PR Rotary - Dr. Ahmed Taher
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Transcript of PR Rotary - Dr. Ahmed Taher
Strategic Business Planning / Marketing Consultancy / Customized, Ongoing & Retailing Research
Effective Public Relations
Dr. Ahmed TaherChairman
Solutions Consulting
▲ Dr. Taher has taught marketing at The University of Georgia and The American University in Cairo since 1991, and won the excellence in teaching Award from the University of Georgia in 1995, and from the AUC in 2005/2006.
▲ He taught many undergraduate courses including Marketing Research, Consumer Behavior, Advertising and Promotion Management, International Marketing, Sales Management, Public Relations. He currently teaches the MBA courses: Marketing Channels, Marketing Strategy, Retailing Management, Sales Management, and International Marketing. He has also developed and delivered hundreds of marketing training courses of all types and levels.
▲ Dr. Taher has published several articles in the Journal of Business Research, Journal of Product and Brand Management, among others. He wrote a book called: Pharmaceutical Marketing, and supervised more than 20 doctoral and master dissertations in the Netherlands and the UK.
▲ Finally, Dr. Taher is a professional public speaker who also serves on the board of more than 10 successful local businesses and charity organizations.
▲ He holds a BSc. in Civil Engineering from Cairo University, an MBA from the Ohio State University, a Diploma in Book and Magazine Publishing from New York University, and a Ph.D. in Marketing from the University of Georgia.
Dr. Ahmed Taher(Chairman)
Effective Public RelationsOutline
• CLAIMS Of PR• Objectives Of Public Relations• The Publics Of PR• The Tools of PR• Public Opinion and how to influence
it• Attitudes and Influencing them.
CLAIMS Of PR
ChangeLaunchAcquireInformMaintainStraighten
Defining The Objectives
Change
Rotary Policy
LocationLeadership
Rotary Image
Launch
A new RotaryService
A new ckub/district
Rotary Project
Acquire
Media coveragefor events
Support of Gov.agencies
Credit forOur activities
Inform
The general public
Opinion Leaders
Donors and supporters
TheAuthorities
Employees
Maintain
Good communityrelationships
Excellent relationswith the media
Staffstability
Confidence ofAll members
Managementemployee
relationship
Straighten
Product recallor return
Any publicmisunderstanding
The Objectives (Claims) of PR
Some Sources of Objectives
CommitteeChairmen
History
Media Friends
Image Research
Social and EconomicTrends
Club Management
Members
Rotary International
Direct Competitors
Successful Global Initiatives
Publics
Groups of people who have influence on, or interest in, our rotarian Clubs and activities
The Publics of Public Relations• Public relations
should be publics relations
• Internal and external
• Primary, secondary and marginal
• Traditional and future
• Proponents, opponents and uncommitted
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Discussion QuestionIf you were in the PR Committee, Who would be our
key Publics?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Key Rotary Publics
Authorities
Rotary International
Academic Community Other NGO’s
Community neighbors
Special interest groups
Investment community
Opinion leaders
Media
The Tools of Public Relations• Writing• Media relations• Planning• Counseling• Researching• Publicity• Sponsorships• Marketing
communications
• Community relations• Consumer relations• Employee relations• Government affairs• Investor relations• Special publics
relations• Public affairs/issues• Crisis communications• Social media interface
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
• Seminars• Advertorials• Newsletters• Annual reports• Networking
What is Public Opinion?• “unknown god to which moderns burn incense”• “an ill-defined, mercurial, and changeable group
of individual judgments”• A group of people who share a common interest in
a specific subject and their expressions of strong attitudes on a particular topic
• Attitudes Opinions Actions• Public opinion is the aggregate of many individual
opinions on a particular issue that affects a group of people
• ConsensusCopyright ©2014 by Pearson Education, Inc. All rights reserved.
Influencing Public Opinion• Public relations program can
crystallize attitudes, reinforce beliefs, change public opinion
• Opinions to be changed or modified must be identified and understood
• Target publics must be clear• Sharp focus on the “laws” that
govern public opinionCopyright ©2014 by Pearson Education, Inc. All rights reserved.
Laws of Public Opinion• Opinion is highly sensitive to important
events• Opinions is generally determined more by
events than by words – unless those words are themselves interpreted as an event
• At critical times, people become more sensitive to the adequacy of their leadership– Confident – more responsibility to it– Lack confidence – less tolerant than usual
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Laws of Public Opinion• Once self-interest is involved, opinions
are slow to change• People have more opinions and are
able to form opinions more easily on goals than on methods to reach goals
• People in democracies with educational opportunities/information access display hardheaded common sense
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
What Are Attitudes?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
How Are Attitudes Influenced?
• Attitudes are positive, negative or nonexistent
• Person is for something, against it, or neutral
• “The silent majority”• Theory of cognitive dissonance– Avoid dissonant/opposing information– Seek consonant/supportive information
• Social judgment theoryCopyright ©2014 by Pearson Education, Inc. All rights reserved.
Kinds of Evidence that Persuade
• Facts (empirical data)• Emotions (emotional appeals)• Personalizing (personal experience)• Appealing to “you” (appeal to
audience)
• Emotion may be difficult for some to grasp (e.g. business leaders)
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Solutions Consulting 7 Osman Towers, MerrylandRoxy, Heliopolis, Cairo 11341Tel.: (+202) 24559123Mobile: 01220106006www.solutions-consulting.com
Dr. Ahmed Taher (Chairman):[email protected]