Post on 05-Apr-2018
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Chapter 1
Introduction to PR
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Course Outline
PR Definition
Ten Principles of PR
Critical Roles of PR
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PR Defined
All businesses begin with the public
permission and exist by public approval.
(Arthur W. Page)
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PR Defined
A discipline which looks after the
reputation of a person or an organization
with the aim of earning understandingand
support, and influencing opinion andbehavior
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PR Defined
A leadership and management function
that helps achieve organizational
objectives, define philosophy, and facilitate
organizational change
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PR Defined
The management function which
evaluates public attitudes, identifies the
policies and procedures of an individual or
an organization with the public interest,and plans and executes a program of
action to earn public understanding and
patience
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PR Defined
Helps establish and maintain mutual lines
of communication, understanding,
acceptance, and cooperation between an
organization and its publics
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PR Defined
Involves the management of problems or
issues
Helps management keep informed on and
responsive to public opinion
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PR Defined
Defines and emphasizes the responsibility of
management to serve the public interest
Helps management keep abreast of and
effectively utilize change, serving as an earlywarning system to help anticipate trends
uses research and sound ethical communication
techniques as its principal tools
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PR Defined
Deliberate
Planned
Performance public interest
Two-way communication
Management function
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PR Defined
What is PR about?
Reputation
The result of what you do, what you say and what
others say about you.
Trust
A mark resulting from positive collective
experiences by a person or a group.
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PR Defined
What is PR about? Process
Research What is the problem or
situation?
Action or ProgramPlanning
What is going to be doneabout it?
Communication andExecution
How will the public betold?
Evaluation Was the audience
reached and what wasthe effect?
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Ten Principles of PR
PR deals with facts not fiction. PR dealswith reality, not false fronts.
Conscientiously planned programs that
put the public interest in the forefront arethe basis of sound public relations policy.
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Ten Principles of PR
PR is a public, not personal service. PRis a service-oriented profession in which
public interest, not personal reward,
should be the primary consideration.
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Ten Principles of PR
The PR practitioner must have the gutsto say NO to deceptive program. Sincethe public relations practitioner must go
to the public to seek support forprograms and policies, public interest is
the central criterion by which he or she
should select these programs andpolicies.
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Ten Principles of PR
The PR practitioner should never lie tothe news media, either outright or byimplication. The PR practitioner reaches
many publics through mass media, whichare the public channel of communication
the integrity of these channels must be
preserved.
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Ten Principles of PR
The PR practitioner probably was theoriginal ombudsman/woman. Becausepublic relations practitioners are in the
middle between an organization and itspublics, they must be effective
communicators conveying information
back and forth until understanding isreached.
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Ten Principles of PR
PR cannot afford to be a guessing game.To expedite two-way communication and
to be responsible communicators, public
relations practitioners must use scientificpublic opinion research extensively.
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Ten Principles of PR
Intuition is not enough. To understandwhat their publics are saying and to
reach them effectively, public relations
practitioners must employ the socialsciences psychology, sociology, social
psychology, public opinion,
communications study and semantics.
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Ten Principles of PR
The PR discipline requires multi-disciplinary applications. Because a lot ofpeople do PR research, the PR person
must adapt the work of other, relateddisciplines, including learning theory and
other psychology theories, sociology,
political science, economics and history.
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Ten Principles of PR
The PR practitioner should alert andadvise, so people wont be taken by
surprise. Public Relations practitioners
are obligated to explain problems to thepublic before these problems become
crises.
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Ten Principles of PR
The PR practitioner is only as good asthe reputation he or she deserves. Apublic relations practitioner should be
measured by only one standard: ethicalperformance.
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The Critical Roles of PR
PR as Problem Finder, Solver and Preventer
Ability to identify issues concerning the organization
that may be of vital concern, immediately or the
possibility of becoming a cause of concern in the
future.
Conscientious scanning of the environment
Consistently conducting public perception research.
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The Critical Roles of PR
PR as an Interpreter and CommunicationLink
Ability to connect with other people, an innate
skill of listening and empathizing.
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The Critical Roles of PR
Character and integrity
Sense of judgment and logic
Ability to think creatively and imaginatively
Truthfulness and discretion
Objectivity
Deep interest in the solution of problems Broad cultural background
Intellectual curiosity
Effective powers of analysis and synthesis
Intuition
Training in the social sciences and in the mechanics of publicrelations
A strong sense of self confidence who arent intimidated by pressure,who thrives on challenge, and who are comfortable in anenvironment of constant change and ambiguity
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The Changing PR Environment
Resolving conflicts which may requiremodifying opinions
Patterns of communication in the future mayrevolve increasingly around smaller groups
Random benefits of public relations activitiesnot directly tied to corporate interests willincrease
New methods of research now being
developed will be especially relevant tosituations where opinions change rapidly.
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Concluding Note
Public relations is the bridge to change. It is ameans to adjust to new attitudes that have beencaused by change. It is a means of stimulatingattitudes in order to create change. It helps anorganization see the whole of our societytogether, rather than from one intensifiedviewpoint. It provides judgment, creativity andskills in accommodating groups to each other,
based on wide and diverse experience. (PhilipLesley)
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End of Chapter 1