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Copy of Copy of Public Relation

Profile and Analysis of Philippine Public Relation Profession

Liezl Acena

on 20 March 2015

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Transcript of Copy of Copy of Public Relation

Profile and Analysis of Philippine Public Relation Profession
Public Relations
Definition of PR
A strategic communication process that builds mutually beneficial relationships between organizations and the public.

Maintain or strengthen an organization's relationship its various constituencies.
Rex Harlow (founder) -- PR educator

Define PR as:
Cooperation between an organization and its public.
Informed on and responsive to public opinion.
Serve public interest.
PR vs. Advertising, Journalism and Marketing
PR collateral materials
interpersonal or organizational communication like meetings
annual reports
PR Environments
1. PR Agencies

2. PR Departments

PR Agencies
firm providing communication and counseling services such as banks, hotels telecommunication companies.
complexity of functions depend on the type of organization, management perception or understanding of the PR role and experience.
functions such as media relation, issues management, strategic planning, crisis management, special events, internal management and reputation management.
PR Departments
When the public relation began in the country.
The Business Writers Association of the Philippines was organized to promote the idea of corporate social responsibility and to underscore the growth in the Philippine economy. Through the Business Writers Association of the Philippines Awards, outstanding business persons were recognized not only for their entrepreneurial success, but also, what is more important, for their contributions to the community
Carpio, with the help of business leaders, helped restore a favorable investment climate in the Philippines. The country at that time was reeling from the ravages of World War II and the Japanese occupation as well as a communist-led insurgency by the Hukbalahap in the countryside.
when the growth in the number of PR professionals facilitated the formation of the Public Relation Society of the Philippines (PRSP)
San Miguel Corporation, one of the biggest Filipino companies since its founding in 1890 and better known worldwide for San Miguel beer, established the first PR department. Carpio organized and headed the department
the PRSP hosted the meeting of the federation of ASEAN Public Relation Organization
(Marcos dictatorship) PR, together with other business and professions, suffered because of the crisis
People Power Revolution, the country took the road to recovery and PR flourished.
Based on a 2000 article by the author utilizing the membership directories of PRSP the ff. are the characteristics of FILIPNO PR PRACTITIONERS:
Career Level
1. Senior Professional-
Responsible o top management for total administration of PR functions in a corporation.
2. Professional -
Directs either the entire PR staff or an operating group in a PR agency, reports to a vice president.
Responsible for the planning, development and execution of communication programs.
3. Staff Professional-
reports to professional manager; conducts research; writes speeches, publicity and other printed material.
4. Beginning Professionals-
Applies academics or field experiences to public relations program; is able to undertake basic research, writing and production, media relations, and internal communication.
In terms of major field of the study at the bachelor's level, 27% earned degrees in journalism/ mass communication, followed by business at 21% then by arts/literature/philosophy at 17%.
EDUCATIONAL attainment
1.Those working in PR departments ( in house or within corporations and inside private sector organization such as hospitals, college, and university, business and trade associations and nonprofit organization.
2.external counselors- the PR agencies or consultancies that service clients
3. Government PR practitioners
It was a man named Jose A. Carpio who really developed the theory of PR in the Philippines. Carpio, now known as the Father of Philippine PR, saw PR as far more than publicity. He saw it as a planned program of policies and behavior designed to build public confidence in and understanding of an individual or an organization. In 1957, Carpio founded the Public Relations Society of the Philippines. The PRSP would soon single handedly spur the growth of Philippine PR through seminars, training programs, workshops, awards, contacts, publications and networking. The organization also introduced a four-year PR curriculum, which was approved by the Ministry of Education and Culture, to several Philippine universities.
Jose A. Carpio
Notable of the early Filipino PR pioneers are Pete Teodoro and Jose Carpio. Teodoro, then PR director of Elizalde & Company, a paint manufacturer, is credited with having undertaken the first organized PR campaign. Teodoro's company was competing directly with a large American corporation thus his program was geared toward winning the goodwill and patronage of local architects and contractors. Carpio, on the other hand, managed the first major association campaign
Pete Teodoro
... small
Advantage of PR
First, PR is often considered a highly credible form of promotion.
Second, a well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion.
Third, depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.
Finally, in many cases public relations objectives can be achieved at very low cost when compared to other promotional efforts.
Disadvantages of Public Relations
First, while public relations uses many of the same channels as advertising, such as newspapers, magazines, radio, TV and Internet, it differs significantly from advertising in that marketers do not have direct control over whether a message is delivered and where it is placed for delivery.
Second, while other promotional messages are carefully crafted and distributed as written through a pre-determined placement in a media vehicle, public relations generally conveys information to a member of the news media (e.g., reporter) who then recrafts the information as part of a news story or feature.
Third, while a PR campaign has the potential to yield a high return on promotional expense, it also has the potential to produce the opposite if the news media feels there is little value in running a story pitched
Fourth, with PR there is always a chance that a well devised news event or release will get “bumped” from planned media coverage because of a more critical breaking news story, such as wars, severe weather or serious crime.
Finally, in some areas of the world the impact of traditional news outlets is fading forcing public relations professionals to scramble to find new ways to reach their target markets.
Uses of PR
1. News
2. Publications
5. Public Service Activities
Future Prospects
- Asia has been identified as a
major growth area for Public
Relations, which augurs well
for the future of the profession
in the Philippines.
- there are noticeable male
dominance among Philippine
PR workers in terms of number,
career levels and consequently salaries.
SURVEY said;
A survey of Filipino journalist shows that 67 percent of those who have been offered money have refused to accept it.
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