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PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 38
PUBLIC RELATIONS & CASE STUDIES
Overview
Like research case studies provide a very vital resource of data to think and plan various strategies which
would have proved useful or even would not have worked. We will explain the methods of how to use these
and also show how these help in overcoming crises or difficult situations. This lecture will also help the
students in knowing about important rules to follow in learning from experience obtained from the case
studies. Moreover, we will also apprise the students regarding the various images of public relations as
defined and understood by modern public relations practitioners.
Plautus,
a Roman Poet & Playwright said --
"That a man is wise to some purpose who Gains his wisdom at the expense and from the experience of another."
Francis Bacon,
an Author, Statesman & a Philosopher said --
"Learning teaches how to carry things in suspense, without prejudice, till you resolve."
How To Use Case Studies
·Find a solution to a PR Problem using specific guidelines as suggested by an existing case.
·PR practitioners may dissect a historical case as a learning experience to determine what worked and what
did not and why.
How Can Case Studies Help
A.
Case Analysis
Analysis of historical case can be broken into 4 parts.
1. Summary of the case.
An explanation of the nature of problem or problems background -- & the research based purposes of PR
actions taken to address the situation.
2. Additional research into publics.
An assessment of impact of the problem, situation or proposed action; a prioritization of the publics & an
explanation of what was done to overcome that.
3. Description of institution involved
What it does, what it is? Copies of progress reports be examined & included in the analysis. The action
taken & all communication efforts made should be explained in detail.
4. Consideration & evaluation.
What worked particularly well & what could have been improved.
Learning From Experience.
Two Cardinal Rules
1.
Get started early & use material from executive speech, because it already has been researched &
cleared for release.
2.
Use arguments people can relate to ones that affect them.
3.
Show what impact winning on your issue will have on the major concerns of the day.
4.
Do not put all your arguments into one release.
5.
Present only your case, not the opposition's.
6.
Use positive approach to refer to the other side, like "less informed" or "well intentioned."
7.
Keep in touch with the lobbyist to get feedback on which arguments are working the best.
8.
Don't just cover news media. Send to all channels.
9.
Keep in mind the key objective is to win, not to merely accumulate more clippings, editorials and
photo layouts. WINNING IS THE BOTTOM LINE.
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Fundamentals of Public Relations ­MCM 401
VU
To Sum Up.... Case Studies
Demonstrate how campaigns to achieve specific public relations objectives are planned, implemented &
evaluated.
May be used in 2 ways
1.
Case studies may pose a problem & outline a possible solution according to specific guidelines, as
suggested by an existing case.
2.
Case as a learning experience as to what worked , what did not & why.
Analysis Of A Historical Case Broken Into 4 Parts.
1.
A summary & Research based purposes of PR actions;
2.
Additional research into publics, an assessment of the impact of problem, situation or proposed
action & an explanation of what was done to deal with the problem.
3.
Detailed description of the institution involved in the problem.
4.
Consideration & evaluation of what worked pretty well & what could have been improved.
Images Of Public Relations
5 Kinds
·The Mirror Image.
This is the "people" especially its leaders believe to be the impression outsiders have about the organization.
·The Current Image
This is the one held by people outside the organization & it may be based on experience or on poor
information and understanding.
·The Wish Image
This is the desired image, the one which management wishes to achieve.
·The Corporate Image
This is the image of the organization itself rather than that of the products or services.
·The Multiple Image
A number of individuals, branches or other representations can each create a particular image which does
not conform to a uniform image for the total organization.
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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