Public Relations Chapter 1

Public Relations| key
definitions and People

PR narrative : story made by the audience, for the audience, to be told by the audience
:
Welcome on Board…..
 Things to do….
 Let’s connect…
 Selection of CR
 Setting some ground rules
 Discussion of course outline and
assignment briefs.
Setting the
ground..
PR catch words
The Ludlow Massacre( 1914)-The start of it all
IVY Lee-
The first PR counsel.
The journey  The 1920’s was a marked with spectacular growth in
Advertising and the creation of branding as a concept.
from the  There was a shift in corporate communication from hard
product to core facts to more abstract concepts such as perception
perception…
The torches of freedom…
 The protest that continues….
Female smokers rise

from a small 5% to 12%
in 1929
 the activism directed at social change during the 1960s expanded to
address other public concerns like product safety, fair labor practices, and
1960’s and 80’s environmental problems such as pollution, deforestation, and global
warming
The awakening  During this era, several crises of historic proportions(union carbide plant
blast, Nike operating sweat shops) occurred around the globe which
included issues management within the realm of PR as well.
 Emphasis on such buzzwords as “engagement” and “dialogue” to build
mutually beneficial relationships with well-defined publics
Modern Day  Democratization of information

 Covid-19 and the ever growing role of PR
Public  Spread of Misinformation
relations  Internal communication more important than ever- Ward off panic
 Don’t push for sales—Pull by authenticity
 The growing emphasis on evaluating PR campaigns (clip cutting, AVE,
post campaign surveys)
 “Public relations is a distinctive management function
which helps establish and maintain mutual lines of
communication, understanding, acceptance and
cooperation between an organisation and its publics;
involves the management of problems or issues;
helps management to keep informed on and
responsive to public opinions; defines and emphasizes
Lets define the responsibility of management to serve the public
interest”-Harlow
PR…  “Management of communication between an
organisation and its publics” Grunig and Hunt
 “communication with various publics”-Kitchen
 “Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics
(PRSA,2012)
Deliberate
Planned
Performance Key Take

away’s|
Public interest Definition
Two way communication
Management function
What is this
field aiming to
achieve?
INFORM PERSUADE INTEGRATE
Role of a public relations
specialist/manager/executive
 Counselling
 Research
 Media Relations
 Publicity
 Employee relations-internal PR
 External stakeholder management/affairs
 Issues management/crisis management
 Financial relations
 Industry relations
 Marketing communications
 Special events
Scope
Objectives
1) Writing and
media relations PR professionals
merely two aspects aim to inform and
of a PR person’s job persuade=Advocati
ng Client’s
2)PR is more
strategy driven
perspective PR versus
Journalism
Audiences
Channels
Mass Appeal versus
Uni channel to multi
Targeted and
channel approach
tailored content
Objectives
Scope Marketing/selling
PR ( public Product centric
communication versus
goods versus creating
a conducive
relations) broad brush

organization wide and
environment for
organization’s
existence
Versus
specific narrative
Advertising
cost Channels
Audiences Earned
Stickiness of the message Media(publicity) Versus
Mass Appeal versus
Targeted and tailored Paid and Owned Media
content media
Media types
Objectives
Marketing/selling goods
Scope
versus creating a
Product centric conducive environment for
communication versus organization’s existence
broad brush organization
Competition Versus
Public wide and specific narrative
opposition
relations
Versus
Marketing Audiences Channels
Consumers/customers l Owned Media,
versus Publics Media types
Media types
Typologies
The leap
forward|
Integrating
Marketing and
PR
Story telling and Agency work
Public Relations| key
definitions and People
PR Process an d Skills in demand
Research
Action
RACE
Communication
Evaluation
Data Gathering
• Secondary
• News cuttings, blogs, officially published statistics
• NIMBY syndrome-uncover it through focus groups, interviews
• SWOT analysis
• Strategizing SWOT analysis
• Match Strengths with opportunities (SO)
Research • Match Strengths with threats (ST)
• Match Weaknesses with opportunities(WO)
• Match weaknesses with threats (WT)
Develop a situation analysis
• Redefine the situation using data gathered from your

research
• Curate a problem statement
 Flip the problem into a goal ( business/communication goals)
 Have objectives in place to provide direction of specific and
measurable outcome that will help meet the goal.
 Good objectives are
Action  Ends and not means ( outcome oriented/ Output oriented)
 Output objectives measure how well is a strategy implemented but not
Planning- about its impact.
 Outtake objectives focus on increasing awareness, understanding and
Setting retention of key points
 Outcome
objectives  Cognitive outcomes
 Attitudinal outcomes
 Behavioral outcomes
 Tie your action to the strategy of your organization.
 You might have a great tactic but if it does not tie in with your
organization’s objective, it wont do you any good.
 Tie your strategy to an outcome or not execute it at all.
Action  Segmenting your audiences
Planning-  Will help you uncover their interests and their touch points
 Will help you curate communication that deals with “ What’s in it for
Setting them”-audience self interests should guide your communication
design process.
Strategies  Choose communication platforms
 Decide on your communication tools and tactics ( how will the
message reach the receiver)
 Do not get carried away by the creative process, rather tru to link
tactics to your outcomes.
 The best PR campaigns include both action and communication
Communication  Sometimes action and reaction by the firm is primary while
implementation communication becomes secondary
 Tie your tactics to organizational objectives or do without them.
 Budget and Gantt Chart are two important tools in this section
Evaluation  Define Benchmarks
Sov  Compare organization’s performance longitudnally
Share of voice (SOV) is a measure of the  Compare with industry players ( share of voice)
market your brand owns compared to
your competitors. It acts as a gauge for
your brand visibility and how much you
 Select measurement tools
dominate the conversation in your
industry. The more market share you  Analyze data, draw actionable conclusions and recommendations
have, the greater popularity and authority
you likely have among users and  Make changes and measure again
prospective customers.
 Always being active
 Engagement versus broadcasting
 Create share worth content---flashmobs, political tactics on media
 Push for conversations to go earned media platforms
 Marketing will push brand related conversations to go on owned
media channels in a supporting role.
Share of voice:  Other tools used
strategies to  Prominence of the message
increase it. 

Tone of message
Share of voice
 Clip cutting
 AVE
 Post campaign surveys
 To do : Link evaluation tools to kinds of objectives.
 You are working with the GSK Pakistan which is launching
cervarix, a vaccine novel to the Pakistani market aiming to
eradicate Cervical cancer. This progressive disease effects women
if her partner has had prior history of engaging in sexual relations.
GSK Pakistan aims to normalize pre-marital screening, eradicate
In class activity societal stigma attached to the issue and as a part of the parcel
also positively impact its own bottom-line figures.
 Using this scenario as a preset, elaborate on each aspect of the
race process. What tools tactics and evaluation techniques you
might use and why?

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Public Relations| key

definitions and People

Female smokers rise

Modern Day  Democratization of information

Performance Key Take

 External stakeholder management/affairs

 Issues management/crisis management

relations) broad brush

Develop a situation analysis

• Redefine the situation using data gathered from your

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