 INTRODUCTION
 PUBLIC RELATIONS involves the cultivation of
favorable relations for organizations and products with
their key publics through the use of variety of
communications channels and tools.
THE ROLE OF PR TODAY
 Building awareness and favorable image for a company
or client
 Closely monitoring numerous media channels
 Managing crisis that threatens company or product
image
 Building goodwill among an organization's target
market through community, philanthropic and special
programs and event
SEVERAL DEFINITIONS OF PR
 (British) Institute of Public Relations (IPR) which
defines PR as “ the planned and sustained effort to
establish and maintain goodwill and mutual
understanding between an organization and its
publics”.
 The Mexican Statement : PR is the act and social
science of analyzing trends, predicting their
consequences, counseling organization leaders and
implementing planned programmes of action which
will serve both organization and the public interest.
CONT.
 Public Relation Institute of South Africa: “ a
planned, deliberate and sustained effort to establish
and maintain mutual understanding between an
organization and its publics”
DEFINITIONS BY PR
PROFESSIONALS
 Fraser Seitel states that PR is a planned process, to
influence opinion, through sound character and
proper performance, based on mutual satisfaction
two- way communication.
 Frank Jenkins mentions that PR consists of all forms
planned communication, outwards and inwards,
between an organization and its publics for the
purpose of achieving specific objectives concerning
mutual understanding.
CONT.
 Glossary of Marketing Definitions from IFLA
defines PR as “ the form of communication
management that’s seek to make use of publicity and
other non- paid forms of promotion and information
to influence feeling, opinions or beliefs about the
agency\ library and its offerings.
PROFESSOR JOHN MARSTON FOUR
STEP MODEL ON COMMUNICATION
 R_A_C_E
 Research
 Action
 Communication
 Evaluation
SHEILA CLOUGH CRIFASI MODEL
 R-O-S-I-E
 Research
 Objective
 Strategies
 Implementation
 Evaluation
OTHER APPROACHES
 R-P-I-E
 Research
 Planning
 Implementation
 Evaluation
GROWTH OF PR
 Ancient beginnings
 Early and Later American Experience
PR HAS COME OF AGE AS A RESULT
OF FIVE GENERAL FACTORS IN THE
SOCIETY
 The growth of large institutions and their sense of
responsibility to the public.
 The increased changes, conflicts and confrontations
among interest groups in society.
 The heightened awareness of people brought about by
increasingly sophisticated communications
technology everywhere.
CONT.
 The growing power of public opinion and the spread of
global democracy.
 The growth of the Internet and the WWW.
PR AND RELATED FIELDS
 Promotion and Advertising- the terms promotion and
advertising are also used interchangeably. Advertising,
however, is a component of promotion, marketing and
PR.
DEFINITION OF ADVERTISING
 The (British)Institute of Practitioners in Advertising
(IPA) states that “Advertising present the most
persuasive possible selling message to the right
prospects for the product or service at the lowest
possible cost”. That is, through the creative skills of
copywriting, illustration, layout, typography,
scriptwriting and video- making, etc.
 This differ from the PR role of informing, educating
and creating understanding through knowledge.
ADVERTISING ALLOWS YOU TO
CONTROL THE FOLLOWING( AT LEST
IN NEWSPRINT)
 Content
 Location
 Reach
 Frequency
SOME REAL DIFFERENCES
 PR is not a form of advertising.
 PR is neither ‘free advertising’ nor ‘unpaid-for
advertising.
 Every organization is involved in PR but not all
organizations use advertising.
CONTS.
 PR embraces everyone and everything, whilst
advertising is limited to special selling and buying
tasks such as promoting goods and services, buying
supplies, recruiting staff or announcing trading
results.
 PR has to do with the total communication of an
organization, it is more extensive and comprehensive
than advertising.
CONTS.
 In terms of finances, most of the budget in advertising
is spent on media and production cost whereas in PR
most of the money goes on time, whether this is
represented by staff salaries or by consultancy fees.
MARKETING
 Marketing begins with the identification of the
customer needs.
 The (British) Chartered Institute of Marketing (CIM)
defines marketing as the ‘management process
responsible for identifying, anticipating and satisfying
customer requirements profitable’.
CONT. OF DEFINITION
 Marketing calls for imaginative enterprise but it also
needs the responsibility of PR- mindedness for
goodwill will be squandered if the pursuit of
maximum profit is at the expense of the customers.
CONT.
 Another definition by Philip Kotler, an expert in
marketing for nonprofit organization states that
organization’s consumers, read their needs, develop
products that meet these needs and build a program of
communications to express the organization’s
purposes. In theory, marketing goes beyond PR in
turning to the consumer for information about the
product and services to be developed
SOME RELATIONSHIPS
 PR can be applied to every part of the marketing mix
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of which advertising is ne ingredient. The marketing
mix consist of the 4p’sProduct
Place
Price
Promotion
SALES PROMOTION
 Sales promotion consists of short- term schemes,
usually at the point- of –sale but also in direct response
marketing, to launch products or to revive or increase
sales. Sales promotion consists of ‘below- the- the line
'efforts, that is, the use of media other than traditional
mass media, to help move goods out of the stores.
PROPAGANDA
 Propaganda is the means of gaining support for an
opinion, creed or belief. It is distinguished by its
concentration on matters of the heart and mind. These
are emotional, intellectual or spiritual topics such as
causes, politics or religion, with which people may not
agree.
 For propagandist it may result in more membership
drive or more converts. Propaganda may be used for
good, bad or indifferent causes.
CONT.
 Good PR on the other hand should be factual, credible
unbiased and free of self-praise.
PUBLICITY
 Publicity results from information being made known
or gained as a result of information being published or
announced. publicity is a result which may be
uncontrollable and may be good or bad for the subject
concerned.
VALUE OF PUBLICITY
 For any organization publicity makes great sense in the
folloeing areas: Announcing a new product or service.
Because publicity can be regarded as news, it should
be used advertising commences;
 Reenergizing an old product
 Explaining a complicated product
CONT.
 Little or no budget
 Enhancing the organization’s reputation
 Crisis response
VALUE INPUBLICITY IN ARCHIVES
OR LIBRARIES
 Increase public awareness of your programs,
personnel, and services.
 Increase involvement of public and private partners.
 Cerate, change, build, or enhance the public image of
your archives\information centre.
 Encourage contributions of money, materials, services,
and time.
CONT.
 Win support for city, state, federal, foundation, or
individual donor funding of your archives\information
centre.
 Help you to reach new or never before approached
audiences, such as non- English speakers.
 Clarify misunderstanding about archives\libraries do
and how they are financed.
CONT.
 Mobilize opinion leaders in your community to
become active supporters and advocates of your
efforts.
 Help knit together a vital network of
archives\information centres throughout the region,
state, and nationwide and help build public and
private support for archives\information centres
THINGS PUBLICITY CANNOT DO
 Guarantee exclusively positive coverage.
 Substitute for quality projects at your
archives\information centre.
 Compensate for poor service delivery
CONT.
 Eliminate the need for strategic planning within your
archives\information centre system.
 Replace effective lobbying
FUNCTIONS OF PR
 Writing and Editing
 Media relation
 Publicity
 Researching
CONT.
 Relationships
 Employee relations
 Government affairs relating directly with legislators,
local, state, regional officials.
 Investor relations
 Marketing communication
CONT.
 Counseling
 Planning
 Special public relations
 Public affairs and issues management
 Web site development and web interface
CHARACTERISTICS OF THE
PRACTITIONER
 The PR practitioners must possess the following six
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characteristics:
Pro communication
Advocacy
Counseling orientation
Ethics
Willingness to take risks
Positive outlook
The ROLE OF PR IN INFORMATION
MANAGEMENT
 Information is valuable recourse like any other
corporate resource- human, physical, and financialand needs to be well managed.
 One definition on information management states
that it is the collection and management of
information from one or more sources and the
distribution of that information to one or more
audiences. This sometimes involves those who have a
stake in, or a right to that information.
CONT.
 Another definition also states that information
management entails organizing, retrieving, acquiring
and maintaining information. It implies planning,
directing and controlling all of the organization’s
information-based resources to meet corporate goals
and to deliver programs and services.It is a
consequences of the premise that an organization’s
information holdings and investments in information
technology are valuable resources and critical factors
in the achievement of its objectives.
CONT.
 A third definition which states that “ Information
management describes the means by which an
organization efficiently plan, collects, organizes, uses,
controls, disseminates and disposes of its information,
and through which it ensures that the value of that
information is identified and exploited to the fullest
extent. “Information Management is to support the
organization’s goal to better create and share
knowledge.
THE ROLE OF INFORMATION
MANAGER
 Information managers work efficiently and effectively
with agreed systematic ways of handling information
to :
 Reduce effort to maintain information resources
 Reduce information overload
 Retain knowledge that underpins best practice
CONT.
 Improve and increase access to good information that
can be re used.
 Decrease time to locate information
 Produce smarter and smoother work practices that
makes tasks more satisfying
 Standardize and support consistent collaborative
workgroup practices.
 THANK YOU.