Dr Faraz Alam

Cell #: 03212293193 Email: dr@brandimage.com.pk Facebook: www.facebook.com/drfar azalam

Recommended Books
Effective Public Relations (8th Edition) Scott M. Cutlip, Allen H. Center, Glen M. Broom Complete guide to Successful Event Planning Shannon kilkenny

Public Relations?

What is Public Relations?

Public relations is the attempt, by information, persuasion, and adjustment, to engineer public support for an activity, cause, movement or institution.

Edward L. Bernays, 1955

The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.

British Institute of Public Relations

Public Relation
Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.

Cutlip, Center, and Broom. Effective Public Relations. 1986 (6th edition) p. 4.

Publics?

Publics?
In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings.

PR Agency?

PR Agency

The PR organization intelligently evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.

http://tribune.com.pk/story/381700/image-consultants-pr-industrythe-gatekeepers-of-the-corporate-world/

What do you think about?

Public relations is tied to long-term strategic organizational goals versus short term attention.

Public relations isnt:

Marketing (the management function that identifies human needs and

wants, provides "products" to satisfy those needs and wants, and causes transactions i.e., sales that deliver products and services in exchange for something of value to the provider)

Advertising (controlled information placed in the media by an identified

sponsor that pays for time and space)

Propaganda (systematic and biased use of information to sway a person

or group to adopt a desired perspective)

Public relations also ISNT:

One-way communication: press agentry and publicity, the original focus

of public relations, created a negative perception

Public information: press releases, brochures, even static Web content, are tools
used by these information dispensers who hope someone is paying attention.

Two-way asymmetrical communication: psychological research or scientific persuasion

to trigger a transaction

Public relations IS:

Two-way symmetrical communication:

Relations)

(From James Grunigs Four Models of Public

Public relations in the role of mediator versus persuader. Listening to the concerns of both clients and key publics and helping them adapt to one another. Working with management to take a long-term view of developing sustainable, symbiotic relations To be successful, ALL parties must benefit, not just customers and investors.

Why Public Relations?

Used in all areas of society to develop mutually beneficial relationships Skills are transferable to virtually all industries, at all levels Pays well Ability to specialize in numerous areas Allows for creativity

Constantly evolving

How does public relations operate?

Public Relations Society of America definition (adapted): Public relations helps society reach decisions and function more effectively

by contributing to mutual understanding among groups and institutions.

To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.

Specialty areas of public relations:

Internal Relations: focus on inner workings and

employee/management communication Public Affairs: influence on public policy via governmental and community stakeholders Lobbying: focus on government entities to affect legislation and regulation Issues Management: proactive process to anticipate, identify, evaluate and respond to pertinent public policy issues Investor Relations: relations with corporate shareholders and financial community
Development nonprofit efforts to build and maintain

relations with donors for financial and volunteer support

Public relations is used in:

Corporations Non-profit organizations Government Politics Social Movements Entertainment Media Organizations And virtually all situations in which a person, organization or group needs to engage with people in order to operate and prosper

To summarize, public relations is:

A management function that involves:

Reputation management Research Media Relations and management

Community relations
Social Responsibility Crisis management and Communication

To establish, maintain and enhance mutually beneficial relations with key publics

The Differences between Advertising and PR

Advertising is the wind, PR is the sun Advertising is spatial, PR is linear Advertising uses the big bang, PR uses the slow buildup Advertising is visual, PR is verbal Advertising reaches everybody, PR Reaches somebody Advertising is self-directed, PR is other-directed Advertising dies, PR lives

Source: The Fall of Advertising and The Rise of PR, Al Ries & Laura Ries

(cont.)

The Differences between Advertising and PR

Advertising is expensive, PR is inexpensive Advertising favors line extensions, PR favors new brands Advertising likes old names, PR likes new names

Advertising is funny, PR is serious

Advertising is uncreative, PR is creative Advertising is incredible, PR is credible Advertising is brand maintenance, PR is brand building
Source: The Fall of Advertising and The Rise of PR, Al Ries & Laura Ries

Functions of PR?

Cutlip & Centers 9 fundamental functions of public relations:

1.

Conducts a planned and sustained program as part of an organizations management. Deals with the relationships between an organization and its publics.

2.

3.

Monitors awareness, opinions, attitudes and behavior inside and outside the organization.
Analyzes the impact of policies, procedures and actions on publics. Adjusts those policies, procedures, and actions found to be in conflict with the public interest and organizational survival.

4.

5.

Cutlip & Centers 9 fundamental functions of public relations (cont.) :

6

Counsels management on establishing new policies, procedures, and actions that are mutually beneficial to the organization and its publics.

7.
8.

Establishes/maintains two-way communication between the organization and its publics.

Produces measurable changes in awareness, opinions, attitudes, and behaviors inside and outside the organization. Results in new and/or maintained relationships between an organization and its publics.

9.

From Firefighting to Fire Prevention

Effective public relations does not exist merely to clean

up messes once they are made, but seeks to avoid such dilemmas.
A proactive approach anticipates and acts upon

potential problems before they become actual crises for the organization.
Of most importance is issues management: the

identification of key issues confronting organizations and the management of responses to them.

The Industry Now

Most companies, nonprofits, institutions and government agencies have public relations departments Other department titles include: Public Information, Public Affairs, Corporate Communication, Internal or External Relations, Media Relations Often public relations is a separate department but it may be housed in marketing, human resources, or in a foundation

Outlook for the Industry

In 1968, 10% of PR practitioners were women. Today, nearly 70% are women. 90% have a college degree and 60% have some graduate training. 28% have a masters; 2% have a PhD Public relations spending is expected to increase 17% by 2016, compared with a 6% increase in advertising spending by 2016 Salaries: Starting = $28,000 Median = $82,400

What do PR Practitioners do?

community relations, consumer affairs/public affairs, employee relations, financial communications/investor relations, government relations, institutional/corporate advertising, lobbying, marketing communications, media relations, public relations counseling, public relations management and administration, public relations teaching, publicity, research and special events.

The Future of Public Relations

The future of public relations is limitless. This is the very reason most people do not understand exactly what it is now. A continuing issue is the need to continue to precisely define the role of PR in terms of providing counsel, building relationships with constituents, and helping to shape strategy, rather than being seen only as communicators or publicists. Yes, media relations and shaping/delivering information are part of what we do -- but they're only one part, they're the tactical part, and they're the last stage of a PR program." Kathleen Lewton, Former PRSA President

http://iml.jou.ufl.edu/projects/spring01/jsmith/butterfly.html