Public Relations presentation for the Public sector organizations

A presentation on Public Relations

1. 1
The Animal that is Public
Relations
Shaikh Muhammad Ali

2. 2
The Practice of Public
Relations
Goal: Achieve effective relationships with
various audiences to managethe
organization’s image and reputation.
Publics may be external (customers, news
media, investment community, general
public, government),or internal (investors or
employees).
PR is a growing industry that employed
approximately 150,000 people till 2016.

3. 3
Advantages and
Disadvantages of PR
-Credibility
-Low cost
-Less clutter
-Lead generation
-Ability to reach
specific groups
-Image building
Advantages
-Not completing
the
communication
Process
-Redundancies
with the
marketing
effort
Disadvantages

4. 4
PR May Not Work in Concert With Other Communication
and Promotion Functions.
Advertising is Primarily Concerned with Enhancing Sales While
PR is Concerned With Managing the Organization’s Image.
Physical Tasks
PR Operates on Two Levels in Most Organizations
Advice to Management
People in Advertising May be Reluctant to Incorporate PR Into
Their Planning Since It is Not a Bottom-Line Profit Producer.
The Practice of Public
Relations

5. 5
Media Use
Advertising
Pays
PR
Persuades
Control
Advertising –
More
PR –Less
Public Relations Differs From Advertising in Three
Important Ways:
Credibility
Advertising-
Some
PR –Much
More
Comparing Public Relations
and Advertising

6. 6
Managing
a PR
Program
Begins
With a
Plan
Crisis
Management
Relationship
Management
Public Affairs &
Issues Management
Image & Reputation
Management
Types of Public Relations
Activities

7. 7
Public Opinion
Ask two primary questions about public
opinion to design public affairs programs:
Which publics are most important to the
organization, now and in the future?
What do these publics think?
Public opinionis what people think, a
“belief, based not necessarily on fact but on
the conception or evaluation of an event,
person, institution, or product”.

8. 8
Image and Reputation
Management
A corporate imagereflects how the public views
the organization.
Image programs try to send the right cues and
hope the audience will develop a positive image of
a company.
Overriding goal of a reputation management
program is to strengthen the trust that
stakeholders have in an organization.
An organization’s policies and actions determine
its reputation.

9. 9
From Identity to Reputation

10. 10
Government
Communicating with
Government Bodies.
Financial Relations
Communications Aimed
At the Financial
Community.
Media
Developing Media
Contacts.
Employees
Programs Designed to
Keep
Employees Informed.
Relationship Management
Involved in the Management
Of Relationships With
Various Types of
Stakeholders.

11. 11
Twenty Key Publics of a Typical
Multinational Corporation

12. 12
Plan Should Detail Who Does What
and Says What to Whom
Develop a Plan for Dealing With the
Crisis
Be Prepared By Anticipating the
Possibility of a Crisis
Crisis Management

13. 13
Public Relations Tools

14. 14
House Ads
Prepared by the Organization for Use in
Its Own Publication or One Over Which It
Has Some Control.
The Sponsoring Organization Pays for Controlled Mediaso
They Maintain Total Control Over How and When the Message
is Delivered.
Corporate
(Institutional)
Advertising
Designed to Promote a Corporate Image
or Viewpoint.
Public Service
Announcements
Ads Designed by Charitable or Civic
Organizations for Broadcast Free of
Charge.
Public Relations Tools

15. 15
In-House
Publications
Publications Such as Pamphlets,
Booklets, and Annual Reports for an
Organization’s Own Employees and Other
Publics.
Displays,
Exhibits, &
Staged Events
All Are Used in Both Sales Promotion and
PR Programs and Include Open Houses
and Plant Tours.
Speakers,
Photographs,
& Films
Maintaining Visual Contact With the
Various Publics is a Big Part of PR.
Public Relations Tools

16. 16
News Release
Primary Medium Used
To Deliver PR Messages
to Media Editors
And Reporters.
Video News Releases
Contain Video Coverage
That Can be Used
During a TV Newscast.
Press Conference
Convening Media Reps
To Make a Statement.
Risky, Because Media
May Not See Company’s
Announcement as Being
Real News.
May Distribute Press
Kits.
Public Relations Tools
The Media, Rather Than the Organization, Controls the Use
and Placement of Uncontrolled Media.

17. 17
Practical Tips # 2
How to Measure PR Effectiveness
The following are common types of evaluation
used in public relations:
Output(What goes out)
Production: number of PR products generated.
Distribution: number of media outlets receiving PR products.
Coverage: column inches, seconds, or minutes of air time.
Impressions: media placements x circulation or broadcast
reach.
Advertising value: equivalent ad costs for time or space.
Systematic content analysis: positive or negative slant, key
messages, sources, prominence.
Outcome (Effect on the audience)
Goals/ objectives achievement: surveys, focus groups, PR
product testing.

18. 18
Additional Means for
Measuring PR’s Effectiveness
Personal observation and reaction
Matching objectives and results
The team approach
Management by objectives
Public opinion and surveys
Audits

19. 19
Marketing Public Relations (MPR)
Advertising and Public Relations Overlap in
Marketing Public Relations(MPR), which is the
process of Planning, Executing, and Evaluating
Programs that encourage purchase and consumer
satisfaction through credible communication of
Information and Impressions that identify
companies and their products with the needs,
wants, concerns, and interests of consumers.

20. 20
Building marketplace excitement before
media advertising breaks
Creating advertising news where there is no
product news
Introducing a product with little or no
advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influential
Defending products at risk and giving
consumers a reason to buy
Marketing Public Relations
(MPR) Adds Value

21. 21
Cause and Mission Marketing
Cause Marketing
Adopting a good
cause and
sponsoring its fund-
raising and other
efforts.
Mission Marketing
More Long Term and
Pervasive Because
the Cause is Linked
to the Company’s
Mission.
Customer Attitudes of Disrespect, Disgust, and Distrust
Toward Advertising and Marketing Create New Marketplace
Challenges and Companies Must Prove They Are Good
Corporate Citizens Through:

22. 22
EXH 12-16

23. 23
Types of Corporate Advertising
Image Chevron
advertising
Advocacy California Avocado
advertising Commission
Cause-related J.C. Penney-PBS
advertising

24. 24
Corporate Advertising
Corporate image (or identity) advertising
To increase a firm’s name recognition or establish
goodwill for the organization and its products
Ex.:“Think Different” campaign by Apple Computer
Corporate issue advertising (advocacy adv.)
To take a position on a controversial social issue
of public importance in hopes of swaying public
opinion
Ex.: “We want you to know where we stand” by
Philip Morris

25. 25
Advantages and Disadvantages of
Corporate Advertising
Advantages:
Excellent vehicle for positioning
the organization
Takes advantages of benefits of PR
Reaches a select target market
Disadvantages:
Questionable effectiveness
Constitutionality and/or ethics

26. Thank you
26