PUBLIC RELATIONS
MBA IV SEMESTER
BY
Prof. Mahak Balani
Acharya Institute of Technology
Bangalore
Please Note:
Notes given are a reference material.Kindly
refer prescribed books for details.These notes
are strictly for Internal Circulation only.
SYLLABUS
PUBLIC RELATIONS
Subject Code: 14MBA HR407. IA Marks: 50.
No. of Lecture Hours / Week: 04. Exam Hours: 03
Exam Marks: 100
Module 1: (8 Hours)
What is Public Relation? – Proactive and Reactive Approaches – Public Relations
Process Behavioral Public Relations Model – Persuasion Model – Two way
symmetrical Communications Model – When communications is not enough – 20
great truths about Public Relations
Module 2: (8 Hours)
Theoretical basis for Public Relations –Theories of Relationships –Systems Theory
– situational Theory – Theories of Persuasion and Social Influence – Social
Exchange Theory – Diffusion Theory – Social Learning Theory – Elaborated
Likelihood Theory - Theories of Mass communication – Uses and Gratification
Theory – Agenda Setting Theory – Public Relations roles – Models of Public
Relations – Approaches to Conflict Resolutions
Module 3: (8 Hours)
Employee communications – Role of employee communication – concept of
Organizational culture – Establishing Communication Policy – Organizational
change – Importance of employee communication – Special employee
Communication Situations – Media of Employee communications – Objectives of
Internal media – Starting internal media – controlling internal media - Occasional
and Special media Rules of Effective Employee Relations. Frontline supervisors as
the key communicators
Case: Investing in Employees Pays Off (CJSS)
Case: Southwest Airlines – Where Fun, LUV, and Profit Go Hand –in Hand (CJSS)
Case: Employee Retention: It is the employer who is on probation (LLHT)
Case: Maintaining Employee Relationship in a Tragedy (LLHT)
Kodak Communicates One - on - One with All of its Employees (CJSS)
Module 4: (8 Hours)
Community Relations – Importance of Public Relations – Community Relations
Process – Guidelines for Effective Relations Programs -Specific Functions of Public
Relations – Criteria for Community relations Activities – Corporate Social
Responsibility & Philanthropy-Emerging Challenge of Community Activism
Case: Community Relationships Maintained During Hospital Closing (CJSS)
Module 5: (8 Hours)
Media Relations – Media Relations –Role of Media in Public Relations – Social
Media – working with the media –Media Relations Program Elements –Role of
Technology in Public Relations
Case: Fatal Tiger Attack at San Francisco Zoo (LLHT)
Case: There’s a Syringe in My Pepsi Can (CJSS)
Module 6: (8 Hours)
Issues in Public Relations – public relations challenges –Types of Issues - Target
audiences- Public Service as Preventive Public Relations – Special Interests –
Importance of Compromise – Issue Anticipation – Scenario Technique
Case: Take your choice – Tobacco or Health (CJSS)
Module 7: (8 Hours)
Crisis Management – Understanding how people typically react to issues – Human
Nature – Role of communications – Types of crises – News media influence -
Fundamental guidelines Case: Bhopal – A Nightmare for Union Carbide (CJSS
Case: Sir Ganga Ram Hospital – Disaster management Plan (IS) )
RECOMMENDED BOOKS
• “Public Relations – The Profession and Practice”, Lattimore, Laskin, Heiman &
Toth, third edition, Tata McGraw Hill, 2012 (LLHT)
• “Public Relations Practices – Managerial Case Studies and Problems” Center,
Jackson, Smith and Stansbury, Seventh Edition, Prentice Hall of India, 2008 (CJSS).
• Public Relations - Paul Baines, John Egan, Frank Jefkins, Routledge, 3rd edition,
2007, ISBN - 1136370773, 9781136370779
• Public Relations: Concepts, Practice and Critique, Jacquie L'Etang, SAGE, 2007,
ISBN - 1446234878, 9781446234877
• Public Management – Organizations, Governance and Performance, Laurence J.
O’ Toole Jr, Kenneth J Meier, 1st edition, Cambridge Publications, 2011.
REFERENCE BOOKS:
• Public Relations – Principles and Practices, Iqbal Sachdeva, 1st edition, Oxford
University Press, 2009 (IS).
• Strategic Planning for Public Relations, Ronald D. Smith, revised edition, Taylor
& Francis, 2004, ISBN - 1135606080, 9781135606084
• Public Relations: A Practical Guide to the Basics, Philip Henslowe, 1st edition,
Kogan Page Publishers, 2003, ISBN - 0749440724, 9780749440725
• An Overview of the Public Relations Function - Shannon A. Bowen, Reprint
Edition, Business Expert Press, 2010, ISBN - 1606491008, 9781606491003
• Public Relations Practices, Managerial Case Studies and Problems, Allen H
Center, Patrick Jackson, Stacey Smith, Frank R Stansberry, 7th Edition.
Module 1: (8 Hours)
What is Public Relation? – Proactive and Reactive Approaches – Public Relations
Process –Behaviural Public Relations Model – Persuasion Model – Two way
symmetrical Communications Model – When communications is not enough – 20
great truths about Public Relations
What is Public Relations?
Public relations (PR) is the practice of managing the spread of information
between an individual or an organisation (such as a business, government agency, or
a nonprofit organization) and the public. Public relations may include an
organization or individual gaining exposure to their audiences using topics of public
interest and news items that do not require direct payment. This differentiates it
from advertising as a form of marketing communications. Public relations is the
idea of creating coverage for clients for free, rather than marketing or advertising.
An example of good public relations would be generating an article featuring a
client, rather than paying for the client to be advertised next to the article. Although
advertising is closely related to public relations—as it too is concerned with
promoting and gaining public acceptance for the company's products—the goal of
advertising is generating sales, while the goal of public relations is generating good
will. The effect of good public relations is to lessen the gap between how an
organization sees itself and how others outside the organization perceives it.The aim
of public relations is to inform the public, prospective customers, investors,
partners, employees and other stakeholders and ultimately persuade them to
maintain a certain view about the organization, its leadership, products, or political
decisions.
Public relations professionals typically work for PR and marketing firms,
businesses and companies, government, government agencies, nongovernmental
organizations and nonprofit organizations. A PR specialist communicates with the
target audience directly or indirectly through media with the aim to create and
maintain a positive image and create a strong relationship with the audience. Jobs
central to Public Relations include account coordinator, account executive, account
supervisor and media relations manager. Those interested into public relations
should have strong written and speaking abilities, be team focused and creative. A
masters in strategic communication will enhance a marketing or communication BS
or BA and make prospective employers more competitive in the job market.
Public relations involves two-way communication between an organization and its
public. It requires listening to the constituencies on which an organization depends
as well as analyzing and understanding the attitudes and behaviors of those
audiences. Only then can an organization undertake an effective public relations
campaign.
Many small business owners elect to handle the public relations activities for their
own companies, while others choose to hire a public relations specialist. Managers
of somewhat larger firms, on the other hand, frequently contract with external public
relations or advertising agencies to enhance their corporate image. But whatever
option is chosen, the head of a company is ultimately responsible for its public
relations.
DEFINITION-Public Relations
“Public Relations is a leadership and management function that helps achieve
organizational objectives, define philosophy and facilitate organisational change.”
“Public Relations practice is the planned and sustained effort to establish and
maintain goodwill and understanding between an organisations and its
publics”(Institute of Public Relations,1987)
Objectives of PR
Providing Information – PR can be used to provide customers with more in depth
information about products and services. Through articles, collateral materials,
newsletters and websites, PR delivers information to customers that can help them
gain understanding of the product.
Creating Interest – Whether a PR placement is a short product article or is
included with other products in “round up” article, stories in the media can help
entice a targeted audience to try the product. For example, around the holiday
season, a special holiday food may be promoted with PR through promotional
releases sent to the food media or through special events that sample the product.
Promoting an Organisation-Some of the main goals of public relations are to
create, maintain, and protect the organization's reputation, enhance its prestige, and
present a favorable image. Studies have shown that consumers often base their
purchase decisions on a company's reputation, so public relations can have a definite
impact on sales and revenue. Public relations can be an effective part of a company's
overall marketing strategy.
Promoting Goodwill-One of the simplest and most straight-forward objectives of
PR campaigns is to enhance your company's goodwill with its market. Goodwill
means a generally positive rapport with the communities in which you do business.
Having this strong connection helps drive customers to your business and also aids
in building long-term loyal relationships with key customers. Getting involved in
community activities and participating in charitable programs are common
techniques to promote goodwill with the community.
Building Product Awareness – When introducing a new product or relaunching an
existing product, marketers can use a PR element that generates consumer attention
and awareness through media placements and special events.
Reinforcing the Brand – In many companies the public relations function is also
involved with brand reinforcement by maintaining positive relationships with key
audiences, and thereby aiding in building a strong image. Today it is ever more
important for companies and brands to build a good image. A strong image helps
the company build its business and it can help the company in times of crises as
well.
Areas of PR/Scope of PR
1.Employee Relations
Employees are one of the more important audiences a company has, and an ongoing
public relations program is necessary to maintain employee good will as well as to
uphold the company's image and reputation among its employees. The essence of a
good employee relations program is keeping employees informed and providing
them with channels of communication to upper levels of management. Bechtel
Group, a privately held complex of operating companies, published an annual report
for its employees to keep them informed about the company's operations. The
company used surveys to determine what information employees considered useful.
A range of other communication devices were used, including a monthly tabloid and
magazine, a quarterly video magazine, local newsletters, bulletin boards, a call-in
telephone service, and live presentations were made about the company.
2.Financial Relations
Financial relations involves communicating not only with a company's stockholders,
but also with the wider community of financial analysts and potential investors. An
effective investor relations plan can increase the value of a company's stock and
make it easier to raise additional capital. In some cases special meetings with
financial analysts are necessary to overcome adverse publicity, negative perceptions
about a company, or investor indifference. Annual reports and stockholder meetings
are the two most important public relations tools for maintaining good investor
relations.
3.Community Relations
A comprehensive, ongoing community relations program can help virtually any
organization achieve visibility as a good community citizen and gain the good will
of the community in which it operates. Organizations conduct a variety of special
programs to improve community relations, like sponsoring educational and literacy
programs, children's programs etc. etc. On a more limited scale, small businesses
may achieve community visibility by sponsoring local sports teams or other events.
Organizations are recognized as good community citizens when they support
programs that improve the quality of life in their community, including crime
prevention, employment, environmental programs etc.
4.Media Relations
This involves working with media for the purpose of informing the public of an
organization's mission, policies and practices in a positive, consistent and credible
manner. Typically, this means coordinating directly with the people responsible for
producing the news and features in the mass media.' PR activity seeks to create a
favourable predisposition.The goal of media relations is to maximize positive
coverage in the mass media
Working with the media on behalf of an organization allows for awareness of the
entity to be raised as well as the ability to create an impact with a chosen audience.
It allows access to both large and small target audiences and helps in building public
support and mobilizing public opinion for an organization. This is all done through a
wide range of media and can be used to encourage two-way communication.
5.Government Relations
Government decisions can significantly affect organizations because of which
relations with government departments have to be developed at the local, national
and regional levels.Public relations in the political arena covers a wide range of
activities, including staging debates, holding seminars for government leaders, and
influencing proposed legislation. This includes Lobbying. Professional lobbyists are
employed in order to influence the key decisions of the government affecting
company’s prospects.
For example:
Trade associations and other types of organizations attempt to block unfavorable
legislation and support favorable legislation in a number of ways. The liquor
industry in California helped defeat a proposed tax increase by taking charge of the
debate early, winning endorsements, recruiting spokespersons, and cultivating
grassroots support. A speakers bureau trained some 240 industry volunteers, and
key messages were communicated to the public through printed materials and radio
and television commercials.
(Lobbying: Lobbying means dealing with legislators and government officials to
promote or defeat unfavorable legislation and regulation. )
Functions of PR
1.Crisis Communication
Public relations practitioners become heavily involved in crisis communications
whenever there is a major accident or natural disaster affecting an organization and
its community. Other types of crises involve bankruptcy, product failures, and
management wrongdoing. In some cases, crises call for an organization to become
involved in helping potential victims; in other cases, the crisis may require
rebuilding an organization's image. In any case, experts recommend that business
owners prepare a plan in advance to deal with potential crises in an honest and
forthright manner. The main objective of such a plan is to provide accurate
information quickly in order to reduce uncertainty. After the San Francisco
earthquake of 1989, for example, the Bank of America utilized its public relations
department to quickly establish communications with customers, the financial
community, the media, and offices in 45 countries to assure them the bank was still
operating.
2.Product Public Relations
When new products are introduced to the market the role that public relations plays
is crucial for creating awareness and differentiating the product in the public’s eyes
from other similar products. When existing products need a push public relations is
often called on the improve product visibility.
Sometimes there are changes instituted in existing products and public relations has
to focus the attention of consumers on the product. If a product needs to be
positioned in the market a properly executed public relations campaign can
overcome buyer inertia and remove negative perceptions on the part of the public.
3.Media Representation
An important function of PR is to represent the organisation to the media
Media management includes the following-
• Handling publicity
• Issuing news of activities to external audiences
• Establishing and maintaining contacts with the mass media
• Handling responses to inquiries from the mass media
• Coordinating media conferences and tours
• Tracking and evaluating media coverage
4.Social Media Management
One of the defining roles of PR is reputation management, and social media is a
great way to stay on top of what’s being said about your brand.One emerging
function of public relations is to maximize an organization’s positive use of social
media to build its image. Managing a Twitter feed, a Facebook page and a YouTube
channel are all vital ways to connect with possible new customers or stakeholders.
Monitoring public comment about the organization on the Internet can also give PR
professionals early warning of any emerging trends or problems.
Elements of PR
PR is a dynamic discipline which includes—
▪ Research
▪ Counselling
▪ Public Affairs
▪ Publicity
▪ Marketing Communications
▪ Issues Management
▪ Employee relations
▪ Media Relations
▪ Community relations
▪ Industry relations
▪ Financial relations
▪ Government relations
Tools of PR
▪ Press release
▪ Company newsletters
▪ Conferences
▪ Exclusive stories
▪ Interviews
▪ Sponsored events
▪ Public appearances
Approaches to PR
Proactive and Reactive Approaches:
Proactive and reactive are two ways for a company to handle its public relations.
Proactive public relations refers to the ability of an organization to take control of
the PR message that is being relayed to the general public and aim to get the word
out before anything bad can occur.As a contrast, reactive public relations can be
defined as a marketing approach that attempts to combat or defend any negative
issues or events related to an organization. True to its name, reactive public relations
does not take effect until after a negative or unsatisfactory event occurs and has the
potential to damage the reputation of an organization or an individual.
In general, companies see being proactive as more beneficial than being reactive, in
other words, if you strategically plan your public relations activities each month,
you will have more changes to achieve your communication goals. Moreover, if you
plan your public relations activities, in case of a crisis you have a system and you
will have your internal and external communications in place to communicate as
effectively as you can to your audience.
A proactive approach gives an organisation more control over their public relations
planning and enables them to set the agenda. They decide how best to present the
image of the company. A reactive approach gives control to someone else, with the
company merely responding.
Public Relations Process:
The Four-Step Process: The logical steps followed are RACE
Step 1: Research
Step 2: Action Plan
Step 3: Communication
Step 4: Evaluation
The RACE model can be used to help you develop a strategic PR plan.
RACE is an acronym standing for Research, Action planning, Communication, and
Evaluation. Research is an important step in the beginning stages of any type of
marketing campaign. Some good things to know in the initial stage of a PR plan
include target audiences, demographics, what those audiences like, how they like to
communicate, and where they go to get information. This could be TV, newspapers,
magazines, social media, etc.
The next step is action planning. Here, a strategic plan is developed from the
research that determines what information to communicate and the best ways to
reach the desired audiences with that information. The information needs to be
newsworthy. It needs to be able to capture the attention of the desired audiences and
contain content that they can find value in. A truly strategic plan aligns the
communication not only with the goals of the PR plan, but also with the core values,
mission, and vision of the company.
The third step in the RACE model is communication. This involves getting the
information and content developed in your action plan to the appropriate and most
effective media outlets. Media contacts and contact lists can be very valuable
resources in this step to help you distribute information efficiently. The final step is
evaluation. It is important to track the results of your PR campaign and analyze its
effectiveness. Determining a ROI is a good way to evaluate the effectiveness of
your plan. To do this, you must monitor all the press generated by your campaign,
estimate a value for that press, and compare the value of the PR to the expenses
associated with generating that PR.
The RACE model can be a helpful guide for developing a strategic PR plan.
However, it is important to keep in mind that PR is a dynamic process. It requires
constant attention and focus. For the best results, all four of the steps in the RACE
model need to be executed continuously and simultaneously.
In short the following points will give you an idea as to what is to be done at each
step-
Research:
1. Who do we want to reach?
2. What do we want them to do?
3. What messages do we want to communicate to each public that will
encourage desired behavior, increase knowledge and change attitudes?
Program Planning: Develop a Strategy that involves
1. Identifying goals and objectives
1. Identifying target audience(s) or public(s)
1. Creating a theme for the program/campaign
Develop & Implement Communication Tactics
1. Tactics for communicating
1. Time line for the program/campaign
1. Budget
Evaluation During & After Campaign / Program
1. Identify research methods to be used to evaluate the success of the
program/campaign during & after.
2. Determine a way to measure whether the campaign achieved its
objectives.
Behavioral Public Relations Model:
Although the goal of Public Relations is to disseminate information to the masses,
to spread ideas, or even to change people's minds, emotions, or opinions.
However, public relations maven Patrick Jackson emphasized in his work that the
ultimate goal of public relations needs to be to change behavior, not just to spread
information. So Never mind what our publics are thinking; the question is, what are
they doing? Campaign managers don't just want potential voters to like their
candidate; they need the public to vote for the candidate. Companies in crisis don't
just need the public to believe that the company is still trustworthy; they need the
public to continue to buy its products and invest in its stocks.
The Five Steps toward Behavioral Change
A focus on behavioral change is at the core of Pat Jackson's model of public
relations. According to Jackson, the process of changing the public's behavior
happens in five steps:
(1) building awareness,
(2) developing a latent readiness,
(3) a triggering event,
(4) engaging in intermediate behavior, and
(5) making behavioral change.
1. Building awareness -- This first step is perhaps the most obvious. For
ideas to spread, you have to share them with others. This is exactly what Jackson's
first step entails. Whether information about an issue or idea is spread through the
mass media or by word of mouth, the information needs to be available for public
consumption.
2. Developing a latent readiness -- Once the information has reached the public,
people begin to form opinions on the issue. Different people may reach different
opinions of differing strengths, based on their personalities, values, and prior
beliefs. Those with stronger opinions in favor of the idea fully reach the stage of
latent readiness, meaning that they are potentially ready to act on their opinion.
3. Triggering event -- This is an event or occurrence that is likely to move those
with a latent readiness to action. The event could be something natural and/or
unplanned by the public relations team (e.g., a hurricane, a virus outbreak, a terrorist
attack, etc.), or it could be something created by PR representatives specifically to
encourage those people predisposed to action to finally take steps toward the desired
behavior (e.g., weight-loss challenge, fund raising drive, contest, sales event, etc.).
4. Intermediate behaviors -- These are the 'little steps' that people take when they
are considering the larger behavioral change. These steps could include inquiry
calls, taking brochures, signing up for free trial periods, etc. Although these little
steps are not the ultimate behavioral goal PR executives hope the public will reach,
they are important to note. Keeping track of these intermediate behaviors will help
to determine how well a message has been received by the public and how many
people are on the cusp of taking the ultimately desired action.
5. Behavior change -- After demonstrating the intermediate behaviors, hopefully
some (if not many) will be persuaded to make the ultimate behavior change. As
mentioned earlier, this is the real goal of the public relations message. Whether it is
buying a product, investing money, changing health-related behaviors, or taking
some other specific action, behavior changes are measurable outputs of public
relations and the ultimate success of the process.
The Persuasion Model
Pfau and Wan define persuasion as “the use of communication in an attempt to
shape, change, and/or reinforce perception, affect (feelings), cognition (thinking)
and/or behavior.”
Public relations people try to persuade audiences to learn new information, to
change emotions, and to act in certain ways. In this perspective persuasive messages
are able to activate an attitude change that can modify behaviours of consumers,
voters and individuals in general.Persuasion is integral to communication and public
relations as “one cannot inform without the message receiver at least implicitly
being persuaded that the topic is worthy of attention”.
Hugh Rank has described a very simple model of persuasion where he describes the
two basic (and opposite) patterns of intensification and downplay that are common
to many persuasive situations. He describes how Benefit Promisers (advertisers)
intensify certain aspects of their offering and downplay other aspects in an attempt
to persuade Benefit Seekers (prospects) to buy from them.
INTENSIFY
The persuader/ author tries to increase the significance of elements of the message
so that the reader/ viewer/ audience will take the message more seriously or see it as
more important. They do this by use of Repetition, Association and Composition.
Repetition
Repetition of a word or visual pattern not only causes it to become remembered
(which is persuasive in itself), it also leads people to accept what is being repeated
as being true. Thus an advertiser of soap powder may focus on how wonderfully
white clothes become by repeating the word 'whiteness'.
Association
Association links the item with an idea or something which already has emotional
connotation, for example something desired or feared. The soap powder advertiser
may thus use attractive people in wonderfully clean houses. It also is using the
unspoken idea that cleanliness is desirable.
Composition
Intensification may also be enhanced through the overall composition of what is
being presented, for example contrasting the message with an opposite. Thus the
soap powder advertiser may start with a person wearing muddy clothes.
DOWNPLAY
Downplaying is the opposite of intensification and can be done using the same (but
reversed) techniques. The following three methods can be used.
Diversion
When we divert or distract a person from something we do not want them to attend
to, then we may succeed in reducing their attention to it. The soap powder advert
may divert from concerns about damaging the environment by highlighting the
small quantity of powder needed for each wash.
Omission
Another way of downplaying is simply to say nothing about the things that will
counteract our arguments. Thus the soap powder manufacturer will not talk about
the damaging effects of constant washing of clothes.
Confusion
Confusion may be used when the other person knows about an opposing argument.
A typical way of doing this is by showering the other person with data. Soap powder
manufacturers may, for example, give a scientific argument about how their product
works.
Example
Volkswagen Touareg commercial(SEE THIS COMMERCIAL ONLINE)
In direct comparison to its closes rival the AUDI SUV.
-VW intensifies their strength as a powerful vehicle by repeatedly showing the SUV
pulling a Boeing 747 the shot repetition highlighting its strength.
-VW associates it engine strength with that of the aircraft.
-They downplay the vehicle strength of their opposition by omitting their features
from the commercial.
-They also divert our attention from other vehicles entirely
Two Way Symmetrical Model
Two way symmetrical model of public relations revolves around two way
communication between both the parties.
Uses communication to negotiate with publics, resolve conflict, and promote mutual
understanding and respect between the organization and its public(s).
Two way symmetrical model of public relations is an ideal way of enhancing an
organization’s reputation among the target audience. According to two way
symmetrical model, public relations experts depend on two way communication to
position their brand among end-users. Free flow of information takes place between
the organization and its stake holders, employees, investors and vice-a-versa.
Conflicts and misunderstandings are resolved through mutual discussions and
communication. A two way communication takes place between both the parties
and information flows in its desired form. The feedback from stakeholders and
target audiences are also taken into consideration.
The two-way symmetrical model argues that the public relations
practitioner should serve as a liaison between the organization and key publics, rather
than as a persuader. Here, practitioners are negotiators and use communication to
ensure that all involved parties benefit, not just the organization that employs them. The
term “symmetrical” is used because the model attempts to create a mutually beneficial
situation. The two-way symmetrical model is deemed the most ethical model, one that
professionals should aspire to use in their everyday tactics and strategies (Simpson,
2014).
Two way symmetrical model can summarised in the following way-
-relies on honest and open two-way communication and mutual give-and-take rather
than one-way persuasion;
- focuses on mutual respect and efforts to achieve mutual understanding;
-emphasizes negotiation and a willingness to adapt and make compromises;
- requires organizations engaging in public relations to be willing to make
significant adjustments in how they operate in order to accommodate their publics;
-seems to be used more by non-profit organizations, government agencies, and
heavily regulated businesses such as public utilities than by competitive, profit-
driven companies.
WHEN COMMUNICATION IS NOT ENOUGH
Much is often made about the quality and quantity of ‘communication’ within and
beyond an organization. But communication, even effective communication, is not
enough.
The key underlying issue is not about communication at all but about effective
engagement.
Communication is about sharing information and opinion. Engagement is about
common cause and purpose. Communications Technology has brought us
fantastically increased capability to communicate across geographic distance and
boundaries. Engagement Technology must now take us to the next level.
Organizational boundaries, internal and external, become less useful as individuals
and groups gravitate naturally, towards common purpose and shared interests.
20 GREAT TRUTHS ABOUT PR
1. The long-term security of the organization is far more important than the
short-term expediency.
2. Perception is reality, facts notwithstanding.
3. Unfulfilled expectations create most PR problems.
4. Planning and preparation are invaluable. When disaster strikes, it’s too
late to prepare a crisis plan or build a legacy of trust.
5. The value of research is inestimable.
. a) Every planned PR program should start and end with research.
. b) Every PR plan should evolve from research.
. c) Research should be conducted every step of the program.
6. PR needs to always play its position and let other departments play theirs.
7. Communication must always follow performance.
8. PR frequently turns on timing. Knowing when to act is as important as
knowing what to
do.
9. If your client, product or organization is challenged:
. a) Don’t ignore the challenge.
. b) If the challenge is unfair, fight back as hard as you can.
. c) If the challenge has merit, fight for corrective actions.
10. The media/PR relationship will never be better than “professional.” There
are no favors for free lunches.
11. Ad hoc pressure groups won’t give up or go away. You have to deal with
them or they will consume you in the media.
12. PR has to be involved from the beginning to have maximum impact.
13. Full and complete disclosure and communication is the best way to keep
from getting
greedy when entrusted with the public’s money.
14. Doing the right thing is more important than doing the “thing right.”
There is no such
thing as “corporate” ethics. People are either ethical or they aren’t, and these people
determine the ethics of the organization.
15. If you have to say something, the truth is always best.
16. Appeals to self-interest are seldom unrewarded.
17. Involvement in the planning stages provides “ownership” and support.
18. If top management is not sold, the project will never succeed.
19. Absent trustworthy information, people assume the worst. Rumors thrive
in the vacuum
of no information.
20. Most negatives can become positives with a little creative effort and a lot
of hard work.
