Pr classwork

According to the ―Public Relations Defined‖ campaign held by
Public Relations Society of America (PRSA) in 2011

The most submitted 20 words by American professionals are

organization
public
communication
relationship
stakeholders
create
mutual
understand
build
audiences
inform
management

I would select
For me,
these words

Sustainable

Publics

Planned

Mutually Beneficial
Trust

Understanding

Ethical

Relationship

Communication

Strategic

PUBLICS
Publics means
• Targeted segments of people, including Individuals, group and cooperate entity who
PR professionals and organisation need to communicate with and engage.*
• People inside and outside the organisation, publics could be all kinds of people as
long as they need to be communicated.
• Need to be identified all the time and in the first place

PUBLICS
Publics are important because:
• Without publics, you won’t know
who to communicate with. With
wrong publics, information
could not reach the right
people.
• You will waste time, money and
effort to make correction=>you
might even face failure

RELATIONSHIP
Oxford dictionary* defines relationship as
• the way in which two or more people or things are connected, or the state
of being connected:

• The way in which two or more people or groups regard and behave towards
each other:
• an emotional and sexual association between two people

*http://www.oxforddictionaries.com/definition/english/relationship

RELATIONSHIP
• Within a relationship, people are emotionally and behaviorally influenced by
each other . Such influence shouldn’t be underestimated.
• So what you could benefit from relationships?

RELATIONSHIP
• Has a good relationship with customer, organization can get higher
awareness and engagement, build trust and loyalty……
• Has a good relationship with vendors, organization can receive higher
discount, stable supply, get support when needed……
• Has a good relationship with employees, organization gain stronger trust and
commitment from workers, achieve higher performance…...

RELATIONSHIP
Build and maintain relationship is important because
• relationship exists anywhere, happens on every people
• it brings together organizations and individuals with their publics.

• it helps organisation to survive in hard time
• it is the foundation of trust and loyalty

COMMUNICATION
How people say about communication
• ―Communication is a process of passing information and understanding from
one person to another‖
—Keith Devis
• ―Communication is an exchange of fact, ideas, opinions, or emotions by two or
more persons‖
—W.H.Newman
• ―Communication is the process by which information is passed between
individuals and /or organization by means of previously agreed
symbols‖
—Peter Little
*http://www.managementparadise.com/forums/public-relations-management/16991-communication-google-page-ranking.html

COMMUNICATION
In general, communication is
• an exchange of fact, ideas, opinions, or emotions between 1 or more
individuals in person or by the means of communications like
writing , speech, media etc.
Communication must be in 2-way and based on facts and honesty
• Release information or speak to the publics
• Be open to receive response and listen

COMMUNICATION
Maintain communication is important because
• it helps maintaining relationship
• it shows one commitment to the relationship

• it ensures information is flowing among the parties
• it enhances understanding on each other
• It brings efficiency and effectiveness

UNDERSTANDING
Create mutual understanding between organisations and its publics

An important role of PR!

UNDERSTANDING
Learn the publics , understand
• what they want;
• what they concern;
• what they expect

Let them know
• what you are doing;
• what you are thinking;
• why you are acting like this

UNDERSTANDING
Mutual understanding is important because
• it helps gain recognition from your publics
• it can strengthen the relationship between you and your publics

• it reduces resistance and negative impact when crisis /issue occur
• it provides guidance for decision making and strategy formulation

TRUST
Trust is
―assured reliance on the character, ability, strength, or truth of someone or
something.‖*

It depends greatly on the history of interactions between organization and
individuals or on word of mouth between it and the others
It is developed when behavior matches expectations.

*http://www.evancarmichael.com/Business-Coach/223/The-Strategic-Importance-of-Trust-In-Business-According-ToYour-Strategic-Thinking-Business-Coach.html

TRUST
Trust is important because
• it leads to reputation
• it helps gaining credibility

• it strengthens the relationship between organizations and its publics
• it helps building brand

TRUST

http://ml.china.com.cn/html/mingqi/ppml/20131204/281553.html

MUTUALLY BENEFICIAL
PR should take mutual benefit as principle
• PR partitioners not only representing the organisation to the public, but
also the public to the organisation
• Public’s interest shouldn’t be scarified for organisation's benefits
• ―Quality relationships exist when people and organizations have
compatible interests and share compatible views of the world. If it is
not mutually beneficial, then there is no rational incentive for the
―losing‖ party to continue the relationship.‖ *
*http://www.sagepub.com/upm-data/11854_Chapter3.pdf

SUSTAINABLE
PR is a continuous process and requires sustainable efforts.
• The long–term benefit is the focus
• Maintenance of relationship with publics, building good reputation and trust
requires a long-term efforts
• it takes time to change people's attitudes and beliefs. The impact of one
negative incident can destroy what has been build from a thousand positive
activities can be destroyed by one negative incident.

PLANNED
• To be effective, all communicate with a practitioner’s publics must be
planned in a systematic informed manner and must go hand in hand with
actual policies and performance*

Research
and
analysis
of current
situation

Set goals
and
objective

Plan

Design
content

Indentify
publics

Choose
channel

Set
Budge

Evaluate
options

*http://luisrocks.com/blog/2012/public-relations-six-keywords-to-guide-and-define/

PLANNED
Planning is important to PR because
• it contributes to the success of public relations activities
• it helps PR practitioners to identify who is involved, what
resources are needed, what should be achieved and how it
could be achieved
• it makes communication easier among people because they
created common language and agreement during planning

STRATEGIC
PR is a strategic management function
• Strategic public relation is defined as a process that PR professionals
plan and design the most favourable implementation schemes base
on the situation they are facing, organisation’s current image and
business goals .*
• The PR practitioner serves as a counselor, on the management team
to help developing sound policies that are in the best interests of the
public and the organization. They integrate an understanding of the
concerns and attitudes of key publics into the organization’s
managerial decision-making process.**
*<<公共關係學>>第九章第二節, 322-337頁, 劉俊麟校閱, 熊源偉主編,揚致文化事業股份有限公司出版
**http://www.mediamiser.com/resources/pr-glossary/public-relations-management-roles/

STRATEGIC
PR should be carried out strategically because

• it makes PR tactics more easy to succeed
• it is cost effective in terms of effort, resources, time and money
• it provide a ―big picture‖ and guidance for different business function
to follow
• It helps management level to avoid making decisions that is against its
publics or without considering publics concerns

ETHICAL
• As a PR professional, you should act in an ethical manner
• It is important to be ethically responsible and shows a willingness to resolve
any problematical issues with morally good intentions
• Ethic rely on the self–discipline and commitment of each PR practitioners

Advocacy

Expertise

Honesty
What they means?
Click on the word to see ~

ETHICAL

PRSA Code of Ethics:*
Please click on the word

Loyalty

Independence

Fairness
http://www.prsa.org/aboutprsa/ethics/codeenglish/#.UqoRl9IW1M4

Advocacy
Advocacy
Serve the public interest by acting as
responsible advocates for those we
represent. Provide a voice in the
marketplace of ideas, facts, and
viewpoints to aid informed public
debate.

ETHICAL
Expertise

Honesty


Loyalty

Independence

Fairness

Advocacy

ETHICAL

Expertise
Acquire and responsibly use
specialized knowledge and
experience. Advance the profession
through continued professional
development, research, and
education. Build mutual
understanding, credibility, and
relationships among a wide array of
institutions and audiences.

Expertise

Honesty


Loyalty

Independence

Fairness

Advocacy

Independence
Provide objective counsel to
those we represent. Be
accountable for our actions.

ETHICAL
Expertise

Honesty


Loyalty

Independence

Fairness

Advocacy

ETHICAL

Fairness

Deal fairly with
clients, employers, competitors
, peers, vendors, the
media, and the general
public. We respect all opinions
and support the right of free
expression.

Expertise

Honesty


Loyalty

Independence

Fairness

Advocacy
Loyalty
Be faithful to those we
represent, while honoring our
obligation to serve the public
interest.

ETHICAL
Expertise

Honesty


Loyalty

Independence

Fairness

Advocacy

ETHICAL

Honesty

Adhere to the highest
standards of accuracy and
truth in advancing the interests
of those we represent and in
communicating with the
public.

Expertise

Honesty


Loyalty

Independence

Fairness

ETHICAL
Ethic is important to PR because
• it helps to gain public approval and build a positive reputation.

• it helps earning trust and credibility, which in return, helps building
and maintaining the relationship among organisation and its
stakeholder which is ultimately the purpose of the public relations
function.

ETHICAL
PR PRACTITIONERS SHOULD ALWAYS TELL THE TRUE,
DOING THE RIGHT THINGS!

ThxThiswatching!
for is it.
So,

http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-thepublic-relations-defined-initaitve-submission-day12/

REFERENCE

http://www.cram.com/flashcards/public-relations-key-concepts3063289

http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UqZzOf2Q
9xI
http://luisrocks.com/blog/2012/public-relations-six-keywords-toguide-and-define/
http://madlywonderful.blogspot.hk/2011/10/concept-andobjectives-of-public.html

http://www.awinsjclarke.com/wpcontent/uploads/03_des612_chapter2_v01.pdf
http://www.sagepub.com/upm-data/11853_Chapter1.pdf
http://www.moneycrashers.com/business-relationship-building-skills/

http://www.oxforddictionaries.com/definition/english/relationship
http://www.managementparadise.com/forums/public-relationsmanagement/16991-communication-google-page-ranking.html

Music provider:
YouTube Audio Library
https://www.youtube.com/audiolibrary

End

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