Unit 2: Components and Tools of public relation
The Public Relations profession is like the human body with different
parts. It is these components that we shall discuss today and how they
come together to form public relations. In no particular order, here are
some of the elements of public relations.
1: Research
In public relations, research is important. When a client sends a brief
about what they want, sometimes it is detailed and other times it is
sketchy. This is when research comes in. The first activity in the
public relations plan is research. It involves gathering data, extracting
information and getting insights.
Through research, we are able to gather information about the
‘publics’ we are trying to reach. With such understanding, we come
up with strategies and key messages on how to influence and persuade
them.
2: Media Relations
Public relations is a two-way communication street connecting the
organizations to their publics. To achieve this, it enlists the help of the
mass media. Through the various channels of the media (radio,
television, newspapers) the right publicity is generated and the
message passed to the target audience. As a public relations
practitioner, you could choose to do disseminate information via press
releases, organizing a press conference or any other appropriate
methods deemed fit. Let us not forget that to get to the target
audience, research may first need to be conducted, to find out the
various platforms on which they can be reached.
3: Event Management
To understand this better, we shall make use of an example. Let us say
an organization is about to kickstart a new campaign. To ensure this
goal is achieved, the expertise of a public relations agency will be
required in the following ways: The first being media coverage. To
achieve this, we liaise with the media on how the events should be
covered, and in what media. Also, we provide the media outfits with
news-worthy details about the event.
Similarly, certain arrangements like venue, event decoration style
(seminar, formal dinner, conference settings), good public address
system, proper documentation of attendees and order of event program
can be handled by the public relations firm. Trust me, a glitch in the
public address system, for example, can hamper the smooth running of
an event and as an organization, you would not want that.
4: Crisis Management
Crisis is any event that is likely to lead to an unstable situation,
affecting an individual, group or organization. This time of difficulty
is one that an organization cannot escape and when it occurs, public
relations is there to help. In terms of public concerns, the role of
public relations is to identify and address such concerns so that they
do not affect the reputation of the organization. Depending on the
issue, public relations adopts a strategic approach to ensure that crisis
is mitigated and stakeholders’ relations is well managed.
Other components of public relations include reputation management,
stakeholders’ relationship management, Digital Public Relations and
brand and marketing communications.
At Mediacraft Associates, we take a unique approach to providing
bespoke communication solutions and that is why our results are
evident, measurable and consistent for all our clients.
5. Human Relations:
PR is getting along with the people or ‘publics’ both internal and
external. No individual is rational. Each person who works in an
organizationhas to get along with others. He is expected to understand
and know thoroughly another and demonstrate interest in his progress
as one does his own.
6. Empathy:
Empathy is the power of understanding feeling of others. For instance
feeling sorry for others is sympathy. Empathy is the primary pre
requisite for-a-satisfying exposure in relationships where a certain
degree of depth of understanding is expected. That is to feel one’s
feeling stepping into the boots of another who is affected.
7. Persuasion:
There are two ways of changing the mind of another or others namely
by persuasion and by force. The persuasion is positive and hence
results in positive outcome and force is negative and, therefore, the
outcome will be not encouraging.
If you compel any person to do something instead of persuading, that
act can be depositism as it is against the principles of normal conduct
sanctioned by society. Instead, if one convinces the other to do and is
able to win his heart and head it is highly appreciated, accepted and
acted up without opposition.
8. Dialogue:
Dialogue is a conversation with some purpose. Dialogue is a
reasonable exchange of ideas bringing into being a new form of
knowledge; the use of dialogue is for influencing behaviour, selling
goods or inspiring ideas.
Any dialogue involves ‘conciliation; and ‘compromise’ when one
speaks to an unfavorably disposed group or a person, the first effort is
to conciliation people or person and breakdown prejudice.
Under the circumstances, a person who succeeds in bringing a state of
urbanity into a gathering marked by discussion is a Wiseman. People
have variety of reasons for opposing any compromise.
There arises no question of opposition to the proposed compromise
when a person persuading communicates his idea clearly and
accurately. Communication is the greatest art of winning the hearts of
people because; it is a bridge of meaning.
5 components of a successful public relations strategy
How does the public view your brand? This is an important question
to ask as you build your public relations strategy. There is more to
consider than just how your business will be portrayed by the media.
How you communicate inside and outside of your organization, events
you plan, your involvement in the community, and even how you
handle a crisis make up your public relations strategy.
To help you create this strategy, we have outlined each piece and why
it matters to your brand’s image:
1. Corporate Communications. How your business communicates
with other businesses, both internally and externally, creates its voice.
A corporate communications strategy is the backbone of your overall
public relations strategy. It uses your brand’s voice to express
important messages in a way that your audience will understand. For
example, internal emails or press releases announcing important
company news are part of your corporate communications strategy.
2. Media Relations. Media relations is the relationship an
organization has with the press. In order to be successful, you must
build a relationship with the correct contact person for each relevant
news outlet to ensure that your business is portrayed well in the
media. Whenever something newsworthy happens at your
organization, you can send press releases to these contacts. Press
releases are news sources which make media relations a symbiotic
relationship between the press and businesses. To help you build the
best possible relationship with the press, we’ve compiled some tips
for creating a successful media relations strategy.
3. Community Relations. Your business is a member of your
community. Community relations establishes your business’ presence
and the perceptions of others. There are many ways your business can
get involved in the community. At Pulse we’re involved with a variety
of community programs focusing on the economic growth of our area,
education, public health, and the environment. We actively sponsor,
donate service, and volunteer our time.
4. Crisis Management. How you face a crisis or other unexpected
situation can make or break your business. Having a crisis
management plan in place allows your business to operate as normally
as possible through a crisis and preserve your image. Internal and
external communications are especially important during these times
to keep the situation under control. Even if your situation can’t be
prevented, the very least you can do is be prepared.
5. Events Management. Your business’ events are a valuable
marketing tool, especially with young people who place a high value
on experiences. That being said, planning an event is an equally
exciting and stressful time for your business. You have to consider
when and where the event will be, who will attend, and so much more.
Having an events management strategy can keep all of the details of
your event organized so it runs as smoothly as possible.
Public relations is made up of many working parts that build a positive
image of your business in the eyes of your community. Having a
strategy in place can keep these efforts organized and create the image
you want for your business.
