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I - Defining Public Relations
Learning Objectives
To define the practice of public relations and underscore its importance as a valuable and powerful societal
force in the 21st century.
To explore the various publics of public relations, as well as the fields most prominent functions.
To underscore the ethical nature of the field and to reject the notion that public relations practitioners are
employed in the practice of spin.
To examine the reuisites ! both technical and attitudinal ! that constitute an effective public relations
professional.
What is Public Relations?
PRSAs 2012 definition
"ublic relations is a strate#ic communication process that builds mutually beneficial relationships between
or#ani$ations and their publics
Seitels definition
"ublic relations is a planned process to influence public opinion, throu#h sound character and proper
performance, based on mutually satisfactory two!way communication.
%esearch, plannin#, communications dialo#ue, and evaluation, are all essential in the practice of public relations
Planned Process to Influence Public Opinion
&arstons %!'!(!)
Research!Action!Communication!valuation
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"% * "erformance %eco#nition
(rifasis %!+!!-!)
Research!Objectives!!trate#ies!Implementation!valuation
%!"!-!)
Research!Plannin#!Implementation!valuation
&ana#ement and 'ction
"lanned "rocess to -nfluence "ublic +pinion
harpes ive "rinciples
/onest communication 0credibility
+penness and consistency of actions 0confidence
airness of actions 0reciprocity and #oodwill
(ontinuous two!way communication 0prevent alienation, build relationships
)nvironmental research and evaluation 0determine actions or adjustments needed for social harmony
Public Relations as "anage#ent Interpreter
)very or#ani$ation has public relations
"ublic relations professionals
-nterpret philosophies, policies, pro#rams, practices of mana#ement to public
(onvey attitudes of public to mana#ement
(ounsel &ana#ement
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'dvise &ana#ement
%ecommend 'ction
$he Publics of Public Relations %or $argets&
"ublic relations should bepublicsrelations
-nternal and external
"rimary, secondary and mar#inal
Traditional and future
"roponents, opponents and uncommitted
$he 'unctions of Public Relations
3ritin#
&edia relations
ocial media interface
"lannin#
(ounselin#
%esearchin#
"ublicity
&ar4etin# communications
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(ommunity relations
(onsumer relations
)mployee relations
5overnment affairs
-nvestor relations
pecial publics relations
"ublic affairs and issues
(risis communications
$he !in of !pin
pin 6 "ublic %elations
&ild -nterpret issue to sway public opinion 0e.#. positive slant on ne#ative story
7irulent (onfusin#, distortin#, or obfuscatin# the issue or 8yin#
'ntithetical to proper practice of "ublic %elations
"ublic relations cardinal rule Never, ever lie.
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II - PR Co##unication
Learning Objectives
To discuss the #oals and theories of modern communication as they relate to the practice of public
relations.
To explore the importance and proper use of words and semantics to deliver ideas and persuade others
toward ones point of view.
To discuss the various elements that effect communication, includin# the media, the bias of receivers, and
the individuals or entities deliverin# messa#es.
To examine the necessity of feedbac4 in evaluatin# communication and formulatin# continued
communication.
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Public Relations Practitioner ( Professional Co##unicator
The world has become a #lobal villa#e
"ublic relations practitioner * professional communicator
)xchan#e information
-mpart ideas
&a4e oneself understood by others
9nderstand others in return
)oals of Co##unication
To inform
To persuade
To motivate
To build mutual understandin#
$raditional $heories of Co##unication
Two!step flow theory
(oncentric!circle theory
"at :ac4sons five!step process
;uild awareness
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Tri##er event
-ntermediate behavior
;ehavioral chan#e
!)!&!
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9nderstandin# semantics
)ncodin# the clients messa#e > public relations interpreter
$he "essage
The content is the messa#e
&eanin# of the article or intent of the speech most important
&edium and communicator less important than the content
The medium is the messa#e
(ontent less important than the medium in which messa#e is carried
The person is the messa#e
The spea4er can persuade, re#ardless of the messa#e or medium
(harisma may play a part in persuasion
pea4ers words, body, eyes, attitude, timin#, wit, presence form a composite that influences the
listener
Receiver+s ,ias
&essa#e decodin# depends on the persons perception
)veryone is biased
tereotypes
ymbols
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emantics
"eer #roup pressures
The media
Receiver+s ,ias !tereot*pes and !*#bols
&ost people are victims of stereotypes
tereotypes influence communication
)xample "erson wearin# #lasses more believable
ymbols leave distinct impressions on most people
ymbols can persuade
"ersuasion can be positive or ne#ative
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Receiver+s ,ias !e#antics
9se words to effectively communicate desired meanin#s
ame words hold contrastin# meanin#s for different people
8an#ua#e and the meanin# of words chan#e constantly
(onsider conseuences of words you plan to use before usin# them
Receiver+s ,ias Peer )roups and "edia
"eer pressure influences the way messa#es are perceived
"eer #roups influence attitudes and actions
&edia is a powerful a#enda setter > tells us what issues are important
The press and the media do not reflect reality? they filter and shape it
&edia concentration on a few issues and subjects leads the public to perceive those issues as moreimportant than other issues
Traditional media may have lost some clout due to social media, the -nternet, cable news, and tal4 radio
'eedbac.
(ommunicator must #et feedbac4 from receiver
@now what messa#es are or are not #ettin# throu#h
@now how to structure future communications
)ffective communication doesnt ta4e place if
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The messa#e doesnt reach the intended receivers
The messa#e doesnt exert the desired effect on the receivers
)ffects of messa#es include
'ttitude chan#e
'ttitude crystalli$ation
(reation of a wed#e of doubt
Ao effect
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III - Public Opinion
Learning Objectives
To discuss the phenomenon of public opinion, contemporary examples of it, the areas that impact it, and
how it is formed.
To explore the issue of attitudes, how they are influenced, motivated, and chan#ed.
To discuss the area of persuasion, its various theories, and how individuals are persuaded.
To examine reputation, particularly corporate ima#e, and how companies mi#ht enhance their reputation.
/ou can+t pour perfu#e on a s.un.
Bou cannot build trust if reality is destroyin# it
"ublic opinion is a combustible and chan#in# commodity
-t is hard to move people toward a stron# opinion on anythin#
What is Public Opinion?
un4nown #od to which moderns burn incense
an ill!defined, mercurial, and chan#eable #roup of individual jud#ments
' #roup of people who share a common interest in a specific subject and their expressions of stron#
attitudes on a particular topic
'ttitudes +pinions 'ctions
"ublic opinion is the a##re#ate of many individual opinions on a particular issue that affects a #roup of
people
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(onsensus
What Are Attitudes?
)valuations people ma4e about specific problems or issues
&ay differ from issue to issue
(haracteristics
"ersonal
(ultural
)ducational
amilial
%eli#ious
ocial (lass
%ace
0o1 Are Attitudes Influenced?
'ttitudes are positive, ne#ative or nonexistent
"erson is for somethin#, a#ainst it, or neutral
The silent majority
Theory of co#nitive dissonance
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'void dissonant=opposin# information
ee4 consonant=supportive information
ocial jud#ment theory
%an#e of opinions anchored by a clear attitude
3or4 within latitude of acceptance to modify opinions
"otivating Attitude Change
)veryone is motivated by different needs and wants
&aslows /ierarchy of Aeeds "hysiolo#ical, afety, 8ove, )steem, elf!actuali$ation
)laboration 8i4elihood &odel (entral route, "eripheral route
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Po1er of Persuasion
"ersuadin# is the #oal of most public relations pro#rams
5ettin# someone to do somethin# throu#h advice, reasonin# or arm!twistin#
(lassic persuasion theory > people may be of two minds
ystematic mode 0carefully considers ar#ument
/euristic mode 0s4immin# the surface
"eople are persuaded by different thin#s, so persuasion is more of an art than a science
2inds of vidence that Persuade
acts 0empirical data
)motions 0emotional appeals
"ersonali$in# 0personal experience
'ppealin# to you 0appeal to audience
)motion may be difficult for some to #rasp 0e.#. business leaders
Influencing Public Opinion
"ublic relations pro#ram can crystalli$e attitudes, reinforce beliefs, chan#e public opinion
+pinions to be chan#ed or modified must be identified and understood
Tar#et publics must be clear
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harp focus on the laws that #overn public opinion
La1s of Public Opinion
+pinion is hi#hly sensitive to important events
+pinions is #enerally determined more by events than by words > unless those words are themselves
interpreted as an event
't critical times, people become more sensitive to the adeuacy of their leadership
(onfident > more responsibility to it
8ac4 confidence > less tolerant than usual
+nce self!interest is involved, opinions are slow to chan#e
"eople have more opinions and are able to form opinions more easily on #oals than on methods to reach
#oals
"eople in democracies with educational opportunities=information access display hardheaded commonsense
"anaging Reputation
%eputation is #ained by what one does, not by what one says
%eputation mana#ement is a bu$$word
%elationship mana#ement ali#ns communications with an or#ani$ations character and action
(reates reco#nition, credibility and trust amon# 4ey constituents
tays sensitive to its conduct in public with customers and in private with employees
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9nderstands responsibilities to broader society and is empathetic to societys needs
7alue of reputation is indisputable
I3 - PR "anage#ent
Learning Objectives
To discuss public relations as a mana#ement function that serves the or#ani$ation best when it reports to
the ()+.
To explore in detail the elements that constitute a public relations plan.
To discuss public relations objectives, campai#ns, and bud#ets.
To compare and contrast the internal public relations department and the external public relations a#ency.
Difference bet1een CO and Public Relations Director? COs get paid #ore
;oth set strate#y and frame policy
;oth serve as chief spo4esperson, corporate booster, reputation defender
;oth need to 4now mana#ement functions li4e plannin#, bud#etin#, objective settin#, and how top
mana#ement thin4s and operates
"anage#ent Process of Public Relations
"ublic relations is planned, persuasive social mana#erial science
&ana#ers insist on results
;est public relations pro#rams measured in achievements
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;uildin# 4ey relationships
"ublic %elations &ana#er * ;oundary %ole
)d#e of or#ani$ation
8iaison between or#ani$ation and external=internal publics
upport collea#ues by helpin# communication across or#ani$ational lines in and out of the company
(ommunicate 4ey messa#es to reali$e desired objectives
Reporting to $op "anage#ent
"ublic relations must report to top mana#ement
's interpreter, public relations director should report to ()+
unction must remain independent, credible and objective
"ublic relations is the corporate conscience
Conceptuali4ing the Public Relations Plan
trate#ic plannin# for public relations essential
@now where campai#n is headed
3in support of top mana#ement
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Public Relations "anage#ent Process
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Creating the Public Relations Plan
5ecutive su##ar*> overview
Co##unication process> how it wor4s
,ac.ground> mission, vision, values, events
!ituation anal*sis> major issues and related facts
"essage state#ent> major ideas and emer#in# themes
Audiences> constituencies related to issues
2e* audience #essages> messa#es you want understood
I#ple#entation> issues, audiences, messa#es, media, timin#, cost, outcomes and evaluation methods
,udget> overall bud#et
"onitoring and evaluation> measurement and evaluation a#ainst benchmar4= desired outcome
Activating the Public Relations Ca#paign
;ac4#round the problem 0situation analysis
"repare the proposal
ituational analysis
cope of assi#nment
Tar#et audiences
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%esearch methods
@ey messa#es
(ommunications vehicles
"roject team
Timin# and fees
-mplement plan
)valuate plan 0implementation, reco#nition, attitude chan#e
!etting Public Relations Objectives
/ow will we mana#e our resources to achieve our #oalsC
5ood objectives stand up to the followin# uestions
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,udgeting for Public Relations
unctional bud#etin#
'dministrative bud#etin#
@eys to bud#etin#
)stimate extent of resources > personnel and purchases
)stimate cost and availability of resources
"ay!for!"erformance
&a4e sure client is aware of how char#es are applied
I#ple#enting Public Relations Progra#s
&edia relations
ocial media mar4etin#
-nternal communications
5overnment relations and public affairs
(ommunity relations
-nvestor relations
(onsumer relations
"ublic relations research
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"ublic relations writin#
pecial interest public relations
-nstitutional advertisin#
5raphics
3ebsite mana#ement
"hilanthropy
pecial events
&ana#ement counselin#
(risis mana#ement
Reputation "anage#ent
trate#ically mana#e an or#ani$ations brand, position, #oodwill, or ima#e
%eputation based on two elements
%ational products and performance
)motional behavioral factors
(ustomer service
()+ "erformance
"ersonal )xperience
(ompanies with #ood reputations
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(an char#e premium prices
/ave #reater access to new mar4ets and products
/ave #reater access to capital
"rofit from #reater word!of!mouth endorsement
"ossess unduplicated identity
What do Reputation "anagers Do?
"ersuade consumers to recommend and buy their products
"ersuade investors to invest in their or#ani$ation
"ersuade competent job see4ers to enlist as employees
"ersuade other stron# or#ani$ations to joint venture with them
"ersuade people to support the or#ani$ation when it is attac4ed