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