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Public Relations 1

Universidad de Guayaquil

Miguel Reyes

on 11 January 2017

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Transcript of Public Relations 1

Dual objective of
Public Relations

Methods, Tools & Tactics
PR Definitions
Edward Bernay
Do not interrupt.
If a student misses class, he/she will not get the grade from the activity performed that day.
Be on time.
Dual Concern. These strategies have particular relevance for public relations because they take into consideration the dual role of balancing the interests of publics with the interests of the organization.
Public Relations - Human Resources Management
Universidad de Guayaquil
Econ. Miguel Reyes Aguilar, Msc.
“Public Relations is about reputation – the result of what you do, what you say and what others say about you.

"PR is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.”

“It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”
Public relations is the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics.
Public relations evaluates public attitudes, identifies issues that may elicit public concern and executes programs to gain public understanding and/or acceptance.
Public relations
First Public Relations Counselor
Homeworks, Papers, etc. will not be accepted after stablished date.
Cell phones are not allowed in class.
Public Relations
“Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends."
Cutlip and Center,
Effective Public Relations
Classic definition:
Creating an understanding for, or goodwill toward a company, person or product.
Edward Bernay's definition (1961): "The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people".
Credited with originating term "public relations counsel".
Worked for Comittee on Public Information during WWI.
Wrote first books on Public Relations:
Crystalization of Public Opinion (1923)
Propaganda (1928)
Public Relations (1952; 1st textbook)
Taught first course on public relations.
Interest in mass psychology. (How to influence large groups of people).
Impressive list of clients.
1919: Bernays opened public relations counselor firm
Ethical concerns
See up front groups for industries: "Better living through increased highway transportation"; front group promoting trucking industy.
Used feminism to gain publicity for tobacco companies.
"Torches of Freedom"
The fundamental point of public relations is to influence specific decision makers to do what you want them to do. That could be a decision of purchase, vote, behavior or donation, as well as a host of other intangibles like evoking a particular emotion, mindset or opinion.
Companies that practice integrated marketing communication strategies know that public relations strategies are best used in concert with advertising, sales promotion, and personal selling in order to send a consistent message to customers and other stakeholders. As part of the total IMC plan, public relations departments may perform any or all of the following functions to achieve communications objectives:
Public Affairs – Building and maintaining national or local community relations.
Lobbying – Building and maintaining relations with legislators and government officials to influence legislation and regulation.
Investor Relations – Maintaining relationships with shareholders and others in the financial community.
Development – Public relations with donors or members of nonprofit organizations to gain financial or volunteer support.
Location PR – Enhancing the image of a city, region, or country.
Press Relations – Creating and placing newsworthy information in the news media to attract attention to a person or product.
Product Publicity – Publicizing specific products to consumers as well as other organizations.
PR Tools:
Special Events,
Mobile Marketing,
Written Materials,
Audiovisual Materials,
Corporate Identity Materials, and
Public Service Activities.
Social Networks advertise
Origins of PR
The origins of Public Relationships go back to earliest times. Anthropology tells us about the relationships between leaders and followers of early man. People soon recognized the necessity for planned interrelationship. Power, authority and social control were manifestations long before recorded history. There have always been leaders and their followers.
These relationships first centered around the religious and governmental authority vested in the leader. This was Theocracy. Folkways and customs were more important than individual opinions, but leaders even then, had an awareness of their public relationships.
Publics targeting
A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population.
Publicity events, pseudo-events, photo ops or publicity stunts
The talk show circuit. A PR spokesperson (or his/her client) "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach.
Books and other writings
After a PR practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere.
Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters – in print and e-letters.
Collateral literature, traditionally in print and now predominantly as web sites.
Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances.
"A public relations professional must have skills in written and interpersonal communication, media relations and social media, research, negotiation, creativity, logistics, facilitation, and problem solving."
Upon successful completion of this course, the student will be able to:
Knowledgably discuss the origins, purpose, and methods of effective public relations.
Conduct related research and prepare a comprehensive public relations plan.
Craft a range of communications that serve target audiences in commercial and social campaigns.
Select suitable outlets and roper message format for media relations.
Develop messages using themes and images that connect with a multicultural audience in local and global campaigns.
Learning Outcomes
Full transcript