MODULE 6
ISSUES IN PUBLIC RELATION
PUBLIC RELATIONS CHALLENGES
- The increased need for effective strategies in crisis communication.
- Keeping up with the increasing avenues of interaction with stakeholders through social media.
- Evolving global public relations community practice.
- The changing organisational structure to meet these challenges.
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TYPES OF ISSUES
- Latent: just being formulated.
- Emerging: starting to be written about, early adopter begin to be aware.
- Hot: a full-blown issue in current debate
- Fallout: leftover remnants from the settlement of hot issues.
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TARGET AUDIENCE MEANING
- Target audiences such as employees, neighbors, stockholders, members, donors and customers are a particular group who are aimed for.
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CHARACTERISTICS OF TARGET AUDIENCES
- Distinguishable
- Homogeneous
- Important
- Large enough
- accessible
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CATEGORIES OF TARGET AUDIENCE
- Customer
- Producer
- Enabler
- limiter
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ELEMENTS OF DEFINING TARGET AUDIENCES
- Where they live
- What they read
- characteristics
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SPECIAL INTEREST GROUP
- a group of people or an organization seeking or receiving special advantage typically through politically. example : NGO, Trade Unions
Here people feel collectively and their voice and votes can get the attention needed to favorably influence the situation.
TYPES OF SPECIAL INTEREST GROUPS
- Trade associations
- Agricultural groups
- Professional groups
- Labor union groups
- Religious groups
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FUNCTIONS OF SPECIAL INTEREST GROUP
- Act as representative
- Imparts education
- Promotes welfare
- Provides a method of political participation
- Serves as government watchdog
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APPROACHES OF PR WITH
- Personal meetings
- Printed information
- Public presentations
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1)PERSONAL MEETING
Now a days individuals are also having options to schedule meetings virtually.
i.e., video conferences, teleconferences etc
ADVANTAGES
- Easily accessible
- Creates personal relationships
- Personal touch
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DISADVANTAGES
- time consuming
- Costly
- Formalities
- Difficult to control
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2)PRINTED INFORMATION
Popular forms includes fact sheets, news letters, brochures, etc
ADVANTAGES
- Easily handled and carried away
- Limited public input
- Low cost
- Documentation
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DISADVANTAGES
- Limited space to communicate
- No guarantee that the materials will be read by target audience
- Requires a literate audience
- Should avoid sales look
- Can be lost
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3)PUBLIC PRESENTATION
- Public speaking is the process act of performing a presentation focused around an individual directly speaking to a live audience in a structured, deliberate manner in order to inform, influence, or entertain them.
PRESENTATIONS TIPS FOR PUBLIC SPEAKING
- Body language
- Speak with conviction
- Do not read from notes for any extended length of time
- Maintain sincere eye contact with the audience
- Add humor whenever appropriate and possible
- Have hand-outs ready and give them out as appropriate
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ADVANTAGES OF PUBLIC PRESENTATIONS
- Skill building
- Networking
- Building confidence
DISADVANTAGES OF PUBLIC PRESENTATION
Fear
Time sink
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Lack of control
COMPROMISE
special interest groups work together in reaching compromise and solutions to numerous public policy concerns.
Compromise is a way of reaching agreement in which each person or group gives up something that was wanted in order to end an argument or dispute.
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Importance Of Compromise
- Building strong relationship
- Quick settlement
- Culture of tolerance
- Breaking deadlocks
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Issue Anticipation
- Issue management is an integral part of issue management practice.
- Issues management is an anticipatory, strategic management process that helps organizations detect and respond appropriately to emerging trends or changes in the socio political environment.
ISSUE ANTICIPATION ACTIVITIES
- Analyzing and interpreting public opinion, attitudes and issue that might impact the operations and plans of the organization.
- Counseling management at all levels in the organization with regard to policy decisions.
- researching, conducting and evaluating, on a continuing basis.
- Planning and implementing the organization's efforts to influence or change public policy.
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SCENARIO TECHNIQUE
- The “scenario technique" is used for strategic planning and future research planning in order to determine future scenario.
- Scenario methods are used in the construction of different possible models of the future.
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THREE DIFFERENT VIEWS OF SCENARIO METHODS
- FIRST VIEW – “The Future is Predictable"
- SECOND VIEW – “ The Future is Evaluable"
- THIRD VIEW – “The Future is Malleable"
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PUBLIC SERVICE AS PREVENTIVE PUBLIC RELATIONS
Organisation Responsible for Preventive PR
- Social service agencies
- Health agencies
- Hospitals
- Religious organisations
- Welfare agencies
- Cultural organizations
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THANK YOU
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