CHAPTER 3

TYPES

OF PUBLIC RELATIONS

Corporate Public Relations Voluntary Public Relations Government Public Relations Consultancy Public Relations

Learning Objectives
1. 2. 3. 4.

Explain the aims, activities and problems of corporate public relations Explain the aims, activities and problems of voluntary public relations Explain the aims, activities and problems of government public relations Explain the advantages and disadvantages of using public relations consultancies.

Corporate Public Relations

Aims

To support profit making capabilities of the firm by creating good business environment by maintaining harmonious r/ship between internal and external public . To organize activities and campaign aim at showing that company is socially responsible and not purely profit oriented To be responsive to social issues such as environmental protection and consumerrism. consumerrism.

Activities of Corporate Public Relations.

A)

PUBLIC AFFAIRS
and community relations relations by initiating discussion and debates with important groups to ensure mutual understanding.

Specialized part of CPR that maintain good governmental

Serve as liason with government department. Major responsibility include Federal Government affairs, state government affairs, local government affairs, community relations and contributions.

Activities of Corporate Public Relations.

B) CONSUMER RELATIONS
Listening to consumer consumers opinion and complain is very important. Unfavorable public opinion will affect sales badly. In consumer relations, PR give essential support to marketing department. C) LOBBYING Company monitors country countrys laws and regulations, assist in lawlawmaking process for the purpose of influencing legislation Establishing good personal relationship with legislators without compromising integrity of either party.

Activities of Corporate Public Relations.

D) MARKETING COMMUNICATION

Subordinate to marketing, responsible for nonnon-marketing concerns. Activities include handling customer complaints, instruction for product used, safety information and repair and service, booklets and manuals.
E) PRESS AGENTRY

Press agentry is creating newsworthy stories or events to attract media attention and to gain public notice. PA involves planning activities and staging events which aim to attract attention to a person, idea or product rather than to promote understanding.

Activities of Corporate Public Relations

F) REPUTATIONREPUTATION- PROTECTION AND ENHANCEMENT

Building goodwill for the company. Showing that company is efficient producer, an honest seller and responsible corporate citizens.

Activities include : Protect company against attack Explain / clearing controversies Displaying company companys concern for environmental problems Improving welfare of employees and communities.

Activities of Corporate Public Relations.

G)

INFORMATION SERVICE Supply in formation in response to queries from public and news media. Arranging interviews with company companys executive.

H)

PRODUCT PUBLICITY

Introduction of new products, put fresh life to existing products. Distributing news release and holding exhibitions on new products or services. work closely with marketing department.

Activities of Corporate Public Relations

I)

INVESTOR RELATIONS
Provide information to the stockholders about company companys financial achievement, operations and plans.

J)

RECRUITING
Help Human Resource Department through preparation of materials portraying the advantages of working for the company.

Activities of Corporate Public Relations

K)

FEEDBACK Providing information about public, employee attitudes, political development, social trends and economic indications to CEO or top management especially information that is vital to the survival of the company. Information gathered through surveys, meetings, opinion box, press cutting, etc.

ORGANIZATION CHARTS ILLUSTRATING POSITION OF PUBLIC RELATIONS IN CORPORATION

Example 1

GENERAL MANAGER

PUBLIC RELA TIONS

PRODUCTION

ACCOUNTING

PERSONNEL

SALES

ORGANIZATION CHARTS ILLUSTRATING POSITION OF PUBLIC RELATIONS IN CORPORATION

Example 2
GENERAL MANAGER DEPUTY GENERAL MANAGER PERSONNEL PUBLIC RELATIONS MARKETING LEGAL

ORGANIZATION CHARTS ILLUSTRATING POSITION OF PUBLIC RELATIONS IN CORPORATION

Example 3

GENERAL MANAGER

DEP UTY GENERAL MANAGER Production Inventory Engineering

DEP UTY GENERAL MANAGER Legal Personnel Sales Payroll

DEP UTY GENERAL MANAGER Public Relations Advertising Marketing

VOLUNTARY SERVICE PUBLIC RELATIONS

AIM

Voluntary organizations are involve in social welfare, health and religious needs Voluntary service public relation aims is to alert the public the services offered by voluntary organizations in order to raise funds to finance those services.

CHARACTERISTICS OF A VOLUNTARY OR NONNON-PROFIT ORGANIZATION

1. 2. 3.

4.

5.

Organized some institutionalized entity has character, regular meetings, offices and rules to govern them. Private separate from government even if they received government fundings. fundings. NonNon-profit not attempting to generate profits for the owners or directors. Excess revenues must be spent to achieve organization organizations mission. SelfSelf-Governing govern themselves and control their activities. Set their own procedures and are independent of external control (government). Voluntary voluntary participation in either management of the organization or in conduct of its program. Involves some aspect of charitable contribution.

PR ACTIVITIES OF VOLUNTARY ORGANIZATION

Role promotion stimulating public awareness of their work Client services making services known to the public and convincing them to use it Fund raising Enlistment of volunteers Developing channels of communication with the publics that the organization serves. Creating favorable climate for fund raising Supporting public policy favorable to organization mission Motivating key organizational constituents (i.e. employees, volunteers) to dedicate themselves and work productively in support of the organization organizations goals.

TYPES OF VOLUNTARY ORGANIZATIONS

1.

Public Interest Voluntary Organization

Organizations that deals with public interest issues such as consumerism or environmental conservation. Eg. Eg. CAP, SAM Publicize issues to stimulate public agenda for discussion Force government and corporations to act and respond in positive way to the issue.

TYPES OF VOLUNTARY ORGANIZATIONS

2.

Public ServiceService-Oriented Voluntary Organization

Formed to provide services to particular group of people e.g. Malaysian Association for the Blind, MAKNA and etc.

3. FundFund-Raising Program

TYPES OF VOLUNTARY ORGANIZATIONS

Main source for fund raising are:

Corporate sector budget to support worthwhile courses. Donation and scholarship Government GrantsGrants- Allocation from annual budgets Annual knock on the door appeals. Require enormous amount of planning and personnel Direct mail and letter box drops. Add new donors Telethons sponsored by TV stations Special events luncheons, dinners, gala evening, fashion parade

SUCCESSFUL CAMPAIGN OF FUNDRAISING

Strong

Case Effective Leadership Conscientious Workers Prospects willing and able to give Significant funds to finance the campaign

Problems of Voluntary Public Relations

Seldom done professionally or on a sustained basis. Reasons are:
Activities Low

are not sustained or coherent operating budget Difficulty in getting full time volunteers PR activities are adad-hoc

GOVERNMENT PUBLIC RELATIONS

Federal Government PR machinery depends on Ministry of Information which consist of three departments. Film Department Produces film for television and cinema for local and abroad Broadcasting Department Radio broadcast. National as well as overseas services. Supported by regional stations Information Department Divided into three: Press, audioaudio-visual and field services divisions. Provide training to PR personnel for all other government agencies.

1.

2.

3.

GOVERNMENT PUBLIC RELATIONS ACTIVITIES

1.

Informing constituents about activities of government agency

Informed public about new regulations through booklets, newspaper stories, posters, television panel discussion and radio programs.

2.

Ensuring active coco-operation in government programs

Voting, recycling, seat belt uses and smoking regulation. anti

GOVERNMENT PUBLIC RELATIONS ACTIVITIES

3.

Fostering citizen support for established policies and programs

e.g. foreign aid and welfare

4.

Projecting the country overseas

good image to attract tourist good image for political purpose. project country as being safe place for foreign investment

GOVERNMENT PUBLIC RELATIONS ACTIVITIES

5.

Handling Crisis
Riots, natural disaster, floods, air crash. Informing and liasing with all peacepeace- keeping public order forces, civil authorities and other related agencies.

Steps in handling crisis: Information are collected and distributed to affected bodies to foster cooperation and fast action Preceded by early warning system or drill to prepare for an emergency emer gency Intelligent appraisal of possible areas where problems will escalate esca late Channel of communication to be kept open Key publics should be identified and their information needs should sho uld be seen.

GOVERNMENT PUBLIC RELATIONS ACTIVITIES

6.

Recurring activities
Referring publics to the right official handling the matter Channeling public complaint to responsible authority Handling press queries Providing press with information Channeling statements to press

Shortcoming of Government Public Relations

1.

Public Apathy

Difficult to serve all taxpayers because of the lack of interest among many citizens Lack of interest and basic knowledge of government Citizen frustration and general sense of impotence toward government

Shortcoming of Government Public Relations

2.

Legislative Hostility

Government practitioners always face more hostility and suspicion compare to other practitioners The Government PR function has been handicapped by the opposition of legislators thus prevent maximum effectiveness

Public Relation and Political Candidate

Political leaders usually have personal PR aides called media manager or press secretary Duties of a PR for a politician are:
1. 2. 3. 4. 5. 6. 7.

Preparation of news release Press briefing and background sessions Speechwriting Liaison with groups or individuals Checking on political popularity Media photo opportunities Maximization of press coverage

Public Relations Consultancies

PR consultancies varies in sizes but all have identical purpose which aims at: To give counsel to client 2. Perform technical services required to carry out an agreedagreed-upon program
1.

10

Stimulating Growth of PR Consultancies

Increased

urbanization of government bureaucracy More sophisticated mass media systems The rise of consumerism Demand for more information by clients
Expansion

Reasons for Using PR Consultancies

Not

practical to set up own PR department due to company companys size and budget To handle adad-hoc assignment To provide specialist services, e.g. house journal production, fund raising, etc Not involved in internal politics, no hidden agenda Plan and execute complete PR program where own staff do not have the capability

Consultancies Service Provided

Speech

training including appearances and evaluation Diversified communication tools Crisis communication Media analysis Community relations Product promotion Events management Public affairs Employee communications Positioning a company Financial relations
Research

11

Problems of PR Consultancy Services

Superficial Lack

grasp of client unique problems of full time commitment Need for prolonged briefing period Resentment of internal staff Strong direction by top management Need for full information and confidence Expensive cost

12