Organization of the summer term
PS (12 weeks) 17. 2. 2014 – 10. 5. 2014
Examinations (4 weeks) 12. 5. 2014 – 7. 6. 2014
Form of examination
Written test.
Obligatory attendance at workshops: 75 %
In order to successfully graduate the course the students will also have to prepare
presentations for each lecture in advance that will be presented at each lecture.
Organization of the summer term
Dates and themes of lectures
1. February 18, 2014 : History of PR – till WW2
2. February 25, 2014: PR in a new millennium (definitions, principles)
3. March 3, 2014: PR as a part of the communication
4. March 11, 2014: Corporate identity
5. March 18, 2014: Internal PR
6. March 25, 2013: Crisis communication
7. April 1, 2014: CSR
8. April 8, 2014: Social media
9. April 15, 2014: PR tools (HR, media relations)
10. April 22, 2014: PR, lobbying and sponsoring
11. April 29, 2014: PR strategy, planning
12. May 6, 2014: Professional associations of PR, PR ethics
Organization of the summer term
Dates and themes of workshops
1. February 25, 2014: Understanding a brief
2. March 11, 2014: PR plan + budget
3. March 25, 2014: Press conferences
4. April 8, 2014: Press release and press materials
5. April 22, 2014: Social media
6. May 6, 2014: Events
Organization of the summer term
Dates and themes of workshops
1. February 25, 2014: Understanding a brief
2. March 11, 2014: PR plan + budget
3. March 25, 2014: Press conferences
4. April 8, 2014: Press release and press materials
5. April 22, 2014: Social media
6. May 6, 2014: Events
PR theory
I. Theories of Relationships
• Systems theory: evaluates relationships and structure as they relate to the whole.
• Situational theory: maintains that situations define relationships.
II. Theories of Cognition and Behavior
• Social exchange theory: predicts behavior of groups and individuals and is based on
perceived rewards and costs.
• Diffusion theory: suggests that people adopt an important idea or innovation after
going through five discrete steps: awareness, interest, evaluation, trial, and adoption.
• Social learning theory: states that people use information processing to explain and
predict behavior.
III. Theories of Mass Communication
• Uses and gratifications theory: states that people are active users of media and
select media based on its gratification for them.
• Framing theory: suggests that individuals use preexisting interpretations
• to make sense of information and events.
• Agenda setting theory: suggests that media content that people read, see, and listen
to set the agendas for society’s discussion and interaction.
IV. Approaches to Conflict Resolution: Nine strategies: contention; cooperation;
accommodation; avoidance; unconditional constructive; compromise; principled;
win-win or no deal; mediated.
PR theory
1. Contention. Involves one party forcing its position on another.
2. Cooperation. Both parties work together to reach a mutually beneficial solution.
3. Accommodation. One party partially yields on its position and lowers its aspirations.
4. Avoidance. One or both parties leave the conflict either physically or psychologically.
5. Unconditional Constructive. The organization reconciles the strategic interests of
both the organization and its publics, whether the public follows guidelines or not,
even if the other party to the conflict does not reciprocate.
6. Compromise. An alternative agreement that stands part way between the parties’
preferred positions.
7. Principled. Both parties hold to higher ethics that cannot be compromised.
8. Win-Win or No Deal. Both parties hold off on any agreement until they are ready
for the deal to be struck.
9. Mediated. Involves use of an outside disinterested party.
http://www.slideshare.net/Brett509/public-relations-theory537389
Forms of activities in public relations
Public relations activity
Explanation
Example
Internal communication
Communication with employees
Corporate PR
Communicating on
behalf of the whole
company, not goods or
services
Annual reports, conferences, visual
identity, images
Media relations
Communicating with
journalists, editors from
local, national,
international and trade
media (newspapers,
magazines, radio, TV,
web based com.)
Press releases, video news
releases, press events
Business to business
Communication with
other organizations
(suppliers, retailers)
Exhibitions, trade fairs, newsletters
Public affairs
CSR
Communication with
opinion formers (KOFs)
– politicians, scientists
Communicating with
local community,
representatives,
headteachers…
In house newsletter, suggestion boxes
Presentations, private meetings,
public speeches
Exhibitions, letters, meetings, sport
activities, sponsorship
Main activities in public relations
Public relations activity
Explanation
Example
Investor relations
Communication fin. organis/indiv. Events, briefings, newsletter
Strategic
communication
Analysis of the
situation, problem and
solution to further
organ. goals
Researching, planning and
executing a campaign to improve
ethical reputation of organization
Issue management
Monitoring political,
social, economic and
technological
environment
Effect of US economy and
presidential campaign on OK
organization
Crisis management
Communicating clear
messages in fast
changing
situation/emergency
Dealing with media after major rail
crash on behalf of police, hospital…
Copywriting
Writing for different
audiences to high
standards of literacy
Press releases, newsletter, web
pages, annual reports
Publication mgmt.
Overseeing print/media
processes, oftenusing
new technology
Leaflets, internal magazines,
websites
Events managements,
exhibitions
Organization of
complex events,
exhibitions
Annual conferences, press launch,
trade shows
PR as a part of marketing communication
PR communication channels
Where are your target audiences? Which communication
channels are best for us to reach them? Do they read traditional
printed media such as a daily newspapers or trade magazines? Do
they keep themselves up to date with the latest developments
using online news feeds? Do they regularly listen to a radio
programme while on their way to work where issues related to
your product are discussed? Do you want to reach a younger
audience that spends much of their time on social networking
sites communicating via chat?
Communication channels
PRINT
•
•
•
•
•
Journals
Magazine
Daily and weekly newspapers
Freesheets
Staff magazine
Communication channels
TV and radio
• radio
• TV
• Web TV and web radio
Communication channels
Events
•
•
•
•
Trade Shows
Presentations
Distributors’ events
Congresses
Communication channels
ONLINE
• Online newspapers and magazines
• News Ticker
• Download Portals
• Forums
• Blogs
• Podcasts
• RSS Feeds
• Intranet
• Communities
• Social networks
• Blogs
• Video webcast
• RSS
Communication channels
Multipliers
•
•
•
•
Journalists (specialized journalists)
Editorial offices
Industry executives or Industry decision makers
Press agencies
IT technologies and their influence on communication
Since the development of the personal computer
in the late 1970s and the introduction of the
cellular telephone network in 1984, digital computer
technology has become a prevalent feature of everyday
life and an increasingly popular means of communication.
1)
2)
3)
4)
5)
6)
Fast reactions
Immediate access to practically any information
Lost control (FB)
Combination of channels
Possibility to monitor consumers
…
Reactive and (pro) active PR
Proactive public relations and reactive public relations are the two
common strategies used in PR. Most companies or their PR firms include
both in a full PR plan.
Proactive PR strategies consider positive messages the company wants
to convey in support of other marketing efforts. Proactive public
relations planning is about taking active steps to plan an organization's
strategy to achieve a certain goal.
• Proactive PR allows the company to strengthen its brand image
through communication tools that are generally free or have no
media placement costs. For instance, a company that markets itself as
a high-quality brand may attend local events and hand out product
samples. Many companies send out newsletters to customers,
prospects, partners or other contacts that provide information
connected to the brand while supporting the company as an industry
leader.
• Proactive approach gives an organization more control over their
public relations planning and enables them to set the agenda. They
decide how best to present the image of the company.
Reactive and (pro) active PR
Reactive strategies examine potentially negative news based on
recognized weaknesses of the company or common criticisms, and
establish how the company will respond. Reactive public relations
planning is about passively responding to a happening or inquiry after
the event occurs.
A reactive approach gives control to someone else, with the company
merely responding.
Proactive and reactive approach to past events
When a disaster strikes, a proactive approach for e.g. a health
care organization is to organize and make available information to
the public. A reactive approach is to merely respond to questions
that the media poses.
PR as a part of marketing communication
Development of PR - short overview
40 -50s: How should I present it? – easy, simple activities such as
job vacancies, simple presentation of new products, annual
reports, speeches
60s: What should I say? - Huge discussion about the rights of
consumers to get information (boycotts of products, etc).
70 -80s: What should I do? Increased spectrum of activities.
Pressure of consumers (public) increased. PR experts of
corporations and agencies were not always journalist – various
experience (government, financial insitutions, marketing, justice,
schools). The prestige of PR and professional communication
increased. PR agencies improved and extended their offers and
PR started to specialize (public affairs, investor relations…)
PR as a part of marketing communication
Development of PR - short overview
Information from the „Commerical world“ started to appear on
the first pages of newspaper. Business became a good means
how to attract attention – TV, radio…
Public reputation of companis and representative became a key
factor.
90s and new millenium: development towards integrated
marketing communication: Experts on sales
promotion/advertising, direct marketing, sales support and PR
working together on ensuring efiiciency of sales and CSR.
PR as a part of marketing communication
Integrated marketing communication
is the application of consistent brand messaging across both
traditional and non-traditional marketing channels and using
different promotional methods to reinforce each other to provide
clarity, consistency, and increased impact.
The first definition for integrated marketing communication came
from the American Association of Advertising Agencies in 1989,
defining IMC as "an approach to achieving the objectives of a
marketing campaign through a well-coordinated use of different
promotional methods that are intended to reinforce each other. "
PR as a part of marketing communication
Reasons of integration
At beginning : to address the need for businesses to offer clients
more than just standard advertising.
Late 20th:
Decreasing message impact and credibility: The growing number of commercial
messaging made it increasingly more difficult for a single message to have a
noteworthy effect.
Decreasing costs of databases: The cost of storing and retrieving names,
addresses and information from databases significantly declined. This decline
allowed marketers to reach consumers more effectively.
Increasing client expertise: Clients of marketing and public relations firms became
more educated regarding advertising policies, procedures and tactics. Clients
began to realize that television advertising was not the only way to reach
consumers.
"
PR as a part of marketing communication
Increasing mergers and acquisitions of agencies: Many top public
relations firms and advertising agencies became partners or partnered
with other communication firms. These mergers allowed for more
creativity, and the expansion of communication from only advertising, to
other disciplines such as event planning and promotion.
Increasing global marketing: There was a rapid influx in advertising
competition from foreign countries. Companies quickly realized that
even if they did not conduct business outside their own country, they
were now competing in global marketing.
Increasing media and audience fragmentation: With the exception of
the decline of newspapers, media outlets, such as magazines and
television stations, increased dramatically from 1980 to 1990.
Additionally, companies could use new technologies and computers to
target specialized audiences based on factors such as ethnic background
or place of residence.
Increasing number of overall products: Manufacturers flooded retailers
with a great number of new products, many of which were identical to
products that already existed. Therefore, a unique marketing and
branding approach was crucial to attract customer attention and
increase sales.
PR as a part of marketing communication
Increasing mergers and acquisitions of agencies: Many top public
relations firms and advertising agencies became partners or partnered
with other communication firms. These mergers allowed for more
creativity, and the expansion of communication from only advertising, to
other disciplines such as event planning and promotion.
Increasing global marketing: There was a rapid influx in advertising
competition from foreign countries. Companies quickly realized that
even if they did not conduct business outside their own country, they
were now competing in global marketing.
Increasing media and audience fragmentation: With the exception of
the decline of newspapers, media outlets, such as magazines and
television stations, increased dramatically from 1980 to 1990.
Additionally, companies could use new technologies and computers to
target specialized audiences based on factors such as ethnic background
or place of residence.
Increasing number of overall products: Manufacturers flooded retailers
with a great number of new products, many of which were identical to
products that already existed. Therefore, a unique marketing and
branding approach was crucial to attract customer attention and
increase sales.
PR as a part of marketing communication
IMC weaves diverse aspects of business and marketing together. These
include:
Organizational structure ( the organization's vision and mission,
attitudes and behaviors of employees & partners, communication within
the company)
4Ps (price, pricing plans, bundled offerings, product (product design,
accessibility, usability, promotion, place (point of purchase, instore/shopper experience)
Advertising (broadcasting/mass advertising: broadcasts, print, internet
advertising, radio, television commercials, outdoor advertising:
billboards, street furniture, stadiums, rest areas, subway advertising,
taxis, transitOnline advertising: mobile advertising, email ads, banner
ads, search engine result pages, blogs, newsletters, online classified ads,
media ads
Direct marketing: direct mail, telemarketing, catalogs, shopping
channels, internet sales, emails, text messaging, websites, online display
ads, fliers, catalog distribution, promotional letters, outdoor advertising,
telemarketing, coupons, direct mail, direct selling, grassroots/community
marketing, mobileOnline/internet marketing
PR as a part of marketing communication
E-commerce: Search engine optimization (SEO), search engine marketing
(SEM)Mobile Marketing, E-mail marketing, content marketing, social
Media (Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest,
YouTube, Wikipedia, Instagram)
Sales and customer service (Sales materials (sell sheets, brochures,
presentations)Installation, customer help, returns & repairs, billing)
Public relations -special events, interviews, conference speeches,
industry awards, press conferences, testimonials, news releases,
publicity stunts, community involvement, charity involvement & events,
Promotions (contests, coupons, product samples (freebies), premiums,
prizes, rebates, special events)
Trade shows
Booths, product demonstrations
Corporate CSR
Donations, volunteering, charitable actions