Chapter 1 Introduction to PR

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Chapter 1

Introduction to PR


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Preliminary Period PR & CSRMKTG401

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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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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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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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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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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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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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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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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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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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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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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PR as an Interpreter and CommunicationLink

Ability to connect with other people, an innate

skill of listening and empathizing.


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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

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Chapter 1 Introduction to PR

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