1. PUBLIC RELATIONS How important is this ?

2. HISTORY OF PR
Ancient Greeks had a word for it:
‘’Sematikos’’: to signify or to mean.
It’s how to get people to believe things and do things.

3. 3 LEVELS OF OBJECTIVES
Objectives
Action
Awareness
Acceptance

4. Action (Co native)
- Opinion Behavior
Acceptance (Affective)
Interest Positive/Negative Attitude
Awareness (cognitive)
- Attention Retention

5. STRATEGIES
Basic PR Strategies
Proactive Reactive

6. FOUR MODELS OF OR PR
Publicity.
Public Information.
Two way Asymmetric.
Two way Symmetric.

7. REACTIVE PUBLIC RELATIONS STRATEGY.
Reactive PR
Strategy.
The public
relations audit.
The
identification of
vulnerabilities.

8. PROACTIVE PUBLIC RELATION STRATEGY.
Proactive
Public Relations
Strategy.
A public
relation audit.
A public
relation plan

9. Microsoft turned to “warm and fuzzy”
corporate advertising to combat the
negative publicity of a Department of
Justice case against the firm.
Ad in Context Example

10. Public Relations Plan…

11. A PUBLIC RELATIONS PLAN
Current situation analysis.
Program objectives.
Program rationale
Communications vehicle.
Message content.

12. Public Relations Plan: Setting Objectives
1.
Setting Objectives

13. Public Relations Plan: Assigning Responsibility
1.
Setting Objectives
2.
Assigning
Responsibility

14. Public Relations Plan: Outlining Types
1.
Setting Objectives
2.
Assigning
Responsibility
3.
Outlining Types of
Public Relations

15. Public Relations Plan: Selecting Media
1.
Setting Objectives
2.
Assigning
Responsibility
3.
Outlining Types of
Public Relations
4.
Selecting Media

16. Public Relations Plan: Creating Messages
1.
Setting Objectives
2.
Assigning Responsibility
3.
Outlining Types of Public
Relations
4.
Selecting Media
5.
Creating Messages

17. Public Relations Plan: Evaluation
1.
Setting Objectives
2.
Responsibility
3.
Outlining types of
Public Relations
4.
Selecting Media
5.
Creating Messages
6.
Timing Messages
Feedback

18. Public Relations Plan: Evaluation
1.
Setting Objectives
2.
Responsibility
3.
Outlining types of
Public Relations
4.
Selecting Media
5.
Creating Messages
6.
Timing Messages
Feedback
7.
Evaluating Success or
Failure

19. CHARACTERISTICS OF PUBLIC RELATIONS
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Public Relations
Usually indirect, non-personal
Moderate to low
Little
Delayed
One-way
No
No
Usually fast
Usually no direct control

20. A FINAL WORD…
1)Advantages.
2)Disadvantages.

21. THANK YOU