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 requisites - both technical and attitudinal - that constitute an effective public relations
professional.

What is Public Relations?

PRSAs 2012 definition

Public relations is a strategic communication process that builds mutually beneficial relationships between
organizations and their publics

Seitels definition
Public relations is a planned process to influence public opinion, through sound character and proper
performance, based on mutually satisfactory two-way communication.

Research, planning, communications dialogue, and evaluation, are all essential in the practice of public relations

Planned Process to Influence Public Opinion

Marstons R-A-C-E

Research-Action-Communication-Evaluation

PR = Performance Recognition

Crifasis R-O-S-I-E
Research-Objectives-Strategies-Implementation-Evaluation

R-P-I-E
Research-Planning-Implementation-Evaluation

Management and Action

Planned Process to Influence Public Opinion

Sharpes Five Principles

Honest communication (credibility)

Openness and consistency of actions (confidence)

Fairness of actions (reciprocity and goodwill)

Continuous two-way communication (prevent alienation, build relationships)

Environmental research and evaluation (determine actions or adjustments needed for social harmony)

Public Relations as Management Interpreter

Every organization has public relations

Public relations professionals:

Interpret philosophies, policies, programs, practices of management to public

Convey attitudes of public to management

Counsel Management

 Advise Management
Recommend Action
The Publics of Public Relations (or Targets)

Public relations should be publics relations

Internal and external
Primary, secondary and marginal
Traditional and future
Proponents, opponents and uncommitted
The Functions of Public Relations

Writing
Media relations
Social media interface
Planning
Counseling
Researching
Publicity
Marketing communications

 Community relations
Consumer relations
Employee relations
Government affairs
Investor relations
Special publics relations
Public affairs and issues
Crisis communications
The Sin of Spin

Spin Public Relations

Mild: Interpret issue to sway public opinion (e.g. positive slant on negative story)
Virulent: Confusing, distorting, or obfuscating the issue or Lying
Antithetical to proper practice of Public Relations
Public relations cardinal rule: Never, ever lie.

II - PR Communication
Learning Objectives

To discuss the goals 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, including the media, the bias of receivers, and
the individuals or entities delivering messages.

To examine the necessity of feedback in evaluating communication and formulating continued

communication.

Public Relations Practitioner = Professional Communicator

The world has become a global village

Public relations practitioner = professional communicator

Exchange information

Impart ideas

Make oneself understood by others

Understand others in return

Goals of Communication

To inform

To persuade

To motivate

To build mutual understanding

Traditional Theories of Communication

Two-step flow theory

Concentric-circle theory
Pat Jacksons five-step process:

Build awareness

Develop latent readiness

Trigger event

Intermediate behavior

Behavioral change

S-E-M-D-R (Source, Encoding, Message, Decoding, Receiver)

Dissonance theory
Spiral of silence
Contemporary Theories of Communication

Constructivism
Coordinated management of meaning
Grunig-Hunt public relations models

Press agentry/publicity

Public information

Two-way asymmetric

Two-way symmetric

The Word

Words are personal and potent weapons

Words are perpetually changing

 Understanding semantics
Encoding the clients message public relations interpreter
The Message

The content is the message

Meaning of the article or intent of the speech most important

Medium and communicator less important than the content

The medium is the message

Content less important than the medium in which message is carried

The person is the message

The speaker can persuade, regardless of the message or medium

Charisma may play a part in persuasion

Speakers words, body, eyes, attitude, timing, wit, presence form a composite that influences the
listener

Receivers Bias

Message decoding depends on the persons perception

Everyone is biased

Stereotypes

Symbols

Semantics

Peer group pressures

The media

Receivers Bias: Stereotypes and Symbols

Most people are victims of stereotypes

Stereotypes influence communication

Example: Person wearing glasses more believable

Symbols leave distinct impressions on most people

Symbols can persuade

Persuasion can be positive or negative

Receivers Bias: Semantics

Use words to effectively communicate desired meanings

Same words hold contrasting meanings for different people
Language and the meaning of words change constantly
Consider consequences of words you plan to use before using them
Receivers Bias: Peer Groups and Media

Peer pressure influences the way messages are perceived

Peer groups influence attitudes and actions
Media is a powerful agenda setter tells us what issues are important

The press and the media do not reflect reality; they filter and shape it
Media concentration on a few issues and subjects leads the public to perceive those issues as more
important than other issues

Traditional media may have lost some clout due to social media, the Internet, cable news, and talk radio
Feedback

Communicator must get feedback from receiver

Know what messages are or are not getting through

Know how to structure future communications

Effective communication doesnt take place if

The message doesnt reach the intended receivers

The message doesnt exert the desired effect on the receivers

Effects of messages include

Attitude change

Attitude crystallization

Creation of a wedge of doubt

No effect

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 changed.
To discuss the area of persuasion, its various theories, and how individuals are persuaded.
To examine reputation, particularly corporate image, and how companies might enhance their reputation.
You cant pour perfume on a skunk

You cannot build trust if reality is destroying it

Public opinion is a combustible and changing commodity
It is hard to move people toward a strong opinion on anything
What is Public Opinion?

unknown god to which moderns burn incense

an ill-defined, mercurial, and changeable group of individual judgments
A group of people who share a common interest in a specific subject and their expressions of strong
attitudes on a particular topic

Attitudes Opinions Actions

Public opinion is the aggregate of many individual opinions on a particular issue that affects a group of
people

 Consensus
What Are Attitudes?

Evaluations people make about specific problems or issues

May differ from issue to issue
Characteristics

Personal

Cultural

Educational

Familial

Religious

Social Class

Race

How Are Attitudes Influenced?

Attitudes are positive, negative or nonexistent

Person is for something, against it, or neutral
The silent majority
Theory of cognitive dissonance

Avoid dissonant/opposing information

Seek consonant/supportive information

Social judgment theory

Range of opinions anchored by a clear attitude

Work within latitude of acceptance to modify opinions

Motivating Attitude Change

Everyone is motivated by different needs and wants

Maslows Hierarchy of Needs: Physiological, Safety, Love, Esteem, Self-actualization
Elaboration Likelihood Model: Central route, Peripheral route

Power of Persuasion

Persuading is the goal of most public relations programs

Getting someone to do something through advice, reasoning or arm-twisting
Classic persuasion theory people may be of two minds

Systematic mode (carefully considers argument)

Heuristic mode (skimming the surface)

People are persuaded by different things, so persuasion is more of an art than a science
Kinds of Evidence that Persuade

Facts (empirical data)

Emotions (emotional appeals)
Personalizing (personal experience)
Appealing to you (appeal to audience)
Emotion may be difficult for some to grasp (e.g. business leaders)
Influencing Public Opinion

Public relations program can crystallize attitudes, reinforce beliefs, change public opinion
Opinions to be changed or modified must be identified and understood
Target publics must be clear

 Sharp focus on the laws that govern public opinion

Laws of Public Opinion

Opinion is highly sensitive to important events

Opinions is generally determined more by events than by words unless those words are themselves
interpreted as an event

At critical times, people become more sensitive to the adequacy of their leadership

Confident more responsibility to it

Lack confidence less tolerant than usual

Once self-interest is involved, opinions are slow to change

People have more opinions and are able to form opinions more easily on goals than on methods to reach
goals

People in democracies with educational opportunities/information access display hardheaded common

sense

Managing Reputation

Reputation is gained by what one does, not by what one says

Reputation management is a buzzword
Relationship management aligns communications with an organizations character and action

Creates recognition, credibility and trust among key constituents

Stays sensitive to its conduct in public with customers and in private with employees

Understands responsibilities to broader society and is empathetic to societys needs

Value of reputation is indisputable

IV - PR Management
Learning Objectives

To discuss public relations as a management function that serves the organization best when it reports to
the CEO.

To explore in detail the elements that constitute a public relations plan.

To discuss public relations objectives, campaigns, and budgets.
To compare and contrast the internal public relations department and the external public relations agency.
Difference between CEO and Public Relations Director? CEOs get paid more

Both set strategy and frame policy

Both serve as chief spokesperson, corporate booster, reputation defender
Both need to know management functions like planning, budgeting, objective setting, and how top
management thinks and operates

Management Process of Public Relations

Public relations is planned, persuasive social managerial science

Managers insist on results

Best public relations programs measured in achievements

Building key relationships

Public Relations Manager = Boundary Role

Edge of organization

Liaison between organization and external/internal publics

Support colleagues by helping communication across organizational lines in and out of the company

Communicate key messages to realize desired objectives

Reporting to Top Management

Public relations must report to top management

As interpreter, public relations director should report to CEO
Function must remain independent, credible and objective
Public relations is the corporate conscience
Conceptualizing the Public Relations Plan

Strategic planning for public relations essential

Know where campaign is headed

Win support of top management

Defend and account for actions

Environment Business Objectives Public relations objectives and strategies Public relations
programs

Public Relations Management Process

Define problem or opportunity

Research current attitudes and opinions

Determine essence of problem

Programming

Formal planning

Address key publics, strategies, tactics and goals

Action

Communications phase

Implementation

Evaluation

What worked and what didnt

How to improve in the future

Creating the Public Relations Plan

Executive summary overview

Communication process how it works
Background mission, vision, values, events
Situation analysis major issues and related facts
Message statement major ideas and emerging themes
Audiences constituencies related to issues
Key audience messages messages you want understood
Implementation issues, audiences, messages, media, timing, cost, outcomes and evaluation methods
Budget overall budget
Monitoring and evaluation measurement and evaluation against benchmark/ desired outcome
Activating the Public Relations Campaign

Background the problem (situation analysis)

Prepare the proposal

Situational analysis

Scope of assignment

Target audiences

Research methods

Key messages

Communications vehicles

Project team

Timing and fees

Implement plan
Evaluate plan (implementation, recognition, attitude change)
Setting Public Relations Objectives

How will we manage our resources to achieve our goals?

Good objectives stand up to the following questions:

Do they clearly describe the end result expected?

Are they understandable to everyone in the organization?

Do they list a firm completion date?

Are they realistic, attainable and measurable?

Are they consistent with managements objectives?

Managing by Objectives (MBO) and Managing by Results (MBR)

Specify, conference, agree, and review

Goals clearly defined, specific, practical, attainable, measurable

Budgeting for Public Relations

Functional budgeting
Administrative budgeting
Keys to budgeting

Estimate extent of resources personnel and purchases

Estimate cost and availability of resources

Pay-for-Performance
Make sure client is aware of how charges are applied
Implementing Public Relations Programs

Media relations
Social media marketing
Internal communications
Government relations and public affairs
Community relations
Investor relations
Consumer relations
Public relations research

 Public relations writing

Special interest public relations
Institutional advertising
Graphics
Website management
Philanthropy
Special events
Management counseling
Crisis management
Reputation Management

Strategically manage an organizations brand, position, goodwill, or image

Reputation based on two elements

Rational products and performance

Emotional behavioral factors

Customer service
CEO Performance
Personal Experience

Companies with good reputations

Can charge premium prices

Have greater access to new markets and products

Have greater access to capital

Profit from greater word-of-mouth endorsement

Possess unduplicated identity

What do Reputation Managers Do?

Persuade consumers to recommend and buy their products

Persuade investors to invest in their organization
Persuade competent job seekers to enlist as employees
Persuade other strong organizations to joint venture with them
Persuade people to support the organization when it is attacked