What is Public relations

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• What is Public relations?

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Promote Rob-B-Hood in Thailand
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HOLLYWOOD / LEADING MAN IN BANGKOKHOLLYWOOD /
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• Good Restaurant

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Long live the king
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What is Public relations?
Public relations is the deliberate, planned, and
sustained effort to establish and maintain mutual
understanding between an organization and its
publics. The Public Relations Society of
America (PRSA)
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The Nature of Public relations

• Research
• What is the problem or situation?
• Action
• What is going to be done about it?
• Communication
• How will the public be told?
• Evaluation
• Was the audience reached and what was the effect?

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The components of public relations

• Counseling

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The components of public relations

• Research

PR research is becoming ever more important, from
helping to generate coverage to measuring
relationship quality.
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The components of public relations

• Media relations

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The components of public relations

• Publicity

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The components of public relations

• Employee/member relations

English lesson for employee
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The components of public relations

• Community relations

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The components of public relations

• Public affairs

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The components of public relations

• Government affairs

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The components of public relations

• Issues management

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The components of public relations

• Financial relations

SCBBussiness Cash Management and Poompui
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The components of public relations

• Industry relations

Rangsit university joins with Halla center,
Chulalongorn university to set Halla course for
students.
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The components of public relations

• Development/fund-raising

Four angles donate toys to orphans.
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The components of public relations

• Multicultural relations/workplace diversity

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The components of public relations

• Special events

Biggest Plasma Television
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The components of public relations

• Marketing communications

Aroma Theatre
Rain Fever _at_ Siam Center and Siam Discovery
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How public relations differs from advertising

• Advertising works almost exclusively through mass
  media.
• Advertising is addressed to external audiences.
• Advertising is readily identified as a
  specialized communication function.
• Advertising is often used as a communication tool
  in public relations and public relations activity
  supports advertising campaigns.

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How public relations differs from marketing
the marketing function should communicate with
the markets for an organizations good and
services. Public relations should be concerned
with all the publics of the organization.
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How public relations differs from marketing
The major purpose of marketing is to make money
for the organization by increasing the slope of
the demand curve. The major purpose of public
relations is to save money for the organization
by building relationships with publics that
constrain or enhance the ability of the
organization to meet its mission.
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How public relations supports marketing

• Developing new prospects for new markets
• Providing third party endorsements
• Generating sales leads
• Paving the way for sales calls

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How public relations supports marketing

• Stretching the organizations advertising and
  promotional dollars through timely and supportive
  releases about it and its products
• Providing inexpensive sales literature
• Establishing the corporation as an authoritative
  source of information on a given product
• Helping to sell minor products that dont have
  large advertising budgets

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Nine ways public relations contributes

• Principal activities
• Awareness and information
• Process
• Publicity, promotion, audience targeting,
  publications
• Outcomes
• Pave the way for sales, fundraising stock
  offerings

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Nine ways public relations contributes

• Principal activities
• Organizational motivation
• Process
• Internal relations and communication
• Outcomes
• Build moral, teamwork, productivity corporate
  culture,
• work toward Once clear voice outreach

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Nine ways public relations contributes

• Principal activities
• Issue anticipation
• Process
• Research, liaison with all publics, issue
  anticipation teams
• Outcomes
• Early warning of issues, social, political
  change,
• constituency unrest

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Nine ways public relations contributes

• Principal activities
• Opportunity identification
• Process
• Interaction with internal and external audiences,
  
• knowing the business
• Outcomes
• Discover new markets, products, methods, allies,
  positive issues

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Nine ways public relations contributes

• Principal activities
• Crisis management
• Process
• Respond to or blanket issues, disasters, attacks
  coalition building
• Outcomes
• Protect position, retain allies and constituents,
  keep normal operations going despite battles

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Nine ways public relations contributes

• Principal activities
• Overcoming executive isolation
• Process
• Counseling senior managers about whats really
  happening, research
• Outcomes
• Realistic, competitive, enlightened decisions

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Nine ways public relations contributes

• Principal activities
• Change agentry
• Process
• Corporate culture, similar techniques, research
• Outcomes
• Ease resistance to change, promote smooth
  transition, reassure affected constituencies

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Nine ways public relations contributes

• Principal activities
• Social responsibility
• Process
• Social accountancy, research, mount public
  interest projects and tie-ins, volunteerism,
  philanthropy
• Outcomes
• Create reputation, enhance economic success, earn
  trust

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Nine ways public relations contributes

• Principal activities
• Influencing public policy
• Process
• Constituency relations, coalition building,
  lobbying, grassroots campaigns
• Outcomes
• Public consent to activities, products, policies
  political barriers removed

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Principles of public relations management

• Tell the truth.
• Prove it with action.
• Listen to the customer.
• Manage for tomorrow.
• Conduct public relations as if the whole company
  depends on it.
• Remain clam patient and good-humored.

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Why public relations is growing

• PR is cost-efficient.
• PR has won over management.
• The penalties of poor PR are viewed each night on
  the 10 oclock news.
• PR is no long measured by the time it produces.

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Why public relations is growing

• PR is becoming more specialized.
• PR tools are becoming more complex.
• Markets are going international.

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The evolving functions

• The three main functions of public relations are
  press agentry, publicity and counseling.
• Press agentry involves promotion of people and
  events.
• Publicity one of the earliest forms of public
  relations, involves the issuing of news releases,
  and has been with us in various forms since
  ancient times.
• Counseling involved in the early 20th century.

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Ethics and professionalism

• Ethics refers to the value system by which a
  person determines what is right or wrong, fair or
  unfair. It is expressed through moral behavior in
  specific situations.

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PRSA Member statement of professional values

• Advocacy
• Honesty
• Expertise
• Independence

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PRSA Member statement of professional values

• Loyalty
• Fairness
• Free flow of information
• Competition

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PRSA Member statement of professional values

• Disclosure of information
• Safeguarding confidences
• Conflicts of interest
• Enhancing the profession

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The individual in public relations

• The range of public relations work
• Corporations
• Nonprofit organizations
• Entertainment, sports and travel
• Government and the military
• Education
• International public relations

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Basic personal attributes

• Ability with words, written or spoken
• Analytical skill, to identify and define problems
• Creative ability, to develop fresh, effective
  solutions to problems
• An instinct for persuasion
• Ability to make presentations

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Job levels in public relations

• Entry-level technician
• Supervisor
• Manager
• Director
• Executive

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Expertise required in a department

• Strategic and operational management knowledge
• Develop strategies for solving problems
• Manage organizational response to issues
• Develop goals and objectives for department
• Prepare budgets
• Manage people

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Expertise required in a department

• Research knowledge
• Perform environmental scanning
• Determine public reactions to your organization
• Use research to segment publics
• Conduct evaluation research

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Expertise required in a department

• Negotiation knowledge
• Negotiate with activist publics
• Help management understand opinions of publics
• Use conflict resolution theories with publics

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Expertise required in a department

• Persuasion knowledge
• Persuade a public that your organization is right
• Use attitude theory in a campaign
• Get publics to behave as your organization wants

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