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7.6 - Functions of PR

Interactive Audio Lesson

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Understanding Public Relations Policy

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Teacher
Teacher

Today, we will start with the importance of a Public Relations policy. A PR policy provides guidelines for how an organization communicates with its public. Can anyone tell me why these policies are essential?

Student 1
Student 1

I think having clear policies makes sure that everyone in the organization knows how to respond to media inquiries.

Teacher
Teacher

Exactly! It creates a consistent approach. This is crucial to maintaining the organization’s reputation. Let's remember it as 'C-C-R'—Clear, Consistent, Reputation. Who can think of a scenario where this might be important?

Student 2
Student 2

It would help in crises, like when a company faces negative publicity. A clear policy would guide their response.

Teacher
Teacher

Great example! Ensuring a clear and proactive response helps mitigate damage. Let's move on to how we prepare statements and press releases.

Crafting Effective Statements and Press Releases

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Teacher
Teacher

Statements and press releases play a vital role in shaping public perception. Who can tell me what a press release usually includes?

Student 3
Student 3

I believe it includes the date, a headline, an introduction, body content, and information about the company.

Teacher
Teacher

Exactly! It's about being proactive in your communication. Remember the acronym 'HEIB' for headline, essential info, body content. Why do you think this structure matters?

Student 4
Student 4

It helps ensure that key messages are clear and grab attention immediately!

Teacher
Teacher

Right! A concise structure aids in delivering impactful messages efficiently. Let’s discuss how maintaining media relations ties into this.

Maintaining Media Relations

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Teacher
Teacher

Maintaining strong media relations is crucial for news coverage. Why do we need good relationships with journalists?

Student 1
Student 1

So they can write favorable articles about the company and its products!

Teacher
Teacher

Exactly! It creates a two-way exchange. Let’s recall that good relationships mean 'T.A.C.'—Trust, Access, Cooperation. What would be a way to build these relationships?

Student 2
Student 2

By inviting them to company events or providing exclusive information.

Teacher
Teacher

Spot on! This creates engagement and interest in the company. Moving forward, we will discuss how publicity complements media relations.

The Role of Publicity

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Teacher
Teacher

Publicity involves announcing company activities and generating media coverage. What methods do you think are used for publicity?

Student 3
Student 3

Press releases, social media updates, and even sponsorships at events.

Teacher
Teacher

Absolutely! Remember 'P.S.S.'—Press releases, Sponsorships, Social Media. These methods reach different audience segments effectively. Why is this diversity important for PR?

Student 4
Student 4

It helps reach a wider audience and build a positive image from multiple angles.

Teacher
Teacher

Exactly! A multifaceted approach bolsters the organization’s public perception.

Integrating All Functions of PR

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Teacher
Teacher

Now that we've explored various functions of PR, let’s reflect on how they all integrate. Does anyone recall the key functions we've discussed?

Student 1
Student 1

Public relations policy, statements and press releases, maintaining media relations, and publicity.

Teacher
Teacher

Fantastic! Keep in mind that these are interconnected. For example, a strong public relations policy supports effective publicity efforts. Let’s conclude with what we can apply next in our study of PR.

Student 2
Student 2

Understanding how each function can be strategically aligned for effective communication.

Teacher
Teacher

Exactly! This understanding equips us to analyze PR effectiveness in real-world situations.

Introduction & Overview

Read a summary of the section's main ideas. Choose from Basic, Medium, or Detailed.

Quick Overview

This section details key functions of public relations (PR) within corporate communication, emphasizing its importance in maintaining a positive public perception.

Standard

The section explores various functions performed by PR departments and agencies, including policy development, communication through statements and press releases, maintaining media relations, and crafting publications. It highlights how effective PR fosters positive public perception, stakeholder engagement, and corporate reputation management.

Detailed

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Audio Book

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Public Relations Policy

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Develop and recommend corporate public relations policy and share it with top management and all departments. This is truer for PR agencies.

Detailed Explanation

This function emphasizes the establishment of a clear public relations policy that aligns with the overall goals of the organization. The PR department must develop guidelines on how the company communicates with various audiences, including the media, shareholders, and the public. Once the policy is established, it needs to be communicated effectively to top management and all relevant departments to ensure everyone is on the same page.

Examples & Analogies

Imagine a school principal deciding on the communication method for addressing parents during a crisis, like a school closure due to weather. The principal drafts a clear policy on how and when to inform parents, ensuring consistent messaging. By sharing this policy with teachers and staff, everyone can convey the same information without confusion.

Statements and Press Releases

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Preparation of corporate statements, sometimes speeches for executives and press releases are to be prepared by the PR personnel. In the process, they are in a position to articulate and project positive image of the company or product or policies.

Detailed Explanation

PR personnel are responsible for crafting various types of communication that reflect the organization's views and policy decisions. This includes preparing press releases and official statements that can be distributed to the media, as well as speeches for executives. These communications aim to present the organization in a positive light, addressing public interests and concerns effectively.

Examples & Analogies

Consider a company that has just achieved a significant milestone, like launching a new product. The PR team writes a press release announcing this event, highlighting its benefits and how it aligns with customer needs. This press release is sent out to media outlets, ensuring that the information reaches a broad audience and paints the company positively.

Publicity

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Issuing announcements of company activities and products to media and community. Planning promotional campaign using media is also a vital function. Handling inquiries from press and people at large is a part of the function.

Detailed Explanation

Publicity involves engaging with the media and the community to promote information about the company’s activities and products. This can include organizing promotional campaigns that leverage various media channels. The PR team also fields inquiries from journalists and the general public, providing necessary information and clarifying doubts to maintain a positive image.

Examples & Analogies

Think of a local bakery that has just started selling gluten-free products. The bakery can issue a press release and conduct a tasting event to attract media attention and community participation. By doing so, they not only inform locals about the new offerings but also generate excitement and increase foot traffic, leading to potential sales boosts.

Maintaining Relations

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The PR personnel are expected to maintain liaisons with Government units at local, national and international levels. They are expected to uphold good relations with the community as ‘good neighbours’. This includes compliance with environment protection standards, giving employment opportunities to locals, and cooperating and participating in locality development programmes.

Detailed Explanation

Maintaining relations involves fostering connections between the organization and various stakeholders, such as government entities and local communities. PR professionals work to ensure that the company adheres to social responsibilities, like environmental regulations, and actively participates in local development initiatives. Good relations can enhance the organization's reputation and create a supportive environment for its operations.

Examples & Analogies

Imagine a technology firm that engages with local schools to provide internships and learning programs for students. By doing this, not only does the company fulfill its social responsibility, but it also builds a good reputation within the community, creating goodwill that can be beneficial for future business opportunities.

Publications

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Preparing and publishing in-house magazines is also sometimes the function of a PR agency.

Detailed Explanation

A key function of PR is creating publications that inform and engage both internal and external audiences. In-house magazines can serve to update employees about company news, achievements, and culture, while also acting as a tool to enhance the organization's brand and strengthen internal communication.

Examples & Analogies

Consider a monthly bulletin published by a nonprofit organization that highlights their efforts in community service, showcases employee achievements, and shares upcoming events. This communication tool not only keeps employees informed but also boosts morale and engages them in the mission of the organization.

Definitions & Key Concepts

Learn essential terms and foundational ideas that form the basis of the topic.

Key Concepts

  • Public Relations: The practice of managing communication between an organization and its publics.

  • Press Release: A formal announcement that communicates information to the press.

  • Publicity: Information intended to attract public interest.

  • Media Relations: Building and maintaining healthy relationships with media professionals.

  • Public Relations Policy: A formal policy guiding communication strategies.

Examples & Real-Life Applications

See how the concepts apply in real-world scenarios to understand their practical implications.

Examples

  • A company issues a press release to announce a new product launch.

  • Hosting a media event to foster positive relationships with journalists.

  • Using social media to create buzz about a charity event sponsored by the organization.

Memory Aids

Use mnemonics, acronyms, or visual cues to help remember key information more easily.

🎵 Rhymes Time

  • In PR, we keep it clear, with policies we hold dear; press releases, media ties, spread our news beneath the skies.

📖 Fascinating Stories

  • Imagine a company facing a crisis. They had a solid PR policy; the media was kept informed through timely press releases, showcasing their transparency. As a result, the public stayed supportive.

🧠 Other Memory Gems

  • Remember 'P.M.S.' for PR functions: Policy, Media, Statements.

🎯 Super Acronyms

Use 'P.R.O.P.' for remembering key areas

  • Press Relations
  • Outreach
  • Publications.

Flash Cards

Review key concepts with flashcards.

Glossary of Terms

Review the Definitions for terms.

  • Term: Public Relations (PR)

    Definition:

    The art and science of managing communication between an organization and its publics.

  • Term: Press Release

    Definition:

    An official statement issued to newspapers giving information on a particular matter.

  • Term: Publicity

    Definition:

    The giving out of information to the media to create public awareness about an organization or product.

  • Term: Media Relations

    Definition:

    The relationship between an organization and journalists, which can help in securing news coverage.

  • Term: Corporate Policy

    Definition:

    A set of guidelines regarding how a company should handle certain situations, including communication.