PUBLIC RELATIONS PRACTICE

2014 Week 1

!

Dr KANE HOPKINS

About me

Contacting me k.hopkins@massey.ac.nz !

(04) 801 5799 extn 62355 !

@kanehopkins !

khopkins

The boring administration partMe:

You:

The boring administration partMe:• Not to make this paper suck

You:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks

You:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks• Provide opportunities for you to learn

You:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks• Provide opportunities for you to learn• Give you what you need to pass

You:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks• Provide opportunities for you to learn• Give you what you need to pass

You:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks• Provide opportunities for you to learn• Give you what you need to pass

• CareYou:

The boring administration partMe:• Not to make this paper suck• Return assignments within three weeks• Provide opportunities for you to learn• Give you what you need to pass

• Care• Admin guide > textbook/readings > Stream > each

other > me

You:

Assignments1. Writing a Communication Plan 2. Collateral 3. Exam

Tutorials

Thursday 9-10

Friday 9-10 Friday 11-12

Tutorials

Thursday 9-11

Friday 9-12

SHALL WE BEGIN?

ONE MORE THING...

ONE MORE THING...

1

32

Definitions of public relations

Public relations as a process

Audiences

WHAT IS PUBLIC RELATIONS?

• The art of deception • Smoke and mirrors • Spin doctors • Free marketing • Propaganda?

!

Communication is the oxygen of successful relationships

It’s about...... relationships. Duh!

What is a relationship?The state which exists between an organization and its key publics in which the actions of either entity impact the economic, social, political and/or cultural well-being of the other entity.

(Ledingham & Bruning, 1998, p. 62). !!Relationships consist of the transactions that involve the exchange of resources between organizations.

(Broom, Casey, & Ritchey, 1997, p. 91).

The PRINZ DefinitionPublic Relations shall be defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding and excellent communication between an organisation and its publics.

A definition for the new era of public relations

Public relations is a strategic communication process that builds mutually beneficial relationships between organisations and their publics.

The Definition RainbowDELIBERATE: Public relations activity is intentional. It is designed to influence, gain understanding, and provide information, and obtain feedback.

PLANNED: Public relations activity is organised. Solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time.

PERFORMANCE: Effective public relations is based on actual policies and performance. No amount of public relations will generate goodwill and support if an organisation is unresponsive to community concerns.

PUBLIC INTEREST: Reputable public relations activity is mutually beneficial to the organisation and the public; it provides for the alignment of the organisation’s self interests with the public’s concerns and interests.

TWO-WAY COMMUNICATION: Public relations is more than one way dissemination of information or materials. It is equally important to solicit feedback.

STRATEGIC MANAGEMENT OF COMPETITION AND CONFLICT: Public relations is most effective when it is an integral part of decision-making by top management. Public relations involves counselling and problem-solving at high levels, not just the dissemination of information after a decision has been made by other leaders.

Axioms of organisation–public relationships1. Organisation–public relationships are transactional 2. The relationships are dynamic; they change over time 3. They are goal oriented 4. Organisation–public relationships have antecedents and

consequences and can be analysed in terms of relationship quality, maintenance strategies, relationship type, and actors in the relationship

5. These relationships are driven by the perceived needs and wants of interacting organisations and publics

6. The continuation of organisation–public relationships is dependent on the degree to which expectations are met

7. Those expectations are expressed in interactions between organisations and publics

8. Such relationships involve communication, but communication is not the sole instrument of relationship building

9. These relationships are impacted by relational history, the nature of the transaction, the frequency of exchange, and reciprocity

Axioms of organisation–public relationships

10. Organisation–public relationships can be described by type (personal, professional, community, symbolic, and behavioural) independent of the perceptions of those relationships

11. The proper focus of the domain of public relations is relationships, not communication.

12. Communication alone cannot sustain long-term relationships in the absence of supportive organisational behaviour.

13. Effective management of organisation–public relationships supports mutual understanding and benefit.

14. The relationship perspective is applicable throughout the public relations process and with regard to all public relations techniques.

Axioms of organisation–public relationships

Core components of PR• Counselling: providing advice to management

concerning policies, relationships, and communications

• Research: determining the attitudes and behaviours of groups to planned public relations strategies. Such research can be used to generate mutual understanding or influence and persuade publics

• Media Relations: working with mass media by seeking publicity or responding to the interests in the organisation

• Publicity: disseminating planned messages through selected media to further an organisation’s interests

Core components of PR• Marketing Communications: employing a combination

of activities designed to sell a product, service, or idea, including advertising, collateral, materials, publicity, promotion, direct mail, trade shows, and special events

• Fund Raising: demonstrating the need for and encouraging the public to support charitable organisations, primarily through financial contributions

• Special Events: stimulating interest in a person, product, or organisation by means of focused happenings as well as other activities designed to encourage interacting with publics and listening to them

Core components of PR• Financial relations: creating and maintaining

investor confidence and building good relationships with the financial community. This aspect of public relations is also known as investor relations or shareholder relations

• Government Affairs: relating directly with legislatures an regulatory agencies on behalf of an organisation. Lobbying can be part of a government affairs program

ADVERTISING + MARKETING ≠ PR

PR is NOT AdvertisingAdver&sing Public  Rela&ons

Adver(sing  works  almost  exclusively  through  mass  media  outlets.

Public  rela(ons  relies  on  a  number  of  communica(on  tools  -­‐    social  media,  brochures,  special  events,  speeches,  news  releases,  feature  stories,  etc.

Adver(sing  is  addressed  to  external  audiences  -­‐  primarily  consumers  of  goods  and  services.

Public  rela(ons  presents  its  message  to  specialised  external  publics  and  internal  audiences.

Adver(sing  is  readily  iden(fied  as  a  specialised  communica(on  func(on.

Public  rela(ons  is  broader  in  scope  and  adver(sing,  dealing  with  the  policies  and  performance  of  the  en(re  organisa(on,  from  the  morale  of  employees  to  the  way  the  telephone  operators  respond  to  calls.

Adver&sing Public  Rela&ons

Adver(sing  is  oAen  used  as  a  communica(on  tool  and  public  rela(ons.

Public  rela(ons’  ac(vity  oAen  supports  adver(sing  campaigns.

Adver(sing’s  func(on  is  primarily  to  sell  goods  and  services.

Public  rela(ons  func(on  is  to  help  an  organisa(on  thrive  in  complex,  compe((ve  environments.  This  goal  calls  for  dealing  with  economic,  social,  and  poli(cal  factors  that  can  affect  the  organisa(on.

PR is NOT Advertising

The goal of public relations is to attain and maintain accord and positive behaviours among social groupings on which an organisation depends to achieve its mission. The fundamental responsibility of public relations as a management process is to build and maintain a hospitable environment for an organisation.

PR is NOT Marketing

The goal of public relations is to attain and maintain accord and positive behaviours among social groupings on which an organisation depends to achieve its mission. The fundamental responsibility of public relations as a management process is to build and maintain a hospitable environment for an organisation.

vsThe goal of marketing is to attract and satisfy customers (or clients) on a long-term basis to achieve and organisations economic objectives. The fundamental responsibility of marketing as a management process is to build and maintain markets for an organisation’s products or services.

PR is NOT Marketing

How PR Contributes to Marketing1. Develop new prospects for new markets, such as

people who enquire after seeing or hearing a product release in the news media

2. Provide third-party endorsements - via newspapers, magazines, radio, and television - through news releases about a company’s products or services, community involvement, inventions, and new plans

3. Generate sales leads, usually through articles in the trade press about new products and services

4. Pave the way for sales calls

5. Stretch an organisation’s advertising and promotional dollars through timely and supportive news releases

6. Provide inexpensive sales literature-articles about the company and its products can be reprinted as informative pieces for prospective customers

7. Establish a corporation as an authoritative source of information on a given product

8. Help sell minor products that don’t have large advertising budgets

How PR Contributes to Marketing

PUBLIC RELATIONS AS A PROCESS

The RACE Acronym

R

A

C

E

ESERACH:!What is the problem or situation?

CTION: (programme planning)!What is going to be done about it?

OMMUNICATION: (execution)!How will the public be told?

VALUATION:!Was the audience reached and what was the effect?

Working in PR in NZ• Good salaries• Rapid promotion – if you are good• Job satisfaction – good fun• Long hours

People!working !in PR!

Men! Women!

Loads!

Few!

A Typical PR Job Description

everything!!!

What  you  will  be  expected  to  do:

no, really

Reality checkIf you want to have a career in public relations, or any job focusing on communication, and you are not adept and experienced at using a range of social media, then you should consider becoming an accountant. !BEFORE YOU CAN BE A COMMUNICATOR,

YOU NEED TO BE A TECHNOLOGIST

AUDIENCES

AudiencesWe will break audiences into two sections: 1. Publics - academic term 2. Stakeholders - industry term

Audiences We will break audiences into two sections: 1. Publics - academic term 2. Stakeholders - industry term

Publics:!A group of people who face a similar problem, recognise the problem, and organise themselves to do something about it. Dewey (1927).

Audiences We will break audiences into two sections: 1. Publics - academic term 2. Stakeholders - industry term

Stakeholders:!Stakeholders are any individual or group who can affect or is affected by the actions, decisions, policies, practices, or goals of the organisation.

Publics:!A group of people who face a similar problem, recognise the problem, and organise themselves to do something about it. Dewey (1927).

Wellington: demographic info• 448,956 people usually live in Wellington Region • Its population ranks 3rd in size out of the 16 regions

in New Zealand • Wellington Region has 11.1% of New Zealand's

population • 69.8% belong to the European ethnic group • 12.8% of people in Wellington Region belong to the

Māori ethnic group

PsychographicsPsychological characteristics that influence the way people perceive messages • Psychographics ([psycho]logy + demo[graphics])

behaviours, trends, cultures, and ways of thinking • Considers beliefs, attitudes and opinions, - whether deeply held parts of the personality, or

fleeting and inconsequential • Can be inferred from demographics • Values and Lifestyles - consumer segmentation system based on key

attitudes and demographics

Source: Dr Linda Perry

Wellington: psychographic info... prefer natural products and tend to read product labels on foods ... value young men with skinny legs wearing tight black jeans (what is that about?) ... enjoy theatre and cultural entertainment ... liberal on social issues

And that, my new chums, concludes your first lecture. !

Don’t forget: •Workshops start next week • Read the freakin readings •Call your mother. She worries about you