Avel-COVID19-Mass Comm- Public Relations
COVID – 19 SIT@HOME
INTEL DEV. CLASS
ND MASS COMMUNICATION
PUBLIC RELATIONS
BY
Committee of Intellectuals [CoI]
@
INTELLECTUAL DEVELOPMENT CONFERENCE CENTER [INTEL CENTER]
PUBLIC RELATIONS
QUESTIONS
1a. Define Public Relations
1b. Explain the characteristic
2. Differentiate between the internal publics and the external publics
3. Highlight step by step, how to organize press conference and when do you call press conference as a public relation executive of an organization.
4a. List and explain five tools of public relations practice in your country?
4b. what are the differences and similarities between public relation and advertising
5a. what is corporate social responsibility (CSR)
5b. list and explain (10) brand areas of specialization in public relation.
6. what are the factors influences public relations planning
ANSWERS
1a. Define Public Relations
PR can be defined simply as the process or practice of managing communication between an organization and it publics
1b. Explain the characteristic
- Be Organized
A good agency will set and stick to deadlines. A great agency won’t make you ask about the status of a deliverable – they’ll communicate along the way.
- Detail oriented
Page numbers on every doc without exceptions. Reporter phone numbers. Directions to the next meeting. PR lives and dies by the details. The difference between a good meeting and a bad meeting is often a well constructed or poorly constructed briefing sheet. These are typically drafted by interns. Is someone senior reviewing their work before it gets to your inbox?
- Be Optimistic
Those who expect success tend to succeed, while those who expect failure tend to fail. It therefore makes sense that if you want to succeed in the world of public relations, you need to become an optimist and expect success right from the very beginning.
- Be Goal-Oriented
People who know what they want are always more likely to get it. The most successful people in business are those who have clear goals to aim for. So decide right now what your goals are, in terms of income, lifestyle, and so on. When your goals are clear in your own mind, you dramatically increase your chances of reaching them.
- Be Self-Disciplined
As the old saying goes, the only place success comes before work is in the dictionary. This being the case starts becoming more self-disciplined, both in your business and personal life. Plan your work, and then work to your plan. If you do this day in, day out, you will make constant and steady progress towards achieving the goals you have set for yourself.
- Be Nice
Some people think that success in business requires the ability to be ruthless. Not so. The most successful people in business are generally those who are genuinely nice to others. In the world of public relations, as in life, if you are nice to others then the chances are that they will be nice to you, and this can make your job a great deal easier.
- Be Helpful
Aim to be genuinely helpful to your clients. Don’t make the mistake of doing only what you are paid to do. Instead, go that extra mile. Treat your clients as if they were members of your own family and your helpfulness will automatically increase their loyalty to you as their PR consultant.
- Be Honest
In all your business dealings, be honest. Don’t say what you think a potential client wants to hear just to please him or her. Instead present your advice and opinions honestly. Do this and your clients will come to genuinely value your input, knowing that you are not in the habit of saying things just for the sake of saying them.
- Be Studious
Even if you have completed a training course in public relations (and you should), don’t ever think that you know it all. Instead, be a life-long student. Buy books on PR and promotion, and study how other PR consultants operate and learn from them. The longer you remain a student of success, the more likely you are to become a master of it.
- Be Creative
The world of public relations is a lot like the world of advertising — the more creative you are, the more successful you will be. Of course, more often than not you will be using fairly standard techniques such as press releases to promote your client. However, if you can inject some of your own personal creativity into these tried-and-tested methods, you will find they become even more effective. As a result, you will become a more successful PR consultant.
- Be Enthusiastic
Be passionate about your business and life. Enthusiasm sets you apart as someone who loves what they do rather than as one who merely shows up in order to fulfill an obligation. Even better, you will find that the more enthusiasm you inject into your daily life, the more successful you will become. Why? Because everyone loves enthusiastic people especially clients!
- Be Persistent
Success won’t come overnight, and it won’t come easily. It is likely that you, like any other professional, will face obstacles and setbacks as you tread the royal road to success. To get through these rough patches you must become a person who is habitually persistent. Remember, winners never quit and quitters never win. Persist in pursuing your goals and as long as you refuse to throw in the towel you will eventually achieve them.
- Whip smart
A good agency will flag relevant trends and articles and pull you out of the weeds.
- Trust
Ultimately, great agency relationships are based on trust. These are the people who will call the press on your company’s behalf. They are the front line storytellers for your company’s narrative. Do you trust them to tell your story? Get key facts and figures right? Accurately represent your position in the market? Save your CEO if a briefing is going completely off the rails? Help you navigate a crisis? Cover day to day operations if you need to be offline for a day?
So long as you possess, or can develop, these ten qualities, there is no reason why you cannot enjoy a long and successful career as a self-employed PR professional.
2. Differentiate between the internal publics and the external publics
The internal publics are the employers’ director and employees’ e.g rector lecturers’ e.t.c.
The external publics are people that don’t work for the organization e.g like d media, students’ government e.t.c.
3. Highlight step by step, how to organize press conference and when do you call press conference as a public relation executive of an organization.
1. Define the message: Define the key message(s) that you and your group are trying to get out to the community. Your goal may be to introduce or shed more light on your issue, to announce a new program or event, to reach to a news story or to a criticism of or attack on your effect, or to draw attention to an honor or award your effort has earned.
2. Schedule the date and time: You and your group will need to determine a date and time for the press conferences and make sure it doesn’t conflict with other press events or media deadline
3. Pick the site: Make sure you pick a location for the press conference that has adequate parking and is not too far away for reporters to travel. Also, pick a site that provides visual interest and relationship to each topic such as the state capital building, city courthouse or a local clinic or other site where the activities you’re talking about are actually going on.
4. Select and train your participant: At this stage of your planning process, you probably won’t want to have just anyone from your group to participants in the press conference. You will want participants to be knowledgeable and articulate about the issue. They should be able to handle press questioning and seriating as well. People of high credibility, such as local politicians, the director of s local health promotion organization, or a physician may make effective spokespeople.
5. Contact the media: The first step in contacting the media is to contacting the media is to create a comprehensive mailing list of assignment to the editors at television stations, news directors at radio stations and at major newspapers, and editors at weekly newspapers.
6. Follow up with the media
7. Develop a press kit: A press kit is a folder of information to give reporters background information about your program.
8. Prepare the room with the necessary things or equipments that will ease the work e.g. check the location of electrical outlets for microphones and lights.
4a. List and explain five tools of public relations practice in your country?
1. Advertorials: Advertorials are advertisements in the form of new stories or reviews in newspaper. Advertorials allow you to associate your advertising with the credibility of the newspaper.
2. Newsletters: Print or emailed newsletters are a good way to promote your business communicate with customers and keep them informed of new products and services.
3. Social media: Using social networking sites such as Facebook and Twitter allows you to follow and be followed by journalists, drive web traffic, manage issues by responding quickly to criticisms or negative perceptions, and increase exposure for your business brand.
4. Brochures and catalogues: ‘Take home’ or mail out brochure or catalogues can help your customers thinking about your business and its products and services.
5. Business events: Events are opportunities for business people to gain exposure for their businesses, promote new products or services and make sure accurate information reaches targeted customers.
Here are other tools of public relations.
Press visit
Press release
Press review
Promotions
Podcasts
School projects
School media
Sport event
Blogs
Brand icon
4b. what are the differences and similarities between public relation and advertising
Similarities
Public relations and advertising are similar in concept: Both are designed to raise awareness of a company or product in a positive manner.
Another similarity is that in both cases the company will often target its message toward a particular audience. This could be people living in a particular location; people of a particular age, gender or social background; or people with particular interests or hobbies.
Differences between public relation and advertising
Advertising has a fixed cost, usually based on a combination of the audience that will be exposed to the advertisement or commercial and the population of the audience. An advertising medium perceived to have an audience with more disposable income will often be more expensive to use on a per-audience member basis. Public relations does not have fixed costs, meaning the company cannot guarantee that paying a certain amount will achieve a specific result.
Control advertising gives the company almost complete control of the message, subject only to any regulations or policies that restrict the content of commercials and adverts. Public relation gives more limited control and attempts to get publicity, can even backfire if they lead to negative coverage.
Credibility public relations: Publicity is usually more credible with an audience as it carries via independent. Advertising often appears less credible because viewers, reader and listeners are aware if comes from an unbiased source.
Public relations contains a mixture of proactive publicity, meaning the company sets out to promote a message, and reactive publicity, meaning it reacts to events such as scandal, or gives a view to a journalist writing a story that doesn’t stem from the company’s own publicity. Advertising occasionally involves reacting to events, such as a product recall, but is more commonly a proactive tool.
5a. what is corporate social responsibility (CSR)
Corporate social responsibility is a business approach that contributed to just enable development by delivering economics, social and environmental benefits for all stakeholders. In other words, “CSR” is a corporation’s initiatives to assess and take responsibility for the company’s effects on environmental and social well-being.
5b. list and explain (10) brand areas of specialization in public relation.
Brand strategy: A brand strategy is plan to reach a company’s goals for a brand such as establishing a position and identity in the market.
Brand architecture: Brand architecture is the structure of relationship between the brands of an organization. Organization may make significant efforts to differentiate brands. They may also develop a number of relationship between brands such as a parent-child relationship.
Brands identity: Brands identity is the unique character of a brand in the marketplace. In other words, it’s the perception that the brand targets to create in the minds of customers. Brand identity can include visual element such as a logo, ideas such as a mission statement and emotions such as a feeling of comfort or status associated with products.
Brand implementation: Band implementation is the planning and execution of brand strategy using project management techniques.
Brand loyalty: Brand loyalty is a category of customers who are dedicated to a brand such that they actively seek it out and consistently purchase the brand over other options.
Brand management: Brand management is the practice of developing and sustaining a brand to build a valuable identity for products and services in a crowded market.
Brand metrics: Brand metrics are standard ways to measure the value of brands and evaluate the performance of marketing strategies in areas such as brand identity, brand positioning, brand extension, product development, promotion and customer experience.
Brand mission: A brand mission is a short statement that declares a brand’s purpose.
Internal branding: Internal branding is the process of building a brand from the inside out. When branding strategies are focused exclusively on marketing to customers, a brand’s identity is likely to feel inauthentic and forced. Internal branding is the practice of aligning what you say and what to do.
Brand equity: Brand equity, or brand value, is a term for the financial value of a brand as represented by the sum of its future cash flows discounted to the present time.
6. What are the factors influences public relations planning
Priorities: In most companies, the priority is generating revenue, and this priority can sometimes interfere with the planning process of any project. For example, if you are in the process of planning a large expansion project and your largest customer suddenly threatens to take their business to your competitor, then you might have to shelve the expansion planning until the customer issue is resolved.
Company resources: Having an idea and developing a plan for your company can help your company to grow and succeed, but if the company does not have the resources to make the plan come together, it can stall progress.
Forecasting: A company constantly should be forecasting to help prepare for changes in the marketplace. Forecasting sales revenues, materials costs, personnel costs and overhead costs can help a company plan for upcoming projects. Without accurate forecasting, it can be difficult to tell is the plan has any chance of success, if the company has the capabilities to pull off the plan and if the plan will help to strengthen the company’s standing within the industry.
Contingency planning: To successfully plan, an organization needs to have a casual plan in place. If the company has decided to pursue a new product line, there needs to be a part of the plan that addresses the possibility that the product line will fail. The re-allocation of company resources, the acceptable financial losses and the potential public relations problems that a failed product can organization planning process from the beginning.
