ZeePedia

DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?

<< PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
CHANGING INTO OVERDRIVE:How International Is PR? >>
img
Fundamentals of Public Relations ­MCM 401
VU
Lesson 42
DREAMS & REALITIES OF PR
Overview
In this lecture the students will be apprised of the dreams and realities of PR. The difference between image
and reputation will be explained, besides informing them regarding the ways in which PR professional can
take charge of the identity of an organization.
What do you mean "That's good PR"?
·
We sense presence of good PR because it gives us a favourable impression.
·
We approve of it because it confirms our needs & wants of the moment.
·
We do or admire PR for its planned effect on others.
Why Bother About Finer Points If PR Does The Trick?
·
PR offers no quick fix even when it promises to.
·
PR does not just happen, nor is it result of an aptitude or instinct.
·
PR is unable to do a good job with substandard materials. In fact it exposes weaknesses.
·
PR can be the impetus to getting the product right first by attending to finer points before
developing the PR policy.
Difference Between Image & Reputation
·
Reputation is based on all impressions gained by the publics.
·
Image is based on awareness, perceptions & approval.
·
Reputation is based on beliefs developed from distance, without benefit of contact.
·
Image is composite perception of a company, its products & services.
Can PR Be Self Taught?
·
But patience & application is needed for sustained success.
·
PR techniques are easy to learn.
·
How to books & courses can be used.
·
PR practice is wide ranging & concentration on certain areas is likely to secure satisfying results
earlier than expected.
PR Irons Out Ups & Downs Of Daily Operations?
·
Understanding of human behaviour.
·
Anticipation of future trends & their consequences.
·
Harmonization of conflicting private & public interests.
·
Generation of greater goodwill internally & externally.
·
Avoidance of misunderstandings & disputes.
·
Promotion of positive corporate culture.
102
img
Fundamentals of Public Relations ­MCM 401
VU
What Has PR To Do With Education?
There are 3 Key areas where PR supports education
·
Lobbying of decision-makers in Government & local government.
·
Issues management, which is probably of greatest importance internally.
·
Community relations, where emphasis is likely to be on support for parent oriented events &
interests.
Do Small Businesses Need PR To Survive?
·
A food manufacturer may depend upon a few buyers representing major food retailers or
department stores.
·
A professional services company may have half a dozen retained clients such as large companies or
local authorities.
·
A specialist subcontractor may work mainly for just 2 or 3 of its industry's leading names.
Still PR Will Be Essential...For
·
Start ups --- to lure broad spread of customers.
·
Additionally --how it gets on with its sources of finance ,suppliers & other key publics.
Who Takes Charge Of Identity?
·
Corporate values as reflected in the way "things get done?"
·
The brands, to optimize the reputation strengths.
·
Service characteristics, so that the identity complements them.
·
Sponsorships to emphasize corporate social responsibility.
·
Design, for coherent appearance & ready recognition.
·
Age & structure of the organization to ensure consistency & credibility.
103
Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING