Download VTU MBA 4th Sem 16MBAHR401-Public Relations PR Module 1 -Important Notes

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PUBLIC RELATIONS

MODULE 1

What is Public Relation?

• a management function.
• two-way communication.

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• a planned activity.
• a research-based social science.
• socially responsible

MEANING

Public Relation is a condition common to every individual and organization in the human environment – whether or not they recognize or act upon the fact – that contributes to their reputation and relationship with other members of the environment.

PROACTIVE AND REACTIVE APPROACH

What Is Proactive?

Proactive is to step up and do something to solve a problem before it becomes too apparent.

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Characteristics:

• Best use of circumstances.
• No limits are imposed.
• Freedom to determine their character.

Proactive

"Nice job Karlie and Nikiian lots of good

What Is Reactive?

Reacting to problems when they occur instead of doing something to prevent them.

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Reactive

I hate feeling like this. I don't like being by myself.

Proactive Vs Reactive

Proactive "You suck at that game!" I know I'm not fantastic at it but I tried my best and that's all that matters"

Reactive "You sucked at I know. I won't play next time."

Proactive Vs Reactive

• Proactive is when you make good choices to prevent something from happening.
• Reactive is when you deal with the things that happened when you are not prepared.

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PUBLIC RELATIONS PROCESS

FOUR - STEP PROCESS OF PUBLIC RELATIONS

RACE / ROPE

4 Steps Are:

1. Research
2. Action Plan / Objectives / Program Planning
3. Communication Tactics / Implementing

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4. Evaluation

Dynamic Model

Research

Objectives & Program Planning

Evaluation

Communication Tactics & Implementation

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4-Step Process of Public Relations

Step 1: Research

What -- Three key elements:

1. Client or organization
2. Problem or potential problem & opportunities to do public relations
3. Audiences or publics

How - Informal and Formal

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Research Methods

Step 2.: Objectives / Program Planning

Develop a Strategy that involves:

1. Identifying goals and objectives
2. Identifying target audience(s) or publics
3. Creating a theme for the program/campaign

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Step 3. Develop & Implement Communication Tactics

Develop and Implement

1. Tactics for communicating
2. Time line for the program/campaign
3. Budget

Step 4. Evaluation During & After Campaign / Program

• Identify research methods to be used to evaluate the success of the program/campaign during & after.

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• Determine a way to measure whether the campaign achieved its objectives.

ASSIGNMENT 1:

• Explain the PR Campaign using step Process
• Case : Eastman Kodak Company 1994 Campaign
• Title of Campaign:
• Project WINGS –Imaging Back in

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THE BEHAVIORAL PUBLIC RELATIONS MODEL

Introduction to the model

• The behavioral PR model analyzes what leads individuals or companies to a specific behavior, referred to as the ultimate behavior.
• First posited by Pat Jackson

Behavioral Public Relations Model

A Awareness Rarely

LR Latent Readiness Occasionally

TE Triggering Events B Preparatory or Intermediate Behavior R Relationship Building

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1. Building awareness

This first step is perhaps the most obvious. For ideas to spread, you have to share them with others. This is exactly what Jackson's first step entails. Whether information about a product or idea is spread through the mass media or by word of mouth, the information must be available for public consumption.

2. Developing a latent readiness

Once the information has reached the public, people begin to form opinions on the issue. Different people will reach different opinions of differing strength based on their personalities, values, and prior beliefs. Those with stronger opinions in favor of the idea fully reach the stage of latent readiness, meaning that they are potentially ready to act on their opinion.

3. Triggering event

This is an event or occurrence that is likely to move those with latent readiness to action. The event could be something natural and/or unplanned by the public relations team (e.g., a hurricane, an outbreak, a terrorist attack, etc.), or it could be something created by PR representatives specifically to encourage those people predisposed to action to finally take steps toward the desired behavior (e.g., weight loss challenge, fundraising drive, contest, special event, etc.)

4 Intermediate behaviors

These are the 'little' steps that people take when they are considering the ultimate behavioral change. These steps could include inquiring calls, taking brochures, signing up for free trials, etc. Although these little steps are not the ultimate behavioral goal PR executives hope the public will reach, they are important to note. Keeping track of intermediate behaviors will help to determine how the message has been received by the public and how many people are on the cusp of taking the ultimately desired action.

5. Behavior change

After demonstrating the intermediate behaviors, hopefully some (if not most) will be persuaded to make the ultimate behavior change. As mentioned earlier, this is the real goal of the public relations message. Whether it is buying a product, investing money, changing health-related behaviors, or taking some other specific action, behavior changes are measurable outputs of public relations and the ultimate success of the process.

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SIMPLIFIED EXAMPLE OF JACKSON'S

• Akshay sees a commercial on television for a new car model
• Akshay thinks car looks nice, he is impressed with the cars specifications
• A local car dealership is having a large event that includes the model Akshay
• Akshay goes to the sales event and talks to the sale person and takes a test
• Akshay likes the car and decided to

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PEERSUASION MODEL

• Persuading people to change their behaviour is difficult for many reasons.
• The persuasion model is successful model for persuading those who are hostile to an idea and who are resistant for the success of a program.
• First developed by Kerry Tucker.

THE MODEL INVOLVES 4 STEPS

• Creating "dissatisfaction with the status quo"
• Offering the program as a viable alternative to the status quo

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• Presenting benefits of adopting the new idea and consequences of rejecting it
• Modeling the desired behavior

TWO WAY SYMMETRIC COMMUNICATION MODEL

Two way symmetrical communication has its roots in first understanding the wants and needs of the subject and public and then shaping organizations decisions and actions to meet that need.

• The concept is close to what Edward L Bernays called the "merging of public and private interest"
• The idea was to use good research to determine which prosocial actions would lead to the merging of public and private interests.

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PUBLIC INTEREST PRIVATE INTEREST

WANTS AND NEEDS DECISIONS

• Purpose: Mutual Understanding
• Communications: 2-Way, Balanced Effort
• Model: Group Group Feedback

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• Research: Formative: Evaluate Understanding
• Example:
• Used Today: Regulated Businesses, Agencies, Associations
• Percent: 20%

WHEN COMMUNICATION IS NOT ENOUGH?

• Communication alone does not get an organization where it needs to go

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• A FINAL THEORY, BEYOND COMMUNICATION, involves altering the way society thinks and acts in order to achieve the level of change needed to satisfy an organizational goals.

• First step : Affect Mores.
• Second step : Enacting Law
• Final step : Engineered solution.

20 GREAT TRUTHS OF PUBLIC RELATIONS

• The long-term security of the organization is far more important than the short-term expediency.

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• Perception is reality, facts notwithstanding.
• Unfulfilled expectations create more problems

• Planning and preparation are invaluable. When disaster strikes, it's too late to plan a crisis plan or build a legacy of trust.
• The value of research is inestimable.
• Every planned PR program should start and end with research.

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• Every PR plan should evolve from research.
• Research should be conducted every step of the program.

• PR needs to always play its position and let other departments play theirs.
• Communication must always follow performance.
• PR frequently turns on timing. Knowing when to act is as important as knowing what to do.

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If your client, product or organization is challenged:

• Don't ignore the challenge.
• If the challenge is unfair, fight back as hard as you can.
• If the challenge has merit, fight for corrective actions.
• The media/PR relationship will never be better than "professional." There are no favors or free lunches.

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• Ad hoc pressure groups won't give up and go away. You have to deal with them or they will consume you in the media.
• PR has to be involved from the very beginning to have maximum impact.
• Full and complete disclosure and honest communication is the best way to keep people from getting greedy when entrusted with the public's money.

• Doing the right thing is more important than doing the “thing right.” There is no such thing as "corporate" ethics. People are either ethical or they aren't, and those people determine the ethics of the organization.
• If you have to say something, the truth is always best.

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• Appeals to self-interest are seldom unrewarded.

• Involvement in the planning stage provides "ownership" and support.
• If top management is not sold, the project will never succeed.
• Absent trustworthy information, people assume the worst. Rumors thrive in a vacuum of no information.
• Most negatives can become positives with a little creative effort and a lot of hard work.

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Assignment No. 01

Short Answer Questions

1. What do you mean by Public Relations
2. Differentiate between proactive and reactive approach in PR.

Ten Marks Questions:

1. Explain in detail about the public relations process.
2. Explain briefly the behavioral public relations model.
3. Explain briefly two way symmetrical communication and persuasion model.

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4. Explain briefly 'When communication is not enough'.
5. List 20 great truths of public relations.

Submission Date : 20th April, 2017

Answer for short questions:

1. "deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics."
2. Some companies allow the situation, media, general public, government agencies etc to make opinions and then react to them, such approach is reactive one. It is also known as fire fighting approach. A well designed and planned manner of PR programs is known as proactive approach

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THANK YOU