CHAPTER 6 : Public Relations Process
CHAPTER 7 : Public Relations in Business and Industry
CHAPTER 8 : Publicity and Media Relations
CHAPTER 9 : Ethics in Public Relations
CHAPTER 10 : Public Relations and Future Challenges
Introduction to Public Relations : CHAPTER 1
History and Development of Public Relations : CHAPTER 2
Type of Public Relations : CHAPTER 3
Roles of Public Relations : CHAPTER 4
Public Opinion and Persuasion : CHAPTER 5
Keyword/ Summary of Definitions
Evolution of Public Relations Internationally
Development of Public Relations in Malaysia
Corporate Public Relations
Voluntary Public Relations
Self Described Roles
Reputation Management
Types of Publics
Grunig Situational Theory of Public
Areas/ Umbrella of Public Relations
Skill of Public Relations Practitioners
Qualities of Public Relations Practitioners
Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.
*Practicing two way communication.
*Creating mutual understanding and positive relationships with important publics.
*Researching the needs of the publics.
*Reputation management of the organization.
*Counseling the organization’s management.
*Character & integrity.
*A sense of judgment and logic.
*Ability to think creatively and imaginatively.
*Truthfulness and discretion.
*Deep interest in solution problems.
*Broad cultural background
*Intellectual curiosity.
*Effective powers of analysis and synthesis.
*Training in social sciences and mechanics of public relations.
*Media Relations
*Customer relations
*Community relations
*Employee relations
*Financial relations
*Governmental relations
*Issues management
*Crisis management
Research Skills
Writing and Editing Skills
Communication Skills
Production Skills
Organization skills
1.Able to identify important publics of the organizations.
2.Able to identify the need of these public can do fulfill they need.
3.Capable to gather facts about potential problems and emerging issue.
4.Skill to conduct personal interview, review library materials and do content analysis, do opinion research or hire research firm and know to evaluate research conducted.
1.Able to write and edit press release, speeches, feature articles, product information, brochures etc.
2.Can communicate in other languages.
1.Arranging speeches for the CEO.
2.Face to face to groups or mass media.
3.Coaching executives how to present their speeches.
4.Able to present the speech themselves.
1.Know how to design and do layout copy.
2.Choose appropriate typography, artwork and photographs for brochures.
3.Design web pages.
4.Have multimedia knowledge.
1.Skills and knowledge in organizing and managing events (news conferences, open houses, launching etc.)
Models of Public Relations
Government Public Relations
Consultancy Public Relations
Public Opinion
Planning and Programming
Taking Action and Communication
PR in early years has referred to mostly as using persuasive speech to spread religions, such as Islam & Christianity. The Greeks & Romans used public speech to win support for their policies.
The beginning of American PR is often compared to using publicity & promotion, whether for commercial reasons, fund-raising, or building personalities. Defensive publicity was particularly important in the early twentieth century to counter muckraking journalism.
Increasing pressures on organizations, whether gov or corporate, by various publics including the better informed customer, employee & activist has encouraged PR practitioners to take more managerial approach in executing tasks. Practitioners are more concerned about conducting public opinion polls to identify the support they may have for their employer / client. Strategic planning & knowledge-based counselling of senior management is growing among practitioners.
Using information to create awareness & encourage support for & participation in campaigns become more popular during World War I & II. It was also important to gain independence from colonial masters in many parts of the world. Information was key to development & nation building efforts of newly independence government.
With the rapid growth in communication technologies, development of infrastructure & more consumer-oriented society, PR has become more involved in marketing efforts. There is greater emphasis on promotions & efforts to remain distinctive among competitors. Practitioners help to organize exhibitions & road shows & prepare materials like information pamphlets.
PR Development Before Independence
Press Agentry Model
Two-way Asymmetrical Model
Public Information Model
Symmetrical Model
Mixed Motive Model
Personal Influence Model
The first model, reflects PR programs designed for the sole purpose of getting favourable publicity for an organization in the mass media. Often the organization does not reveal complete information in the attempt to control or dominate the environment. It is a common model publicists use to promote celebrities, products, sports or organization leaders.
The second model, was described as one that uses research & theories of persuasion to develop messages that are likely to persuade strategic publics to behave as the organization wants them to. The two-way asymmetrical model achieves its objectives more than the press agentry or public information models since it researches the publics' attitudes.
The third model, describes PR as a function to disseminate information, normally from the organization's perspectives, through controlled organization media & mass media. In this model, PR practitioners were "journalist-in-residence" disseminating relatively truthful information but only that information the organization chooses to release instead of the whole truth.
The fourth model, J. Grunig (1997) suggested this model is the most ethical & effective model, which describes PR programs based on research & which uses two-way communication to manage conflict & improve understanding with strategic publics. It negotiates rather than forces a position between the organization & the concerned public. According to him, this model represents an alternative to the predominant worldview that PR is a way of manipulating publics for the benefit of the organization.
Also known as Additional Models. This model proposed a middle ground between the two-way asymmetrical & symmetrical models, which represents two ends on a continuum. The model implies both organization & publics seek to negotiate outcomes that are most advantageous to both parties in the long term. J. Grunig (1997) said that excellent PR dept. balance attempts to "persuade publics with the asymmetrical model and negotiate with the symmetrical model" (p.265).
This model suggests that practitioners use interpersonal communication to build personal and long term relationship with key individuals of the organization's strategic publics, like the media, gov, political body or among activist groups. For example, Sriramesh (1992) said that practitioners in India "used various techniques like hospitality, giving gifts and brokering of influence, to build lasting friendships" (p.246) His study suggested this model uses one-way communication & its purpose is predominantly "synchronic" or asymmetrical.
PR Development After Independence
1.Gaining independence.
2.Formalizing national status.
3.Promoting and maintaining unity among different ethnic groups.
4.Promoting government development plans and encouraging participation among them.
5.Most activities are conducted through public campaign.
1.To run nation building campaign.
2.To conduct press relations works to aid in government effort to build democratic nation.
3.To disseminate information about gov policies.
4.To promote acceptance of government policies.
5.To monitor feedback from general public on government policies.
Government PR
Private Sector PR
Between 1960 & the early 1980s, PR was characterized by gov run nation-building campaigns to aid in gov efforts to build a democratic nation. The main functions were press relations work & dissemination of information about gov policies and monitoring feedback from the general public on these policies. In 1970, the gov set up PR units in almost all of its various dept. & agencies, partly to explain & partly to promote acceptance of gov policies. However, these positions are often not filled up by trained PR personnel, thus, PR in the gov sector is still relatively undeveloped.
PR Consultancies
Corporate PR Departments
PR in the private sector grew in 1960 with the growth of multi-national organization as well as the formation of PR agencies. The first known PR agency, Eric White Associated started operations in 1965. As Malaysia's economy prospered & with increased economic liberalism, it attracted more multinational companies & with them came the international PR consultancies. Burson-Marsteller and Eric White Associated were among two pioneering consultancies. Soon after, local consultancies also sprung up to serve local businesses that could not afford the bigger international consultancies. A majority of these smaller agencies specialized in graphic design, brochures, or video production, although they billed themselves as PR firms (Van Leuven, 1996, p.12). Several agencies also performed other limited tasks like media relations, event promotions and product launches.
Multinational companies, especially oil companies like Esso (Exxon) & Shell, were among the earliest corporations to set up in-house PR dept. Their PR activities focused more on gaining acceptance of their organization in the community in which they operated, & in assisting in increasing employee productivity. Those multinationals supported various gov nation-building efforts by underwriting sports, arts & educational programs (Van Leuven 1996, p.212). Even today community relations programs are important in large Malaysian organizations like Petronas, Malaysia Airlines and Shell. They sponsor scholarship, donate to welfare project for examples to Old Folks Homes and victims of fire and floods.
Aim/ Objective
1.Support the profit making capabilities of the firm.
2.Campaigns should show the company is socially responsible and not purely profit motivated.
3.Show the company as being able to adapt and respond to society.
Corporate PR Activities
1.Public Affair
2.Consumer Relations
3.Press Agentry
4.Marketing Communication.
7.Reputation Protection and Enhancement.
8.Informations Service.
9.Product Publicity.
10.Investors Relations.
Corporate Social Responsibilities (CSR)
Definition :
Another term for good citizenship.
(New som, Turk & Krukeburg 1996)
Action :
1.Producing sound products or reliable services.
2.Compensating employees fairly.
3.Never offering overpriced or potentially dangerous junk.
Avantages :
1.Improve professional practice.
2.Improve conduct of organizations.
3.Serve our segmented, scattered society.
4.Serve the public interest.
1.Clutter channels of communication with debris of pseudo events and phony phrases.
2.Corrodes channels of communication with cynicism and credibility gaps.
Aim/ Objective
1.Voluntary organization serve social welfare, health and religious.
2.Alert the public to the services offered and raise funds to finance those services.
Type Of Non-Profit Organization
Public Interest Organization :
•Formed for causes consumerism or to promote environmental conservation.
Public Service Oriented Public Relations :
•Help to handicapped to overcome their problems and find gainful employment.
Main Sources For Fund Raising
1.Corporate sector
-Budget to support worthwhile causes. Example: Donation and scholarship.
2.Government Grants
-Allocation from annual budgets. Example: Health Grants & Scholarship Grants.
3.Annual knock on the door appeals.
-Shotgun approach, require enormous amount of planning and personnel.
4.Direct mail and letter box drops
-Add new donors.
-Sponsored by TV stations.
6.Special events
-Luncheons, dinners, gala evening, fashion parade.
Principles Of Fund Raising
1.A strong case.
2.Effective leadership.
3.Conscientious workers.
4.Prospects willing and able to give
Sufficient funds to finance the campaign.
Federal Government PR Machinery
1.Film Department :
-Produces film for television.
2.Broadcasting Department :
-Radio broadcast consist of the national.
3.Information Department :
-Divided into the press, audio visual and field services division.
Government PR Activities
1.Informing constituent.
2.Ensuring active cooperation in government programs.
3.Fostering citizen support for established policies and programs.
4.Handling crisis.
5.Projecting the country overseas
Recurring activities.
Barries In Government PR
Public Apathy:
It is usually not possible for government practitioners to target small segments of publics to achieve desired results and ignored the rest of the people.
Legislative Hostility:
Government practitioners often face more hostility and suspicion than do other practitioners.
1.Range from 1-2 person to arrange more than 1500 people.
2.Purpose to counsel and to extent a client wished and perform technical service.
Growth Factor
1.Increase urbanization.
2.Expansion of government bureaucracy.
3.More sophisticated mass media system.
4.Rise of consumerism.
5.Demand more information by client.
Reason To Use PR Consultant
1.Organizations has not reached a level of expenditure.
2.To handle ad hoc assignment.
3.Provide specialist services.
4.It bring several strength to a PR campaign.
5.To plan and execute a complete PR program.
Problem Of Public Relation Consultancy Service :
1. Superficial grasp of client’s unique problems
2. Lack of full time commitment
3. Need for prolonged briefing period
4. Resentment of internal staff
5. Need for strong direction by top management
6. Need for full information and confidence
7. Cost
Consultancy Service Provide :
1. Executive speech training
2. Research and evaluation
3. Diversified communication tools
4. Crisis Communication
5. Media analysis
6. Community analysis
7. Product promotion
8. Event management
9. Public affairs
10. Employee communication
11. Positioning a company
12. Financial relation
The roles of the public relations department based on- corporate tradition-how management see the public relations management & on the talents and abilities of the public relation staff, especially its leadership.
1.Expert prescriber.
2.Communication technician.
3.Communication facilitator.
4.Problem solving process facilitator.
5.Acceptant legitimiser.
Expert Prescriber
Communication Technicion
Communication Facilitator
Problem Solving Facilitator
Acceptance Legitimizer
•Practitioners given full authority public relation problems and solution and management.
•Responsible for define problem and take responsibility for its implementation.
•Practitioners primarily in this role not involve in define problem and solution.
•Produce the communication and implement the program.
•A liaison model (bridge of communication between organization and its public).
•Sensitive listener and information broker.
•Serves as liaison, interpreters, and mediator between the organization and its public.
•A part of strategic planning in this role practitioners collaborate with other managers to define and solve problems.
•Practitioners have the commitment and the power to make decisions on needed changes.
•A yes person model.
•Management and organizations decisions.
•Not have the authority nor the individual initiative to act on his/her own without managements approval.
Strategic Management
Mission statement:
•They commit the whole organization to accountability and that means visibility communication of some sort.
•The attitude expressed provide a framework in which Public Relation can devise it goals and objectives, built it budgets direct its talents, devise its programmes and assess it impact.
Strategies to Achieve the Mission:
•Collecting and analysis information.
•Central source of information.
•Communication significant information.
•Coordinating activities.
Reputation Management
Public Relation roles in reputation management :
Two stages to reputation management process:
•First, earn reputation through organization, behaviour and communication.
•Second, then leverage the reputation that provide business benefit.
•Protect the company.
•Tell your story well when controversy arises.
•Initiate program to explain company goals and policies.
•Make early identification of developing problem so the company can act quickly to solve the problem.
•Demonstrate that your company follow good environment practices and urge the management to do so.
•Protect and promote corporate trademarks and logos.
Type of public that are common to organization
1) Employee
•Internal publics
•All categories of staff in different department
2) Local Community
•External publics
•Consist of people who live in the vicinity of the organization or neighbors who may live or work close to the factory, plan,airport and railway station.
3) Potential Employees
•External publics
•Who may live in the vicinity of the workplace.Can be relatives of friends of present staff.
4) Suppliers & services
•External publics
•People who supply goods or services to the organization. E.g. suppliers of raw material, components, packaging, transportation.
5) Distributors
•External publics
•Individuals public relation who handle the goods in bulk between the producer and the consumer
•E.g. wholesalers, commission agents and brokers
6) Consumer and users
•External publics
•Final customer or users
7) Opinion leader
•External publics
•Publics who express opinion or influence people because of their apparent authority.
•E.g. parents, teacher and local government
8) The media
•Special type of public
•Channel of communication to convey message through print or electronic media.
Who make up strategic public for an organization
1) Recognize who are the publics and find a way to appreciate its publics.
2) Two-way communication is important for organizations and publics to understand each other.
3) Identify the people that organization is communicating with.
4) Know the differences between publics in public relation and "general public"
-Defines that publics can be divided into groups based on their understanding about a problem and how they react to it .
-This theory explains when people communicate and when communications aimed at people are most likely to be effective.
How Grunig and Hut (1994) identifies the public
1) People who are facing the same issue.
2) They are divided because they all have different idea about the issue.
3) Gathered to discuss about the issue.
The desires, wants, and thinking of the majority of the people or the collective opinion of the people of a society or state on an issue or problem - is called public opinion
Public Opinion and Public Relation
PR practitioners are able to create an effective plan to influence the attitude and opinions of the public.
The Formation of Public Opinion
There are three stages in the formation of public opinion
-Arise of an issue, discussion and proposed solutions and arrival at a consensus.
-When a public issue emerges there is usually a preliminary phase of discussion. The information obtained from mass media and other sources. The issue is defined and a hope is expressed for its solution.
-Later as a discussion continues those concerned express their own views on the issue and propose various and often divergent solutions through letters, petitions, memoranda etc. In the course of time we pass on the third stage when opinion begins to crystallize and people began to take sides (feedback).
Factor that Influence Public Opinion
1) Familial
= People's roots.
2) Religious
= Making a comeback, influencing attitudes.
3) Educational
= The level and quality of person’s education.
4) Social class
=Position within society
5) Race
= Ethnic origin.
6) Personal
=Physical of an individual.
7) Cultural
=The environment and life style of particular group of people.
Monitoring Public Opinion
1)Personal Contacts
-Friends, business associate, consultants, opinion leaders and employees.
2)Media Reports
-News stories or letters to the editors.
3)Field Reports
-Questions, inquiries, suggestions and compliments.
4)Letter and telephone calls
-Tracking and monitoring the pattern that indicate necessary change in policies.
5)Advisory Committees
-Citizen committees to provide feedback on proposed policies and ideas.
6)Staff Meeting
-Share knowledge from experience and informal research.
-Systematic research on public attitudes and interests.
i) Communication process in which the communicator seeks to elicit a desired response from his receiver.
ii) conscious attempt by one individual to change the attitudes, beliefs, or behavior of individuals through message.
The Step in Persuasion Process
•The intended audiences are presented with key messages through media placement.
•With repeated exposure, intended audiences will see and recognize the messages.
•Intended audiences comprehend the value of the offering.
•Audiences believe the messages.
•Audiences remember the messages and identify the messages with the company and its products or services. This is when the company becomes branded.
•Audiences change their behavior in the desired direction, i.e. they buy the product or service, approach the company for deals, attend the event.
Factor in Persuasion communication
1)Audience analysis
•One must know not only the demographics of a message receiver, but their beliefs, attitudes, concerns and lifestyles, in other words, their values.
2)Source credibility
•Without credibility it is obvious that a message will not gain any real, or meaningful, traction.
3)Appeal to self
•Interest simply means that a message if to carry clout, must appeal to an audiences economic or physiological needs.
4)Clarity of message
•A clear and concise message is a must, people have to know what they’re being told in terms they understand.
5)Timing and context
•A message has to be appropriate in the way it is formulated, and the delivery must be on par with the societal norms and current events.
6)Audience participation
•Important in the age of crass roots organizational movements, if a message can get a large following or active supporters, it is likely to help convey a strong message with –at least seemingly, large support.
7)Suggestion for action
•Much like audience participation, help mobilize change and support by means of a call to action.
8)Content and structure of messages
•Lends itself to a broad set of techniques that can be used to persuade, be it drama, examples, endorsements.
Ethics of persuasion
1) Not all persuasion is ethical
2) Persuasion is widely considered unethical if it is for the purpose of personal gain at the expense of others, or for personal gain without the knowledge of the audience
3) Some methods of persuasion are wholly written off unethical.
For example, coercion, brainwashing and torture are never considered ethical.
Evaluation of the program
Areas in Corporate Public Relation Practice
Image Building
Issue Management
Crisis Management
Main Media Categories
Media Relations
Code of Ethics
Law Governing Public Relations
The Impact of New Communication technologies
Criteria to be focused in the future
Requirements of today public relations practitioners
Research is the systematic collection & interpretation to increase understanding ( fraiser seitel 1998 ). Research as the controlled, objective & systematic gathering of information for the purpose of describing & understanding ( broom & dozier 1990 ).
Research Method
A method frequently used for PR purpose is the opinion poll or attitude study interview done through questionaires
( lindenmann 1993 ) research method can informal ( qulitative ) or formal (quantitative ).
Informal Research Method
1)The most common informal research method.
2)Organizatinal material such as basic material that includes the organization's policy statement ( annual report, papmhlets ).
3)Library research including references book, other scholarly publications & books journal about particular subject.
- online database
- content analysis
- interviewing
- focus group interview
Formal Research Method
1) Use when PR practitioner want more dependable, precise responses with scietific sampling methods.
- telephone polls
- mall surveys
- mall intercept study
- face to face interview study
- share cost or omnibus studies
- panel studies
Importance of PR Research
•Increase fragmentation of audience into groups that have specific interest and concern.
•To identify and increase top management relations and personal contact with the external public.
•Research helps PR convey accurate information about the organization to the public.
•Research helps PR to possess valuable facts to carry out PR projects.
•To create a good PR plan with a starting point that could be determined through proper research.
•Through research, PR practitioners are able to gather relevant data or information for organization’s record.
•Through research, PR practitioners can prepare long-term planning or pro-active steps to improve present situation and also for the future.
•To prevent from wasting time, effort and money in implementing any program that is not readily solved by extensive PR program.
Categories of PR Research
•Environmental Monitoring Program.
•Public Relations Audit.
•Communication Audits.
•Social Audit.
•Evaluations Research.
•Gate – keeping Research.
PLANNING - the purpose of making something to happen or prevent it.
•The best planning would be done within the framework of a long term plan includes strategies for any conveniences occurred.
Importance of Planning and Programming
1)To estimate the working hours and other cost involved or budgeting.
2)To set targets for public relations overall operations.
3)To select priorities which will control the number and timing of different operations in the program.
4)To decide the feasibility of carrying out the declared objectives.
Step in Planning and Programming
1)Define the problem
2)Identify objective
3)Identify audiences or public
6)Media selection
The science and practice of transmitting information to disseminate or exchange information, signals or messages in any way, as in talking, gesturing or writing.
The process of doing or acting on something. For instance, if you are not happy with the toll increase then you will write to the Minister Of Transport about your dissatisfaction.
Channel of Communication
- Electronic Media
- Print Media
Process of Communication
Five basic element of communication process:
-The source / sender / encoder
-Receiver / decoder
Effectiveness of Communication Process
1)The communicator must have adequate information.
2)The communicator must have credibility in the eyes of the receiver.
3)The communicator must be able to transmit information in codes the receiver can comprehend.
4)The communicator must use a channel that will carry the message to the receiver.
5)The message must be within the receivers capacity to comprehend and relevant to receiver’s interest or needs.
6)The message must motivate the receiver’s self interest and cause a response.
Barriers of Effective Communication
-Manipulation of information.
2)Selective perception
-Receivers being selective according to his / her needs.
-Feeling at time of communication.
-Demographic factor influence the language a persons used.
5)Differences in perceptions
-Ways of interpreting based on individual personal experiences.
6)Differences in semantics
-Different meaning of words.
7)Differences in status
-Societal standing influence the quality of communication.
8)Differences in organization climate
-Organization’s communication policy whether practicing close or open policy.
9)Business jargons
-Term that are peculiar to some people.
-Differences in preconceived judgment or opinion ( bias ).
Evaluation is the process which involves assessing the preparation,
implementation and results / impact of a public relations program.
Prerequisite for Evaluation
There are three prerequisite for doing an evaluation :-
1) PR and management should agree on criteria to use to evaluate success in attaining objectives.
2) Do not wait until end of the public relations program to determine how the program will be evaluated.
3) The key to evaluating what people learned from a program is to measure the same variables that were measured before the program begin.
Purpose of Evaluation
- To determine the accomplishment of program goals.
- Determine problem in progress and improved them.
- To serve as feedback for improving similar program in the near future.
- Systematic way to do assessment of program and its result.
Method of Evaluation
1. Publicity gained.
- Through compilation of paper clipping on program or campaign.
2. Opinion Polls.
- Through a benchmark survey.
3. Unobtrusive indicators.
- Indications on company’s performance based from various sources.
- E.g. Sales figures.
4. Interview or questionnaires.
- Face to face interview or meetings to find out how people feel or think.
5. News monitoring .
- Obtain through compilation of press clippings.
Employee Relations
Community Relations
Consumer Relations
Financial Relations
Government Relations
5 Element in any Strategic Program:
1)Survey employee attitude regularly.
2)Be consistent
3)Personalize communication
4)Be candid
5)Be innovative
Problem in Employee Relations
-How to maintain strong public relations front line.
-How to get volunteer readers/listener/viewers.
Important of Employee Relations
•Employee understanding of their role in the organization.
•Clarifications of management policies.
•Emplee well-being and safety.
•Recognition of employee achievement.
Support Programs:
•Crime prevention
•Environmental programs
•Clean-up and beautification
•To inform the community about the company policies.
•To promote the welfare of a community.
•To provide culture leadership.
•To promote community health.
•To establish a company as an important factor in community.
Media of Communication with the Community
•Public Speaking
•Annual Report
3 Basic Resources :
•The Companies
•The Public Large
•Consumer Leaders
•Keeping old customers
•Attracting New Customers
•Marketing New Item or Services
•Reducing Cost
Consumer Relation Function
•Publicing news and event.
•Promoting establish products or services.
•Creating a favorable image.
•Arranging for public appearances.
•Probing public opinion in market areas.
Consumer Relation Philosophy
•Believes that consumer has the right to know.
•Believes that consumer has the right to choose.
•Believes in consumer right to be heard.
•Believes the consumer has right to find advertised special in the store.
The requirement:
•Be effective.
•Be honest accurate and prudent.
•Be knowledgeable in specific phase of communication.
•Have ability to convince and motivate others.
•Have planning skills.
•To raise the price earning of company stock.
•Even unjustified fluctuations in price of shares.
•To prepare the ground for new issue price.
•To avoid the imposition of tax.
Main Purpose :
•To secure goodwill between organization and the ruling government.
•New laws or policies by government may give great impact on the organization.
Communication Activities with the Government
•Information giving
•Non-business organizations
Type of Image Building
•The Mirror Image
•The Current Image
•The Wish Image
•The Multiple Image
•The Corporate Image
Form of Corporate Identity
Determining An Organizations Image :
•Corporate name
•Trade character
•Corporate building
•House colour
•Promotional items
Determining An Organization Image
•Everything that it does.
•Everything that is says.
•Public or people think and believe what it to be.
Effect of an Issue Management
•An individual organization
•A whole industry
•A public interest
Issue Management Process
•Predict problems
•Anticipate threats
•Minimize surprises
•Resolve issues
•Prevent crises
5 Basic Step In Issue Management
•Issue identification
•Issue analysis
•Strategy options
•Action plan
Issue Management Strategies
•Containment: emerging issue
•Shaping: one has media attention,and therefore,is on public agenda
•Coping: issues that face legislative,regulatory or interest action
Sign To Inpending Crisis
•Escalating in intensity.
•Falling under close media.
•Interfering with normal operations.
•Damaging a company's bottom line.
Principle In Crisis Communication
•Speak first and often.
•Do not speculate.
•Stay with the facts.
•Be open, concerned and defensive.
•Do not war with the media.
Type of Crisis
•Public perception
•Sudden market shift
•Product failure
•Top management succession
•Industrial relations
•Hostile takeover
The Requirements
•Generalized specialization
According to Newsom,Turk (1996),future education of PR has be considered in two levels
•For full or part time college/university students.
•For continuing education.
Three Aspect To Focus In The Future
•To gain respect,confidence and trust.
•Credibility is difficult to win and easy to lose.
•We live in a global village where crediblity is not just a domestic issue.
•Consist of providing substantive vrification for the contributions of public relations.
•The future will belong to public relation people who can hold their own in doing research ,buying research and analyzing the resulting data.
•When public relation practitioners and management have to demonstrate real knowledge and mastery of the industry or field they represent.
New Communication Technologies
Public Relation Education
1)Convergence of technologies
•That are themselves improving in performance almost month-by-month.
•Example : the desktop performance computer linked by modem to the internet.
2)Development in tecnology
•Exploited more quickly how than in the past and as new technologies have become available,the time for them to be adopted & widely adopted has be shortened.
•Example : usage of CD-ROM & the speed of the drives has been increase.
Application of New Communication Technologies
1)Digital Transmission
•Digitilization will vastly improve TV picture quality,is demonstrated by high definition television (HDTV),which is now increasingly common.
2)Fiber Optic Cable
•Cable that composed of strands of glass which increase transmission volume and speed.Being used in place of traditional copper cables.Able to transmit a 500 page novel in 2 sec.
3)Wireless Transmission
•Connect as short range,high speed data connections.Typically operate in range of 300 feet.Wireless transmission,video conferences,television programming now are delivering internet at the same connection speed such as cable,DSL, and institutional networks.
The Computer
1)The Internet & Public Relation
Primary function of internet to public relation :
•e-mail distrbution
•world wide web site
•brochure ware
•usenet discussion group
2)The Internet
•was created late 1960's by researches that were searching for a style or method to merge computers in separate cities.Was initially an academic government tool,sooner been introduce to the public.
The Problem
•Controversial security problem and legal question of copyright infringement,libel,invasion of privacy and pornography remain unsolved.
•Time consuming procedures for online transcation or product registration can be terminated by an error message.
•Difficulty in finding desired information frustrated some users where search engine are prioritizing search result on fee payment from companies that will lead to biasing search result.
Other Communication Technologies Tools
•Cellular phones
•Personal digital assistants
•Electronic blackboards
•Blogs and moblogsthis
•Memory : The CD-R/RW,DVD-R/RW & Flash Memory
Future Technologies
•Wireless broadband
•Think digital,but not necessarily online
•No more paper use
According to Edward L.Bernays
•PR must become a genuine profession.A profession that is clear in terms of roles and responsibility.
•PR profession must be clearly defined in terms what one does and how one does it.
•There should be control over entry and exit into it.
Public Relation Education In Malaysia
•In Malaysia PR is taught in some universities or college as part of their curriculum for business students.
•Some of the institude of higher learning and private institution that offer courses in PR includes USM,UITM,UM,IPTAR,UKM and IPRM.
•Brown (1986), describes ethics "as a conduct consistent with a set of values that established the criteria by which conduct will be judged".
•Seitel (1994), public relations people, in particular, must be ethical. they can't assume that ethic is strictly personal choices without relevance or related methodology for solving moral quandaries.
•Ryan and Martinson (1983) said that the public relations practitioner helped by acting as the corporate conscience who consistently argued for actions and policies that are responsive to societal needs.
The Role Of Professional Organizations
The 6 Core Value :
Serving the public interest by acting as responsible advocates for clients or employers.
Adhering to the highest standard of accuracy and truth in advancing the interests of clients and employers.
Advancing the professional through continued professional development , research and education.
Being faithful to clients and employers, but also honoring an oblige to serve the public interest.
Providing objective counsel and being accountable for individual actions.
Respecting all opinions and supporting the right of free expression.
6 Major Provisions
•The free flow of accurate and truthful information is essential to serving the public interest in a democratic society.
•Health and competition among professionals should take place within an ethical framework .
•Employee should not share information with PR firm that are in competition with other firms for the organization business .
•Intentionally leaving out essential information or giving a false impression of a company's financial performance is considered "lying by omission".
•If you discover inaccurate infomation, you need to correct it immediately.
•Client trust requires appropriate protection of confidential and private information.
•We should not leak information that could affect other party .
•A public relations firm should inform a prospective client that it already represents a competitor or has a conflicting interest .
•PR professionals should work constantly to strengthen the public's trust in the profession .
The Common Code Of Professional Conduct
•Conduct his activities for public interest.
•Fair and honestly.
•Safeguard the confidence.
•Not represent conflicting or competing interest.
•Performing services.
•Prospective client.
The Malaysian PR Code of Profession Conduct
•Conduct his professional activities with respect of the public interest .
•Deal fairly and honestly with his clients .
•Disseminate falls or misleading information .
•Tend to corrupt the integrity .
•Promoting a special or private interest .
•Safeguard the confident or both present and former clients and employees .
•Not represent conflicting or competing interests .
•Not cause or allow to be done anything .
The Law Governing
•Under this act, no person is allowing to keep or to use a printing press unless he has been granted license by the Minister Of Human Affair.
•Any act, speech, words or publication are seditious if they have 'seditious tendency'.
•To excite subjects to seek alteration other than by lawful means.
•To bring into hatred or contempt the administration of justice in the country.
•To raise discontent or disaffection among the subjects.
•To promote ill-will and hostility between races or classes.
Defamation statement is a statement which disparages a person in his office , profession , calling , trade or business . Occur in two form :
•Libel - Published or written statement.
•Slender - Spoken statement.
According to Cutlip and Center (1994) , Copyright Act provides the copyright owner the "exclusive right" to reproduce , distribute , and use original works of expression fixed in a tangible medium .
•Cover written.
5)INTERNAL SECURITY ACT 1960 (revised in 1972)
•This Act gives the Minister of Internal Affairs the power to detain any person with the view to prevent his from acting in any manner prejudicial to the security of Malaysia or any part there of or to the maintainance of essential service to the economic life.
The Official Secret Act seek prevent any 'official' government information from being received or released for prior authorization .
•Any public service mentioned in article 132 of the Federal Constitution.
•Any local authority.
•Any statutory.
•In time of war , any government department of an ally.
Information about an event, an individual or group, or a product, disseminated through the news media and other channels to attract favorable public notice
How to Gain Publicity
1)Publicity is gained by dealing directly with media ,either by initiating the communication or by reacting to inquiries.
•Publicity tells your organization’s story through some form of media.
•Messages about product, service, person or idea is prepared strictly within parameters of broadcast news.
•This messages is distributed to news department without any form of payment.
•Publicity is uncontrolled information that is subject to the new editors’ review and change.
2)PR deals with editorial department not advertising department.
3)PR story is published because it is worth printing.
4)Reporters rely on Public Relations personnel to get news because they don’t have access to top executives of an organization.
5)Successful publicity events have real news value; appeal to media gatekeepers, offer photo, video or sound recording opportunities and communicate the source’s intended message.
Factor of Publicity
1)Minimal cost
•Publicity cost only the time and effort expanded by public relations personnel and management in the media placement’s attempt.
2)Endorsement Value
•Perceived to carry the endorsement of the publication in which it appears. This translate to credibility of the organization.
Tools of Publicity
1. Press Releases:
The press release is the basic building block of a publicity programme concerned with story placement. This is where the important information about the product or services is summarized in a way that will catch the media’s attention. Just as the marketer would customize the advertising message for each target, he needs to customize press releases for the various media he contacts.
2. Fact Sheets:
A press release should be written so it can be used without any editing. That means all the relevant information must be included. There may be additional important information that doesn’t really fit into the press release. That’s where the fact sheet comes in. Fact sheets include more detailed information on the product, its origins, and its particular features.
3. Press Kits/ Advertisements:
The press kit pulls together all the press releases, fact sheets and accompanying photographs about the product into one neat package. A comprehensive folder can serve as an attention-getter and keep the provided materials organised.
4. Video News Releases:
The video news release is the video equivalent of a press release. Prepared for use by television stations, the typical video news release runs about 90 seconds and can be used to highlight some important features of the product. These are called infomercials.
5. Employee/Member Relation Programme:
An organization’s employees are an extremely important internal public. Corporate public relations people often spend a great deal of time in developing employee communication programmes, including regular newsletter, informational bulletin boards and internet postings. In service organisations these kinds of activities can be used to support brand communication efforts.
6. Community Relations Programme:
It is critical that companies maintain the role of good community citizens within the markets where they have offices and manufacturing facilities. Many companies actively encourage their employees to take part in community organisations, and local corporations are often major sponsors of community events and activities such as art presentations, blood donation drives and educational activities. Tata group of companies highlight their community relationship based communications for building a strong brand image within the local community and stakeholders at large.
7. Financial Relations Programme:
Most of the brand-marketing organisations are publicly held companies. Financial relations have become a key aspect of public relations activity. Down¬turns in company earnings quickly lead to decline in stock prices, leading to the exit of top executives. Financial relations people are responsible for establishing and maintaining relationships with the investment community, including industry analysers stock-brokers and journalists specializing in financial reporting.
8. Events:
Companies can draw attention to new products or other company activities by arranging special events like news conferences, seminars, exhibits, contests, anniversaries, sponsorship in sports and cultural events.
9. Publications:
Companies rely on extensively on published materials to reach and influence their target markets. These include annual reports, brochures, articles, magazines etc.
Media Categories
Characteristics of Good Spokesperson
•Has the knowledge of the topic.
•Understand the organization’s overall objectives and strategies.
•Have ability to tell she or he knows.
•The confidence of top management.
•A desire to do the interview.
•We need to know how to work with the media.
•Knowing how to work with each medium.
•Producing content for each medium while keeping in mind their deadlines, their style requirements, their audiences.
Importance of Media Relations
•Build confidence in your organization’s integrity.
•Build a recognition factor.
•Establish a personal relationship.
Roles of Good Media Relations
1)Cultip, Center & Broom, 1994
•Shoot squarely
•Give services
•Do not beg or carp
•Do not ask for kills
•Do not flood the media
2)Michael Owen Schwager, 1998
•Always tell the truth
•Know your outlet before call
•Believe in your story
•Don’t waste their time
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