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PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 41
PR -- COPING WITH UNEXPECTED
Overview
Public relations profession is very demanding and has to remain always on its toes as it will and can always
be confronted with unexpected situations. The students will be prepared how to face and counter these
eventualities. In this lecture they will also be explained about the emerging public relations trends and
responsibilities in this very competitive world. It would be very appropriate to say that a PR professional
has to always remain on "Red Alert!". Moreover, the students will also be apprised about today's technology
and its advantages for the public relations professional.
"It is good thing to make mistakes, so long as you find out & rectify quickly".
--- John Keynes.
The Golden Rule: Be Prepared
·Know your local press contacts.
·Know the people personally.
·Decide on the spokesperson.
·Imagine worst case scenarios.
When The Worst Does Happen?
·Avoid a cover-up.
·Do not alienate the press.
·Give the basic facts.
·What to say if confronted.
·When to take legal advice.
·Your right to silence.
·Wrapping up the bad news.
Some Possible PR Ideas
·Setting up a social interest group.
·Offering achievement awards.
·Setting up an amenity scheme.
·Supporting a special interest group.
·Donating materials to a good cause.
·Donating funds.
·Protecting the environment.
·Nominate a special day.
·Devise a competition.
·Offer a special skill.
·Produce a mini business mini-guide.
·Obtain professional membership.
·Smarten up your premises.
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Fundamentals of Public Relations ­MCM 401
VU
·Offering advice.
·Attend meetings.
·Sponsor a team.
·Organize a race/walk.
·Involve a celebrity.
·Celebrate a birthday.
·Go "Green"
·Link to an educational program
Emerging PR Principles & Trends
·Acceptability.
·Compatibility.
·Intensity.
·Pervasiveness.
·Variety of impressions.
·Persuasiveness.
Evaluation Of PR Services
6 criticisms of PR
·Too Much a "Yes Man"
·PR man often not very articulate.
·PR man has inadequate grasp of business & economics generally.
·PR man does not often understand the operations of the company.
·PR man frequently remains ignorant or unaware about company's immediate problems.
·PR man is too sensitive on the point of whether his advice is taken or not.
Moves Towards Professionalism.
5 major factors that retarded maturity of PR as a profession.
·Grew very rapidly.
·Covers exceedingly wide scope.
·Forces within & outside created misunderstanding.
·Best pr service is often intangible & comparatively immeasurable.
·Very little enforement of defined standards pr professionals required to meet
Measurability
·Public Relations must deal with changes in attitude.
·Public Relations must lead its target and not follow it.
·Public Relations should probe into the minds of people.
·Public Relations should make use of the greatest resource i.e. human intellect & creativeness.
100
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Fundamentals of Public Relations ­MCM 401
VU
Today's Technology & PR
Today's PR Professional should know
·Use of computers for storing, sending, receiving & printing information & art.
·About growth of satellite transmission, cable video.
·Growth of specialized pr services.
·Computerized graphic design services.
Key Points -- Six "S" Theory
·Strong competition.
·Stiff opposition.
·Serious opinion leaders.
·Systematic evaluation.
·Social demands.
·Skeptical press.
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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