(公共关系英文版课件）2015 本科 public relations section 1 to student 0315

1、L/O/G/O( (公共关系英文版课件）公共关系英文版课件）2015 2015 本科本科 public public relations section 1 relations section 1 to student 0315to student 0315Questions for discussion Self introduction Give me an example of your understanding of PR and, what you want to know about PR.Questions for discussion Partner introduction

2、 Name hometown, why come to SISU ,relevant to PR , expectations 1min Process for PR PR Roles and Specialties Evolution of PRPR in ActionPractical Skills for PRStrategy and Tactics of PR Course Structure1RoleCHAPTER1What is Public Relations?PR Roles and Specialties What is PR?Basic Ideas of Public Re

3、lations Challenges Public relations as Process: RACE Other terms for public relations The components of public relations Public relations and journalism Public relations and advertising Public relations supports marketing An integrated perspective Careers in public relations The value of public rela

4、tionsChallenges Challenges PR is multifaceted A Public Relations Professionals must have the following skills Written and Interpersonal communication Research Negotiation Creativity Logistics Facilitation Problem SolvingGlobal Scope An estimated 3 million people practice public relations world wide.

5、 An estimated 200 national and regional public relations organizations exist in the world. Public Relations is most developed in the United States. Major growth is occurring in the European Union, Russia, other independent nations of Soviet Union and Asia, especially China.1-15Learning perspectives

6、In the early 21st century, public relations and social media have emerged as powerful societal forces. Together, they have revolutionized the way we communicate with key publics around the world. What current events can you think of that underscore this new reality? 1-16Learning perspectivesIn the a

7、ge of social media, public relations professionals must cut through the online clutter with arguments that are: persuasive believable actionableYet, the power, value and influence of public relations have never been greater. 1-17Public relations is a growth industryIn numbers: It is a multi-billion

8、dollar business practiced by 158,000 professionals in the U.S. alone. Employment growth is expected to increase faster than average through the year 2012. Public relations has grown rapidly across the globe: From Europe to China; Latin America to Africa.1-18Public relations growthIn respect: A surve

9、y of Fortune 1000 company executives revealed strong support for the practice. 250 U.S. colleges and universities offer public relations degree programs to more than 20,000 majors. The Public Relations Society of America (PRSA) boasts 20,000 members in 116 chapters. The strength behind public relati

10、ons The strength of public relations stems from its roots: “A democratic society where people have freedom to debate and make decisions in the community, the marketplace, the home, the workplace and the voting booth.” What is PR?What is public relations Public Relations helps an organization and its

11、 publics adopt mutually to each other公共关系是帮助一个组织和其公众采取相互理解的态度。 What Public Relations is to do something good and let people know所谓公关就是“做正确的事情”，良好地表现自己，并将这种外在表现的本质精神传递给公众。PR Definition Public Relations is the deliberate，planned and sustained effort to establish and maintain mutual u n d e r s t a n d

12、 i n g b e t w e e n a n organization and its publics 公共关系是一个组织通过缜密的、有计划公共关系是一个组织通过缜密的、有计划的、持久的努力，以建立和保持这个组织的、持久的努力，以建立和保持这个组织与其各类公众的相互理解。与其各类公众的相互理解。Key players in PROrganizationPublicsPR Dept.PR AgentPR vs. MediaOrganizationPublicsPR Dept.PR AgentMediaPR vs. MediaOrganizationPR Dept.PR AgentMediaI

13、ndentify the PublicsOrganizationInvestorFinancial PublicIndustry AssociationGovernmentVendorFocus PublicOpinion LeaderPotential EmployeeConsumerGeneral PublicDealerMediaLocal PublicCommunityInside PublicEmployeeShareholdersCustomersTradeAssociationsSuppliersFinancialCommunityPoliticalGroupsUnionsCom

14、petitorsGovernmentActivistGroupsMassMediaKey ExternalStakeholdersCustomerloyaltyEmployeemorale,recruitmentretentionCommunityacceptance$ReputationimageShare pricePublicsPerception/attitudes/confidenceImpactsThe definitions of PR “The art and social science of analyzing trends, predicting their conseq

15、uences, counseling organizational leaders, and implementing planned programs of action which will serve both the organization and the public interest.” -The First World Assembly of Public Relations Associations, Mexico City, Aug.1978The definitions of PR “public relations as a management function th

16、at involved in strategic planning for the organization” - The Public Relations Society of America (PRSA), 2000 (The organizations Code of Ethics 2000)The definitions of PR “Public relations is about reputation the result of what you do, what you say and what others say about you. Public Relations Pr

17、actice is the discipline which look after reputation with the aim of earning understanding and support, and influencing opinion and behaviour.” - The British Institute of Public Relations (IPR)The definitions of PR “As a practical matter, good public relations involves confronting a problem openly a

18、nd honestly and the solving it. In a long run, the best PR is evidence of an active social conscience.”1-33“Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”One definition to consi

19、der 1-34Another definition from PRSA: “Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organizations efforts to win the cooperation of groups of people.”Definitions of Public Relations A variety of definitions exists for public relations. I

20、t is not necessary to memorize any particular definition. The following key words frame most definitions: Deliberate Planned Performance Public interest Two-way communication Management functionKey terms Key terms 公关十字公关十字 Deliberate Planned Performance Public Interest Two Way Communication Manageme

21、nt FunctionDefinition of Public Relations Public relations is the management function that entails planning, research, publicity, promotion and collaborative decision making to help any organizations ability to listen to , appreciate, and respond appropriately to those persons and groups whose mutua

22、lly beneficial relationships the organization needs to foster as it strives to achieve its mission and vision. Key Characteristics of PR Management function The practitioners need to listen, appreciate, and respond Emphasis on mutually beneficial relationships Achievement of a particular mission and

23、 visionSMART Societal value and meaning: Mutually beneficial relationships: Advantages through objectives: Rhetorical strategies: Tactics:Other Terms for Public Relations Public Relations is an umbrella term Other common positive terms for public relations: Corporate Affairs Corporate Relations Exte

24、rnal Communications Public Affairs CommunicationThe role and function of PR Communication Management Reputation/Image Management Branding/Marketing Relationship Management Harmonizing interests of organization & its publicsPR and Related Activities PR Related Activities Press Agentry Promotion Publi

25、city Public Affairs Research Graphics (design) Advertising Marketing (IMC) Merchandising Job details Press release writing Copy writing Event management Press conference Media relations ClippingsThe Components of Public RelationsCounselingResearchMedia relationsPublicityEmployee/Member relationsComm

26、unity relationsPublic affairsGovernment affairsIssues managementFinancial relationsIndustry relationsDevelopment/FundraisingMulticultural relations/Workplace DiversitySpecial eventsMarketing communicationsHow to Understand PR? PR Status 公共关系状态 PR Campaign 公共关系活动 PR Vision 公共关系意识 PR Career 公共关系职业 PR

27、Discipline 公共关系学科 International PR for Organizations Financial PR or Investor Relations Industry Relations General Business or Retail PR Consumer Relations Government Relations - Political Public Relations - LobbyingSpecific Areas of PR Specialization Fundraising or Donor Relations Nonprofit Organiz

28、ations Educational Institutions Health Care Sports: e.g. football clubs Leisure Time: e.g. film industry Research: Trend Analysis, Issues Management and Public Opinion EvaluationSpecific Areas of PR SpecializationQuestions for discussion Ask students to conduct a job search for entry-level jobs in p

29、ublic relations. Have the students share their jobs with the class and then lead a discussion on the themes observed with qualifications, salaries, and job responsibilities. Ask the students if they are surprised with any of the themes that emerged. Discuss the notion of “networking” and how student

30、s define that skill. Have students develop a networking plan for the semester that outlines potential networking opportunities and their plans to take advantage of those opportunities. The Job of the PR PractitionerSame duties, different ways. Depth and diversity in knowledge Global perspective / Mu

31、lticulturalism New Information / Communication technology No more “Hype” & “Spin”! PR Job requirements:ThinkingWriting (of all types)SpeakingResearchingUnderstanding and appreciating mediaKnowing graphics and photographyRespecting deadlines Multitasking The Job of the PR PractitionerBeing Persuasive

32、Careers in Public Relations Those planning to enter into Public Relations should possess the following five essential abilities: Writing skill Research ability Planning expertise Problem-solving ability1. Business/economics competenceCareers in Public Relations cont.Ten qualities employees seek in a

33、 public relations professional: Good WritingIntelligenceCultural LiteracyKnow a good story when you see oneMedia savvyContactsGood business senseBroad communications experienceSpecialized experienceAvoid career clichsThree Basic Roles:Staff MembersAgency/Firm Employee: AE, copy writer/editor, design

34、er/artist, media specialists1.Independent PR Practitioner: resources & experiences, hourly charge, PR counselorsThe Job of the PR PractitionerGovernment: spokesman, publicityCommercial & Nonprofit OrganizationsSummary for the Opening Key players in the PR field Indentify the various Publics The defi

35、nitions of PR The role and function of PRPublic Relations as Process: R.A.C.E. Race Action Communication EvaluationHow Public Relations and Journalism Differ ScopePublic relations has many components; journalism has only two: journalistic writing and media relations. Objectives Journalists are objec

36、tive observers; public relations personnel are advocates. Audiences Journalists focus on a mass audience; public relations professionals focus on defined publics. ChannelsJournalists use only one channel; public relations uses a variety of channels.How Public Relations and Advertising Differs Tools

37、Advertising works through mass media; public relations relies on a variety of tools. Audience Advertising addresses external audiences; public relations targets specialized audiences. Scope Advertising is a communications function; public relations is broader in scope. FunctionAdvertising is a tool;

38、 public relations often supports advertising campaigns.How Public Relations and Marketing Differs FocusPublic relations is concerned with relationships; marketing is concerned with customers and selling products or services. LanguageDifferent words are used by each profession to express similar mean

39、ings. MethodPublic relations relies on two-way dialogue; marketing relies on persuasion.How Public Relations Supports MarketingDevelops new prospectsThird party endorsementsGenerates sales leadsPaves the way for sales callsStretches dollarsProvides inexpensive literatureEstablishes credibilityHelps

40、sell minor productsnPublic Relations is the “fifth P” in marketing strategies, which are product, price, place and promotionnWilcox asserts there are Eight ways PR supports marketing:Differences of Publicity between PR and other kinds （I）Differences between PR and Ads Different publicity principles

41、Different publicity period（II） Differences between PR and Political Publicity Different contents Different forms Different subjctives（三） Differences between PR and so-called “Guanxi” Different backgrounds Different measures Different communicative principlesPRPolitical PublicityAds“Guanxi”Toward an

42、Integrated Perspective nAn organizations goals and objectives are best accomplished through and integrated approach.nIntegration is the use a variety of strategies and tactics to convey a consistent message in a variety of forms.nTerms used to explain integration:nIntegrated marketing communications

43、nConvergent communicationsnIntegrated communicationsToward an Integrated Perspective cont.Three Levels of PR PublicityThree Levels of PR PublicityCall the attention Call the attention of publicsof publicsChange publics attitudes Change publics attitudes and strengthen their and strengthen their conf

44、idence in the confidence in the companycompanyInfluence the Influence the behavior of the behavior of the publicspublics3rd Level2nd Level1st LevelThe Value of Public RelationsnThe world doesnt need more information, but sensitive communicators to interpret its relevancy for people.nPublic relations

45、 practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance.“We provide a voice in the Marketplace of ideas, facts and viewpoints to aid informed public debate.” -Public Relations Society of America, defining the role of public relations in t

46、odays societyPurpose and Expectations of Course LearningWhat is the value of public relations in terms of the goals and objectives of the client or employer? Have students conduct several “man on the street” interviews by asking interview participants what public relations is and what public relatio

47、ns professionals do. Following the interviews, ask students to share their findings and discuss the possible stereotypes or associations that were shared during the interviews. Analyze the gender makeup of your classroom, and have a discussion on why more females tend to gravitate toward PR classes,

48、 and ultimately, PR careers. Identify the major areas of public relations work. Understand the essential abilities for the budding practitioner. 2Evolution of Public RelationsThe History of PRBefore 16001600-1799: Beginning1800-1899: Communicating/Initiating1900-1939: Reacting/Responding1940-1979: P

49、lanning/Preventing1980-Present: Professionalism The History of PR Before 1600 Example: Ancient Greece Ancient Rome Ancient ChinaAncient Beginnings Olympic games used promotional techniques to promote athletes as heroes. Julius Caesar used parades, writings posted on walls and a book, Commentaries, t

50、o promote his activities. Saint Paul, the New Testament author, qualifies for the public relations hall of fame. The Middle Ages The Roman Catholic Church was a major practitioner of public relations. Bankers in Venice practiced the art of investor relations to adopt corporate philanthropy.1600-1799

51、: BeginningGeorge WashingtonPresident of America 178917971600-1799: Beginning John Adams Thomas Jefferson nIn 1888, the Mutual Life Insurance Company hired a journalist to write news releases designed to improve its image. nIn 1889, Westinghouse Corporation established what is thought to be the firs

52、t in-house publicity department. nIn 1897, the term public relations was first used by the Association of American Railroads in a company listing.American Developments in 19th Century cont.1800-1899 Communicating/Initiating The Era of Press Agentry and Publicity Civil War Western Expansion Industria

53、l Revolution1800-1899 Communicating/Initiating1800-1899 Communicating/InitiatingWestern Expansion: legends made and real estate sold “Go West, Young Man, and Grow Up with the Country” -Editorial from New York Tribune1800-1899 Communicating/InitiatingEducation field Yale University: PR and alumni off

54、ice Harvard University: Publicity bureau1800-1899 Communicating/Initiating Phineas Taylor Barnum (1810-1891)1800-1899 Communicating/InitiatingPhineas Taylor Barnum (1810-1891) “created, promoted and exploitedmany celebrities” “Joice Heth-George Washingtons nurse?” Barnum Effect1800-1899 Communicatin

55、g/Initiating Economic background of this period: Industrial RevolutionPress AgentryPublicity1800-1899 Communicating/InitiatingPress Agentry l “Penny press” l Price rise of advertisementl “Making news”1900 to 1950: The Age of Pioneers In 1900, the first publicity agency called the Publicity Bureau wa

56、s established in Boston. In 1904, George F. Parker and Ivy Ledbetter Lee opened a publicity office in New York. During this period the practice of public relations was reformed and the concept moved from press agentry the more journalistic approach of distributing accurate public information.1900 to

57、 1950: The Age of Pioneers cont.Henry FordAmericas first major industrialistTeddy RooseveltA master at generating publicityIvy LeeThe first public relations counselorGeorge CreelOrganized a massive public relations effort during World War IEdward BernaysThe “father” of modern public relations1900-19

58、39 Reacting/Responding The Time of Reporters-in-Residence1900-1939 Reacting/Responding “Muckraker”investigative journalists Publicists became spokespersons.1900-1939 Reacting/Respondingl Ivy Ledbetter Lee (1877-1934): “The father of Public Relations”l “Declaration of Principles” (1906)Four Principle

59、s of Ivy Lee： Business allying itself with the public interest Public relations programs having the active support of top management Open communication with the media always being practiced Humanization of business by good public relations with employees, customers and neighborhood1900-1939 Reacting

60、/Responding “Our plan is, frankly and openly to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about” - Ivy Ledbetter Lee, “Declaration of Principles” (1906)1900-1939 Reacting/Responding “ T