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8/10/2019 Seitel Curs 1

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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

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