PR Principles

Public Relations

management of relationships between an organization and public

Relationship Management

*One of most important role- cultivating good relationships with consumers, donors, shareholders, and legislators

Theoretical

-scientific approach, in which decisions rest on tried and tested models verified through social science research. -brings a sense of order and structure to social interactions

Research (Traditional 4 Step Process)

-Discovery Phase -formal and informal methods of information gathering to learn about organization, challenges and opportunities, and publics important to success

Communication (Traditional 4 Step Process)

-Execution Phase -direct messages to specific publics in support of specific goals -good planes are flexible -effective communication is two way

5 Elements of PR

-Management function -Two Way Communication -Planned Activity -Research Based Social Science -Socially Responsible

Contingency Theory of Accommodation

-PR rests within the continuum of pure accommodation (where one builds trusts and maintains important relationships) and pure advocacy (where one ares on behalf of a particular cause or position)

Heuristic

-Practical approach to problem solving -Know it when they see it -trial and error is more useful than abstract theory

Planning (Traditional 4 Step Process)

-Strategy Phase -use info gathered during research to develop effective strategies to meet the needs of clients or organizations

Values

-fundamental beliefs and standards that drive behavior and decision making -filters for how we see the world

Normative

-ideal standard or model for achieving excellence in public relations -two way symmetry (focusing on two way communication to resolve issues

Evaluation (Traditional 4 Step Process)

-measurement of how well pr effort met the organizations goal

Axioms

-self-evident or universally recognized truths -b/c of complexity of human beings, social science has fewer of these

Traditional 4 Step Process

1. Research 2. Planning 3. Communication 4. Evaluation

Values Driven Public Relations

4 phase process is incorporated into framework defined by core values

Public

Any group of people who share common interests or values in a particular situation

Reflective Paradigm (Reflection)

Focuses on simultaneous interactions with a broad range of stakeholders and recognizes that organizations can achieve only as much as society permits.

Integrated Marketing Communications (IMC)

PR is a component of a different field encompassing many persuasive communications.

Advertising

The use of controlled media (paid placement, message content, and frequency)

Stakeholder

When public has a relationship or stake in your organization or an issue potentially involving your organization.

Marketing

process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeting consumers