public relations

public relations

1. the planned and structured effort to establish and maintain goodwill and mutual understanding between a company and its publics

2. public relations manager

   • develop general principles into plan when faced with a crisis that is inevitably unavoidable

3. aim

   • enhance companies reputation, present a company or individual to the world in the best light

4. functions

   • developing good relations with various publics, handling or heading off unfavourable stories, generating favourable publicity, maintaining a positive level of public perception

5. advertising vs. public relations

   • differences
     • A: paid non-personal messages, advertiser has control over when, where and how the message is presented
     • PR: uses free time provided by the media, may not be able to control message
   • similarities
     • objective of increasing sales

6. how does PR increase sales

   • promote a positive image, effective communication of messages, issues monitoring, crisis management

7. image

   • refers to how a business is perceived by the world
   • an image audit is an independent check of the accuracy of an image's perception
   • proper image results in
     • improved marketability, greater creditability, improved band recognition, improved public recognition
   • elements that influence the image
     • location
     • quality
     • customer service
     • use of technology
     • range of products
     • business name

8. publics

   • internal publics
   • general publics
   • local communities
   • government publics
   • a publics
   • citizen action public

9. public relations campaign

   • 1. establish objectives
   • 2. identify the intended publics
   • 3. develop PR strategies and tactics
   • 4. implement the PR campaign
   • 5. evaluate

10. crisis management

    • protecting a business's reputation as a result of negative or unfavourable rumour and adverse publicity, which if left unchecked might result in a loss of sales
    • crisis communication plan
      • elements
        • 1. identify target audience
        • 2. nature of communication
        • 3. create a crisis team
        • monitor/ evaluate the plan
      • why
        • control a crisis and deal with intense media scrutiny

11. media release

    • 1. catchy title headlines
    • 2. who what, where when, why?
    • 3. contact details