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Chapter 1

Chapter 1. Introduction to Public Relations. Definition BIPR. PR is the planned and sustained effort to establish and maintain goodwill and mutual u nd e rsta n ding between an o rganization and its publics. أهداف العلاقات العامة.

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Chapter 1

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  1. Chapter 1 Introduction to Public Relations

  2. Definition BIPR • PR is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics

  3. أهداف العلاقات العامة الهدف العام: يتمثل في ترويج أهداف المنظمة الاقتصادية أو الاجتماعية، ويتعلق غالبا بجانبين، هما المساعدة في ترويج نشاط المنظمة ومنتجاتها الحالية، أو المساعدة في تقديم منتجات جديدة العمل على إقامة علاقات طيبة وكسب ثقة الجماهير المختلفة ومع ذلك توجد عدد من الأهداف الأخرى مثل: • تحقيق السمعة الطيبة للمنظمة وتدعيم صورتها الذهنية • كسب تأييد الجمهور الداخلي • كسب ثقة الجمهور الخارجي

  4. جماهير العلاقات العامة 1- العملاء (المستهلكين) 2- حملة الأسهم مجموعات الجماهير 3- العاملون 4- الوسطاء 5- الموردون 6- المجتمع المحلي 7- الحكومة والهيئات التشريعية – وسائل الإعلام8

  5. الدور الحديث للعلاقات العـامة الـدور الاستـراتيـجــى • صياغة رسالة المنظمة ورؤيتها الاستراتيجية. • دراسة عوامل البيئة الخارجية المؤثرة علي نشاط المنظمة وتحديد الفرص والتهديدات. • دراسة عوامل البيئة الداخلية وتحديد نقاط القوة والضعف داخل المنظمة. • تحديد البدائل الاستراتيجية المتاحة للمنظمة ومدي تمشيها مع رسالة المنظمة وصورتها الذهنية. • وضع الاستراتيجيات التي تدعم من اسم المنظمة وتسهم في تحقيق مركز تنافسي مميز في السوق.

  6. الــدور البيـئــى • دراسة الموضوعات ذات الاهتمام من جانب المنظمات الدولية والأهلية وتحديد أولوياتها ومدي تمشي سياسات واستراتيجيات المنظمة مع هذه التوجهات. • اقتراح المجالات التي تمكن المنظمة من الحفاظ علي الموارد بشكل أفضل وتحسين البيئة التي تعمل فيها المنظمة. • اقتراح المجالات التي يمكن أن تشارك فيها المنظمة وتعتبر دعماً للمجتمع المحلي والرأي العام. • المشاركة في مراجعة المنتجات (السلع والخدمات) التي تقدمها المنظمة والتأكيد علي تقديم المنتجات الصديقة للبيئة.

  7. الــدور التسويقى • التعرف علي احتياجات العملاء ورغباتهم. • تصميم ذلك المزيج من المنتجات الذي يفي بهذه الاحتياجات. • القيام بالدور الترويجي المطلوب في هذا الخصوص. • قياس رضا العملاء واقتراحاتهم وشكواهم.

  8. الــدور الإعـلامى • الإعلام عن أهداف المنظمة وأوجه نشاطها ومحاربة أي شائعات ضارة بها. • العمل علي كسب تأييد وثقة الرأي العام عن طريق إمداده بالمعلومات الصحيحة والبيانات والحقائق والمشروعات والخدمات التي تؤديها المنظمة. • نشر الوعي فيما يتعلق بدور المنظمة في خدمة المجتمع. • خلق صورة ذهنية ومركز ممتاز للمنظمة في أعين جماهيرها. • مد العاملين بالمنظمة بكافة التطورات والمستجدات المؤثرة علي نشاط المنظمة. • شرح سياسة الإدارة للعاملين.

  9. الــدور التفاعلـى • التفاعل الشخصي بين أخصائي العلاقات العامة والإعلام وجماهير المنظمة الداخلية والخارجية. • التفاعل غير الشخصي عبر وسائل الاتصال الجماهيري. • التفاعل الالكتروني عبر الانترنت والانترانت والاكسترانت.

  10. Example: Corporate identity • Aim: to distinguish and establish visual recognition by means of physical, visible identification • Logo • Typography • Color • Livery • Clothing

  11. Application of corporate identity • All print & advertising • Decoration of vehicles • Uniforms • Tableware • Serviettes • Mats • Coaster • Give aways • Business cards • Office stationary How about slogans?

  12. Example: Crisis Management • Handling calamities especially regarding media relations (SAT TV) • Lauda Air, strikes, fires, takeovers, new legislation, scandals, deaths, resignation, recession.

  13. Examples of Crises • Accidents • Food poisoning • Contamination of products at retail stores • Recall of a faulty product • Tampering, malfunction, design error. Procedure Media advertising – News releases – Display material.

  14. Responding to a Crisis • Develop a plan and checklist for dealing with a crisis. • Deploy members of public relations staff as quickly as possible. • Return calls to media immediately. • Quickly gather the information you will need to communicate to the media. • Designate one person to be a spokesperson to the media. • Communicate with all employees immediately. • Provide updates on a regular basis. • Be available 24 hours a day to the media. • Confess when the organization has made an error. • Convey the steps the organization is taking to correct the crisis. • Empathize with any victims of the crisis. • Keep all publics informed of the progress.

  15. Chapter 2 Public Relations vs Marketing & Advertising

  16. PR VS Advertising • Advertising’s emphasis is on selling • PR emphasis is on informing, educating, and creating understanding through knowledge

  17. But…Sometimes Advertising doesn’t sell • Consumer protests and government scrutiny • Advertisers were asked how their products answered social needs and civil responsibilities • Rumors about particular companies spread like wildfire • General image problems were fanned by a continuous blaze of media criticism

  18. PR Versus Advertising FACTORADVERTISINGPR Emphasis SellingUnderstanding ObjectiveInform & PersuadeInform ControlGreatLittle CredibilityLowerHigher ReachAchievableUndetermined FrequencySchedulableLow CostSpecificUnspecified FlexibilityHighLow TimingSpecifiableTentative FormIndependentWithin FinanceCommission Fees

  19. PR VS Marketing Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably PR’s role in the marketing mix

  20. Marketing vs. PR Marketing • Sells service or product through pricing, promoting, & distributing • Creates & maintains a market for products & services versus • Sells the organization • Creates & maintains a hospitable environment for the organization Public Relations

  21. Propaganda • The means of gaining support for an opinion or belief. These are emotional, intellectual and spiritual topics Publicity • Publicity results from information being known. • It is uncontrollable; might be good or bad. • It yields an image

  22. Chapter 3 Public Relations Department Organization

  23. PR Departments • Need for an Internal department • Ad agency vs. PR consultancy • Skill in planning & buying space and air time • Creative skills • PR people speak on behalf of the company

  24. 2. Size of PR Department • Size of the organization • The value placed on PR by management • Type of company / product

  25. 3. PR Staff • Manager / Director • Press Officer • House journal Officer • Print Designer • Photographer

  26. 4. Title of a PR Manager • Director of Public Affairs • Communication’s Manager • Advertising and PR Manager

  27. 5. Responsibilities of a PR Manager • To set objectives • To estimate budgets (activities, payroll & expenses) • Devising action plans to reach the objectives

  28. Line and Staff Organization Chart

  29. Work Assignments • Writing and editing • Media relations and placement • Research • Counseling • Speaking • Producing communications

  30. Job Description 1

  31. Job Requirements

  32. Qualities of a Good PR Practitioner • Ability to get on with all kinds of people. • Ability to communicate • Ability to organize and plan • Personal integrity in professional and private lives. • Creativity. (designing journals, writing scripts, seeking solutions to problems. • Access to information • Ability to research and evaluate.

  33. 6. Specialist Tasks of PR Manager • To establish and maintain a correct image of the organization and of its policies, products, services and personnel • To monitor outside opinion and convey this intelligence to management • To advise management on communication problems, solutions and techniques • To inform publics about policies, activities, products, services and personnel so that maximum knowledge and understanding is won

  34. 7. Cooperation between PR & Management • A competent professional practitioner so as to gain respect • Set up internal lines of communications. Win the confidence of the staff • Create external lines of communications and be regarded as a reliable source of information • Must keep top management well briefed for interviews, speeches and public occasions • Management must keep PR fully informed of its actions

  35. 8. PR Activities • Writing and distributing news releases, photographs and feature articles to the press. • Organizing press conferences, receptions and facility visits. • Maintaining a media information service • Arranging press, radio and television interviews for management. • Briefing photographers and maintaining a picture library. • Editing & producing staff magazines & organizing other forms of internal communication.

  36. PR Activities • Editing and producing external journals aimed at distributors and customers. • Producing educational literature, company histories, annual reports, induction literature for new staff. • Commissioning audio visual aids (presentations, videos ..etc.,). (P&G). • Commissioning and maintaining forms of corporate identity such as logos, color schemes, typography, livery of vehicles, clothing. • Organizing site tours.

  37. PR Activities • Attendance at appropriate meetings of the board, production, marketing and sales. • Attendance at sales and distributors conferences. • Representation of the company at trade association meetings. • Liaison with PR consultancy if one is employed. • Training PR staff. • Commissioning opinion surveys. • Liaison with advertising agency.

  38. PR Activities • Official opening of new premises, arrangements for VIPs, guests and Press. • Liaison with politicians and civil servants. • Arranging visits by royalty, MPs, VIPs and foreign visitors. • Celebrating centenaries. • Organizing feed back by press cuttings, radio, and TV transcripts. • Analysis of feed back and evaluation of the results.

  39. Planning PR Programs Chapter 4

  40. Reasons for Planning • To set targets for PR operations against which results can be assessed • To estimate the required budget • To select priorities regarding the timing and number of operations • To decide the feasibility of carrying out the declared objectives (staff, equipment and budget)

  41. Public Relations Process

  42. PR Planning Model • Appreciation of the situation • Definition of objectives • Definition of publics • Selection of media and techniques • Planning of a budget • Assessment of results

  43. Appreciation of the situation • Logical planning: Where are we now? What image do our publics have? • The PR transfer process: • Hostility to sympathy • Prejudice to acceptance • Apathy to interest • Ignorance to knowledge

  44. Appreciation of the situation • A necessary compromise: Can you be 100% successful? • Investigating the situation: through research (secondary and primary data) • Opinion polls: questionnaire, relevant sample, measure change in attitudes and degree of understanding • Problem solving: How to act to correct the situation

  45. Methods of Appreciating the Situation • Opinion, attitude or image surveys • Press cuttings, monitored broadcast strips • Sales figure trends • State of competition • Share price, dividends and balance sheet • Industrial relations (strikes, wage settlements) • Customer complaints • Frontline feedback • Prices and effect of price changes • External market forces • Attitudes of opinion leaders

  46. Definitions of Objectives • To change the image • To improve the caliber of job applicants • To tell the little known story of the company • To introduce the company in new export markets • To prepare the stock market for a new share issue

  47. Definitions of Objectives • To improve community relations following public criticism • To educate consumers about the product • To regain public confidence after a disaster • To strengthen the company against risk of a takeover • To establish a new corporate identity

  48. Definitions of Objectives • To make known the chairperson’s participation in public life • To support a sponsorship scheme • To inform politicians about company’s activities • To make known the company’s research activities

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