Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAHR401-Public Relations PR Module 1 Important Lecture Notes (MBA Study Material Notes)
PUBLIC RELATIONS
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MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
PUBLIC RELATIONS
PROCESS
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
Step 3. Develop & Implement
Communication Tactics
Develop and Implement
1. Tactics for communicating
2. Time line for the program/campaign
3. Budget
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
n 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?these?
people?determine?the?ethics?of?the?
organization.
n If?you?have?to?say?something,?the?truth?is?
always?best.
n Appeals?to?self-interest?are?seldom?
unrewarded.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
n 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?these?
people?determine?the?ethics?of?the?
organization.
n If?you?have?to?say?something,?the?truth?is?
always?best.
n Appeals?to?self-interest?are?seldom?
unrewarded.
n Involvement?in?the?planning?stages?
provides??ownership??and?support.
n If?top?management?is?not?sold,?the?
project?will?never?succeed.
n Absent?trustworthy?information,?people?
assume?the?worst.??Rumors?thrive?in?the?
vacuum?of?no?information.
n Most?negatives?can?become?positives?
with?a?little?creative?effort?and?a?lot?of?
hard?work.
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
n 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?these?
people?determine?the?ethics?of?the?
organization.
n If?you?have?to?say?something,?the?truth?is?
always?best.
n Appeals?to?self-interest?are?seldom?
unrewarded.
n Involvement?in?the?planning?stages?
provides??ownership??and?support.
n If?top?management?is?not?sold,?the?
project?will?never?succeed.
n Absent?trustworthy?information,?people?
assume?the?worst.??Rumors?thrive?in?the?
vacuum?of?no?information.
n Most?negatives?can?become?positives?
with?a?little?creative?effort?and?a?lot?of?
hard?work.
Assignment No. 0 1
Short Answer Questions
1. What do you mean by Public Relations
2. Differentiate between proactive and reactive approaches of
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 communications and
persuasion model.
4. Explain briefly ?When communication is not enough? model.
5. List 20 great truths of public relations.
Submission Date : 20
th
April, 2017
FirstRanker.com - FirstRanker's Choice
MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
n 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?these?
people?determine?the?ethics?of?the?
organization.
n If?you?have?to?say?something,?the?truth?is?
always?best.
n Appeals?to?self-interest?are?seldom?
unrewarded.
n Involvement?in?the?planning?stages?
provides??ownership??and?support.
n If?top?management?is?not?sold,?the?
project?will?never?succeed.
n Absent?trustworthy?information,?people?
assume?the?worst.??Rumors?thrive?in?the?
vacuum?of?no?information.
n Most?negatives?can?become?positives?
with?a?little?creative?effort?and?a?lot?of?
hard?work.
Assignment No. 0 1
Short Answer Questions
1. What do you mean by Public Relations
2. Differentiate between proactive and reactive approaches of
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 communications and
persuasion model.
4. Explain briefly ?When communication is not enough? model.
5. List 20 great truths of public relations.
Submission Date : 20
th
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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MODULE 1
PUBLIC RELATIONS
What is Public Relation? (PR)
? a management function.
? two-way communication.
? a planned activity.
? a research-based social science.
? socially responsible
MEANING
n 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 refers
to their reputation and relationship with all
other members of the environment.
PROACTIVE AND REACTIVE APPROACHES
n What Is Proactive?
proactive is to step up and do something to
solve a problem before it becomes to an issue.
Characteristics:
q Best use of circumstances.
q No limits are imposed.
q Freedom to determine their character.
n What Is Reactive?
Reacting to problems when they
occur instead of doing something to
prevent them.
Proactive Vs Reactive
Proactive Vs Reactive
n Proactive is when you make good choices to
prevent something from happening.
n Reactive is when you deal with the things
that happened when you are not prepared.
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 Plan
4. Evaluation
Dynamic Model
Research
Communication Tactics
& Implementation
Evaluation
Objectives &
Program Planning
4-Step Process of Public Relations
n 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
Research Methods
Step 2. : Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign
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
n Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
n Determine a way to measure whether the
campaign achieved its objectives.
ASSIGNMENT 1:
n Explain the PR Campaign using the 4-
step Process
n Case : Eastman Kodak Company
1994 Campaign
n Title of Campaign:
n Project WINGS ?Imaging Back in Focus
THE BEHAVIORAL
PUBLIC RELATIONS
MODEL
Introduction to the model:
n The?behavioral?PR?model?analyzes?what?
leads?individuals?or?companies?to?a?specific?
behavior,?referred?to?as?the?ultimate?desired?
behavior.
n First?posited?by?Pat?Jackson
n 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?an?issue?
or?idea?is?spread?through?the?mass?media?or?
by?word?of?mouth,?the?information?needs?to?
be?available?for?public?consumption.
n 2.?Developing a latent readiness?--?Once?the?
information?has?reached?the?public,?people?begin?to?
form?opinions?on?the?issue.?Different?people?may?
reach?different?opinions?of?differing?strengths,?
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.
n 3.?Triggering event?--?This?is?an?event?or?
occurrence?that?is?likely?to?move?those?with?a?
latent?readiness?to?action.?The?event?could?be?
something?natural?and/or?unplanned?by?the?
public?relations?team?(e.g.,?a?hurricane,?a?virus?
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,?sales?
event,?etc.).
n .4?Intermediate?behaviors?--?These?are?the?'little?steps'?
that?people?take?when?they?are?considering?the?larger?
behavioral?change.?These?steps?could?include?inquiry?
calls,?taking?brochures,?signing?up?for?free?trial?periods,?
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?these?
intermediate?behaviors?will?help?to?determine?how?well?a?
message?has?been?received?by?the?public?and?how?many?
people?are?on?the?cusp?of?taking?the?ultimately?desired?
action.
n 5.?Behavior change?--?After?demonstrating?the?
intermediate?behaviors,?hopefully?some?(if?not?many)?
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.
SIMPLIFIED EXAMPLE OF
JACKSON?S
n Akshay sees a commercial on television for
new car model
n Akshay thinks car looks nice, he is
impressed with the cars specification.
n A local car dealership is having a large sale
event that includes the model Akshay likes.
n Akshay goes to the sales event and talks
to the sale person and takes a test drive
n Akshay likes the car and decided to buy it.
PEERSUASION MODEL
n Persuading people to change their
behaviour is difficult for many reasons.
n The persuasion model is successful
model for persuading those who are
hostile to an idea and who are required
for the success of a program.
n First developed by Kerry Tucker.
THE MODEL INVOLVES 4 STEPS:
n Creating ?dissatisfaction with the status
quo?
n Offering the program as a viable option
to the status quo
n Presenting benefits of adopting the new
idea and consequences of rejecting it
n Modeling the desired behavior
TWO WAY SYMMETRICAL
COMMUNICATION MODEL
n Two way symmetrical communication has its
roots in first understanding the wants and needs
of the subject and public and then shaping the
organizations decisions and actions to meet that
need.
n The concept is close to what Edward L Bernays
called the ? merging of public and private
interest?
n The idea was to use good research to determine
which prosocial actions would lead to the merger
of public and private interests.
PUBLIC
INTEREST
PRIVATE
INTEREST
WANTS
AND
NEEDS
DECISIONS
n Purpose: Mutual Understanding
n Communications: 2-Way, Balanced Efforts
n Model: Group Group Feedback
n Research: Formative: Evaluate Understanding
n Example:
n Used Today: Regulated Businesses, PR Agencies, Associations
n Percent: 20%
WHEN COMMUNICATION
IS NOT ENOUGH?
n Communication alone does not get an
organization where it needs to go.
n 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.
n First step : Affect Mores.
n Second step : Enacting Law
n Final step : Engineered solution.
20 GREAT TRUTHS OF
PUBLIC RELATIONS
n The long-term security of the
organization is far more important than
the short-term expediency.
n Perception is reality, facts
notwithstanding.
n Unfulfilled expectations create most PR
problems
n Planning?and?preparation?are?invaluable.??
When?disaster?strikes,?it?s?too?late?to?prepare?a?
crisis?plan?or?build?a?legacy?of?trust.
n The?value?of?research?is?inestimable.
n Every?planned?PR?program?should?start?and?end?
with?research.
n Every?PR?plan?should?evolve?from?research.
n Research?should?be?conducted?every?step?of?the?
program.
n PR needs to always play its position and let
other departments play theirs.
n Communication must always follow
performance.
n PR frequently turns on timing. Knowing
when to act is as important as knowing what
to do.
n If?your?client,?product?or?organization?is?
challenged:
n Don?t?ignore?the?challenge.
n If?the?challenge?is?unfair,?fight?back?as?hard?as?you?
can.
n If?the?challenge?has?merit,?fight?for?corrective?
actions.
n The?media/PR?relationship?will?never?be?better?
than??professional.???There?are?no?favors?for?
free?lunches.
n Ad hoc pressure groups won?t give up or
go away. You have to deal with them or
they will consume you in the media.
n PR has to be involved from the
beginning to have maximum impact.
n Full and complete disclosure and
communication is the best way to keep
from getting greedy when entrusted
with the public?s money.
n 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?these?
people?determine?the?ethics?of?the?
organization.
n If?you?have?to?say?something,?the?truth?is?
always?best.
n Appeals?to?self-interest?are?seldom?
unrewarded.
n Involvement?in?the?planning?stages?
provides??ownership??and?support.
n If?top?management?is?not?sold,?the?
project?will?never?succeed.
n Absent?trustworthy?information,?people?
assume?the?worst.??Rumors?thrive?in?the?
vacuum?of?no?information.
n Most?negatives?can?become?positives?
with?a?little?creative?effort?and?a?lot?of?
hard?work.
Assignment No. 0 1
Short Answer Questions
1. What do you mean by Public Relations
2. Differentiate between proactive and reactive approaches of
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 communications and
persuasion model.
4. Explain briefly ?When communication is not enough? model.
5. List 20 great truths of public relations.
Submission Date : 20
th
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.
THANK YOU
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This post was last modified on 18 February 2020