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Public Relations

Chapter 17

Chapter Outline

I. Chapter Key PointsII. The Practice of Public RelationsIII. Public Relations PlanningIV. Public Relations ToolsV. Effectiveness and PR Excellence

Key Points

• Explain what PR is and how it differsfrom advertising

• Describe the most common types of PRprograms

• Analyze the key decisions in PR planning• Explain the most common types of PR

tools• Discuss the importance of measuring the

results of PR efforts

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The Practice of Public Relations

• Used to generategoodwill for anorganization

• Helps anorganization and itspublics relate to eachother

PRSA Code of Ethical PracticeAs a member of the Public Relations Society of America:

I base my professional principles on the value anddignity of the individual, holding that the free exercise ofhuman rights, especially freedom of speech, freedom ofassembly, and freedom of the press, is essential to thepractice of public relations.

In serving the interests of clients and employers, Idedicate myself to the goals of better communication,understanding, and cooperation among the diverseindividuals, groups, and institutions of society, and ofequal opportunity of employment in the public relationsprofession.

www. prsa.org

The World’s Largest Organizationfor Public Relations Professionals

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Public Opinion

• What a group ofpeople think

• Opinion leaders

Comparing PR and Advertising:Media Use

• Public relationspeople seek topersuade mediagatekeepers to carrystories about theircompanies

• This aspect of PR iscalled publicity

Comparing PR and Advertising:Control

• Public relations people are at the mercy of themedia gatekeeper

• Advertising runs exactly as the client who paidfor it has approved

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Comparing PR and Advertising:Credibility

• The public tends totrust the media morethan they doadvertisers

• Implied third-partyendorsement

Types of Public Relations Programs

Figure 17.1

Types of Public RelationsPrograms

• Media relations• Employee relations• Financial relations• Public affairs• Fund-raising• Cause marketing

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Types of Public RelationsPrograms

• Corporate ReputationManagement

• Crisis Management• Marketing Public

Relations• Public

CommunicationCampaigns

Public Relations Planning

• Research andSWOT analysis

• Targeting• Objectives and

strategies• The Big Idea• PR’s Role in IMC

FTPP Change Strategy

Figure 17.2

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How Do You Get Teens to Stop Smoking?Tell the Truth – and an Ad Agency

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(some aspects are controlled or initiated by the company, but other aspects aren’t)•Electronic communication (Web sites, chat rooms)•Special events and sponsorships•Word of mouth (buzz)•Weblogs (blogs)

Semicontrolled Media

(media control the use and placement)•The news release (print, audio, video, e-mail, faxes•Features (pitch features)•Fillers, historical pieces, profiles•The press conference and media advisory (mediakits, fact sheets, background info)•Media tours•Bylined articles, op/ed pieces, letters to the editor•Talk and interview shows•Public service announcements

(company controls the use and placement)•House ads•Public service ads•Corporate, institutional, advocacy advertising•Publications: brochures, flyers, magazines,newsletters•Annual reports•Speakers•Photographs•Films, videos, CD-ROMs•Displays, exhibits•Staged events•Books

Uncontrolled MediaControlled MediaPublic Relations Tools

Table 17.1

Advertising

• House ads• Public service

announcements• Corporate advertising

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Publicity• News releases• Pitch letters• Press conferences• Media tours

Figure 17.3 – Media Assessment of News Values

U.S Newswire:Getting News to the News

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Publications

• Pamphlets• Booklets• Annual reports• Books• Bulletins• Newsletters• Inserts and

enclosures• Position papers

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Videos/DVDs, CDs, Books

• Ideal tools for distributing in-depth information

Speakers and Photos

• Speaker’s bureau• PR departments maintain file of photos to

provide to the public

Displays and Exhibits

• Booths• Racks and holders for promotional literature• Signage

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Special Events and Tours

• Celebrate companymilestones– Open houses– Birthday celebrations– Corporate

sponsorship of events

Online Communication

• Externalcommunication

• Internalcommunication

• Web challenges

The Ad Council: The PublicRelations Effort for the Industry

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Effectiveness and PRExcellence

• Evaluation is basedon setting measurableobjectives in thebeginning

• Practitioners trackthe impact of acampaign in terms ofoutput and outcome

The DelahayeMedialink

Model of PublicRelations

Evaluation

Figure 17.4

Factors of Excellent PR

• 14 factors grouped intofour categories1. Program level2. Departmental level3. Organizational level4. Effects of excellent PR

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Burrelle’sIntelligence Through Media Monitoring

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Discussion Questions

Discussion Question 1

• Why is public opinion so important to thesuccess of public relations?

• In how many different ways does it affectthe success of a program like the “Truth”campaign?

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Discussion Question 2

• What is reputation management, and howdoes it intersect with advertisingprograms?

• How did the CIGNA “Cares” campaignimpact on the reputation of the company?

• Find another corporate reputationcampaign and analyze its effectiveness.

Discussion Question 3• Wendy Johnson and Phil Draper are having a friendly

disagreement before class. Wendy claims that she is notinterested in advertising as a career because she dislikesthe “crass commercialism” of promoting products andservices that many people don’t need.

• Phil counters by saying that public relations is doing thesame thing by “selling ideas and images,” and itsmotives are usually just as money centered as those ofadvertising.

• If you overheard this discussion, would you takeWendy’s or Phil’s side?

• Could you offer advice on ethical considerations forboth careers?

Discussion Question 4

• Suppose you belong to a campus groupplanning a special weekend event oncampus to raise public support and fundsfor a local charity. This will cost yourorganization time and money.

• Although contributions at the event willbe some measure of the effectiveness ofyour public relations program, what othersteps could you take to evaluate yoursuccess?