PUBLIC RELATIONS

WEEK 1:Introduction to Public Relations

Public Relations: Responsibilities(Anne-
Marie case)
• Corporate and marketing communication
• Speechwriting and copywriting
• Event management
• Community relations
• Investor relations
• Government relations
• Issues and crisis management
• Media relations
• Employee and member relations
• Fund raising and
• Counselling
• Research
…cont
• A person who works in public relations is usually
working on behalf of an organisation(like a
company, or a government department) or
sometimes for an individual like a celebrity, or a
politician to help them look after relationships
with people and groups (stakeholders) that are
important to them.
• One of the first things you learn from good public
relations professionals is that good
communication is not just about talking and
persuading. It is also about doing a lot of listening
and responding thoughtfully and responsibly to
what is being said.
 The Profession
A good public relations practitioner is usually highly skilled
and versatile.
Requisite skills/competencies include:
Written and interpersonal communications;media
relations;socialmedia;research;negotiation;creativity;log
istics; facilitation; problem solving and strategic thinking
PR professionals (Technicians/Managers) make it their
business to spend a lot of time:
• listening, and passing on what they learn;
• explaining what they are able to explain in plain language;
• finding the best ways to communicate(sometimes by
talking or writing to the media, sometimes by going out and
talking to people and groups directly, organising events or
creating publications and online information etc.)
 Defining Public Relations
• Doing good and getting credit for it…basic definition
• “The management function which evaluates public attitudes,
identifies the policies and procedures of an individual or an
organisation with public interest, plans and executes a program
of action to earn public understanding and [Link] News
• “Public relations is a strategic communication process that builds
mutually beneficial relationships between organization and their
publics.” Public Relations Society of America (PRSA)
• Public relations is “the management of communication between
an organization and its publics.” James Grunig and Hunt
• Key components of the above definitions include:
• Management. The body of knowledge on how best to coordinate the
activities of an enterprise to achieve effectiveness.
• Communication. Not only sending a message to a receiver but also
understanding the messages of others through listening and dialogue.
Defining Public Relations
• Organization. Any group organized with a common purpose; in most
cases, it is a business, a corporation, a governmental agency, or a
nonprofit group.
• Publics. Any group(s) of people held together by a common interest.
They differ from audiences in that they often self-organize and do not
have to attune to messages; publics differ from stakeholders in that they
do not necessarily have a financial stake tying them to specific goals or
consequences of the organization. Targeted audiences, on the other
hand, are publics who receive a specifically targeted message that is
tailored to their interests.
• Assessing the risk of events or activities going wrong in any way, and
making contingency plans to manage communication effectively if things
do go wrong
• Responding to feedback and giving good advice on what to do next.
Characteristics of PR
Deliberate-it is intentional. Influences, gains understanding, provides
information and obtains feedback from those affected by activities.
Planned-strategic planning done for activities, solutions to anticipated
problems, logistics etc. Goals are set in relation to the problem within
budget and time constraints.
Performance based-Effective PR based on good policies and response
to public concerns. Implies action and requires evaluation
Public interest-Should ensure alignment to public interest and
concerns
Two way communication-listen and engage in conversation with the
various publics
Management function-Most effective when its an integral part of
decision making by top management
Practitioner Roles
• There are two broad roles found in public relations.
• Technician: The public relations technician is largely involved in
implementing the strategies and tactics of a campaign through
writing, editing, taking photos, handling communication
production, running special events and dealing with the media.
• Manager: The public relations manager is a problem-solver that
uses the PR process to support and influence the goals of the
organization.
PR Manager Roles
• Expert Prescriber: works as a consultant to define a problem, suggest
options and oversee implementation.
• Communication Facilitator: keeps two-way communication open by
spanning the boundary between the organization and its environment.
• Problem-Solving Facilitator: works as a partner with senior management
to identify and solve problems
• PR professionals are usually accredited as members of professional
associations which have rules of conduct, eg Public Relations Institute in
Australia and Public Relations Institute of South Africa, in South Africa.
Public Relations as a Process
• PR is a process, i.e. a series of actions, changes or functions that
brings about results. This process entails;
• Research and analysis-Determining all inputs that determine the
nature and extent of PR problems or opportunities. May include
feedback from public, media reports, personal experience,
government pressure etc.
• Action-PR personnel recommending the course of action to be
taken and policies to be adopted. They will also plan a
communication programme with details on objectives, audiences,
budget etc.
• Communication-Relay messages through through news releases,
newsletters, events etc.
• Evaluation-Get and analyse feedback e.g. did the media mention
key messages? Did publics change their opinions/attitudes?
PR VS JOURNALISM
PR JOURNALISM
Definition management of Activity of gathering,
communication between an assessing, creating
organization and its publics and presenting news
and information
Writing and Interview people, write and Interview people, write
reporting produce articles within and produce articles
stipulated deadlines within stipulated
deadlines
Scope Covers more components Involves writing and
including counselling, Issues media. No strategic
and events management, thinking and problem
strategic thinking solving required
Objectives Informative and also influence Purpose is mainly
perceptions, opinions, informative
attitudes and behaviour.
PR VS JOURNALISM
PR JOURNALISM
Audiences Segmented audience and Targets general
tailor made messages public or mass
audience that is not
well defined
Channels Variety of channels are Use of one available
used channel
PR VS ADVERTISING
PR ADVERTISING
Definitions EARNED media PAID media
Channels Relies on owned Mass media
media
Audience Segmented Mass
Scope Broader in scope Identified as a
including policy , specialised comms
internal and external function
stakeholder
management
Purpose Supports advertising. Used as a comms
Creates an enabling tool in PR. Used to
environment for org sell goods and
to thrive services
PR VS MARKETING
PR MARKETING
Objectives Build relationships, Sell goods and
reputation and services
trust
Audiences Diverse audience Consumers and
customers
Competition vs Focus is on Dealing with
Opposition effectively dealing competition
with opposition
Role in Works hand in Lesser role played
management hand with in management.
management to Emphasis on
shape values, products and
actions and campaigns
strategies
Value of PR
• It is informative
• Raises awareness on important issues
• Engages publics
• It is believable hence more impactful
• Supports marketing activities
• Develops new prospects e.g enquiries after
product releases
• Provide third party endorsements
• Generate sales leads
• Provide inexpensive sales literature
• Help sell minor products that don’t have large
advertising budgets
Ethics in PR
• PR professionals are expected to be people of high integrity and
moral standards
• Most organisations adopt a global protocol on Ethics in Public
relations which details principles, professional standards and code of
practice.
• What is Ethics? Ethics is the study of right or wrong in human
endeavours. It deals with what is the proper course of action for
[Link] is concerned with how we should live our lives. It focuses
on questions about what is right or wrong, fair or unfair, caring or
uncaring, good or bad, responsible or irresponsible, and the like.´
(Jaksa and Pritchard cited in Wilcox, p.182) ´
• Ethics in public relations really begins with the individual -and is
directly related to his or her own value system as well as to the good
of society
Why ethics is important in PR?

‘The practice of public relations is all about

earning credibility. Credibility, in turn, begins
with telling the truth.

Public relations, then, must be based on ‘doing the

right thing’ - in other words, acting ethically.’
(Seitel, 2007, p.108)
Ethical issues in PR

• ‘Many people perceive public relations as

something less than respectable — as clever
strategies to convince the public that what is
wrong is right. Some see public relations
professionals as manipulators of the public mind,
rather than conveyors of truth.’
(Steven R. Van Hook, PhD)
PR is accused of:
• Withholding information from the public
• directly and indirectly paying for ‘independent’,
‘objective’ views and opinions
• Biased approach and loyalty
• Distorting the reality
• Propaganda
•Bailing out and promotion of questionable
industries and organizations
• Pseudo events
Ethical decision making process
• Six steps entailed.. what do you do in an ethical dilemma?

1. Define the ethical situation-recognise that there is an

ethical situation
2. Identify factors playing into that situation e.g. legal,
administrative or community pressures?. Where is
the pressure/issue coming from?
3. Identify the key values involved
4. Identify the audience affected. Who is impacted?
5. Select an ethical principle that will assist you best
deal with the situation
6. Provide justification for it.
PR scandals

Orange letlhafula advert 2018 Enterprise Listeria case (SA) 2018

PR ethical principles

1. Act in the public interest

2. Use honesty and integrity
3. Ensure accuracy and truth
4. Deal fairly with all publics
PR Ethical values
• Advocacy-Act as an advocate for those you are
representing
• Honesty-Adhere to the highest standards of truth and
accuracy in presenting info to both client and the publics
• Expertise-Commit to providing expert service to your
client. Be an expert and have the requisite skills
• Independence-Be independent to maintain objectivity
• Loyalty-Be loyal to those you represent
• Fairness-Deal fairly with all publics
• Ensure free flow of information and full disclosure of information
• Avoid conflict of interest
• Safe guard confidence
Discussion
• Assuming you were working for UB PR. Should
you as a PRO have primary obligation to the
public or UB?
• Should PR agencies disclose who they are
working for and even their brief?
• Should PR agencies work for unethical clients?