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Summary Online Public Relations
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Summary of the theory of the Master course Online Public Relations (lecture and book).
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College aantekeningen Online Public Relations (880090-M-6) The Public Relations Handbook
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Online Public RelationsSummary Loes van de Pas
Lecture 1: Introduction PR I
Lecture 2: Introduction PR II
Lecture 3: PR & Management I
Lecture 4: PR & Management II
Lecture 5: Corporate Social Responsibility & Ethics
Lecture 6: Internal Communication
Lecture 7: Media Relations & Using New Technology Effectively
,Lecture 1: Introduction PR I
The traditional view of PR is how to grab consumer attention.
In search for a definition
Public Relations (defined by Harlow)
= A distinctive management function which helps establish and maintain mutual lines of
communication, understanding, acceptance and cooperation between an organisation and its
publics; involves the management of problems or issues; helps management to keep informed on
and responsible to public opinion; defines and emphasises the responsibility of management to serve
the public interest; helps management keep abreast of and effectively utilize change, serving as an
early warning system to help anticipate trends; and uses research and ethical communication
techniques as its principal tools.
Public Relations (defined by World Assembly of Public Relations Associations, 1978)
= The art and social science of analysing trends, predicting their consequences, counselling
organisational leaders and implementing programmes of action that will serve both the organisations
and the public interest.
Public Relations (defined by UK’s Chartered Institute of Public Relations)
= The result of what you do, what you say and what others say about you. PR is the discipline which
looks after reputation, with the aim of earning understanding and support and influencing opinion
and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics.
Public Relations (defined by the Public Relations Society of America)
= A strategic communications process that builds mutually beneficial relationships between
organisations and their publics.
Public Relations (Grunig and Hunt, 1984)
= The management of communication between an organisation and its publics. This was later refined
to ‘an organisation’s managed communications behaviour.
It tells us that PR is not tied to one particular PR tool. There are five core concepts that help define it.
1. PR is management function
= The relationship between an organisation and the publics important to its success must be a
top concern of the organisations leadership. The PR practitioner provides counsel on the timing,
manner and form important communication should take. In other words, practitioners aren’t just
soldiers who follow orders; they’re also generals who help to shape policy. And like all managers,
they must be able to measure the degree of their success in their various projects.
2. PR involves two-way communication
= Communication is not just telling people about an organisation’s needs. It also involves
listening to those same people speak of their concerns. This willingness to listen is an essential
part of the relationship-building process.
3. PR is a planned activity
= Actions taken on behalf of an organisation must be carefully planned and consistent with the
organisations values and goals. And since the relationship between an organisation and the
publics important to its success is a top concern, these actions must also be consistent with the
publics’ values and goals.
4. PR is a research-based social science
2
, = Formal and informal research is conducted to allow an organisation to communicate
effectively, possessing a full understanding of the environment in which it operates and the issue
it confronts. PR practitioners and educators also share their knowledge with others in the
industry through various professional and academic publications.
5. PR is socially responsible
= A practitioner’s responsibilities extend beyond organisational goals. Practitioners and the
people they represent are expected play a constructive role in society.
Reputation is important! It is the foundation on which an organisation builds.
= The believes and opinions someone has about another person, organisation or object (based on
many things, not only the products but also the leadership, finances and the way you care about your
employees).
Image
= The external focus of the organisation (what your publics or stakeholders think of you).
Identity
= The internal focus (what your employees think of you and how they behave which forms the basis
of organisational culture).
Key drivers of communication (Corporate Identity Mix)
- Communication
- Symbolism
- Behaviour
Lecture 2: Introduction PR II
- Ivy Ledbetter is the founder of PR (first document where PR is outlined).
- Edward Bernays: the first one that used the word ‘Public Relations’
- Grunig & Hunt: key date 1984 mayor study on PR (four categories)
The four categories by Grunig & Hunt:
- Press agentry/publicity
= Propaganda, one-way, complete truth is not essential.
sports, theatre product promotion.
- Public information
= Dissemination of information, one-way, truth is important.
Government, non-profit associations, businesses.
- Two-way asymmetric
= Scientific persuasion, two-way, imbalanced effects
Competitive business, agencies
- Two-way symmetrical
= Mutual understanding, two-way, balanced effects.
Regulated businesses, agencies
How PR is today
The four key steps in the PR process (not linear, switch between functions):
1. Research and insight
= Understanding the organisational challenges, issues and publics necessary for success.
3
, 2. Planning
= The strategy phrase looking at solving the problems and/or building the relationships and
involves the concept of objective setting and messaging.
3. Communication
= The implementation phase that executes the ideas using a variety of channels or platforms
from face to face to social media.
4. Evaluation
= Measuring the effectiveness of activities – did it achieve what it set out to do.
The main PR activities: internal or employee communication, public affairs, investor relations,
corporate responsibility/ community relations, new influencers/ community relations, issues
management, crisis management, brand management and publicity and promotion.
Important stakeholders:
- Organisations
Corporate PR = internal communication
- Customers
Marketing PR/promotional PR = not to buy products, but convince them of environmental
impact.
- Stakeholders (communities, journalists, etc)
Corporate PR = external communication
- Reputation
it is surrounding everything; very important and can be influenced by PR.
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