Báo chí truyền thông - Chapter 14: Public relations

Public Relations Chapter 14© 2009, The McGraw-Hill Companies, Inc. All rights reserved.1CHAPTER OUTLINEDefining Public RelationsA Short History of Public RelationsPublic Relations in the Digital AgeOrganization of the Public Relations IndustryDepartments and StaffThe Public Relations ProgramEconomics 2DEFINING PUBLIC RELATIONS (1 of 2)Similar to, but essentially different from, advertisingBoth try to persuade; both use mass mediaMain differencesPR is management function; advertising is marketing functionPR uses all forms of communication; advertising does not use interpersonalPR is not paid for; advertising is3DEFINING PUBLIC RELATIONS (2 of 2)Promotion vs. publicityPublic relations practitionersWork with public opinionAre concerned with communicationTarget publics (plural)Perform a management functionWorld Assembly of Public Relations definition4A SHORT HISTORY OF PUBLIC RELATIONS (1 of 2)American RevolutionIvy LeeCreel Committee (President Wilson)Edward BernaysCarl ByoirFireside Chats (President Roosevelt)5A SHORT HISTORY OF PUBLIC RELATIONS (2 of 2)Social changes prompted growth of PRCorporate social responsibilityIncreasing consumerismComplexity of modern organizationsPopulation growth and workplace specializationSpin doctorSpecialist in political campaigns and government activities6PUBLIC RELATIONS IN THE DIGITAL AGEThe Internet has added new dimensions to Public Relations7Communicating with the AudienceCorporate web sites are first line of communicationOrganizations, shareholders, consumersInteractive features of Web 2.08Communicating with the MediaPR practitioners use the Internet to streamline their media effortsE-mail press releasesE-mail to communicate with journalistsDistribute information via the WebTarget story ideas and press releases to appropriate sourcesDatabase software and e-mail merge9New Channels of FeedbackPR agencies use web for feedback on companies, products, issuesEwatchTechnoratiEpinionsBizrateTraditional PR research also done onlineSurveysFocus groups10ORGANIZATION OF THE PUBLIC RELATIONS INDUSTRY (1 of 2)Internal (in-house) PR departmentAn arm of managementAdvantagesCan work on short notice; more in-depth knowledge of company; less costlyExternal PR agenciesAdvantagesFresh ideas; objective viewpoints; more services; can bring prestige11ORGANIZATION OF THE PUBLIC RELATIONS INDUSTRY( 2 of 2)There are many main areas of PR efforts or specialization, includingBusinessGovernment/politicsNon-profitEntertainment/sportsInternationalCrisis managementEnvironmental 12DEPARTMENTS AND STAFFInternal PR departments vary; PR director often reports to company presidentMay have people in charge of press relations, internal communications, community relationsExternal PR agencies are more complex; similar to advertising agenciesCreative servicesResearchPublicity and marketingAccountsAdministration 13THE PUBLIC RELATIONS PROGRAMA typical PR campaign involves several stages.Stages are separately defined, but in practice are a continuing and overlapping process14Information GatheringKey first step in the processSearch organizational records, trade journals, polls, surveys, advisory committees, personal contacts, and more15PlanningStrategic plansLong-term general goalsTactical plansMore specificDetail tasks for achieving the strategic goalsManagement by objectives (MBO) Strong trend in PR in recent yearsSet observable and measurable goals, and allocate resources to achieve those goals16CommunicationPR personnel become the source of the communicationThe messages are sent using the desired channelsInterviews, press releases, paid advertising, speeches, staged events, blogs, billboards, etc17EvaluationHow well did the campaign work?Questionnaires, polls, surveys, panel discussions, meetings, audience responsesMeasure relative success of reaching the stated goalDifferent aspects may be measuredVolume of coverage may not mean the campaign was successfulMore sophisticated analyses needed to measure impact on audience18ECONOMICSTotal PR expenditures are hard to measureTop 50 US PR firms collected $1.1 billion in 2006PR industry dominated by giant firms owned by ad agenciesRevenue earned in various waysFee for service; monthly retainers; hourly fees; time plus expenses19