Public Relations Notes PDF

OVERVIEW OF PUBLIC PR SPECIALISTS ➔ Responsible in creating relationships RELATIONS between the employing organization and BPR 2102-1 | SEP...

OVERVIEW OF PUBLIC PR SPECIALISTS ➔ Responsible in creating relationships RELATIONS between the employing organization and BPR 2102-1 | SEPT. 17, 2024 mass public through publicity campaigns and PR activities PUBLIC RELATIONS ◆ Speaking engagements ➔ Strategic process of communication that is ◆ Creating presentations based on truth, knowledge, and full ◆ Analyzing media coverage information ➔ Serves as the medium on how an ➔ A reciprocal and mutual understanding organization can communicate to its target between an organization and the mass audience public ➔ Takes not of the public’s insight towards the ➔ Beyond benefiting the company; rather, it entity highly suggests focusing on the public ◆ What they want to see interest ◆ What needs to be improved ➔ Responsibly influence public opinion in a mutually satisfactory procedure Characteristics ◆ Conflict analysis and its resolution ➔ Ethical ➔ Communicative Note: ➔ Writing Proficiency Analyzing trends ➔ Understanding Social Media Predicting outcomes ➔ Multimedia Mastery Consulting officials Acting on it ➔ Creative ➔ Detail-Oriented ➔ Honest Positive Perception ➔ Ensures to maintain and/or enhance the Possible Occupations image of an individual or an organization ➔ Publicist ➔ Media Relations Manager Public Opinion ➔ Brand Ambassador ➔ Its primary purpose is to let practitioners ➔ Content Manager listen and value the public’s opinion to further ➔ Public Affairs Manager entice what favors them ➔ Brand Specialist ➔ Social Media Analyst Crisis Management ➔ Event Coordinator ➔ Handles the crucial role of maintaining and ➔ Development Officer improving one’s image by publicity stunts ➔ Marketing Associate and revolving PR crises BAD PR BUT GOOD FOUR MODELS OF PUBLIC RELATIONS GOOD PR Press Agent or Publicity PUBLICITY ➔ Uses persuasion method with no feedback Joshua Garcia and collected Tesla Cybertruck Julia Barreto Public Information Model Media Relations ➔ One-way ➔ Publicity ➔ Promote accuracy and truthfulness, but no ◆ Connections with journalists, bloggers, audience research and media outlets to secure positive coverage Two-Way Asymmetrical Model ◆ Involves pitching stories, providing expert ➔ Conducts research to understand biases opinions, or offering exclusive access to ➔ More on benefiting the market information ➔ Partner of PR Two-Way Symmetrical Model ➔ Complimentary partnership ➔ Cooperation than persuasion ➔ Most ethical HYPOTHETICALS What if an artist of your company, who is NATURE OF PUBLIC RELATIONS active in volunteerism, was seen with a Code of Ethics product of the company we are supposed to ➔ Common misconception that PR propagates be boycotting? What will you do as a PR misinformation and biases Practitioner? ➔ The Code of Ethics of a PR Professional 1. How grave is the offense? ◆ Integrity and Honesty 2. What are the possible damages? ◆ Competence and Expertise 3. Release a statement and stress the ◆ Transparency and Confidentiality core values, vision, and mission of the artist as well as the company Communication 4. Accountability for the artist ➔ Convey messages that align with 5. Investigate the situation organizational goals and public interests 6. Apologize ◆ Press Releases ◆ Social Media ◆ Events Propaganda ◆ Public Appearances ➔ Aims to shape perceptions and influence public opinion Reputation Management ➔ Uses mass media ➔ Involves both proactive effort like: ➔ Directed at specific audiences ◆ Promoting achievements ➔ End result is to get people take some sort of ◆ Reactive strategies action Crisis Management ➔ Uses the following to influence: ◆ Biases Crisis Management ◆ Half-truths ➔ Quick and strategic responses, calculated ◆ Misinformation risks to do damage control ◆ Fear ➔ Public opinion analysis ➔ PR uses facts, relies on logic, and sometimes ◆ Studies and understands public opinion to emotions strategize and take calculated risks PR uses facts, relies on logic, and sometimes emotions  ➔ Corporate Social Responsibility Stakeholder Engagement ➔ Building a Positive Image with Organization ➔ Customer, employees, investors, and with the Same Causes government bodies PRINCIPLES OF PUBLIC RELATIONS Storytelling 7 Page Principles ➔ Appealing to the emotions of the public to be ➔ Tell the truth relatable and emphatic ➔ Prove it with action ➔ Listen to stakeholders DIFFERENCE OF PR WITH: ➔ Manage for tomorrow MARKETING ➔ Conduct PR as if whole enterprise depends on Internal Affairs it ➔ Involves managing internal communication ➔ Realize on enterprise’s true character is within the organization expressed by its people ➔ Remain calm, patient, and good-humored External Affairs ➔ Managing partnerships, as well as the target Arthur W. Page - Father of Corporate PR audience ➔ Informing employees and aligning the organization’s goals with them 7 Barcelona Principles ➔ Setting goals is an absolute prerequisite ➔ Marketing focuses more on sales and communications planning, measurement, reaching customers while and evaluation (SMART) ➔ PR is more on maintaining reputation and ➔ Measurement and evaluation should identify, building connections with stakeholders outputs, outcomes, and potential impact ➔ Outcomes and impact should be identified ADVERTISING for stakeholders, society, and the organization ➔ Focuses on promotions ➔ Communication measurement and ➔ PR establishes connections evaluation should include both qualitative and quantitative analysis COMMUNICATION ➔ AVEs (Advertising Value Equivalents) are not ➔ Two-way channel which receives and makes the value of communication changes on the information collected ➔ Holistic communication measurement and ➔ Sometimes PR is a one-way channel of evaluation includes all relevant online and communication imposing information for a offline channels favorable public image ➔ Communication measurement and evaluation are rooted in integrity and SCOPE OF PUBLIC RELATIONS transparency to drive learning and insights ➔ Digital and Social Media Management ◆ Content Creation ➔ Events Management 2010 2nd Annual European Summit on ➔ Brand Management Measurement ➔ Advocacy and Cause-Related PR ➔ Investor Relations ➔ Public Affairs and Government IMPORTANCE OF PUBLIC RELATIONS ➔ Field that has the power to change an organization’s profitability and future ◆ Loyalty and Trust ◆ Lead Generations ◆ Right messages, right place, and right place ➔ When used effectively, it may help a business overcome nearly any challenge APPRECIATE PUBLIC RELATIONS ➔ Powerful ➔ Understanding & Unique ➔ Bright & Brilliant ➔ Lavish ➔ Idealistic ➔ Creative ➔ Resilient ➔ Enthusiastic ➔ Loyal ➔ Ambitious ➔ Impressive ➔ Observant & Optimistic ➔ Natural ➔ Satisfy Appreciate PR: Acknowledge successful communication with clients Give kudos when executives secure media interest Say thank you for being “on” 24/7 CONTEMPORARY ISSUES ➔ Misinformation ➔ Digital Transformation ➔ Media Fragmentation ➔ Measuring ROI ➔ Crisis Management in Digital Age ➔ Influencer Marketing ➔ Ethical Considerations ➔ Diversity and Inclusion ➔ ➔  Early 1900s EVOLUTION AND HISTORY OF ➔ Ivy Lee’s “Declaration of Principles” starts an PUBLIC RELATIONS ethical approach to PR BPR 2102-1 | SEPT. 24, 2024 | GROUP 2 ➔ Lee wrote the first press release ever; this was written on behalf of Pennsylvania Railroad HISTORY OF PUBLIC RELATIONS amidst a railway crash in Atlantic City GLOBAL HISTORY 470 BCE - 322 BC 1923 ➔ Ancient Greek philosophers such as Socrates, ➔ Edward L. Bernays’ Crystalizing Public Opinion Plato, and Aristotle use communications to creating the “two-way street” concept persuade and teach ➔ Before Bernays, many believed that PR deceived the public, but he emphasized the 15th Century importance of accountability and ➔ Pope Gregory XII introduces spreading transparency, tearing down much of the wall persuasion to the masses through spreading between companies and everyday American Catholicism 1933 18th Century ➔ First PR department is created by the National ➔ Samuel Sam (Founding Father of the US) Association of Manufacturers ➔ Spread political messages and propaganda to spark the Boston Tea Party in 1773 LOCAL HISTORY ➔ Thomas Paine “Common Sense” 1940s ➔ Pamphlet sways the American revolution ➔ PR in the Philippines was introduced by the ➔ 3 years later Americans, the field started with the public ◆ Declaration of Independence information officers of the US Army issuing ◆ Months later would be written and signed news releases in the Philippine Media ➔ Philippines is considered as the “Pacific 1829 - 1837 Birthplace of Public Relations” ➔ Amos Kendall reshapes President Andrew Jackson’s public image, which starts the idea 1947 of a personal brand ➔ Business Writers Association of the Philippines was organized to promote the idea of Late 1800s corporate social responsibility and to ➔ P.T. Barnum uses tactics to promote the “The underscore the growth in the Philippine Greatest Show on Earth” circus economy ➔ Used unconventional stunts to promote his circus 1954 ◆ Using circus animals and actors ➔ The Office of the Press Secretary was ➔ Eventually attract newspapers and elevated to cabinet advertisements ➔ Lay the foundation for press agents to 1957 publicize their clients ➔ Jose A. Carpio founded Public Relations Society of the Philippines along with Pete  Teodoro, they would later be considered to be ➔ A press agent is a person whose main goal is the father of PR in the Philippines to gain publicity for an organization or for anything 1966 ➔ San Miguel Corporation established the first Ivy Lee PR department in the Philippines ➔ Was asked in the early 1900s by Rockefellet to deter the public opinion about a recent Early 1970s controversy surrounding him, it was ➔ First PR handbook in the Philippines was successful written and published by Ricardo R. de la Cruz ➔ After this, businesses and the public alike grew to accept the importance of public 1972 relations and its role in maintaining a solid ➔ Public Relations Organization of the relationship between a company and the Philippines (PROP) was organized to improve common people government coordination and prove direction ➔ Soon after they became more and more to information programs creative with advertising tactics, and very much edging the line between truth and a 1977s white lie ➔ Public Relations Institute of the Philippines was formed to serve as a liaison between 1950s education and industry practitioners, a ➔ Post WWII, public relations became more special subgroup of the Public Relations rampant and played a bigger role in the Society of the Philippines overall economy of a county ➔ It has not evolved to building relationships 1986 and connections as well as managing the ➔ A new era of Philippine PR emerges as two reputation of a brand important information agencies; the Office of the Press Secretary and the Philippine 2000s Information Agency ➔ Modern day where everything is digitized ➔ This has allowed businesses, governments, EVOLUTION OF PUBLIC RELATIONS and brands to be able to interact with their Earliest Known Evidence of PR audience more directly as a way of ➔ Earliest known evidence of PR can be traced maintaining the public’s trust and keeping to Plato and Aristotle, where they criticized the relationship between the two stable those who were leading people away front he truth 21st Century ➔ In doing so, they are practicing a form of ➔ Digital Revolution public relations by utilizing public speaking to ◆ Social media platforms have transformed persuade the crowd how brands communicate, making real-time interaction a norm Press Agentry ➔ Increased Transparency ➔ Before “Public Relations”, in the 1800s there ◆ The demand for honesty and authenticity was “Press Agentry” is higher, reshaping the strategies PR professionals must adopt  ➔ Francisco Tatad, a former newspaperman, EVENTS IN PUBLIC RELATIONS became the first Information Secretary to join 1940s | Early Beginnings the cabinet ➔ Public relations in the Philippine began to ➔ During this period, private corporations were take shape in the 1940s, influenced by increasingly involved in supporting practices introduced by the Americans government programs ➔ The US Army’s public information officers ➔ Development communication, focusing on regularly issued news releases to Philippine using information for developmental needs in media, laying the groundwork for PR practices third world economies, gained importance in the country ➔ PR and public information efforts began to intersect more closely 1960s | Institutionalization of PR by 1966 ◆ The 1977 National Quiz Bee, supporting ➔ San Miguel Corporation, a major Filipino Marco’s Decade of the Filipino Child company known globally for San Miguel beer, ◆ “Batarisan,” a program aimed at established the first dedicated PR developing out-of-school youth department in the Philippines ➔ Carpio was instrumental in organizing and 1980s | A New Era Post-Marcos heading this department ➔ The People’s Revolution of 1986, which ended ➔ This marked a significant step in formalizing the Marcos regime, restored many PR practices in the country constitutional freedoms and ushered in a new era for Philippine PR 1970s | Government and Corporate PR ➔ The industry experienced a rejuvenation and Growth began to operate in a more open ➔ PR continued to evolve environment ➔ Baldomeo Olivera of the Philippine Long Distance and Telephone Company became 1990s | A Variety of Services the first individual to hold a top managerial ➔ Variety of services were offered to corporate position as Vice President for PR in a large and other clients by roughly 25-30 privately corporation held PR organizations ➔ The government also made notable strides; ➔ Of these, ten or more were formally organized in 1954, the Office of the Press Secretary was as corporations; the remaining ones were elevated to cabinet rank, enhancing the role small, independent, operations with one or of press relations officers in major two employees; and the remaining ones were government departments PR divisions of advertising agencies or part of international PR networks 1971 | Martial Law ➔ Some issues that Philippine PR firms faced ➔ Brought both challenges and opportunities included managing deadlines and time ➔ While PR gained prominence evidence by the effectively, handling media relations, and 1973 reorganization of the Office of Press handling client conflicts Secretary into the Department of Public Information- the era also saw restrictions on Present Day | Recognition of Excellence corporate speech and press freedom ➔ The Anvil Awards stand as a prestigious recognition in the Philippine PR industry, often referred to as the “Oscars” of PR ➔ These awards symbolize excellence in the ➔ Described the masses as victims to practice of public relations, with winners “herd-instinct” selected through a rigorous screening ➔ He illustrated how practitioners could utilize process by a panel of industry experts psychology to “control” them in desired ways ➔ After the war, he opened his own practice in REMARKABLE PEOPLE IN PR 1919 as a ‘PR counselor’ Phineas T. Barnum (1810 - 1891) ➔ In 1924, he authored the first PR textbook titled ➔ “There is no such thing as bad publicity” “Crystallizing Public Opinion” ➔ He was a circus owner or a showman ➔ He set up the first PR course at the New York infamous in the 19th century for his cynical University ways of promoting his shows, using dubious ➔ He also authored “Propaganda” in 1928, and publicity stunts “The Engineering of Consent” in 1955 ➔ He purchased and exhibited a blind and paralyzed African-American slave named Pete Teodoro Joice Heth ➔ Father of PR in the Philippines ➔ Together with Elizalde & Company, a paint Ivy Ledbetter Lee (1877 - 1934) manufacturer, he took the first organized PR ➔ An ex-journalist who worked to represent the campaign competing directly with a large interests of big companies American corporation ➔ In 1904, he established a PR company along ➔ His program was geared towards winning the with George Parker goodwill and patronage of local architects ➔ Rather than keeping quiet, it was better to and contractors communicate and be as open as possible to the outside world Jose Carpio ➔ He believed that companies needed the ➔ Father of PR in the Philippines public’s trust in order to thrive ➔ Managed the first major association ➔ In October of 1906, he produced “Statement campaign as the Manila-based manager of from the Road,” as a public statement from the Philippine Association, a business and Pennsylvania Railroad Company which was civic organized formed in 1949 printed by the New York Times ➔ In 1957, he founded the Public Relations ➔ It is considered by PR historians as the first Society of the Philippines which helps recorded ‘Press Release’ catalyze the growth of PR in the country ➔ He demonstrated the positive effects of ➔ San Miguel Corporation established the maintaining open and honest country’s first PR department in 1966 and was communication with the public responsible for being the head of the said ➔ “Declaration of Principles” discussed ethical department standards in the field of Public Relations ➔ Contributions marked a significant milestone in corporate PR in the Philippines Edward Bernays (1891 - 1955) ➔ Father of Public Relations Proclamation No. 1357 ➔ Introduced theory and sciences to PR August 13, 2007 ➔ Nephew of the psychologist Sigmund Freud, he used some of Freud’s insights in ➔ manipulating public opinion ➔  ➔ PR supports this by sharing key information, PUBLIC RELATIONS CONCEPT BPR 2102-1 | OCT. 1, 2024 | GROUP 3 addressing employee concerns, and encouraging employee advocacy CONCEPTS OF PR Reputation Management Corporate Social Responsibility ➔ PR professionals focus on shaping and ➔ Often works with public relations to showcase safeguarding an organization’s image and an organization's dedication to social and reputation environmental causes ➔ This includes creating positive narratives, ➔ This includes efforts like community outreach, managing crises, and ensuring transparency sustainability programs, and promoting with the public ethical practices Stakeholder Management Digital Public Relations ➔ PR emphasizes building and maintaining ➔ Has been expanded to utilize a wide range of strong relationships with key stakeholders, digital channels, including social media, such as customers, employees, investors, websites, blogs, and online publications, to media, and the community build brand awareness and enhance visibility ➔ Effective communication and consistent ➔ Focuses too on crafting compelling digital engagement are crucial for fostering trust content, managing online reputations and support through monitoring and engagement etc. Crisis Communication Public Affairs ➔ PR is essential in addressing negative events ➔ PR professionals often participate in public or crises, ensuring a swift and effective affairs, focusing on lobbying, advocacy, and response shaping public policy ➔ This includes creating crisis management ➔ This typically involves collaborating with plans, handling media inquiries, and working government officials and policymakers to to rebuild public trust influence legislative or regulatory outcomes Media Relations Measurement and Evaluation ➔ PR professionals build strong relationships ➔ PR effectiveness is assessed using metrics like with journalists and media outlets to secure media coverage, social media engagement, favorable coverage and efficiently share website traffic, and shifts in public perception information ➔ PR professionals rely on analytics to monitor ➔ This involves pitching story ideas, and evaluate the success of their campaigns coordinating media interviews, and handling media inquiries TERMS IN PUBLIC RELATIONS Coverage Internal Communication ➔ Media coverage is the total exposure which is ➔ Effective internal communication is crucial for gained by a brand, company or an individual fostering employee engagement and a ➔ It is the sum total of the exposure that is positive organizational culture gained by them across online, print and broadcast media Press Release PAGE PRINCIPLES OF PR ➔ Official statement given by a brand, ➔ Tell the truth organization or an individual regarding a ➔ Prove it with action major launch, event or a major ➔ Listen to the customer announcement ➔ Manage for tomorrow ➔ Conduct public relations as if the whole Boilerplate company depends on it ➔ A brief and concise company description of ➔ Realize that a company’s true character is what a company is and what it does expressed by its people ➔ Remain calm, patient and good-humored Crisis Management ➔ Process by which an organization deals with THEORETICAL CONCEPTS OF PR a major unpredictable event that threatens EXCELLENCE THEORY to harm the reputation of the organization, ➔ A thorough theory that explains how public stakeholders and the general public relations contributes to an organization's increased effectiveness Key Messages ➔ Based on a number of middle range ideas, ➔ Core form of any information that you would this theory was established by James E. want your audiences to hear and remember Grunig and financed by the International Association of Business Communicators Pitch (IABC) in 1985 ➔ A well crafted, highly targeted story idea sent ➔ It has been evaluated through surveys and to an editor or journalist to gauge their interviews conducted with professionals and interest in your client CEOs across several nations Angle Two-Way Symmetrical Model ➔ A specific focus or emphasis chosen for a ➔ Involves dialogue and engagement with the story idea that is presented to the media public to solve conflicts and build relationships Byline ➔ An article with a specific point of view, advice Two-Way Asymmetrical Model or tips in relation to a certain topic ➔ Uses research and feedback to persuade publics in the organization’s favor, but with Reputation Management limited mutual benefit ➔ It is the practice of influencing stakeholder perceptions and public conversations about Press Agentry / Publicity Model an organization and its brands ➔ Focuses on generating media coverage and public attention, often through stunts or Whitepaper events, with little concern for dialogue ➔ Persuasive, authoritative, in-depth report on a specific topic that presents a problem and Public Information Model provides a solution ➔ Emphasizes the dissemination of truthful information without active engagement from the public  Latent Publics SITUATIONAL THEORY OF PUBLIC ➔ Groups that may be affected by a problem ➔ A fundamental idea in PR that helps explain but are not yet aware of it how and why certain groups of people ➔ They have not yet recognized the problem (publics) get interested or stay disengaged but could become more engaged if their with an issue by James E. Grunig awareness is raised ➔ People's actions and reactions to a problem are determined by their knowledge and Aware Publics engagement degree, which is impacted by a ➔ Those who recognize a problem exists but number of variables feel constrained or lack motivation to take action Three Key Independent Variables ➔ They know the issue affects them but haven’t Problem Recognition been activated to respond yet ➔ Refers to whether individuals recognize that a problem exists Active Publics ➔ If people are unaware or indifferent, they are ➔ Those who not only recognize the problem less likely to act but also believe they can make a difference ➔ Those who perceive a situation as relevant to ➔ These people are actively engaged, seeking them or their interests are more likely to information, and taking action to address the become engaged issue Constraint Recognition AGENDA-SETTING THEORY ➔ This is the extent to which people perceive ➔ The theory was first developed in the early obstacles that prevent them from taking 1970s by communication scholars Maxwell action McCombs and Donald Shaw ➔ If they feel they can’t do anything to influence ➔ Their initial study, often referred to as the the situation or that external factors prevent Chapel Hill Study, was conducted during the them from acting, they are less likely to get 1968 U.S. presidential election involved ➔ Communication theory that looks at how the public and the media interact, especially how Level of Involvement the public's perspective of significant ➔ This refers to how personally relevant an issue problems is shaped by media coverage is to individuals ➔ This gave rise to the idea that the media sets ➔ The higher the level of involvement, the more the public's agenda by determining which likely they are to seek information and issues deserve more attention participate in addressing the issue Core Concepts of Agenda-Setting Theory Four Types of Publics ➔ Media Agenda Non-Publics ➔ Public Agenda ➔ People who are completely unaware or ➔ Policy Agenda unaffected by an issue ➔ Salience Transfer ➔ They don’t perceive it as a problem, so they remain disengaged and indifferent Levels of Agenda-Setting Key Concepts in Framing Theory First-Level Agenda-Setting Frames ➔ This is the fundamental notion that the media ➔ Frames are mental structures or cognitive shapes people's perceptions on various schemas that people use to interpret and topics understand reality ➔ Speaks to the power of the media to increase ➔ In media, a frame can be understood as the an issue's prominence or visibility lens through which a story is presented, ➔ People are likely to view the economy as one focusing on certain details while leaving of the most significant concerns during an others out election if the media places a lot of emphasis on it Framing Process ➔ Framing occurs through a selection and Second-Level Agenda-Setting emphasis process ➔ First-level agenda-setting concentrates on ➔ Communicators (journalists, politicians, how prominent a topic is, but second-level advertisers, etc.) select certain aspects of an agenda-setting (also called framing) goes issue and emphasize them while minimizing further by looking at how the media presents or ignoring other aspects or characterizes these topics ➔ This selection affects how the issue is ➔ This level examines how the media, by understood by the audience emphasizing particular elements or features of the story, molds public opinion on a given Framing Effects subject ➔ Framing influences how audiences interpret, evaluate, and respond to issues Factors Influencing Agenda-Setting ➔ Different frames can lead to different ➔ News Gatekeepers perceptions and opinions on the same issue ➔ Audience Characteristics ➔ Intermedia Agenda-Setting Types of Frames ➔ Political and Economic Context ➔ Issue Frames ➔ Episodic vs Thematic Frames FRAMING THEORY ➔ Gain vs Loss Frames ➔ Originated in sociology and cognitive ➔ Conflict Frames psychology, but it was popularized in mass ➔ Human Interest Frames communication by sociologist Erving ➔ Morality Frames Goffman in his 1974 book, “Frame Analysis: An Essay on the Organization of Experience” TWO-WAY SYMMETRICAL MODEL ➔ Goes beyond just what information is ➔ Most ethical and collaborative approach in presented, focusing on how information is Grunig and Hunt’s PR framework presented ➔ Grounded in the idea of mutual ➔ Plays a significant role in shaping public understanding between an organization and opinion and guiding decision-making its public processes ➔ In this model, both parties engage in dialogue and influence each other equally, striving for balanced communication Characteristics of Two-Way Symmetrical ➔ Uses two-way communication, but this Model interaction is imbalanced, meaning the Dialogue-Oriented organization gathers feedback from the ➔ This model is characterized by genuine public mainly to adjust its messaging and two-way communication where feedback strategies for its own benefit, rather than to flows freely between the organization and the change its core practices or policies public ➔ The organization listens to the public’s Characteristics of Two-Way Asymmetrical concerns and adapts its behavior and Model policies accordingly Research-Based ➔ Organizations using this model conduct Mutual Benefit research, such as surveys or focus groups, to ➔ The goal is to achieve a balance of interests, understand public attitudes, behaviors, and benefiting both the organization and its preferences stakeholders ➔ However, this research is primarily used to ➔ It is not about manipulating or controlling the improve persuasive communication, not to audience but fostering trust and cooperation adjust the organization’s behavior Ethical Engagement Goal-Oriented ➔ Organizations that use this model typically ➔ The organization’s goal is to persuade or value ethical behavior, transparency, and manipulate the public into adopting attitudes open communication or behaviors that align with the organization’s ➔ They engage in PR practices that align with objectives, often without significant broader social values and stakeholder needs consideration of the public’s needs or concerns Strengths of Two-Way Symmetrical Model ➔ Promotes long-term, positive relationships Limited Feedback Loop ➔ Builds trust, credibility, and a positive ➔ Feedback is collected, but it’s not used to reputation create a true dialogue or relationship ➔ Fosters collaboration and problem-solving ➔ It’s instead used to refine messages or campaigns to be more effective in changing Weaknesses of Two-Way Symmetrical public perceptions Model ➔ Not always practical, especially in Strengths of Two-Way AAsymmetrical competitive industries where organizations Model prioritize profit over ethical considerations ➔ Effective in persuasion and changing public ➔ Time-consuming and resource-intensive behavior ➔ Difficult to implement in organizations with ➔ Efficient use of resources to achieve rigid hierarchies or top down organizational goals decision-making structures ➔ Based on data and research, making it more precise and targeted TWO-WAY ASYMMETRICAL MODEL ➔ Focuses on persuasion and influence rather than mutual understanding Weaknesses of Two-Way AAsymmetrical ➔ Closed systems focus internally, operating Model based on their own values and assumptions, ➔ Can be manipulative, as it prioritizes the often without considering external factors organization’s interests over the public’s ➔ Does not foster long-term relationships Interdependence based on trust ➔ Posits that no part of a system operates in ➔ May lead to public backlash if the audience isolation feels deceived or ignored in the long run ➔ Within an organization, different departments or functional units are interdependent, SYSTEMS THEORY meaning that changes or actions in one part ➔ Originated in the natural and social sciences of the organization can have ripple effects on in the early 20th century other parts ➔ It was developed by Ludwig von Bertalanffy, a ➔ Decisions made in the marketing or finance biologist who recognized that living departments can impact public relations organisms function as interconnected activities, and vice versa systems ➔ Externally, organizations are also ➔ Within PR, Systems Theory was first interdependent with their environment introduced by Daniel Katz and Robert L. Kahn ➔ They rely on their public (customers, in their 1966 work, The Social Psychology of employees, investors, media, etc.) for Organizations information, resources, and feedback ➔ PR scholars, particularly James Grunig, later ➔ The environment includes social, political, expanded on Systems Theory to apply it to technological, and economic factors that can communication and public relations influence the organization’s success Core Concepts of Systems Theory Feedback Loops Open and Closed Systems ➔ In an open system, feedback loops play a Open Systems critical role ➔ Organizations that engage in regular and ➔ These are channels through which dynamic exchanges with their environment organizations receive information about how ➔ Open systems adapt to changes by they are perceived by their publics and the gathering feedback from their public and effectiveness of their PR efforts adjusting their practices, messages, or ➔ Feedback helps organizations adjust their policies accordingly strategies to meet public expectations ➔ More effective because they allow ➔ Ensure that organizations remain responsive organizations to maintain relevant and adaptable to changing environments, relationships and address stakeholder fostering a continuous process of concerns proactively communication and evolution ➔ Two Types of Feedback Closed Systems ◆ Positive Feedback ➔ Organizations that isolate themselves from ◆ Negative Feedback their environment and do not seek feedback or interaction with external publics Boundary Spanning ➔ Boundary spanners are individuals or departments within an organization that  bridge the gap between the organization and RHETORICAL THEORY its external environment ➔ Rooted in the classical study of rhetoric, ➔ In PR, boundary spanners are PR professionals which is the art of persuasion through who interact with external publics and gather communication insights into how the organization is ➔ In PR, this theory is used to understand how perceived language, symbols, and messaging can ➔ Boundary spanners help ensure that the influence public perception, shape discourse, organization remains in touch with societal and persuade audiences trends, public opinion, and external pressures ➔ The core of rhetorical theory comes from the ➔ They also communicate the organization’s works of ancient philosophers like Aristotle, messages to the external environment who emphasized ethos (credibility), pathos ➔ Essentially, boundary spanners are the PR (emotions), and logos (logic) as the three function itself, facilitating a two-way primary modes of persuasion exchange of information between the organization and its stakeholders Key Components of Rhetorical Theory Ethos (Credibility) Homeostasis (Balance) ➔ Refers to the trustworthiness, character, and ➔ Homeostasis refers to a system’s ability to authority of the speaker or organization maintain stability or equilibrium amid ➔ In PR, establishing ethos is crucial for building external changes credibility with the audience ➔ In PR, maintaining homeostasis means ➔ A company, for instance, must be seen as managing communication and relationships reliable, ethical, and competent to persuade in such a way that the organization remains its publics effectively stable and effective, even as external factors fluctuate Pathos (Emotion) ➔ Involves appealing to the emotions of the Environment audience ➔ The environment consists of all external ➔ Public relations messages often evoke factors and influences that affect an feelings such as empathy, pride, fear, or organization excitement to connect with the audience on a ➔ The environment is dynamic and personal level unpredictable, meaning organizations must ➔ Emotional storytelling, for instance, can be a constantly monitor and adapt to it powerful tool for shaping public perception ➔ Publics, competitors, regulatory bodies, social and driving engagement trends, and economic conditions all form part of an organization’s environment Logos (Logic) ➔ PR professionals play a crucial role in ➔ Focuses on the use of logical arguments and scanning the environment and identifying factual evidence to persuade an audience emerging issues, risks, or opportunities that ➔ In PR, this could mean presenting clear, could impact the organization rational explanations for decisions, providing ➔ This allows organizations to be proactive in statistics, or delivering data-backed claims to their communication strategies, rather than build a strong case for support or action reactive Rhetorical Strategies in PR focusing on short-term communication Storytelling campaigns or media coverage ➔ Creating compelling narratives that engage the audience emotionally and rationally Stages in Relationship Development in PR ➔ A well-constructed story can highlight the Initiating values and mission of an organization, ➔ This is the starting point where the making its communication more persuasive organization and the stakeholder begin and memorable interacting ➔ The organization must create a positive first Framing impression through communication, ethical ➔ Choosing specific angles or perspectives to behavior, and responsiveness present information ➔ An environmental campaign may frame an Building issue by emphasizing future benefits (e.g., ➔ In this stage, both parties engage in two-way saving the planet for future generations) or communication, establishing trust and immediate risks (e.g., rising pollution levels) understanding depending on the audience ➔ The organization listens to its publics, addresses their needs, and begins forming Audience Analysis stronger bonds ➔ Understanding the audience’s values, beliefs, and attitudes is key to tailoring messages Maintaining that resonate with them ➔ Once the relationship is established, it must ➔ Rhetorical theory stresses the importance of be maintained through ongoing crafting communication that aligns with the communication, trust-building activities, and audience’s needs and expectations regular engagement ➔ This requires consistent attention and Use of Metaphors and Symbols commitment from both sides ➔ Rhetoric often involves metaphors, analogies, or symbolic language to make complex ideas Ending (or Repairing) more relatable or to evoke strong imagery in ➔ Sometimes, relationships deteriorate due to the audience’s mind misunderstandings, mistakes, or lack of ➔ This helps simplify complicated concepts or communication inspire action ➔ The theory provides insights on how to repair these relationships, often through honest RELATIONSHIP MANAGEMENT THEORY communication, corrective action, and ➔ Emphasizes the importance of building and re-establishing trust maintaining long-term relationships between organizations and their stakeholders (e.g., SOCIAL EXCHANGE THEORY customers, employees, communities, media, ➔ Focuses on the idea that relationships government) between organizations and their publics are ➔ The theory suggests that the core of public based on a system of rewards and costs relations lies in fostering healthy, mutually ➔ The theory, originally developed in sociology beneficial relationships rather than just and economics, suggests that people (or in the case of PR, stakeholders) engage in  relationships and interactions when they to understand the dynamics of online perceive the benefits to outweigh the costs engagement ➔ The theory helps PR professionals understand why and how stakeholders choose to engage Theories and Models in Social Media PR with organizations, and what motivates them Uses and Gratifications Theory to maintain, end, or change relationships ➔ This theory explains why people engage with certain media platforms, based on their Key Concepts of Social Exchange Theory needs and desires, such as entertainment, Reciprocity information, social interaction, or identity ➔ Publics engage with organizations when they expression believe there is a reciprocal benefit ➔ In social media PR, understanding why users ➔ Organizations give value to their publics engage with certain content helps PR (such as information or services) and expect practitioners create content that meets those something in return (such as loyalty, needs engagement, or positive reputation) Dialogic Theory Cost-Benefit Analysis ➔ Emphasizes the importance of engaging in ➔ Both organizations and their publics evaluate open, two-way communication with publics interactions based on what they gain ➔ Social media provides a perfect platform for (rewards) and what they lose (costs) dialogic communication, enabling PR ➔ Public Relations strategies aim to reduce the professionals to foster relationships by perceived costs and increase the rewards to encouraging dialogue, responding to strengthen relationships comments, and participating in conversations Trust and Commitment ➔ A successful exchange relationship is built on IMAGE REPAIR THEORY trust and commitment ➔ Communication theory developed by William ➔ Over time, positive exchanges build trust, Benoit that outlines strategies organizations which in turn leads to greater commitment or individuals can use to repair their image or from the public to the organization reputation after a crisis or wrongdoing ➔ The theory is particularly relevant in public SOCIAL MEDIA THEORY relations (PR) because it helps PR ➔ Examines how social media platforms impact professionals manage crises, minimize the ways organizations communicate with damage, and rebuild trust with stakeholders their publics, build relationships, and manage ➔ The core idea is that when a person, their reputations organization, or brand's image is threatened, ➔ Social media has transformed PR by enabling they can employ different strategies to direct, real-time, and two-way mitigate the negative effects communication between organizations and their stakeholders Application of Image Repair Theory of PR ➔ Social media theory in PR integrates concepts Corporate Scandals from various disciplines, including ➔ When companies face scandals (e.g., communication, marketing, and technology, product recalls, unethical behavior), they often use a combination of strategies such as  denial, shifting blame, and offering corrective action to rebuild trust Political Crises ➔ Politicians use image repair strategies to manage public perception during controversies, scandals, or policy failures ➔ Apologies, bolstering, and minimizing offense are frequently used strategies Celebrity PR ➔ When public figures are involved in controversies (e.g., misconduct, social media backlash), their PR teams employ mortification, bolstering, and shifting the blame to restore their public image ➔ ➔  ➔ Ex: Facebook PRACTICE OF PUBLIC RELATIONS Public Affairs BPR 2102-1 | OCT. 8, 2024 | GROUP 4 ➔ Helps decision-makers by giving them industry information and data to PUBLIC RELATIONS communicate better ➔ Strategic communication process aimed at ➔ This includes meetings, writing documents, building beneficial relationships between and doing research with green and white organizations and their public papers ➔ Manages communication, ensuring that the ➔ Ex: Public health policies addressing the use public perceives the organization positively, of vaccines or protective measures to focusing more on reputation management prevent the spread of disease than marketing's emphasis on sales Internal Employee Communications PRACTICE OF PUBLIC RELATIONS ➔ Communication with employees helps keep Media Relations work processes running smoothly and ➔ Focuses on engaging journalists, bloggers, ensures everyone is performing well and broadcasters to enhance a company's ➔ PR makes staff feel valued and satisfied connection with its stakeholders—individuals during their time with the company directly or indirectly associated with the company Strategic Communications ➔ Ex: Press Conference ➔ Involves sending coordinated messages for a company Community Relations ➔ This helps achieve both long-term and ➔ Aims to create a good relationship between short-term goals by sharing important an organization and the local community information through different campaigns ➔ PR experts ensure the organization's ➔ Many businesses use ongoing community reputation is maintained with employees, efforts to ensure their goals match what the customers, and the media through clear public cares about updates ➔ Ex: Voluntary Works ➔ Ex: Press Releases Crisis Communication PURPOSE OF PUBLIC RELATIONS ➔ Another important type of PR where Brand Reputation businesses hire a PR firm to help them handle ➔ PR enhances a company’s image by tough situations highlighting its values and strengths, building ➔ Ex: A bad customer experience going viral on trust and loyalty social media Crisis Management Social Media Communication ➔ When negative situations arise, PR helps ➔ Focus on improving a company’s reputation organizations manage communication to and getting good results protect their reputation ➔ Because social media reaches people quickly, companies look for chances to promote their products and news Media Relations Bernays applied psychology to PR, formalizing ➔ PR professionals work closely with media the profession outlets to ensure positive coverage through press releases and interviews Mid-20th Century ➔ PR expanded with professional associations Internal Communication and the rise of mass media ➔ Effective PR ensures employees are informed and engaged with the company’s goals 21st Century ➔ Social media transformed PR into a dynamic Community Relations field focused on real-time interaction and ➔ By supporting local communities through CSR engagement initiatives, PR fosters goodwill and demonstrates corporate responsibility VALUES OF PUBLIC RELATIONS ➔ Principles or standards that guide PR Influencing Public Opinion professionals and organizations ➔ PR can shape public opinion and policy ➔ These values define what is important and through strategic communication and are in line with an organization’s mission and lobbying efforts interactions with the public, media, and stakeholders HISTORICAL ROOTS OF PUBLIC ➔ These vary from one individual to another RELATIONS and one organization to another Ancient Times ➔ Early PR can be seen in Egypt and Rome, PRSA Professional Values where leaders used communication to shape ➔ This provides the foundation for the Code of their image Ethics and sets the industry standard for the professional practice of public relations. Middle Ages ◆ Advocacy: Serve the public interest by ➔ The Catholic Church used speeches and acting as responsible advocates for those rituals to influence public opinion we represent and provide a voice in the marketplace of ideas, facts, and 17th–18th Century viewpoints to aid informed public debate ➔ Figures like Benjamin Franklin and Thomas ◆ Honesty: Adhere to the highest standards Paine used pamphlets and media to sway of accuracy and truth in advancing the public opinion during the American interests of those we represent and in Revolution communicating with the public ◆ Expertise: Acquire and responsibly use 19th Century specialized knowledge and experience ➔ The Industrial Revolution increased the need ◆ Independence: Provide objective counsel for businesses to manage their public image, to those we represent and are leading to early PR efforts accountable for our actions ◆ Loyalty: Faithful to those we represent, Early 20th Century while honoring obligation to serve the ➔ P.T. Barnum introduced press agentry, Ivy Lee public interest emphasized transparency, and Edward  ◆ Fairness: Deal fairly with clients, and accountable in all areas of employers, competitors, peers, vendors, communication the media, and the general public and ◆ Integrity: Avoid any form of manipulation respect all opinions and support the right or deception of free expression ◆ Responsiveness: Inform the public truthfully Agility PR Solutions ◆ Empathy: Decisions are made in their ➔ Establishing and upholding a set of moral best interest principles and standards within the field and ◆ Trust: Maintained between organizations contributing to the overall reputation and and stakeholders success of the profession ◆ Building Trust and Credibility: Crucial in Values in Social Media and Digital the field of public relations. By building Marketing trust and credibility, PR professionals can ➔ Maintaining honesty, transparency, and establish trust with clients, public, and respect towards online users. stakeholders ◆ Accuracy: Provide accurate information ◆ Importance of Honesty and Transparency ◆ Authenticity: Builds trust between organizations Avoid misleading tactics or false and the public advertising Reinforces ethical standards of the Ensure that all claims or statements in profession digital contents are truthful and Safeguards an organization’s supported by evidence reputation ◆ Confidentiality: Protecting user privacy VALUES IN VARIOUS PR ASPECTS Safeguarding user personal Values in Media Relations information ➔ Maintaining honesty, integrity, and Obtaining consent from users before transparency in all professional interactions. collecting data Acting ethically and responsibly, promoting trust and credibility in communication efforts. BEST PRACTICES IN THE INDUSTRY ◆ Accuracy & Transparency: Provide Know Your Audience accurate information ➔ A well-defined target audience is a key ◆ Integrity: Avoid manipulation component of the most successful PR ◆ Confidentiality: Protect the privacy of an strategies individual ➔ Aim to provide your audience with stuff that ◆ Fairness: Ensure that there is fair they can relate to representation for all parties involved ➔ Through deeper audience connection made possible by an engaging PR strategy, you Values in Crisis Communication may increase brand advocacy and corporate ➔ Upholding moral principles and conducting loyalty oneself with integrity during crises or when ➔ Social media accounts or events might be dealing with the public. examples of in-person or online settings ◆ Honesty, Transparency, & where this occurs Accountability: Be transparent, honest, Use Research and Data about their brand, which can help them find ➔ Finding the best ways to contact your target chances for faster improvement audience through data-driven research is one approach to make sure your tactics are Use Local Media impacting them positively ➔ Gaining a competitive advantage through ➔ Data can also be used to evaluate past major and national media outlets can be campaigns and find areas where your challenging because most companies are approach needs to be strengthened aware of which ones can provide them with ➔ To determine the most successful the greatest exposure components of your social media strategy, ➔ However, you can gain the trust of your target you could, for instance, look at statistics audience and expand your market reach by indicating the increase in your social media enhancing your media presence with local or exposure regional sources that they trust ➔ After that, you might aim to broaden your ➔ If your message is strong enough, it may also exposure by concentrating on those in your be picked up and disseminated by national subsequent campaign media Find Partners Know Your Competition ➔ Working together with a business that is ➔ Similar to how a company might profit from similar to yours to raise brand awareness is studying its competitors to find out what known as a strategic partnership they're doing effectively, a company can also ➔ Working with a social media influencer or gain from using research and data to learn obtaining a celebrity endorsement are two from previous campaigns other ways to achieve this ➔ By doing this, public relations specialists can ➔ These people have audiences within a certain find gaps in the market that their firm can niche that can help you reach a wider close, whether through utilizing a new social audience and establish your credibility with media account for brand communication or outside sources focusing on a more niche clientele ➔ A brand can gain a lot from having any kind Embrace The Internet of competitive advantage and improve its ➔ Being present on the internet is one of the reputation most popular ways for brands to interact with ➔ their target market, and social media is the ➔ GGGG main tool used by public relations experts to do this ➔ They can post condensed material on these platforms for their followers to read and distribute ➔ Additionally, businesses can communicate with customers online and quickly address emergencies ➔ Businesses frequently use social media listening tools to track online conversations