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PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 11
PUBLIC RELATIONS PROBLEMS
Overview
This lecture will cover the problems which a PR practitioner has to face in the course of his performance.
We will define the problems and its causes and how to resolve them. We will identify the crisis and will
explain the strategy to overcome them besides warning against common mistakes which could be made to
solve them.
4 Step Problem Solving Process
1.
Defining the problem (or opportunity).
2.
Planning & Programming.
3.
Taking action & communicating.
4.
Evaluating the program.
Defining PR problems.(Problem Statement)
-- Written in present tense, a problem statement describes a situation in specific
& measurable terms.
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What is the source of concern?
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Where is this problem?
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When is it a problem?
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Who is involved or affected?
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How are they involved or affected?
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Why is this concern to the organization & its public?
To develop action & communication strategies with a detailed analysis of the problems of target publics.
4 Questions Need Answering.
1. How much do people use information in the problem situation?
2. What kinds of information do people use?
3. How do people use information?
4. What predicts information use?
Mission of Public Relations Is to help the organization achieve its mission by:
·
Collecting & analyzing information on the changing knowledge, opinion &
behaviors of key publics & stakeholder groups.
·
Serving as the central source of information about an organization and as
the official channel of communication between an organization & its
publics.
·
Communicating significant information, opinions, & interpretations to keep
an organization's public & other stakeholders aware of organizational
policies & actions.
·
Coordinating activities that affect an organization's relationships with its
publics & other stakeholder groups.
How does PR work to solve problems?
1.
A searching look backwards!
2.
A wide look around!
3.
A deep look inside!
4.
A long, long, look ahead!
­ Basically it is "learn ­ feel ­ do" theme which guides PR program for
solving problems"
Information Gain
Opinion Change
Behavioral Change
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Fundamentals of Public Relations ­MCM 401
VU
How To Anticipate Crisis (Disasters) ?
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Immediate crisis.
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Emerging crisis.
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Sustained crisis.
Common mistakes in handling crisis.
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Hesitation.
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Retaliation.
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Pontification.
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Confrontation.
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Litigation.
How To Prepare For Public Relations Crisis?
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Identify things that can go wrong & become highly visible, assess
weaknesses throughout the organization.
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Assign priorities based on which weaknesses are most urgent & most
likely.
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Draft questions, answers & resolutions for each potential crisis scenario.
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Focus on the two most important tasks ­ what to do & what to say ­
during the first critical hours following a crisis.
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Develop a strategy to contain & counteract, not react & respond.
Countering Crisis With Strategy.
7 C's of PR are effective means of strategy to counter crisis
1. C REDIBILITY.
2. C ONTEXT.
3. C ONTENT.
4. C LARITY.
5. C ONTINUITY & CONSISTENCY.
6. C HANNELS.
7. C APABILITY OF THE AUDIENCE.
7 C's of PR explained.
Credibility.
1.
Communication starts with Belief, built by the institution on performance.
2.
Context.
A communication program must confirm not contradict the message.
Content.
3.
Message should have meaning for recipients.
4.
Clarity.
Message must be put in simple words.
Continuity & Consistency.
5.
Communication is an unending process, requires repetition to achieve results but with variation.
6.
Channels.
All established channels of communication should be used.
Capability of the audience.
7.
Take into consideration the habits, reading ability, and prior knowledge.
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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