Introduction to

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Introduction to

• Public Relations Advertising
• Inas A.hamid

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Founding Fathers of PR

• Edward Bernays
• (1892-1995)

• Ivy Lee
• (1877-1934)

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Ivy Lee

• 1904 Opened his PR firm.
• 1906 initiated a policy of the public should
  be informed", while engaged in defining the
  coalmine owners against their strike workforce.
• Introduced the facility visit for reporters to
  investigate and report freely on what they found.

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Edward Bernays

• 1918 His uncle's book Freud - A general
  introduction to psychoanalysis , convinced him
  that people may be persuaded not only to support
  a war effort , but also to adopt new ways of
  thinking and to adapt their habits and opinions.
• 1919 He went to New York as PR counsel ,a term
  he devised in substitution for propaganda.
• He developed and delivered the first course in PR
  at New York university.
• 1923 he published the first text on PR
  crystallizing public opinion.

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What is PR

• It is a serious of complex activities that
  include the following
• Sustained effort.
• Measurement and evaluation of attitudes .
• The use of various techniques to influence those
  attitudes.
• Research is an essential element.
• Using communication to interact effectively with
  publics.
• Mutual understanding between the organization and
  its publics.
• Responsible behavior that is in the public
  interest as well as that of the organization.
• Predicting the future and be ready for it.
• Issues management scanning environmental issues
  , deciding their future course , trying to
  influence their outcomes.
• Placing reputation at the centre of PR practice.
• Building the desired image of the corporate.
• Communicating with stakeholders more than
  publics.

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• So , PR department is a unit in a firm that
  manage publicity and other communications with
  every group that is in contact with the company.

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Identifying Stakeholders

• A person or group that has a vested interest in
  the organization's well-being , such as
• Investors and shareholders who need profits.
• Banks that are waiting for loan repayments.
• Employees need their wages.
• Unions.
• Customers
• Media
• Local community.
• Government.
• Special interest group.

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PR functions

• Identifying internal and external stakeholders.
• Assess the corporate reputation.
• Audit corporate social responsibility.
• Create positive image-building activities.
• Prevent or reduce image damage.

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PR processPR uses a four-step process ,(which
is really three steps process)

• Research to collect information.
• Planning It may be short or long-term.
• Planning has many objectives
• Modifying the organization.
• Influencing public opinion.
• Communication by using many tools news , press
  release , publications , news conference ,
  special events,,to present yourself in the best
  way , and neutralizing criticism.
• Evaluation measuring the results.

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PR Culture

• PR culture describes an organizational
  environment (objectives , stakeholders , current
  culture , and what should ) in which every
  participant understand the purpose of PR , mainly
  the creation of favorable reputation.
• This can be translated into the following
• Acting towards outsiders as an ambassador.
• Mutual understanding.
• Speak up for the organization and express its
  opinions and values.
• Champion its cause.
• Make PR decisions reflect the values of the
  organization.

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What is not PR?PR is not Advertising.

• PR
• Achieving sales not a principle purpose , but its
  task to
• Inform
• Educate
• Create better understanding
• Gain credit
• Encourage loyalty
• Foster discussion
• Crisis management.

• Advertising
• Paid and persuasive communication , designed to
  achieve sales.

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• PR
• Depends on true information.
• Two-way communication.
• Using intellectual and emotional appeals.
• Communicate with convincing argument and
  presentation.
• Announcing its sources.

• Propaganda
• Depends on incomplete , distorted , or half-true
  information
• One-way communication depends on telling rather
  than listening.
• Seeking arousing feelings.
• Mostly , don't recognize its sources.

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• PR
• Much of its activities are directed at the
  support of marketing.
• Paying attention to all stakeholders.

• Marketing
• Its main purpose to achieve profit by increasing
  the sales.
• Focus on the marketing mix elements (4Ps).

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• PR
• Paid / unpaid messages.
• Takes many forms
• News
• Comment
• Affirmation
• Competition.

• Publicity
• Part of PR , use credible and relevant message.
• It takes the form of editorial content of the
  print and broadcast media.
• It is paid.

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Assignments

• In your opinion , what is the difference between
  PR culture of Cola industry from that of a
  hospital ?
• Some people describe PR concept as being equal to
  communication concept, correct.
• Name the major internal and external stakeholders
  you would have to deal with if you were the
  public relations vice president for MTI
  university.
• Name the major internal stakeholders in a
  hospital and describe their interest in the
  hospital.
• Do you think PR is basically helpful or harmful
  to society?

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Critical thinking exercise

• When Starbucks opened its first coffee shop
  inside a public library . 10 percent of all
  proceeds from coffee sold there went to support
  the operation of the library. Do you think a
  public library should allow a for-profit
  organization such as Starbucks to sell product
  inside the building? Is this a conflict of
  interest ?