PUBLIC RELATION

GROUP 1

WHAT IS PUBLIC RELATION?

MADE BELLA ANJANI PRATIWI

1412021052
BASKORO ESKAWIDA
1412021039
GUSTI AGUNG PUTRI NARASWARI
1412021061
• Page 6
1.1 Vocabulary (A & B)

• Page 8
1.2 Listening (A, B, C, D, & E)

• Page 9
1.3 Extending Skills (A)
 1. VOCABULARY
A. Read the sentences below. The bold words are
probably familiar to you in general English. But can you
think of a different meaning for each word in the field of
public relations?
1 The angry crowd demanded the release of the prisoner.
2 After two years in the job, she was promoted to account
executive.
3 Even a brief exposure to radiation is very dangerous.
4 To call for service, press the bell.
5 I always invite my relations to my birthday party.
6 The children took turns to spin the top.
7 The police are trying to establish the series of events
leading up to the murders.
 Meaning
RELEASE making something available; a press release
makes information available to the media

PROMOTED raise the image of a product, service or

person and make it more popular

EXPOSURE the extent to which the target audience

becomes aware of a person, message, activity,
theme or organization through the efforts of
PR

PRESS newspapers and magazines, and those parts

of TV and radio which broadcast news; the
reporters and photographers who work for
them

RELATIONS in public relations – the relationship

between an organization and the public

SPIN putting an interpretation on a situation to

gain public support, especially in politics
 B Read part of a book review. Complete each sentence with one of the
bold words from Exercise A. Change the form if necessary.

Edward L. Bernays, the subject of Larry Tye’s book “The Father of SPIN ”, is
generally seen as the first representative of the public RELATION (PR) profession.
Bernays pioneered many of the PR industry’s techniques, including the development of
media EVENTS. He used these techniques to PROMOTE products such as
cigarettes; he also used them to improve the public image of high- profile people ,
including US presidents Calvin Coolidge and Herbert Hoover. Together with other early
practitioners such as Ivy Lee (who is credited with issuing the first press RELEASE ),
Bernays worked for the US government during the First World War to influence public
opinion. Bernays concluded that similar techniques could be used in peacetime. He
believed that with the right EXPOSURE , including media coverage such as editorials in
the PRESS , public opinion could be manipulated. This led to the perception of PR
as propaganda.
 2. LISTENING
A. You are a student in the Public Relations Faculty of
Hadford University. The title of your first lecture is What is
public relations?
1 Write a definition of pubic relations.
2 What other ideas will be in this lecture? Make
some notes.

See Skills bank.

Skills bank
Making the most of lectures

Plan

Prepare

Predict

Produce
B Listen to Part 1 of the talk. What does the lecturer say about public
relations? Tick the best choice.

a Public relations is mainly propaganda. ____

b Public relations is mainly about organizing social evens. ____
c Public relations doesn’t improve the image of most
companies. ____
d Public relations is more than just free advertising. ____
C In Part 2 of the talk, the lecturer describes different definitions of public
relations.

1 How many different definitions can

you think of?  PR is a management
2 What points are common to most function;
definitions?  PR uses social science
research methods;
3 Listen and check your ideas.
 Planning is an
4 What will the lecturer talk about next? important area of PR;
The lecturer will talk about PR and its  PR involves two-way
relation to advertising and publicity. communication.
D In Part 3 of the talk, the lecturer mentions the words advertising and
publicity.

1 What do these words mean in the context of public relations?

In PR, publicity generally refers to independent editorial
coverage. Advertising refers to a paid-for communication in the
media to persuade people to buy products or services.
2 What does the sponsor control in advertising?
3 Listen and check your ideas.
The sponsor controls the words used, where and how often the
advertisement is placed and the cost.
E In the final part of the talk, the lecture defines some PR communication
techniques and gives some examples. Listen and mark each word in the box with C if
it is a communication technique or E if it is part of an explanation or example.
 3. EXTENDING SKILLS

• A What or who can public relations …

1 promote product
2 advertise products, services
3 merchandize product, person
4 lobby government, politicians
5 influence public legislation/policy
6 target group
WHAT IS PUBLIC RELATION (PR)?

According to Bernays, Public relations (PR)

define as a management function which
tabulate public attitudes, defines the policies
and interest of an organization to earn public
understanding.
 WHO?
PUBLIC (WHOLE
POPULATION)

People employed by a firm or members

of an organization and they are
INTERNAL PUBLICS intimately related with the functioning
of the organization

1. Shareholders or Investors
2. Employees
3. Suppliers
4. Distributors
5. Retailers/ Dealers
6. Other business associations
 TARGET AUDIENCE SPECIFIC
GROUP/PEOPLE

SEGMENTED GROUPS
1. RECIPIENTS OF WITHIN THE
SOMETHING POPULATION
2. BASICALLY PASSIVE ONNECTED BY
COMMON INTEREST
 IMPLEMENTING A PR PLAN

GOOD
WHY? PLANS

1. HELP CLIENTS IDENTIGY

1. MEASURABLE
GOALS/OBJECTIVES
2. INCLUDE DEADLINES
2. IDENTIFY MEANS OF
3. REALISTIC
ACHIVING GOALS
 PHASE INVOLVES FOCUS

INITIAL RESEARCH INTO IDENTIFYING GOALS,

ORGANIZATIONS’ MISSION, OBJECTIVES,
BACGROUND + ACRIVITIES ASPIRATIONS, IMAGE
REQUIRED
SECOND IDENTITY DEVELOPMENT, OBTAINING CONSENSUS,
i.e PRESENTING, COMMITMENT+
CONCEPTS+ PROGRAMME AGREEMENT
TO CLIENT
 PHASE INVOLVES FOCUS

THIRD Working with chief Implementing the program

executive to formulate
strategy, measurable goals
+ objectives
FINAL Evaluation Assessing extent of success
 INFLUENCE ON
PUBLIC TYPE EXAMPLES
ORGANIZATION

Traditional Ongoing long-term Employees , new media,

relationship governments, investors,
costumers, community
groups
Non-traditional Not familiar with Groups in public at large
organization
 INFLUENCE ON
PUBLIC TYPE EXAMPLES
ORGANIZATION

Primary Have significant influence Employees, immediate

on organization community, media,
government, financial
institutions
Secondary Minimal influence on
organization
 INFLUENCE ON
PUBLIC TYPE EXAMPLES
ORGANIZATION

Internal Exist within an institution Education institute =staff-

academic, non-academic,
pupils

External Exist outside the institution Relevant institution,

education department, the
community, services
providers
 INFLUENCE ON
PUBLIC TYPE EXAMPLES
ORGANIZATION

Domestic Those within your country

International Those outside your border Specific group in foreign

country
 Function of Public Relation
Practitioners
Media relations:
Research: public Strategic planning:
communicating
opinions, trends, identifying needs +
with public via
issues, etc. objectives
mass media

Writing + editing Speaking:

Management of
for businesses, representing
people, budgets,
copywriting, organizations to
events, businesses
websites different publics

Coaching: training
for management
re. speaking +
interviews