MCC107 Introduction to Public Relations

Lecture 1:

IntroductionUnit Coordinator (Perth) : Renae DesaiLecturer & Tutor (Dubai) : Maha Sidahmed

Introduce PR theory & practice

Develop written, oral & interpersonal skills

UNIT AIMS

Let’s look at some typical PR job descriptions.

The media officer is responsible for the national media relations strategy and for effectively communicating the values, achievements and activities of staff and students and the unique mission of the university, including its active commitment to equity, social justice and community engagement.

MEDIA OFFICER

Utilising strong project and time management abilities, you will have excellent communication and interpersonal skills, initiative, self confidence and a collaborative approach.

COMMUNICATION & EVENTS OFFICER

• Strong analytical and communication skills• Knowledge of financial industry, regulatory issues and processes• Integrity and commitment to ethical practice, equity and

diversity• Highly developed leadership, communication, negotiation,

conflict resolution and interpersonal skills• Excellent organisational, self and priority management skills

PUBLIC AFFAIRS MANAGER

Reporting to the Executive Director and you will be responsible for developing and executing the media relations strategy. As a Media Relations Specialist your responsibilities will include drafting press releases, developing the social media platform, monitoring social media, handling local and international English media queries on a daily basis, writing English speeches and uploading news related content to the website.

MEDIA RELATIONS SPECIALIST

• Online PR Manager• Publications Officer• Communications Consultant• Communications Coordinator• Corporate Communications Manager• Sponsorship Officer

List goes on and on and one….

Other titles

DEFINITION(S)

‘the management of communication between an organisation and its publics’ (Grunig & Hunt, 1984)

‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics’ (PRIA, 2006)

‘management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a programme of action to earn public understanding and acceptance’ (PRIA, 2006)

‘The role of public relations is to inform, influence and change behaviours - to trigger the right response.’ (MEPRA 2012)

MIDDLE EAST?

Develops socially responsible behaviour

COMMONELEMENTS

Emphasises dialogue or two-way communication

Aims to develop goodwill between organisations and particular groups of people (or publics)

Analyses and interprets trends and issues

PR MYTHS & LEGENDS

Parties and CaviarEvents management

What PR is…

• Writing, writing, writing.

• Two way communication and relationship building.

• Creative thinking on small budgets.

• Planning ways to impart messages to audiences and publics to support organisational goals and objectives.

PR is a strategic communication discipline that works across most industries including the corporate, government, non-profit, charity and non-government.

Eg: Rio Tinto, WA Health Department, Telstra, Greenpeace, The Uniting Church, Murdoch University, Coca Cola, McDonalds………

MATERIALS1. Unit plan – in lecture today

2. Text book – bookshop

3. Extra readings – ECMS (library) – via LMS

4. Any messages/changes – LMS

TUTORIALS START NEXT WEEK