Public Relations Notes Instructor Dr. Ilias Hristodoulakis, Ph. D athens, Greece What is Public Relations



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Public Relations Notes

  • Instructor
  • Dr. Ilias Hristodoulakis, Ph.D
  • Athens, Greece

What is Public Relations

  • What is this thing called public relations?
  • The term public relations is often confusing because it is frequently used inaccurately.
  • According to many self-called PR practitioners as well as to managers publicity, like public relations and corporate advertising, consists of promotional program elements that may be of great benefit to the marketing. Continuing, they recommend that the use of public relations in the promotion mix is a very good idea taking into consideration that:
    • public relation is a cheap mean of communication, because mostly is coming free through publicity, and
    • it is perceived by consumers as a more credible source than other media of promotion such as advertising.

What is Public Relations

  • As a result public relations is related to the promotional activities, and is one technical activity used by marketing to promote the image of corporations and products.
  • Public relations is a unique management function which helps organizations to establish and maintain mutual lines of communications, understanding, acceptance, and cooperation with their public(s). It involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of the management to serve not only the organization but most important the public(s)’ interest(s); helps management to stay familiar with environmental changes; serving as a warning system to help predict trends; and uses research and symmetrical communication techniques as its principal tools.

What is Public Relations

  • 1) Public relations is a unique management function
  • Public relations practitioners need to be part of the total organization, in surveying the environment and in helping to define the mission, goals, and objectives of the organization.
    • participation of the head of the public relation department in the dominant coalition, for defining the mission and planning the present and future strategy of the organization.
    • The boundary role: they function as a liaison between the organization and its external and internal publics. To put it in different words, public relation managers have one foot inside the organization and the other outside.
    • Public relations departments help organizations maintaining mutual lines of communications, understanding, acceptance, and cooperation with their public(s);

What is Public Relations

  • The first step of strategic management of public relations is to - make a list of the people who are linked to or have a stake in the organization
    • after thoroughly researching their public(s) ranking them according their impact on the organization or the extent to which the organization believes it should moderate its consequences on them;
    • plan ongoing communication programs with the most important public(s). The communication activities between organization and public(s), need to be based on the principle of symmetrical communication.
  • As a result communications, understanding, acceptance, and cooperation with their public(s).

What is Public Relations

  • Public relations departments help organizations to manage problems or issues
    • Organizations in which the public relations department is part of their decision management level, will have resolved most of the problems with publics before they become issues.
    • Excellent public relations departments make sure that they scan the environment around the organization and balance their organization mission with external and internal demands
    • On the one hand, they must interpreter the philosophies, policies, programs, and practices of their management to the public(s); and on the other hand, they must translate the attitudes and reactions of the public(s) to their management.
    • Even when they are not represented in the dominant coalition, as environmental scanners, public relations practitioners are sensitive to changes taking place in the larger environment surrounding the organization that may influence the public opinion.

What is Public Relations

  • Public relations serves not only the organization but most important the public(s)’ interest(s)
    • Public relations practitioners must constantly communicate with many different publics, each having each own special needs and requiring different types of communications.
    • Public relations practitioners’ role is to identify with critical publics with whom the organization must communicate on a frequent and direct basis.
    • Under the quittance of public relations, organizations learn of how to get more sensitive to the self interests, desires, and concerns of each public.
    • They understand that self interest groups today are themselves more complex and with more power than ever before.
    • They harmonizing actions necessary to win and maintain support among each groups.
    • Emphasizing and achieving a win- win arrangement.

What is Public Relations

  • Excellent public relations departments must use research techniques as its principal tools for developing decisions
  • If communicators and public relations practitioners are decision makers, then operations research can contribute to public relations management by helping to provide decisions that produce efficient and/or effective courses of action in a rigorous and demonstrable manner. Operations research can be used to help develop well formulated objectives, that is,
    • assist in goal setting;
    • discover states of nature (situation analysis);
    • identify possible strategies,
    • competitive strategies;
    • handle excessive numbers of strategies and states of nature;
    • determine outcome;
    • evaluate outcomes, that is quantifying the outcome's desirability; and
    • select a specific strategy that is the best or the most efficient or both.
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