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
Back to top |