1
Online Public Relations
880478-M-6 – April/June 2021
Inhoud
Lecture 1.................................................................................................................................................. 2
Lecturenotes 1 12.04.2021 .................... 2
Lecture 2................................................................................................................................................ 11
Melewar & Akel (2005). The Role of corporate identity in the higher education sector. ............. 11
Lecturenotes 2 – Public Relations & Management 14.04.2021 ............... 12
Lecture 3................................................................................................................................................ 18
Lecturenotes 3 – Corporate Social Responsibility Ethics, Media Relations 14.04.2021 .............. 18
Lecture 4................................................................................................................................................ 23
O'Murchú. Set Yourself Up for Success, Four Steps to Effective Internal Communication. .......... 23
Lecturenotes 4 – Corporate Social Responsibility Ethics, Media Relations 14.04.2021 .............. 23
, 2
Lecture 1
Lecturenotes 1 12.04.2021
Defining PR
• Harlow (1976)
o Management function: something you do intentionally, something you plan
o Mutual lines of communication: not one-sided
o Its publics: variety of types of stakeholders
o Responsibility & public interest: had duty of care inside as well as outside the
organization
• The first World Assembly of Public Relations Associations (1978):
o Art and social science: creativity
o Serve both he organizations and the public interest
• Grunig & Hunt:
o ''the management of communication between an organisation and its publics''
o ''an organisations' managed communications behavior''
• The UK's Chartered Institute of Public Relations (CIPR):
o ''PR is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour. It is the planned
and sustained effort to establish and maintain goodwill and mutual understanding
between an organisation and its publics.''
PR is a complex concept. There are many different definitions. This indicates that there are many
components that we have to take into account when we talk about PR.
Guth & Marsh (2006): Five core concepts that help to define PR:
1. Management function.
2. Two-way communication.
3. Planned activity.
4. Research-based social science.
5. Socially responsible.
What about reputation?
• The beliefs and opinions someone has about another person, organisation or object
• Identity & image
• Reputation = foundation on which on organisation builds
History of PR
17th and 18th century
• Pamphlets
• Telegraph
• Newspapers
20yh century
Ivy Ledbetter Lee = founder of Modern Public Relations, however, he does not use the term, but he
describes exactly what it is.
First person to use the term = Edward L. Bernays (= nephew of Freud).
PR:
• Intertwined with social, economical and political developments.
, 3
• Key date: 1984: study Grunig & Hunt --> see table of models below
Press agentry/publicity
• Propaganda
• One way communication: truth is not important.
Public information
• Sharing the truth, providing useful information to a certain audience.
• One-way communication: telling the truth.
Two-way assymmetric model
• Two-way communication.
• Feedback only helps organisation with persuading the public even more.
Two-way summetric
• Building true relationships.
• Providing reliable information.
• Listening to your audience.
PR today
The organisations Channels Publics (stakeholders)
PR knows different Also known as platforms vary Vary depending on the
organisations, for example: depending on what you are organisation and what you
- Private sector. trying to achieve: want to achieve
- Public sector. - Owned media. - Employees (and
- Third sector. - Earned media. potential).
Conducted by in-house teams. - Shared media. - Suppliers (and
- Sponsorship. potential).
Sometimes with PR agency or - Face-to-face. - Partners.
freelance support. - Photography - Distributors (and
- Moving images (video potential).
and film) - Investors.
- Print (e.g. newsletters) - Donors.
- Events (e.g. - Political audiences,
conferences) decision makers and
- Exhibitions. other opinion formers.
Most are interconnected and - Media and other
interrelated. commentators.
- On-line influencers.
- Customers.
- The list is endless.
Online Public Relations
880478-M-6 – April/June 2021
Inhoud
Lecture 1.................................................................................................................................................. 2
Lecturenotes 1 12.04.2021 .................... 2
Lecture 2................................................................................................................................................ 11
Melewar & Akel (2005). The Role of corporate identity in the higher education sector. ............. 11
Lecturenotes 2 – Public Relations & Management 14.04.2021 ............... 12
Lecture 3................................................................................................................................................ 18
Lecturenotes 3 – Corporate Social Responsibility Ethics, Media Relations 14.04.2021 .............. 18
Lecture 4................................................................................................................................................ 23
O'Murchú. Set Yourself Up for Success, Four Steps to Effective Internal Communication. .......... 23
Lecturenotes 4 – Corporate Social Responsibility Ethics, Media Relations 14.04.2021 .............. 23
, 2
Lecture 1
Lecturenotes 1 12.04.2021
Defining PR
• Harlow (1976)
o Management function: something you do intentionally, something you plan
o Mutual lines of communication: not one-sided
o Its publics: variety of types of stakeholders
o Responsibility & public interest: had duty of care inside as well as outside the
organization
• The first World Assembly of Public Relations Associations (1978):
o Art and social science: creativity
o Serve both he organizations and the public interest
• Grunig & Hunt:
o ''the management of communication between an organisation and its publics''
o ''an organisations' managed communications behavior''
• The UK's Chartered Institute of Public Relations (CIPR):
o ''PR is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour. It is the planned
and sustained effort to establish and maintain goodwill and mutual understanding
between an organisation and its publics.''
PR is a complex concept. There are many different definitions. This indicates that there are many
components that we have to take into account when we talk about PR.
Guth & Marsh (2006): Five core concepts that help to define PR:
1. Management function.
2. Two-way communication.
3. Planned activity.
4. Research-based social science.
5. Socially responsible.
What about reputation?
• The beliefs and opinions someone has about another person, organisation or object
• Identity & image
• Reputation = foundation on which on organisation builds
History of PR
17th and 18th century
• Pamphlets
• Telegraph
• Newspapers
20yh century
Ivy Ledbetter Lee = founder of Modern Public Relations, however, he does not use the term, but he
describes exactly what it is.
First person to use the term = Edward L. Bernays (= nephew of Freud).
PR:
• Intertwined with social, economical and political developments.
, 3
• Key date: 1984: study Grunig & Hunt --> see table of models below
Press agentry/publicity
• Propaganda
• One way communication: truth is not important.
Public information
• Sharing the truth, providing useful information to a certain audience.
• One-way communication: telling the truth.
Two-way assymmetric model
• Two-way communication.
• Feedback only helps organisation with persuading the public even more.
Two-way summetric
• Building true relationships.
• Providing reliable information.
• Listening to your audience.
PR today
The organisations Channels Publics (stakeholders)
PR knows different Also known as platforms vary Vary depending on the
organisations, for example: depending on what you are organisation and what you
- Private sector. trying to achieve: want to achieve
- Public sector. - Owned media. - Employees (and
- Third sector. - Earned media. potential).
Conducted by in-house teams. - Shared media. - Suppliers (and
- Sponsorship. potential).
Sometimes with PR agency or - Face-to-face. - Partners.
freelance support. - Photography - Distributors (and
- Moving images (video potential).
and film) - Investors.
- Print (e.g. newsletters) - Donors.
- Events (e.g. - Political audiences,
conferences) decision makers and
- Exhibitions. other opinion formers.
Most are interconnected and - Media and other
interrelated. commentators.
- On-line influencers.
- Customers.
- The list is endless.
