Week 10 Flashcards
Public relations
activities concerned with the image of an organisation and the positive public acceptance of this image
Strategic communication
communicating the best message, through the right channels, measured against well-considered organisational goals
role of PR is to
- relate needs and interest of the public
- inform the public about products and services
- establish and maintain communication with media and its audiences
- communicate with public and identifying with public interest
- minimise and manage conflict and misunderstanding
- build a positive relationship and goodwill
- project the corporate image
- build relationships with the media
- research public opinion and advise on how to influence it
- analyse future trends and advise their likely impact
- plan formal programs and campaigns
- manage public relations strategically
¨ three objectives of public relations practitioners in developing their strategies:
1to maintain favourable opinions
2to create opinion where none exists or where it is latent
3to neutralise hostile opinion
PR can be
¨PR can be one-way (e.g., annual reports) or two-way (e.g., social media)
¨PR can be formal (e.g., press releases) or informal (e.g., Twitter)
PR is aimed at
PR is aimed at managing an organisation’s reputation with its various publics and audiences
Press Agentry/Publicity Model
¨Employs one-way communication
¨The primary aim is to attract media coverage
¨Used to promote entertainment events and celebrities
¨Uses persuasion and manipulation to influence audience to behave as the organisation desires
Public Information Model
¨Employs one-way communication
¨Truth and accuracy are important (compared to the press agentry/publicity model)
¨Uses press releases and other one-way techniques
¨Relies on logic and rational persuasion
¨Often used by governments and not-for-profit agencies
Two-way Asymmetrical Model
primarily interested in
¨Primarily interested in having the organisation’s publics come around to the organisation’s way of thinking rather than developing mutual understanding.
Two-way Asymmetrical Model
features
¨Gathers feedback from the audience
¨Uses persuasion and manipulation to influence the audience to behave as the organisation desires
¨Engages in research to reveal how to persuade the audience
Two-way Symmetrical
¨Interacts with the publics to serve the public interest, to develop mutual understanding between organisation and their publics
¨Uses communication to negotiate with publics to resolve conflict and promote respect between the organisation and its publics
- contribute to informed debate about issues in society
¨Aims to understand one another’s point of view
Doing Public Relations
6 main functions
Six main functions
- Writing and editing
- Media Relations
- Special Events
- Research
- Community and consumer relations
- Government relations and lobbying
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Aspects of a Good a PR Strategy
¨Credibility, trust and strong relationships with traditional news media, bloggers, analysts, influencers, customers and other stakeholders
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¨Ability to influence and change opinion, and build a positive image and reputation
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¨Capacity to create a presence, enhance customer loyalty, and elicit responses and action
Internal Communication
In-house communication, such as internal publications, intranets, conferences, teleconferencing, seminars and meetings, provide an opportunity to let staff (i.e., the organisation’s internal publics) know management’s policies, procedures and attitudes
¨A cooperative workforce contributes to public relations, and is responsible for delivering standards of service to customers
Media Relations
¨Dealing with the media is a key part of PR work and incorporates:
nwriting news releases
ncompiling media kits
nadvising senior personnel on how to work with the media
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