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Pr overview
1. Intro
Who am I
Go over syllabus
Explain web site
Explain what we will do
Assigning cases each day for presentation,
assignments tomorrow…see web site
2. A Starting Point…
Information cards
Name, email address
Taken a PR course before?
PRSSA member?
Career goal
One-sentence definition of PR
On back…first/last name, large & dark for photo
Take photos
3. PR & World Views
Most people don’t spend time defining PR
stereotypes based on experiences
definitions grow from PR stereotypes
These definitions follow from “worldview”
based on differences in perceptions
6 worldviews
4. Describing 6 World Views
Pragmatic social role
“ a useful practice, helps meet objectives”
Neutral social role
“PR is just something to study”
Conservative social role
“PR helps maintain the status quo”
Radical social role
“PR leads to social improvements”
5. ...more on World Views
Idealistic social role
“PR helps maintain organizational
relationships”
Critical social role
“PR is something to study and improve”
Which ones in everyday discussions?
which ones most useful for learning PR?
6. World Views: Key Point
Gap between practice of PR and what could be.
Public stereotypes of publicity & persuasion
No training required to work in PR
The first four worldviews
Talking here about “what could be”
Critical of much of what is
Idealistic about what can be done
A socially responsible route
7. Talking Points…
Stop and write two things
Questions about world views
Biggest concerns about PR
8. An Important Idea: Publics
“The general public”
“Publics”: groups of people with stake in
an event, issue, or action
Internal publics
External publics
Segment publics to communicate and
maintain ongoing relationships
9. Defining PR
Public Relations
The name is a good definition
Key elements
Publics
Relationships
Communication by organization
10. A More Complete Definition
Public relations is the management
function that establishes and maintains
mutually beneficial relationships between
an organization and the publics on whom
its success or failure depends.
11. Comparison with Marketing
Marketing: The management function that
identifies human needs and wants, offers
products and services to satisfy those
demands, and causes transactions that
deliver products and services in exchange
for something of value to the provider.
12. What PR People Do
Common and Visible Activities
writing/editing
special events
media
community activities
Less Visible Activities
counseling management
conducting research
13. In Organizations and Society
In the Organization
communicator
manager
In Society
developing and maintaining relationships
A Classic Example: Johnson & Johnson
Pulls Together
14. Closing in on a Definition of PR
We’ve seen a progression of ideas
Historically, hasn’t always been the same.
Mismatch between ideals and realities
Edit your definition of PR
15. Overview of PR Planning
How we got to this point
plan is an actual written document
Kinds of plans
single use
standing plan
Without the PR planning process:
Reduce negative perceptions…there hadn’t
been any
16. The 4-step PR Process
1. Research
2. Planning
3. Communication
4. Evaluation
17. Skeleton Model of PR
Research
Problem
definition
Goal Objective
Strategy Tactic
18. After the Skeleton Model
Plan
Evaluation
method
Implementing
details
• Tactics details
• Budget
• Gantt chart
19. Defining Publics
Most basic
_______graphics
Level of involvement
unaware, aware, active
The target:
Impact publics
Strategic publics
20. Defining Problems
PR supports the organizational problem
Organizational problem
Usually related to behavior
Public relations problem
Awareness or attitudes that affect behavior
Can’t directly communicate about behavior
What’s that assume?
21. Developing PR Objectives
Purposes of objectives statement
set standards for PR efforts
serves as guide for evaluation
Kinds of objectives
Output objectives
Impact objectives
Focus of impact objectives
awareness, attitudes
22.
23. Examples of Objectives
Awareness:
“Increase community members’ awareness of
services by 15% over next 6 months.”
Attitudes:
“Increase percentage of community members
who believe that services are useful by 25%
over next 6 months.”
24. Strategies & Tactics
Defining strategies
the logic behind the solution
an example from Ben & Jerry’s
Elements of strategies
publics, logic (messages)
channel, medium
timing
25. Types of Communication Tools
CHANNELS
interpersonal mass
MEDIUM
uncontrolled
controlled
1
2
3
4
26. An Example
Low use of an agency’s services
Organizational vs PR problem
Objective:
“Increase low income women’s positive attitudes of
the agency’s services by 20% in one year”
Strategy:
Create controlled channel, mass communication tool
for low income women emphasizing the high quality
and low cost of services.
Tactic:
Create a series of television ads…
27. Non-PR Example of Terms
“My goal is going skiing over break.”
no, it’s not the goal, it’s the tactic
Real goal: reduce stress
objective: reduce headaches
strategy: get away from stress
tactic: go skiing
implementing details: reservations, skis
28. For Tuesday
Read Ch. 1 & 2 in Hendrix
Contrast ROPE model with this material
Read Appdx I and II (see www.prssa.org
for current code)
Will be calling on students to answer
questions about the readings
Will not lecture the material
29. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother )
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal
Code-110015