Definition of Pr - Elements and Process

Lecture 1

Definition of PR: PR is the tools of managing communication in order to build good relationship and mutual understanding between organization and its important audiences.  

Elements of PR:

• Deliberate: design to influence, gain understanding , provide information and obtain feedback.
• Planned:  it is systematic, require research and analysis
• Performance: effective PR is based on actual policies and performance
• Public interest: mutually beneficial to the organization and the public; alignment of organization’s self-interest with the public’s concerns and interests/
• Two way communication:
• Management function: most effective when it is a strategic and integral part of decision making by top management

PR process

1. Research and analysis
2. Policy formulation
3. Programming
4. Communication
5. Feedback
6. assessment

Pros & Cons of PR consultant

Pros

• objectivity
• variety of skills and expertise
• extensive resources
• special problem- solving skills
• credibility

Cons

• superficial grasp of client’s problem
• lack of full time commitment
• need for prolonged briefing period
• costs
• need for strong direction by top management

Code of ethic

• Free flow of information: free flow of accurate and truthful information is essential to serving the public interest in democratic society
• Competition: healthy and fair competition among professionals should take place within an ethical framework
• Disclosure of information: open communication is essential to informed decision making
• Conflicts of interest: avoid real, potential, or perceived conflict of interest among clients, employees and the public

Ethical dealings with media

Ensure that the credibility of news media and public trust in news media are not affected

• Gifts: professional groups in public relations condemn the giving of expensive gift or services to journalist because the practice undermines the media’s credibility and the public interest
• Advertising influencing news coverage
• Lack of disclosure and transparency

Blurring of ethical lines

In today’s media environment, there is a blurring of lines between public relations, advertising, and journalism in term of content. The importance of transparency and disclosure is highly revenant when journalists accept payment from third parties, or when a celebrity spokesperson appears on a talk show without mentioning who is paying for their appearance.