Chapter 9: Public Relations
THE ROLE AND PURPOSE OF PUBLIC RELATIONS
Public Relations (PR) is about the management of communication between the business
and stakeholders.
Public relations definition:
Promotes open communication channels between the different stakeholders by being
proactive
Role
Proactive approach
PR identify possible problems to pre-empt negative publicity by ensuring honest and clear
communication with stakeholders
- PR is used to make “news” regarding anew product or create a “marketing buss”
Reactive Approach
Crisis managements = negative publicity
- Sometimes the business must apologise
- Disclose relevant facts to media
Purpose of Public Relations
Change people’s perceptions and attitudes towards the business and create a positive
image of the business
PR is sometimes known as “REPUTATION MANAGEMENT”
FOR PRUBLIC RELATIONS TO BE SUCCESSFUL IT SHOULD BE
- Planned
- Deliberate
- A management function
- Two-way communication
- Promote performance
- Be in the interest of the public
Planned
Communication should be clear and PR should be aware of internal and external factors
that could affect communication/ view on the business
, Deliberate
Message given to stakeholders is INTENTIONAL
Message ensures:
- Gain understanding of stakeholders perception
- Influences specific group of people with providing the correct information
- Feedback collected
PR should use a systematic approach (step by step approach) to ensure all research is
undertaken and feedback is analysed in order to inform the next phase of the
communication process.
A management function
- PR should be part of the business’s strategic planning
- Assist management with problem-solving.
- Help deal with conflict (internally + externally)
Involve two -way communication
Business listens to stakeholders concerns so that business responds in an effective
manner
Promote Performance
Ensures business policy is properly communicated and understood by everyone.
More “buy into an idea” if they understand the logic and reasoning behind it
Be in the interest of the public
PR ensures stakeholders understand the business activities are of mutual benefit
THE PUBLIC REALTIONS STAKEHOLDERS
Stakeholder definition:
Anybody who is affected by the business or who in turn could have an impact on the
success of the business
There are internal and external stakeholders.
1. Internal stakeholders
- Employees and trade unions
- Shareholders
THE ROLE AND PURPOSE OF PUBLIC RELATIONS
Public Relations (PR) is about the management of communication between the business
and stakeholders.
Public relations definition:
Promotes open communication channels between the different stakeholders by being
proactive
Role
Proactive approach
PR identify possible problems to pre-empt negative publicity by ensuring honest and clear
communication with stakeholders
- PR is used to make “news” regarding anew product or create a “marketing buss”
Reactive Approach
Crisis managements = negative publicity
- Sometimes the business must apologise
- Disclose relevant facts to media
Purpose of Public Relations
Change people’s perceptions and attitudes towards the business and create a positive
image of the business
PR is sometimes known as “REPUTATION MANAGEMENT”
FOR PRUBLIC RELATIONS TO BE SUCCESSFUL IT SHOULD BE
- Planned
- Deliberate
- A management function
- Two-way communication
- Promote performance
- Be in the interest of the public
Planned
Communication should be clear and PR should be aware of internal and external factors
that could affect communication/ view on the business
, Deliberate
Message given to stakeholders is INTENTIONAL
Message ensures:
- Gain understanding of stakeholders perception
- Influences specific group of people with providing the correct information
- Feedback collected
PR should use a systematic approach (step by step approach) to ensure all research is
undertaken and feedback is analysed in order to inform the next phase of the
communication process.
A management function
- PR should be part of the business’s strategic planning
- Assist management with problem-solving.
- Help deal with conflict (internally + externally)
Involve two -way communication
Business listens to stakeholders concerns so that business responds in an effective
manner
Promote Performance
Ensures business policy is properly communicated and understood by everyone.
More “buy into an idea” if they understand the logic and reasoning behind it
Be in the interest of the public
PR ensures stakeholders understand the business activities are of mutual benefit
THE PUBLIC REALTIONS STAKEHOLDERS
Stakeholder definition:
Anybody who is affected by the business or who in turn could have an impact on the
success of the business
There are internal and external stakeholders.
1. Internal stakeholders
- Employees and trade unions
- Shareholders
