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The Practice of PR
Dr Iccha Basnyat

  • The Practice of PR
    • Business (for profit)
    • Non-Profit Organization
    • Government

  • The Practice of PR: Business
    • PR vs. Marketing for profit:
      • PR is not directly selling products
        • Think more in terms of image building & reputation management
        • Think of PR as the face of marketing
      • PR relies on two-way communication to build & maintain relationships
        • Note: Can be a fine line IF there is no separate PR function in an organization
    • PR for profit:
      • It is crucial to ensure that PR objectives are in line and supported by the business objective
      • PR activities are measured in terms of business goals/objectives
        • Clarify business objectives, conduct SWOT analysis, create PR measurable objectives as well as strategy & tactics to meet the objectives, put plan in action, then evaluate to see if intended outcome has been reached!!
      • Raises question of CSR
        • How can we distinguish between just PR and truly organizational philosophy
        • Can we if the motive is always profit
        • Is CSR simply forced obligation or truly organizational philosophy
      • BUT there is a consensus regardless that corporations must engage in CSR
        • PR is key in communicating that message
        • Public expectations that organizations voluntarily exceed social obligations (Eg.BP)
    • Corporate Philanthropy as CSR:
      • CSR: is a commitment to improve community well-being through ethical business practices and contributions of corporate resources
        • I.e. Corporate Philanthropy
          • Directly giving to charitable/non-profit organizations from the corporation with the intention of improving the quality of life
          • Note: Links with the community and is a PR function that seeks to strategically provide grants for measurable charitable returns.


  • The Practice of PR: Non-Profit
    • PR Not-for-Profit:
      • Is evolving over time and has no clear definition of PR but:
        • Addresses social need
        • Reinvests revenue to continue work
        • Often relies on volunteers
      • PR is often seen as a way to raise funds:
        • Messages then get tailored to those likely to donate
        • Individuals donate more BUT Corporate donation = measurable outcome
      • Identifying & delivering key message is essential:
        • Unlike business message (i.e. mission) can mean the survival or failure of the organization
      • BUT identifying and maintaining focus on key public can be challenging:
        • Social issues are often personal interest yet messages need to be tailored
      • Media and community relations is key to communicate organization’s message >> this influences
        • How the cause/mission is viewed by the public >> which affects volunteers as well as donations (essential to survival)
          • Individual & corporate donors generate revenues
          • Seek measurable outcomes >> strategic and systematic planning is required for any action
      • So role of PR becomes in non-profit as your book indicates:
        • “Brand” the organization to gain acceptance of its mission
        • Develop channels of communication with those the organization serves
        • Create & maintain favorable climate for fund-raising
        • Support the development of public policy that is favorable to the org’s mission
        • Inform & motivate key publics to volunteer & dedicate to the org’s mission, goals & objectives
        • Additionally, strategic linking with corporate donors


  • The Practice of PR: Government
    • PR in public sector
      • Greater range of stakeholders & publics
      • Public opinion is key in achieving the organization’s purpose
        • Essential to create & maintain informed publics
      • Objectives, Strategies and Tactics are also essential for public sector to generate opinions
        • Example: Changing housing policy to relocate/rebuild new housing
      • The Practice of PR: Government
    • Public Affairs: is the public relations practice that addresses public policy and the publics who influence such policy (page 16).
    • Public affairs aims to, as your book notes:
      • Inform constituents about the activities of a government agency
      • Fostering citizen support for policies
      • Influence public policy via lobbying and/or media
      • Among other things, see page 411
    • Barriers to effective public affairs:
      • Question of credibility:
        • Public’s perceived trust with the government and the practitioner
        • Is it propaganda by the government?
      • Public Apathy
        • Addressing broad public interests can result in ignoring some interest/people
        • Can also be contributed through the general sense of frustration with government policy & regulations
    • Public Affairs & Media Relations:
      • Media relations is a fundamental function of public affair >> it influences
        • How information is relayed to the public
        • Well informed media results in more balanced, informed and immediate information sharing (i.e. avoiding speculations and counterproductive information)


  • The Practice of International PR
    • Public relations with other nations:
      • To influence the target country’s policy toward the client/company
      • To promote trade, sales, or tourism for the client (company/institution/government) in the target country
      • To build positive image of the country in target nation (i.e. public diplomacy)
        • Involvement of multiple nations
        • How government communicates with citizens of target country

 

 

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