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USING ADVERTISING FOR P R COMMUNICATION:Role Of PR

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 16
USING ADVERTISING FOR P R COMMUNICATION
Overview
Public Relations and advertising work in very close coordination in various activities. We will establish as to
why advertising is used for PR communication and how does advertising help PR. We will also study
corporate public relations and its importance. PR counsel service is also becoming popular, which will also
be dealt with in this lecture.
. Why Advertising?
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Developed in to an important technique long before most of the other matured.
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It financially supports so many of the media of communication.
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It is always immediately apparent to be a communication from an interested party seeking to reach
the public.
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It is essential to the sale of vast quantities of goods produced.
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It is always clearly visible & often measurable.
How Does Advertising Help PR?
­ Conveys information like
1.
Company planning to establish a new plant.
2.
Notifying personnel of changes in work schedules, layoffs or recalls.
3.
Explanation of interruptions in service & what the public should do.
4.
A report on change of company name & why?
5.
Explanation of the issues in a strike or work stoppage.
6.
Reports on company's activities to desired public.
7.
Contributing to the company's image.
Corporate Public Relations
Role Of PR
Basically creating & maintaining corporate Goodwill --- protecting that which the company has & building
sustained goodwill for the future.
Two Different Postures.
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Defensive in the face of an attack.
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Positive in the effort to enhance goodwill.
PR To Provide 4 Basic Services
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ADVICE & COUNSEL
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COMMUNICATION SERVICE
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PUBLIC RELATIONS RESEARCH & ANALYSIS
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PUBLIC RELATIONS PROMOTION.
Functions of PR Department.
1.
Public Relations Advice & Counsel.
2.
Corporate Publicity.
3.
Product Publicity.
4.
Community relations.
5.
Shareholder relations.
6.
Public Relations Programs.
7.
Corporate donations.
8.
Government relations.
9.
Guest relations.
10.
Internal communications
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Fundamentals of Public Relations ­MCM 401
VU
Place & Function Of Public Relations Counsel
Who should be a PR counsel?
1. Man with extensive training.
2. Man with good judgment.
3. Man with the ability to think in sharp, logical patterns.
4. Ability to express himself clearly, both orally & in writing.
5. Ability to plan on a broad scale ­ going below the surface far beyond the immediate horizon.
6. Executive ability to direct extensive operations involving much detail & many abstract elements.
7. Sales ability, to know how to put over an idea, a product or a cause.
8. Constant objectivity --- keeping himself in the background, able to evaluate any situation from the
outsider's view point.
9. Open-mindedness ­ even after almost all the facts seem to lead to one conclusion.
10. Humility, to be able to acknowledge that his judgment may be wrong.
11. Courage to be willing to lose a client if continuing would require compromising his convictions &
judgment.
12. Ability to put just as much stress on details as on vast plans.
13. Interest in people, in their ideas, in why they do things.
14. Lively imagination, tempered by good judgment.
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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