Depending on the issue, the public relations function will determine which publics to target with a positive communication, with the objective of getting attention, winning goodwill and receiving positive endorsement and approval.
Public relations is among the most invisible functions within the company, yet it is one of the most important in internal and external communications of the company. Due to its very nature, PR must not be loud or appear to be self-serving, and thus must stay away from unnecessary ‘hard sell’. While most communication programs target the ultimate consumer or customer, PR programs can effectively target those ‘experts’ who can have a tremendous influence on many other key audience of the company besides customers.
As an element of marketing, PR is really a combination of publicity and promotion. It is concerned with communication, creativity and ethics.
Public relations objectives
Public relations objectives should be measurable and as specific as possible. The planning process starts with an understanding of current public perceptions of organization or a specific purpose within the organization.Definition of the problem (or opportunity) at hand is the first step.
The PR objective should include: the target audience, the time period of the desired action and the desired outcome of your actions.
A critical factor in setting objectives is the budget. Realistic objectives should be set accordingly. Timing is also an important factor. Generally, if PR is expected to change existing negative perceptions, a longer campaign will be necessary.
Negative attitudes develop very quickly and, once formed, take a long time to change.
After the role of PR has been defined and articulated, in a given situation, the PR plan follows the following five steps:
1. Defining the problem at hand and setting objectives.
2. Conducting research to obtain insights into the public segments that the organization wish to maintain.
3. Developing strategies or an action plan to achieve the objectives.
4. Developing tactics to bring strategies to life and executing them.
5. Evaluating the effectiveness of the program and making further recommendations, if applicable.
PR effectiveness and tracking
Tracking the success or failure of PR executions is critical to building long-term communication with your target audience as well as understanding the message’s viability and delivery.Evaluation of PR programs relates directly to the stated objectives. It is not an easy task. Yet it is important for the management to know whether the cost of any program has been justified.
A standard set of evaluator questions can be developed, to which custom-made questions can be added according to program specifics. The standard set should include the following four questions;
1. Was the quantity media exposures acceptable?
2. Did the message effectively reach your target audience?
3. Was the message communicated clearly and understood by your target group?
4. Did your message have the desire impact on the target group?
Public relations professionals should look into the following aspects.
*The growth of people’s influence all over the world makes essential the role of public relations as a detector, interpreter, and communicator.
*The growing diversity of people and their interests demands greater sophistication and skill to deal with them.
*Growing specialization in all fields is increasing the need for broader understanding and professional communications skills.
*The decline in writing skill in society increases the need for those who have such skills.
*There is a growing number of media and voices using the channels of communication.
*Technology and the spread of knowledge increasingly have made the world the province of public relations.
*Finally, the tendency for leaders of organizations to look inward creates a pressing need for those able to provide outside viewpoints and reach outside groups to earn “goodwill” of their organizations.
Scope of the practice
The duties and responsibilities of public relations practitioners are as diverse as the public with whom different institutions deal. For example, here is a partial list of potential public relations duties:
*Reaching the employees through a variety of internal means, including news-letters, television, and meetings. Traditionally, this role has emphasized “news-oriented” communications rather than “benefits-oriented” ones, which are usually the province of personnel departments.
*Coordinating relationships with the print and electronic media. This responsibility includes arranging and monitoring press interviews, writing news releases and related press materials, organizing press conferences, and answering media inquiries and requests.
A good deal of media relations work is spent attempting to gain favourable news coverage for the firm.
*Coordinating activities with legislators includes legislative research activities and public policy formation.
*Orchestrating interaction with the community. Activities might consist of open houses, tours, and employee volunteerism designed to reflect the supportive nature of the organization to the community.
*Coordinating the institution’s “printed voice” to its publics through reprints of speeches, annual reports, quarterly statements, and product and company brochures.
*Coordinating relationships with outside specialty groups such as suppliers, educators, students, nonprofit organizations, and competitors.
*Managing the “institutional” - or non product-advertising image. Increasingly, public relations practitioners are being called upon to assist in the management of the more traditional product advertising.
On the technical side, these five skills are important:
*Knowledge of the field An understanding of the underpinnings of public relations, of culture and history, and of philosophy and social psychology.
*Communications knowledge An understanding of the media and how they work, of communications research, and, most importantly, of how to write.
*Business knowledge An understanding of how business works, a bottomline orientation, and a knowledge of one’s company and industry.
*Knowledge of bureaucracy An understanding of how to get things done in a bureaucratic organization, how to use and gain power for best advantage, and how to maneuvre in a politically-charged environment.
*Management knowledge An understanding of how public policy is shaped and an appreciation of the various pressures on and responsibilities of senior managers.
In terms of attitude, public relations professionals ought to possess the following four characteristics.
*Communications orientation - A bias toward disclosing rather than withholding information. Public relations professionals should want to communicate to the public. They should practise the belief that “the public has a right to know.”
*Advocacy A desire to be advocates for their employers. Public relations people must believe in what their employers stand for. While they should never distort, lie, or hide facts, occasionally it may be in an organization’s best interest to avoid comment on certain issues.
If practitioners don’t believe in the integrity and credibility of their employer, their most honorable course is to quit.
*Counselling orientation A compelling desire to advise senior managers. Top executives are used to dealing in “tangibles,” such as balance sheets, costs per thousand, and cash flows. Public relations practitioners understand the “intangibles,” such as public opinion, media influence, and communications messages.
Practitioners must be willing to support their beliefs-often in opposition to lawyers or personnel executives. They even must be willing to disagree at times with management.
Far from being “yes men,” the public relations practitioner often must have the gumption to counsel, “no”.
*Personal confidence A strong sense of honesty and ethics, a willingness to take risks, and, not unimportantly, a sense of humour. In sum, public relations professionals must have the courage of their convictions and the personal confidence to represent proudly a curious-yet critical-role in any organization.
The alphabet comes in handy for remembering things. In marketing it’s the four Ps: Product, price, place, promotion. In public relations, try the eight Cs:
*Credibility the recipient of a message must have confidence, trust, belief in its sender
*Context communication should be appropriate to the environment in which it is made
*Content the message must have meaning for the recipient and fit in with their social and cultural values
*Clarity the message must be in simple terms so that it can be understood
*Continuity communication is a continuing process in which repetition is helpful to the memory and understanding.
*Consistency is needed for credibility
*Channels use channels of communication familiar to, and respected by, the Recipient
* Capability the nature of the recipient, their habits, culture, ability, must be taken into account.
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