youtube.com/watch?v=NQljgYtMEE8

Planned process to influence public opinion

• Honest communication for credibility


• Honest communication for credibility• Openness and consistency of actions for

confidence



confidence• Fairness of actions for reciprocity and goodwill



confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to

prevent alienation and build relationships



confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to

prevent alienation and build relationships• Environmental research and evaluation to

determine the actions of adjustments needed for social harmony

PR as management interpreter

• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public

PR as management interpreter

• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public

• On the other hand, they must convey the attitudes of the public to their management

Functions of public relations

1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field



2. Media relations: Dealing with the press is another frontline public relations function



2. Media relations: Dealing with the press is another frontline public relations function

3. Planning: Of special events (event planner), media events, management functions, etc.


4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)



5. Researching: Of attitudes and opinions that influence behavior and beliefs.



5. Researching: Of attitudes and opinions that influence behavior and beliefs.

6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer


7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions



8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)



8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)

9. Consumer relations: Interfacing with consumers through written and verbal communications


10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm

11. Investor relations: For public companies, communicating with stockholders and those who advise them


10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm

11. Investor relations: For public companies, communicating with stockholders and those who advise them

12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP


13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.


13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.

14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge

Michael Scanlon, case study

• Bribing public officials and other malfeasance

Spin

• Lying, confusing, distorting the truth. • Spinning in that regard is unethical. However,

there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented

• “Spinning frenzy: P.R.’s Bad Press

http://www.nytimes.com/2005/02/13/business/yourmoney/13flak.html

Characteristics/Successful PR career

1. Diversity of experience


1. Diversity of experience2. Performance


1. Diversity of experience2. Performance3. Communications skills


1. Diversity of experience2. Performance3. Communications skills4. Relationship building


1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion


1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness


1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness7. Intangibles (personality, likeability, chemistry,

other unique expertise)

Six important skills

• Knowledge of the field


• Knowledge of the field• Communication knowledge


• Knowledge of the field• Communication knowledge• Relationship building


• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge


• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge


• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge • Management knowledge

Attitude requisites

• Pro Communication

Attitude requisites

• Pro Communication• Advocacy

Attitude requisites

• Pro Communication• Advocacy• Counseling orientation

Attitude requisites

• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)

Attitude requisites

• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)

Attitude requisites

• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)• Positive outlook

Individual activity

• Questions on page 16, one per student, plus:• 1 (a) Give three examples of public relations

from around the world• 8 (Rewritten) which of the seven functions of

public relations are MOST important and why• 3 (a) Question is “Why is PR misunderstood?”

– Give three examples that contribute to this misunderstanding

Documents

Com 380, Summer II