Chapter 1
Introduction to Public
Relations
Definition BIPR
PR
is the planned and
sustained effort to establish
and maintain goodwill and
mutual understanding
between an organization and
its publics
‫أهداف العالقات العامة‬
‫الهدف العام‪ :‬يتمثل في ترويج أهداف المنظمة االقتصادية أو االجتماعية‪،‬‬
‫ويتعلق غالبا بجانبين‪ ،‬هما‬
‫المساعدة في ترويج نشاط المنظمة ومنتجاتها الحالية‪،‬‬
‫العمل على إقامة عالقات طيبة‬
‫أو المساعدة في تقديم منتجات جديدة‬
‫وكسب ثقة الجماهير المختلفة‬
‫ومع ذلك توجد عدد من األهداف األخرى مثل‪:‬‬
‫‪ ‬تحقيق السمعة الطيبة للمنظمة وتدعيم صورتها الذهنية‬
‫‪ ‬كسب تأييد الجمهور الداخلي‬
‫‪ ‬كسب ثقة الجمهور الخارجي‬
‫جماهير العالقات العامة‬
‫‪ -1‬العمالء (المستهلكين)‬
‫‪ -2‬حملة األسهم‬
‫‪ -3‬العاملون‬
‫مجموعات‬
‫الجماهير‬
‫‪ -4‬الوسطاء‬
‫‪ -5‬الموردون‬
‫‪ -6‬المجتمع المحلي‬
‫‪ -7‬الحكومة والهيئات التشريعية‬
‫‪ – 8‬وسائل اإلعالم‬
‫الدور الحديث للعالقات العـامة‬
‫الـدور االستـراتيـجــى‬
‫‪ ‬صياغة رسالة المنظمة ورؤيتها االستراتيجية‪.‬‬
‫‪ ‬دراسةةة عوامةةل البيئةةة الخارجيةةة المةةؤثرة علةةي نشةةاط المنظمةةة وتحديةةد‬
‫الفرص والتهديدات‪.‬‬
‫‪ ‬دراسةةة عوامةةل البيئةةة الداخليةةة وتحديةةد نقةةاط القةةوة وال ةةعف داخةةل‬
‫المنظمة‪.‬‬
‫‪ ‬تحديد البدائل االستراتيجية المتاحة للمنظمة ومةد تمشةيها مةع رسةالة‬
‫المنظمة وصورتها الذهنية‪.‬‬
‫‪ ‬و ع االستراتيجيات التةي تةدعم مةن اسةم المنظمةة وتسةهم فةي تحقيةق‬
‫مركز تنافسي مميز في السوق‪.‬‬
‫الــدور البيـئــى‬
‫‪ ‬دراسةةةة المو ةةةوعات ذات االهتمةةةام مةةةن جانةةةب المنظمةةةات الدوليةةةة‬
‫واألهلية وتحديد أولوياتها ومةد تمشةي سياسةات واسةتراتيجيات المنظمةة‬
‫مع هذه التوجهات‪.‬‬
‫‪ ‬اقتراح المجاالت التي تمكن المنظمة مةن الحفةاظ علةي المةوارد بشةكل‬
‫أف ل وتحسين البيئة التي تعمل فيها المنظمة‪.‬‬
‫‪ ‬اقتةةراح المجةةاالت التةةي يمكةةن أن تشةةارن فيهةةا المنظمةةة وتعتبةةر دعمةةا‬
‫للمجتمع المحلي والرأ العام‪.‬‬
‫‪ ‬المشةةةاركة فةةةي مراجعةةةة المنتجةةةات (السةةةلع والخةةةدمات) التةةةي تقةةةدمها‬
‫المنظمة والتأكيد علي تقديم المنتجات الصديقة للبيئة‪.‬‬
‫الــدور التسويقى‬
‫‪ ‬التعرف علي احتياجات العمالء ورغباتهم‪.‬‬
‫‪ ‬تصميم ذلن المزيج من المنتجات الذ يفي بهذه االحتياجات‪.‬‬
‫‪ ‬القيام بالدور الترويجي المطلوب في هذا الخصوص‪.‬‬
‫‪ ‬قياس ر ا العمالء واقتراحاتهم وشكواهم‪.‬‬
‫الــدور اإلعـالمى‬
‫‪ ‬اإلعالم عن أهداف المنظمة وأوجه نشاطها ومحاربة أ شائعات‬
‫ارة بها‪.‬‬
‫‪ ‬العمل علي كسب تأييد وثقة الرأ العام عن طريق إمداده بالمعلومات الصحيحة‬
‫والبيانات والحقائق والمشروعات والخدمات التي تؤديها المنظمة‪.‬‬
‫‪ ‬نشر الوعي فيما يتعلق بدور المنظمة في خدمة المجتمع‪.‬‬
‫‪ ‬خلق صورة ذهنية ومركز ممتاز للمنظمة في أعين جماهيرها‪.‬‬
‫‪ ‬مد العاملين بالمنظمة بكافة التطورات والمستجدات المؤثرة علي نشاط المنظمة‪.‬‬
‫‪ ‬شرح سياسة اإلدارة للعاملين‪.‬‬
‫الــدور التفاعلـى‬
‫‪ ‬التفاعةةةل الشخصةةةي بةةةين أخصةةةائي العالقةةةات العامةةةة واإلعةةةالم‬
‫وجماهير المنظمة الداخلية والخارجية‪.‬‬
‫‪ ‬التفاعل غير الشخصي عبر وسائل االتصال الجماهير ‪.‬‬
‫‪ ‬التفاعل االلكتروني عبر االنترنت واالنترانت واالكسترانت‪.‬‬
Example: Corporate identity
 Aim:
to distinguish and establish
visual recognition by means of
physical, visible identification
 Logo
 Typography
 Color
 Livery
 Clothing
Application of corporate
identity
 All
print &
advertising
 Decoration of
vehicles
 Uniforms
 Tableware
 Serviettes
 Mats
Coaster
 Give aways
 Business cards
 Office stationary
How about
slogans?

Example: Crisis Management
 Handling
calamities especially
regarding media relations (SAT
TV)
Lauda Air, strikes, fires,
takeovers, new legislation,
scandals, deaths, resignation,
recession.
Examples of Crises
 Accidents
 Food
poisoning
 Contamination of products at retail
stores
 Recall of a faulty product
 Tampering,
malfunction, design error.
Procedure
Media advertising – News releases – Display
material.
Responding to a Crisis












Develop a plan and checklist for dealing with a crisis.
Deploy members of public relations staff as quickly as
possible.
Return calls to media immediately.
Quickly gather the information you will need to communicate
to the media.
Designate one person to be a spokesperson to the media.
Communicate with all employees immediately.
Provide updates on a regular basis.
Be available 24 hours a day to the media.
Confess when the organization has made an error.
Convey the steps the organization is taking to correct the crisis.
Empathize with any victims of the crisis.
Keep all publics informed of the progress.
14
Chapter 2
Public Relations vs
Marketing &
Advertising
PR VS Advertising
 Advertising’s
emphasis is on
selling
 PR emphasis is on informing,
educating, and creating
understanding through
knowledge
But…Sometimes Advertising doesn’t sell
Consumer protests and government
scrutiny
 Advertisers were asked how their
products answered social needs and civil
responsibilities
 Rumors about particular companies
spread like wildfire
 General image problems were fanned by
a continuous blaze of media criticism

PR Versus Advertising
FACTOR
Emphasis
Objective
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
Form
Finance
ADVERTISING
PR
Selling
Understanding
Inform & Persuade
Inform
Great
Little
Lower
Higher
Achievable
Undetermined
Schedulable
Low
Specific
Unspecified
High
Low
Specifiable
Tentative
Independent
Within
Commission
Fees
PR VS Marketing
Marketing is the management
process responsible for identifying,
anticipating and satisfying
customer requirements profitably
PR’s role in the marketing mix
Marketing vs. PR

Sells service or product
through pricing, promoting, &
distributing

Creates & maintains a market
for products & services

Sells the organization

Creates & maintains a
hospitable environment for the
organization
Marketing
versus
Public
Relations
Propaganda

The means of gaining support for an
opinion or belief. These are emotional,
intellectual and spiritual topics
Publicity
Publicity results from information being
known.
 It is uncontrollable; might be good or bad.
 It yields an image

Chapter 3
Public Relations
Department Organization
PR Departments
1.
Need for an Internal department
 Ad agency vs. PR consultancy
 Skill in planning & buying space
and air time
 Creative skills
 PR people speak on behalf of the
company
2.
 Size
Size of PR Department
of the organization
 The value placed on PR by
management
 Type of company / product
3.
PR Staff
 Manager
 Press
Officer
 House
 Print
/ Director
journal Officer
Designer
 Photographer
4.



Title of a PR Manager
Director of Public Affairs
Communication’s Manager
Advertising and PR
Manager
5. Responsibilities of a PR Manager
 To
set objectives
 To estimate budgets
(activities, payroll &
expenses)
 Devising action plans to
reach the objectives
Line and Staff Organization Chart
Work Assignments
•
•
•
•
•
•
Writing and editing
Media relations and placement
Research
Counseling
Speaking
Producing communications
Job Description 1
Job Requirements
Qualities of a Good PR Practitioner







Ability to get on with all kinds of people.
Ability to communicate
Ability to organize and plan
Personal integrity in professional and private
lives.
Creativity. (designing journals, writing
scripts, seeking solutions to problems.
Access to information
Ability to research and evaluate.
6. Specialist Tasks of PR Manager




To establish and maintain a correct image of
the organization and of its policies,
products, services and personnel
To monitor outside opinion and convey this
intelligence to management
To advise management on communication
problems, solutions and techniques
To inform publics about policies, activities,
products, services and personnel so that
maximum knowledge and understanding is
won
7. Cooperation between PR & Management





A competent professional practitioner so as
to gain respect
Set up internal lines of communications.
Win the confidence of the staff
Create external lines of communications and
be regarded as a reliable source of
information
Must keep top management well briefed for
interviews, speeches and public occasions
Management must keep PR fully informed
of its actions
8. PR Activities
Writing and distributing news releases,
photographs and feature articles to the press.
 Organizing press conferences, receptions and
facility visits.
 Maintaining a media information service
 Arranging press, radio and television interviews
for management.
 Briefing photographers and maintaining a
picture library.
 Editing & producing staff magazines &
organizing other forms of internal
communication.

PR Activities





Editing and producing external journals aimed at
distributors and customers.
Producing educational literature, company
histories, annual reports, induction literature for
new staff.
Commissioning audio visual aids (presentations,
videos ..etc.,). (P&G).
Commissioning and maintaining forms of
corporate identity such as logos, color schemes,
typography, livery of vehicles, clothing.
Organizing site tours.
PR Activities
Attendance at appropriate meetings of the
board, production, marketing and sales.
 Attendance at sales and distributors
conferences.
 Representation of the company at trade
association meetings.
 Liaison with PR consultancy if one is
employed.
 Training PR staff.
 Commissioning opinion surveys.
 Liaison with advertising agency.

PR Activities






Official opening of new premises, arrangements
for VIPs, guests and Press.
Liaison with politicians and civil servants.
Arranging visits by royalty, MPs, VIPs and
foreign visitors.
Celebrating centenaries.
Organizing feed back by press cuttings, radio,
and TV transcripts.
Analysis of feed back and evaluation of the
results.
Chapter 4
Planning PR Programs
Reasons for Planning
To set targets for PR operations against
which results can be assessed
 To estimate the required budget
 To select priorities regarding the
timing and number of operations
 To decide the feasibility of carrying out
the declared objectives (staff,
equipment and budget)

Public Relations Process
PR Planning Model
1.
2.
3.
4.
5.
6.
Appreciation of the situation
Definition of objectives
Definition of publics
Selection of media and techniques
Planning of a budget
Assessment of results
Appreciation of the situation
 Logical
planning: Where are we
now? What image do our publics
have?
 The PR transfer process:
 Hostility to sympathy
 Prejudice to acceptance
 Apathy to interest
 Ignorance to knowledge
Appreciation of the situation
A necessary compromise: Can you be
100% successful?
 Investigating the situation: through
research (secondary and primary data)
 Opinion polls: questionnaire, relevant
sample, measure change in attitudes
and degree of understanding
 Problem solving: How to act to correct
the situation

Methods of Appreciating the Situation











Opinion, attitude or image surveys
Press cuttings, monitored broadcast strips
Sales figure trends
State of competition
Share price, dividends and balance sheet
Industrial relations (strikes, wage settlements)
Customer complaints
Frontline feedback
Prices and effect of price changes
External market forces
Attitudes of opinion leaders
Definitions of Objectives
To change the image
 To improve the caliber of job applicants
 To tell the little known story of the
company
 To introduce the company in new export
markets
 To prepare the stock market for a new
share issue

Definitions of Objectives
To improve community relations
following public criticism
 To educate consumers about the
product
 To regain public confidence after a
disaster
 To strengthen the company against risk
of a takeover
 To establish a new corporate identity

Definitions of Objectives
 To
make known the chairperson’s
participation in public life
 To support a sponsorship scheme
 To inform politicians about
company’s activities
 To make known the company’s
research activities
Range of PR Media
 The
Press
 Audio Visuals
 Radio
 Television
 Exhibitions
 Printed
Material
 Sponsored
Books
 Direct Mail
 Spoken Word
 Sponsorships
 House Journals
 Other forms:
Zepplins, postage
stamps.
 News
Releases:
PR Vehicles
Single-page
news stories sent to media who
might print or broadcast the content.
 Feature
Articles:
Larger
manuscripts composed and edited for
a particular medium.
 Captioned
Photos:
Photographs
with content identified and
explained below the picture.
 Press
Conferences:
Meetings
and presentations to invited
reporters and editors.
 Special
Events:
Sponsorship
public value.
of events, teams, or programs of
Chapter 5
Publics Of Public
Relations
Publics Defined
“Groups of people, internally and
externally, with whom an
organization communicates”.
Activities are aimed at subdivisions
of the “general public”.
Unlike mass media advertising (do
you agree with that?).
Key Publics of a Typical Corporation
Reasons for defining Publics
1.
2.
3.
4.
To identify all groups of people
relative to a PR program
To establish priorities within the
scope of the budget
To select media and techniques
To prepare the message in
acceptable and effective form
Results of Not Defining Publics
1.
2.
3.
4.
5.
Efforts and funds will be scattered
indiscriminately in the attempt to reach too
many publics
The same message would be issued
irrespective of its suitability to reach too
many publics
Work would not be timed to make the most
cost effective use of working hours, material
and equipment
Objectives would not be achieved
Dissatisfaction with the results
Publics of a National Tourist Board
1.
2.
3.
4.
5.
6.
7.
8.
9.
Government officials
Distributors (travel agents, convention
organizers)
Transport operators
Banks, credit cards & travelers’ cheques
operators
Hotel owners/operators (Chain or independent)
Motoring organization
Visitors
Opinion leaders (travel writers – teachers)
Media
Consider these behavioral
possibilities.
The public perceives big business to
have concern primarily for investor
and senior management
stakeholders, though it should have
more concern for other stakeholders.
Consider these behavioral
possibilities.
If employees are not part of the team,
they can sabotage production,
contribute to quality control
problems, or conduct a negative
word-of-mouth campaign against the
firm.
If special-interest groups are not
listened to and their concerns
addressed, they can take legal action
that stops production or expansion.
If the media is not treated as a partner,
then the first time the company has a
product crisis the media will be more
willing to look for irresponsible
behavior rather than to explain the
company's perspective.
1. The Community
A
good neighbor policy.
Safety, dirt, noise,
pollution, strikes, smells,
car parking
2. Potential Employees
 Exist
in other organizations
 Recruited from schools, colleges
and universities or overseas.
Helps them understand what is
the nature of the organization
Should regard it as a potentially
good employer
3. Suppliers
Services
Raw
materials, components,
packaging and professional
services
4. Financial Publics
Banks
 Lending institutions
 Investors
 Investment analysts
 Insurance companies
The financial community, investors, stockbrokers, and the
financial press is another important audience for
publicly-held companies.
a)
Financial relations experts must have a basic
understanding of business law, economics, corporate
finance, and investment practices.
b)
They must understand how corporate and external
activities affect stock prices and changes in the
company's bond rating.

5. Distributors
 Wholesalers
(Tour operators)
 Retailers (Travel agencies)
 Airlines
 Transporters (Transport
companies)
 Discount stores
6. Consumers
 End
users
Consumers are a large external
public. They are reached
directly through advertising and
sales and indirectly through
media publicity.
 Industrial/trade
buyers
Consumers
Why has dealing with consumers become
so important for public relations?
PR Customer Service

Investigate complaints made against
the firm

Provide a central location for
customers who seek redress

Monitor difficulties customers have
with products

Influence organizations to improve
service
JFK’s Consumer Bill of Rights
Right to Choose
Right to
Safety
Right to Be Heard
Right to Be
Informed
Chrysler Corporation’s
“Customer’s Bill of Rights”
Every customer has the following rights:
Quality
Long-term
Protection
Satisfaction
Service with
a Smile
Grievance
Opportunities
Safe
Vehicles
7. Opinion Leaders
 People
whose expressed
opinions may harm or help the
organization.
 Parents
 Politicians
 Religious leaders
8. Trade Unions
Exert
a powerful
influence on trade,
commercial, industrial
and political life.
9. The Media
 The direct route to the public
 It has control on what the public see
and hear in their vehicles
 Editors seek a good story; searching for
news.
In external relations the first concern is
usually with the press because it can
have tremendous influence over public
opinion.
Ten Principles of Good Media Relations
• Reporters are never “off • Become a trusted
duty.”
• You ARE the
organization.
• Treat reporters as
individuals.
• Treat journalists
professionally.
• Don’t try to “buy” a
journalist.
source.
• Inform journalists
even when you’re not
“selling.”
• Don’t expect news
viewpoint agreement.
• Read the paper.
• Never lie.
Value of Media Publicity
How does publicity affect the following:
Introducing a
new product
Revitalizing an
old product
Explaining a
complicated
product
Working with
little or no
budget
Enhancing
your reputation
Responding to
crisis's
10. Employees
The most important internal audience in
internal communication is employees.
Companies rely on a combination of
downward, upward, and horizontal
communication to foster employee
relations.
 Pride in their organization
 High morale
 Job security
Secrets of Effective Employee Relations
1. Security: How secure is the company and my
job within it?
2. Respect: Am I recognized as a person who
does something worth doing?
3. Participation: How much do I have to say
about the processes of which I am a part?
4. Consideration: Is there an opportunity for me
to express my ideas?
5. Recognition: What rewards are given for
good and faithful service?
6. Opportunity: Is there a chance to advance?
Effectiveness of Internal PR

Candid Management

Recognition by management of the
value and importance of employee
communication

A skilled, experienced communication
manager who is backed up by modern
technical resources (budget,
production)
Internal Techniques
 House
journals
 Notice
boards
 Videotapes
and closed circuit TV
 Radio
station
 Phone
in news service and ideas
Another Way of Communicating With Employees
Make Them
Change
Them
Weekly
Motivate
People
Catching
NEWS!
NEWS!
NEWS!
Internal Techniques
 Ideas
 PA
box
broadcasts
 Shop
floor talks
 Works
councils and committees
 Video/slide
 Induction
presentations
literature
Internal Techniques
 Staff
conferences and area
meetings
 Visits by management
 Staff visits
 Staff events
 Exhibitions and displays
 Clubs and societies
Explaining Company Policy
 Level
of job security
 Prospects
for advancement
Explaining the Annual Report and
Accounts
 Financial
 Cost
results
configuration
 Profit
sharing
 Dividends
 Cost
of labor
Integrating Staff Following an
Acquisition
 Who
is better
 Who
is to stay and who is to go
A
new mission statement
 New
job organization and
assignment
Explaining New Technology
 Automation,
robotization,
computerization
 Redundancies
 Advantages
Safety
 Physical
safety (special clothing,
goggles, correct handling of
materials)
 Do
we have to repeat these
instructions? Why?
News About Staff

Retired

Best

Nominations

Left

Right

Birth, wedding…..etc.
Management Structure

Organization charts

Reassignments
Shares
 Stock
market activities
 Issuance
 Why
of new stock
is a private company going
public
 Issuance
of shares to employees
 performance
Employee Benefits

Pensions

Christmas

Incentive schemes

Sales contests

Educational awards

Training
Legislation
 Passing
out of new laws by the
government.
 How
do these affect the
organization and its operations.
11. Investor Relations
Timely and valuable
communications that
gain and maintain
shareholder support
Material Information:
Any fact that would be important to an
investor making an investment
decision
Examples of Material Information:

Proposed mergers or acquisitions

Changed dividend policy

Determination of earnings

Acquisition or loss of significant business
contract

Major management changes

Significant change in capital investment plans
Examples of Material Information:





Purchase or sale of a major asset
Incurring a major debt or selling a
significant amount of equity annuities
Pending significant legislation
A major discovery or innovation
Marketing a new product
Investor Relations Activities
Annual Reports:

Company description

Letter to shareholders

Financial review

Explanation/analysis

Management/marketing discussions

Graphics