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Com 380, Summer II
- 1. Com 380, Summer IIWelcome
- 2. Michael Jackson, 2005Spoke directly to audience
- 3. Michael Jackson, 2005Spoke directly to audienceUsed the Internet
- 4. Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearance
- 5. Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearanceSpeaking to HIS audience (potential jurors) and to the media on HIS terms
- 6. Michael Jackson, 2005Spoke directly to audienceUsed the InternetHad a “normal” appearanceSpeaking to HIS audience (potential jurors) and to the media on HIS termsEnded up with an acquital on all charges
- 7. What is Public Relations?PRSA – Public Relations Society of America
- 8. What is Public Relations?PRSA – Public Relations Society of AmericaTop 20 PR firms took in $2 billion in 2001 – average of $100 million per firm
- 9. What is Public Relations?PRSA – Public Relations Society of AmericaTop 20 PR firms took in $2 billion in 2001 – average of $100 million per firmKaren Hughes, spokesperson for President Bush (White House Press Secretary)
- 10. What is Public Relations?Karen Hughes, spokesperson for President Bush (White House Press Secretary)
- 11. Planned process to influence public opinionHonest communication for credibility
- 12. Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidence
- 13. Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwill
- 14. Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwillContinuous two-way communication to prevent alienation and build relationships
- 15. Planned process to influence public opinionHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwillContinuous two-way communication to prevent alienation and build relationshipsEnvironmental research and evaluation to determine the actions of adjustments needed for social harmony
- 16. PR as management interpreterOn the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
- 17. PR as management interpreterOn the one hand, they must interpret the philosophies, policies, programs and practices of their management to the publicOn the other hand, they must convey the attitudes of the public to their management
- 18. Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
- 19. Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field2. Media relations: Dealing with the press is another frontline public relations function
- 20. Functions of public relations1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field2. Media relations: Dealing with the press is another frontline public relations function3. Planning: Of special events (event planner), media events, management functions, etc.
- 21. Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
- 22. Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)5. Researching: Of attitudes and opinions that influence behavior and beliefs.
- 23. Functions of public relations4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)5. Researching: Of attitudes and opinions that influence behavior and beliefs.6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer
- 24. Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
- 25. Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
- 26. Functions of public relations7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)9. Consumer relations: Interfacing with consumers through written and verbal communications
- 27. Functions of public relations10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm11. Investor relations: For public companies, communicating with stockholders and those who advise them
- 28. Functions of public relations10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm11. Investor relations: For public companies, communicating with stockholders and those who advise them12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP
- 29. Functions of public relations13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
- 30. Functions of public relations13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge
- 31. Michael Scanlon, case studyBribing public officials and other malfeasance
- 32. SpinLying, confusing, distorting the truth. Spinning in that regard is unethical. However, there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented“Spinning frenzy: P.R.’s Bad Press
- 33. Characteristics/Successful PR career1. Diversity of experience
- 34. Characteristics/Successful PR careerDiversity of experiencePerformance
- 35. Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skills
- 36. Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship building
- 37. Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passion
- 38. Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passionTeamliness
- 39. Characteristics/Successful PR careerDiversity of experiencePerformanceCommunications skillsRelationship buildingProactivity and passionTeamlinessIntangibles (personality, likeability, chemistry, other unique expertise)
- 40. Six important skillsKnowledge of the field
- 41. Six important skillsKnowledge of the fieldCommunication knowledge
- 42. Six important skillsKnowledge of the fieldCommunication knowledgeRelationship building
- 43. Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledge
- 44. Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledgeBusiness knowledge
- 45. Six important skillsKnowledge of the fieldCommunication knowledgeRelationship buildingTechnological knowledgeBusiness knowledge Management knowledge
- 48. Attitude requisitesPro CommunicationAdvocacyCounseling orientation
- 49. Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)
- 50. Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)Willingness to take risks (Take SMART risks)
- 51. Attitude requisitesPro CommunicationAdvocacyCounseling orientationEthics (“Do the right thing”)Willingness to take risks (Take SMART risks)Positive outlook
- 52. Individual activityQuestions on page 16, one per student, plus:1 (a) Give three examples of public relations from around the world8 (Rewritten) which of the seven functions of public relations are MOST important and why3 (a) Question is “Why is PR misunderstood?” – Give three examples that contribute to this misunderstanding