Lesson 1-4 ADPR 102 PDF

Lesson 1 and 2: Introduction to Public Relations Definition and Scope of Public Relations - Public Relations (PR) is a key function in organizations, focusing on managing communication between an entity and its various audiences. PR’s primary goal is to create and maintain a positive image while bui...

Lesson 1 and 2: Introduction to Public Relations Definition and Scope of Public Relations - Public Relations (PR) is a key function in organizations, focusing on managing communication between an entity and its various audiences. PR’s primary goal is to create and maintain a positive image while building strong relationships with different groups, including customers, employees, investors, and the general public. PR Definition: Public Relations involves strategically managing information and communication to shape public perception and build mutually beneficial relationships between an organization and the public. This can involve media relations, crisis management, community engagement, and more. History and Evolution of PR Brief History: Early Beginnings: Public Relations as a practice date back to ancient times, but the modern concept of PR emerged in the early 1900s. Pioneers like Ivy Lee laid the groundwork by promoting the idea of transparency and honest communication with the public. Lee’s Declaration of Principles in 1906 was one of the first attempts to outline the ethical responsibilities of PR professionals (Lee, 1906). Evolution: With the rise of mass media in the 20th century—first with print, then radio, television, and eventually the internet—PR has become a powerful tool in shaping public opinion and influencing societal trends. Today, digital media has further transformed PR, allowing for real-time communication and broader reach. Example: Consider the role of PR during significant historical events. During the civil rights movement, leaders like Martin Luther King Jr. utilized PR strategies to garner media attention and public support for their cause. This demonstrates how PR can be used to drive social change, a concept that remains relevant in today’s socially conscious environment. The Role of PR in Organizations and Society PR is crucial not only within organizations but also in its broader role in society. It serves as a communication bridge between organizations and their audiences, ensuring that messaging is clear, consistent, and aligns with both organizational goals and societal expectations. In Organizations: Within companies, PR is essential for building and maintaining a strong brand reputation, managing crises, and fostering good relationships with stakeholders. A well-executed PR strategy can enhance a company’s image, attract customers, and retain loyalty. In Society: On a societal level, PR influence's public opinion and can be a powerful force for promoting social causes. For example, campaigns like Dove’s Real Beauty challenged traditional beauty standards and initiated conversations about self esteem and body image. This campaign shows how PR can connect with people on a personal level and inspire broader cultural shifts. Example: A current example is how companies like Nike engage in PR efforts that align with social justice movements. Their campaigns, such as those supporting racial equality, resonate with audiences who value authenticity and corporate responsibility. This shows how PR is not just about selling products, but about building trust and aligning with the values of the public. Overview of PR Disciplines (Corporate, Non-Profit, Government, etc.) PR is diverse, with different practices tailored to various sectors. Understanding these disciplines helps students grasp the wide applicability of PR skills. Corporate PR: This involves managing a company’s reputation, handling media relations, and communicating with investors. For instance, when a major tech company like Apple launches a new product, their PR team carefully crafts the messaging to ensure positive media coverage and public reception. Non-Profit PR: Focuses on promoting causes rather than products. Non-profit PR professionals work on raising awareness, securing funding, and building community support. A recent example is how environmental organizations use PR to highlight issues like climate change and mobilize public action. Government PR (Public Affairs): In the public sector, PR, often referred to as public affairs, is about managing the communication between government bodies and the public. For example, during health crises like the COVID-19 pandemic, government agencies used PR to disseminate vital information about safety measures and vaccines, influencing public behavior on a large scale. Theories and Models of Public Relations Key PR Theories 1. Excellence Theory is one of the most influential theories in PR. Developed by James E. Grunig and his colleagues, this theory emphasizes that effective PR involves managing relationships with multiple stakeholders and achieving mutually beneficial outcomes. It posits that organizations should strive for symmetrical communication, where both the organization and its publics have equal opportunities to influence each other (Grunig & Grunig, 1992). Example: A local example of Excellence Theory in action is how Jollibee, a popular Filipino fast-food chain, engages with customers through social media. Jollibee actively listens to customer feedback and responds promptly, creating a two-way communication channel that helps improve customer satisfaction and loyalty. This approach aligns with the principles of symmetrical communication advocated by Excellence Theory. Reference: Grunig, J. E., & Grunig, L. A. (1992). Models of Public Relations and Communication. In J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (pp. 285-326). Lawrence Erlbaum Associates. 2. Situational Theory, proposed by James E. Grunig, suggests that people communicate about issues based on their level of involvement and their awareness of the issue. This theory divides publics into four categories: aware publics, active publics, latent publics, and non-publics, depending on how much they are affected by or care about an issue (Grunig, 1966). Example: An example of Situational Theory in practice is seen in how environmental organizations like Greenpeace target different segments of the population with tailored messages. For instance, Greenpeace might focus on highly engaged, active publics with detailed information about climate change, while using broader messages to raise awareness among latent publics who may not yet be fully engaged. Reference: Grunig, J. E. (1966). The Role of Public Relations in the Development of an Organization’s Image. Public Relations Review, 5(2), 27-33. Models of PR Practice Understanding the four models of public relations is crucial for grasping the different approaches organizations can take in managing their relationships with the public. These models, developed by James E. Grunig and Todd Hunt in 1984, provide a framework for how communication can be managed and optimized to achieve various organizational goals. Each model represents a different way of engaging with the public, ranging from one-way communication to more interactive and balanced approaches. 1. Press Agentry/Publicity Model: Focus: The Press Agentry/Publicity Model is all about generating attention and hype. This model involves one-way communication, where information flows from the organization to the public, with the primary goal of gaining media coverage and public awareness. The emphasis is on creating buzz, often without concern for accuracy or feedback from the audience. Application: This model is commonly used in entertainment, fashion, and sports industries, where the goal is to create a strong public image or excitement about an event, product, or individual. For instance, when a new movie is about to be released, PR teams often use press releases, media events, and promotional stunts to create excitement and ensure that the public is talking about the film. A local example would be how Filipino television networks promote their new shows, often using teasers and press releases to build anticipation among viewers. Limitations: While this model can be effective in generating short-term attention, it may  not be sustainable for building long-term relationships with the public. The focus on hype rather than substance can sometimes lead to a lack of trust if the audience feels misled. 2. Public Information Model: Focus: The Public Information Model shifts the emphasis towards maintaining and enhancing an organization's image through the dissemination of relevant, accurate, and factual information. This model also involves one-way communication, but unlike the Press Agentry Model, it prioritizes truthfulness and transparency. Application: Government agencies, educational institutions, and non-profit organizations often use this model to keep the public informed about important issues, policies, and developments. For example, in the Philippines, the Department of Health regularly issues public health advisories through press releases and official statements to inform the public about health concerns such as disease outbreaks or vaccination campaigns. The focus is on educating the public and ensuring they have the necessary information to make informed decisions. Limitations: Although this model is more ethical and responsible, it still lacks interaction with the public. It assumes that the organization knows what information is relevant, without necessarily seeking input or feedback from the audience. 3. Two-Way Asymmetrical Model: Focus: The Two-Way Asymmetrical Model introduces the concept of feedback from the audience, but with a primary goal of persuading or influencing the public to align with the organization's interests. The communication is two-way, but it is unbalanced, as the organization seeks to change public attitudes or behavior without making significant changes to its own practices. Application: This model is often used in marketing and political campaigns where the goal is to persuade a target audience. For example, a company might conduct surveys or focus groups to understand consumer preferences and then craft messages that appeal to those preferences, with the aim of driving sales. However, the organization’s primary objective remains to benefit itself, rather than to engage in a genuine dialogue with the public. In the Philippines, during election campaigns, candidates often use this model to shape public opinion in their favor through targeted messaging and strategic communication efforts. Limitations: While effective in achieving specific objectives, this model can be seen as manipulative if the public realizes that communication is primarily self-serving. This can lead to mistrust and a negative perception of the organization. 4. Two-Way Symmetrical Model: Focus: The Two-Way Symmetrical Model is considered the most ethical and effective model of public relations. It involves balanced, two-way communication aimed at mutual understanding and benefit. In this model, both the organization and the public engage in dialogue, with the potential for both parties to influence each other.  Application: Organizations that prioritize long-term relationships with their stakeholders often adopt this model. An example is how certain multinational companies engage with their customers through social media platforms, where they not only share information but also listen to feedback, respond to concerns, and make adjustments based on what they hear. Locally, some Philippine businesses engage in corporate social responsibility (CSR) initiatives, where they actively seek input from the communities they serve and work collaboratively to address social issues. This model fosters trust and goodwill, as it shows that the organization values the perspectives and needs of its audience. Benefits: The Two-Way Symmetrical Model is highly regarded because it promotes transparency, accountability, and mutual respect. By valuing the input of the public, organizations are more likely to build strong, positive relationships that are beneficial in the long term. Communication Models Relevant to PR The Shannon-Weaver Model of communication, first introduced by Claude Shannon and Warren Weaver in 1949, is often called the "mother of all communication models" due to its foundational influence on the study of communication processes. This model was first developed to explain electronic communication, such as how telephone signals or radio waves transmit information. However, its principles are broadly applicable to all forms of communication, including interpersonal, mass media, and public relations. Key Components of the Shannon-Weaver Model: 1. Sender (Information Source): The sender is the originator of the message. In public relations (PR), the sender could be an organization, a PR professional, or a spokesperson. The sender's role is to formulate the message they wish to convey. 2. Encoder (Transmitter): The encoder is responsible for converting the message into signals or a format suitable for transmission through a chosen channel. In the context of PR, this could involve writing a press release, creating a social media post, or producing a video. The encoding process ensures that the message is packaged appropriately for the medium being used. 3. Channel: The channel is the medium through which the message is transmitted. In PR, channels can include television, radio, newspapers, social media platforms, or direct communication tools like emails. The choice of channel is critical, as it influences how effectively the message reaches the intended audience. 4. Noise: Noise refers to any interference that can distort or disrupt the message during transmission. Noise can be physical (like static on a phone line), semantic (misunderstanding due to ambiguous language), or cultural (differences in interpretation based on background). In PR, noise might include media bias, competing messages, or misinterpretations by journalists or the public. 5. Decoder (Reception): The decoder is the process by which the received signals are converted back into a message that the receiver can understand. For instance, when the public reads a press release, they decode the written text into meaningful information.  Effective decoding is essential for the message to be understood as intended. 6. Receiver (Destination): The receiver is the person or group for whom the message is intended. In PR, this could be the general public, specific stakeholders, or the media. The success of the communication process is measured by how accurately the receiver interprets the message as intended by the sender. 7. Feedback: Although not initially emphasized in the original Shannon-Weaver model, feedback is a crucial component in modern communication theories. Feedback allows the sender to know if the message was received correctly and if the desired response was achieved. In PR, feedback could come in the form of media coverage, public reactions, social media engagement, or direct responses from stakeholders. Reference: Shannon, C. E., & Weaver, W. (1949). The Mathematical Theory of Communication. University of Illinois Press. Berlo’s SMCR Model, introduced by David K. Berlo in 1960, is a fundamental framework for understanding the communication process. The model breaks down communication into four essential components: Source, Message, Channel, and Receiver (SMCR). Each of these components plays a crucial role in determining the success of the communication process, and Berlo’s model emphasizes how the interaction between these elements influences the effectiveness of the message being communicated. 1. Source (S): Definition: The Source is the originator of the message. It can be an individual, a group, or an organization responsible for creating and delivering the message. The effectiveness of the Source depends on several factors, including the Source's communication skills, attitudes, knowledge, social system, and culture. Application: In the context of public relations or marketing, the Source could be a company, such as Samsung, which is launching a new product. The Source must have a deep understanding of its target audience and possess strong communication skills to convey the message effectively. The credibility and reputation of the Source also significantly impact how the message is perceived by the audience. 2. Message (M): Definition: The Message is the content that the Source wants to convey to the Receiver. It includes not just the words, but also the structure, format, and meaning of the communication. The effectiveness of the Message is influenced by the clarity, relevance, and emotional appeal of the content. Application: The Message should be carefully crafted to align with the objectives of the communication and the needs of the audience. In a PR campaign, the message might include key points about a product’s features, benefits, and unique selling propositions  (USPs). The way the message is framed—whether it’s informative, persuasive, or emotive—can significantly impact its effectiveness. 3. Channel (C): Definition: The Channel refers to the medium through which the Message is transmitted from the Source to the Receiver. Channels can be verbal or non-verbal, and they include face-to-face communication, print media, digital media, television, radio, and social media platforms. The choice of Channel is critical, as it affects how the message is received and interpreted. Application: The Channel should be selected based on the preferences and habits of the target audience. For example, if the target audience consists of young adults, digital and social media channels like Instagram, YouTube, and TikTok might be the most effective platforms for communication. 4. Receiver (R): Definition: The Receiver is the individual or group for whom the Message is intended. The Receiver's interpretation of the Message is influenced by their communication skills, attitudes, knowledge, social system, and culture—similar to the factors that affect the Source. Application: Understanding the Receiver’s characteristics is essential for tailoring the Message and choosing the appropriate Channel. The Source must consider the Receiver’s background, preferences, and potential biases to ensure that the Message is understood as intended. Interaction Between Components: Importance of Alignment: The SMCR Model emphasizes that for communication to be effective, there must be alignment and compatibility between the Source, Message, Channel, and Receiver. If any component is misaligned—such as using a Channel that the Receiver doesn’t engage with—the effectiveness of the communication can be compromised. Potential Barriers: Barriers to effective communication can arise at any stage of the SMCR process. For instance, if the Source lacks credibility, the Receiver might not trust the Message. If the Channel is inappropriate, the Message might not reach the Receiver effectively, or it could be distorted. These barriers must be carefully managed to ensure successful communication. Reference: Berlo, D. K. (1960). The Process of Communication: An Introduction to Theory and Practice. Holt, Rinehart and Winston.  Lesson 3 and 4: Ethics and Legal Issues in Public Relations 1. Transparency: Definition and Importance: Transparency in public relations (PR) is the practice of being open, honest, and straightforward in all communications. It involves sharing truthful information with stakeholders and the public, even when the news is unfavorable. Transparency is essential for building and maintaining trust, which is the cornerstone of any effective PR strategy (Grunig, 2013). Application in PR: PR professionals use transparency to manage relationships with the public, media, and other stakeholders. For example, during crises, companies must communicate transparently about the situation, what went wrong, and how they plan to address the issue. A lack of transparency can lead to loss of public trust and damage to the brand's reputation. Example: During the COVID-19 pandemic, the Philippine government’s Department of Health (DOH) implemented regular press briefings to update the public on the number of cases, vaccination progress, and health protocols. Although the DOH faced challenges such as accusations of delayed or incomplete information, the overall effort to maintain transparency was crucial for public health communication (Buan, 2021). International Example: Internationally, the airline industry’s approach to transparency can be seen in how companies like Southwest Airlines handle flight delays. By providing timely updates and clear reasons for delays, the airline maintains customer trust and loyalty, which are vital for its long-term success. 2. Accountability: Definition and Importance: Accountability in PR means taking responsibility for the outcomes of communication efforts and being answerable to stakeholders for the organization’s actions. It includes acknowledging mistakes and taking corrective actions when things go wrong (Smith, 2020). Application in PR: Accountability is key in crisis communication and reputation management. When organizations are accountable, they demonstrate that they value their stakeholders’ trust and are committed to ethical behavior. Example: A significant example of accountability in the Philippines involved the fast food chain Jollibee, which faced backlash after a customer found a "fried towel" instead of fried chicken in their order. Jollibee responded by taking full responsibility, temporarily closing the branch involved for retraining, and publicly committing to stricter quality control measures. This response helped the brand maintain its reputation despite the negative incident (Nicolas, 2021). International Example: Globally, the case of United Airlines in 2017, where a passenger was forcibly removed from a flight, illustrates the importance of accountability. Initially, the airline's response was criticized for lacking accountability. However, after public outcry, the CEO issued a more sincere apology and implemented policy changes, which eventually helped to restore some of the brand's lost trust (Grégoire & Arnone, 2021). Legal Considerations in Public Relations 1. Libel: Definition and Importance: Libel is a form of defamation where a false statement is published in written or broadcast form, damaging a person’s or organization’s reputation. In PR, understanding libel is crucial to avoid legal consequences and protect the integrity of communication efforts (Lawrence, 2019). Application in PR: PR professionals must ensure that all communications, especially those involving competitors or critics, are factually accurate and free from defamatory content. Even statements on social media or casual communications can be subject to libel laws. Example: In the Philippines, libel cases have been a significant concern for journalists and PR professionals alike. A prominent case involved journalist Maria Ressa, who was convicted of cyber libel for an article published online. This case highlighted the fine line PR professionals must walk between freedom of expression and the risk of defamation, particularly in the digital age (Human Rights Watch, 2021). International Example: In the U.S., companies must be cautious in their public statements, as seen in the case where a business faced a lawsuit after making defamatory statements about a competitor. PR professionals in such environments must navigate these legal risks carefully, ensuring that all communications are legally sound. 2. Copyright: Definition and Importance: Copyright law protects original works of authorship, such as writings, music, and artwork, from being used without permission. In PR, this means ensuring that any content used in campaigns—be it slogans, images, or videos—is legally obtained or created (Bainbridge, 2018). Application in PR: PR campaigns often rely on creative content to communicate messages effectively. PR professionals must be diligent in obtaining the necessary permissions or licenses to use copyrighted materials, as failure to do so can lead to legal disputes and damage to the organization’s reputation. Example: A local example from the Philippines involves a television commercial that had to be pulled from the air after accusations that it had copied the concept from a viral online video. The incident underscores the importance of respecting intellectual property rights in PR campaigns. International Example: Globally, the fashion industry frequently faces copyright issues, such as when a designer brand uses copyrighted music in a fashion show without proper licensing. These cases highlight the need for PR professionals to work closely with legal teams to ensure compliance with copyright laws. 3. Privacy: Definition and Importance: Privacy laws protect individuals' personal information from being disclosed without consent. In PR, respecting privacy means handling personal data with care and ensuring that all data used in campaigns complies with relevant laws (Solove & Schwartz, 2021).  Application in PR: With the rise of digital PR, where personal data is often collected through websites and social media, understanding and complying with privacy laws has become increasingly important. PR professionals must ensure that any personal data used in campaigns is obtained legally and that individuals’ privacy rights are respected. Example: In the Philippines, the Data Privacy Act of 2012 requires companies to protect personal information. A breach of this act, such as leaking customer data during a PR campaign, could result in significant legal penalties and damage to the company’s reputation. International Example: In Europe, the General Data Protection Regulation (GDPR) has set a high standard for privacy protection, requiring companies to obtain explicit consent before using personal data. PR professionals must be aware of these regulations, especially when handling international campaigns, to avoid legal pitfalls. Professional Codes of Conduct 1. PRSA Code of Ethics: Definition and Importance: The Public Relations Society of America (PRSA) Code of Ethics provides a framework for ethical PR practice, emphasizing values like advocacy, honesty, expertise, independence, loyalty, and fairness. These guidelines help PR professionals navigate ethical dilemmas and make decisions that align with professional standards (PRSA, 2019). Application in PR: Following a professional code of conduct like the PRSA’s helps PR professionals maintain integrity and credibility in their work. These codes are not just theoretical—they are practical tools that guide day-to-day decision-making in PR. Example: A PR professional working on a campaign to promote environmental sustainability might face pressure to exaggerate the company’s efforts. According to the PRSA Code of Ethics, the professional should prioritize honesty and transparency, ensuring that all claims are accurate and substantiated. 2. Local Professional Standards: Definition and Importance: In the Philippines, the Public Relations Society of the Philippines (PRSP) upholds ethical standards in PR practice. Members are expected to adhere to principles such as fairness, truthfulness, and respect for the public, which are essential for maintaining the profession’s integrity. Application in PR: Local PR professionals must be familiar with the PRSP Code of Ethics and apply these principles in their daily work. This includes being truthful in all communications, respecting the privacy and dignity of individuals, and ensuring fairness in the portrayal of all parties involved in PR campaigns. Example: A PR campaign that involves promoting a new product must ensure that all claims made about the product are accurate and not misleading. For instance, if a company claims that its product is “the best” in the market, it must have data to back up this claim to avoid violating ethical standards. Strategic Planning in Public Relations 1. PR in the Public Sector Definition and Scope: Public Relations (PR) in the public sector involves managing communication between government entities, public organizations, and the general public. Unlike private sector PR, which focuses on brand image and market competition, public sector PR emphasizes transparency, public service, and community engagement. Key Responsibilities: Information Dissemination: Keeping the public informed about government policies, programs, and services. Crisis Management: Handling emergencies and public concerns with clear, timely information. Public Engagement: Encouraging community participation and feedback on government initiatives. Example: Philippine Example: The Department of Health (DOH) in the Philippines regularly uses PR to update the public on health issues such as the COVID-19 pandemic. Their PR efforts include press releases, public service announcements, and social media updates to keep citizens informed and engaged (DOH, 2023). International Example: The Centers for Disease Control and Prevention (CDC) in the United States used effective PR during the COVID-19 pandemic to provide accurate information, debunk myths, and promote public health measures (CDC, 2023). Reference: Department of Health. (2023). COVID-19 updates. Retrieved from DOH website Centers for Disease Control and Prevention. (2023). COVID-19 guidance and updates. Retrieved from CDC website 2. Lobbying and Government Relations Definition and Scope: Lobbying involves advocating for specific interests or policies to influence government decision-making. It is a strategic activity where PR professionals work to persuade policymakers to support or oppose certain legislation or regulations. Key Aspects: Strategic Communication: Crafting messages that effectively communicate the interests  of the lobbyist's clients to lawmakers. Relationship Building: Developing and maintaining relationships with government officials and legislators. Policy Analysis: Understanding and analyzing policy proposals to provide informed advice and recommendations. Example: Philippine Example: The Philippine Chamber of Commerce and Industry (PCCI) lobbies for business-friendly policies and regulations. They engage with legislators and government officials to advocate for economic policies that support local businesses (PCCI, 2023). International Example: The American Cancer Society uses lobbying to influence healthcare policies, such as promoting laws to increase funding for cancer research and improve access to treatment (American Cancer Society, 2023). 3. Public Opinion and Its Influence on Policy Definition and Scope: Public opinion refers to the collective attitudes and beliefs of the general population. In the context of PR, understanding public opinion is crucial for shaping policies that reflect the needs and desires of the community. Key Aspects: Polling and Research: Conducting surveys and research to gauge public opinion on various issues. Feedback Mechanisms: Using tools like public consultations and focus groups to gather input from citizens. Policy Shaping: Influencing policymakers to consider public sentiment when developing or modifying policies. Example: Philippine Example: The SWS (Social Weather Stations) and Pulse Asia conduct regular surveys to measure public opinion on issues such as government performance and social concerns. This data helps policymakers understand and address public needs and expectations (SWS, 2023; Pulse Asia, 2023). International Example: In the United States, the Gallup Poll is used to assess public opinion on a wide range of topics, including government performance and social issues. Policymakers use this information to guide their decisions and address public concerns (Gallup, 2023).  Is Public Relations an art or science? Science The science of PR comes from the research, reporting and acquired business acumen to ensure that a campaign reaches the desired demographic, that the message is executed through the right medium, on budget and with a measurable ROI. Whilst getting the timing right could be seen as an art; ultimately it comes down to observation, testing and experimenting — Edward L. Bernays, arguably the “father of Public Relations” and someone I am known to cite a lot, saw the profession as very much a science, reflecting his own upbringing in the company of his “household name” uncle, Sigmund Freud. In a Fall 1976 article for Public Relations Quarterly, Mr. Bernays stated: “Advice on action is the important function of the professional, based on knowledge of the social sciences, individual and group behavior, on social responsibility and on experiences in coping with these problems in a professional way.” And I tend to agree…to a point. There is a science to what we as public relations professionals do on behalf of clients or employers. We carefully analyze, using sophisticated research techniques, the environment in which our activities must take place. And we measure, using carefully honed metrics, the outcomes of our efforts. — Public relations is both a social science field of study and a professional practice. Public relations research is similar to other disciplines in that scholars utilize social science models, research methods, and both quantitative and qualitative techniques to describe, explain, and predict specific phenomena. In business, public relations is a professional practice with an organizational role and function, communication processes, and a code of ethics that guides the responsible use of strategies and tactics. — Harold Burson: Public relations is a process that impacts public opinion. Its objective is to motivate individuals or groups to take a specific action. Like buying a certain brand of toothpaste or automobile; voting for a specific candidate; supporting one side or the other of a political issue; signing up with one cable provider over another. As such, public relations is an applied social science that draws on several social sciences, among them psychology, cultural anthropology, sociology, political science, economics, geography. Actually, one could more accurately describe public relations as a maturing applied social science. It is all too slowly developing theories and a body of knowledge, mainly case histories, that can bring about greater discipline, uniformity and predictability in delivering our services.