PUBLI

C RELATI
ONSNOTES-2

1.(
M)PRTool
s

Amongt
het
ool
susedbyPR,t
hef
oll
owi
ngar
eper
ti
nent
:

Pr
essr
eleases:t
hesear
eact
ivi
ti
esbyor
gani
sat
ionst
hrough good pr
essr
elat
ions
t
oobt
ain
edi
tor
ialspacei
nthemedi
a,whi
ch ar
eai
med atr
eachi
ng l
argeaudi
ences
and t
hus l
i
kel
yto be seen orhear
d byt
hei
rtar
getcust
omer
s and ot
her
s
t
hat can i
nfl
uence cust
omer
s. These i
ncl
ude l
aunchi
ng new pr
oduct
s,
announci
ng new appoi
ntment
s,orsi
gni
fi
cantachi
evement
s.Thegoali
sto
getmedi
acov
erageand t
husl
argeaudi
enceswi
tht
heaccompany
ing wi
de
publ
i
cit
y,cr
eat
eawar
enessf
ort
he pr
oduct/br
and,enhancet
hecor
por
ate
i
mageandbui
l
dcr
edi
bil
i
tyf
ort
heor
gani
zat
ion.

Pr
ess conf
erences:speci
fi
c, del
i
ber
atel
y ar
ranged occasi
ons wi
tht
he medi
ato
announcemaj
or
ev
ent
s i
n t
he or
gani
zat
ion, wi
th an oppor
tuni
ty f
or t
wo-way
communi
cat
ion/di
alogue wi
tht
he medi
a,i
ncl
udi
ng quest
ions and answer
s
sessi
ons.Theai
m i
sto cr
eat
emedi
aint
eresti
nspeci
fi
ccauses/ev
ent
sor
ev
en ex
plai
n or
gani
sat
ions’posi
ti
ons on i
ssues.I
nvi
ew oft
he cov
erage,
publ
i
cit
yisenhanced,sodoest
hei
mageandr
eput
ati
onoft
heor
gani
zat
ion,
asi
decr
eat
ingi
nter
esti
nit
sact
ivi
ti
esandpr
oduct
s.

Ev
ent
s,pr
esent
ati
ons,ex
hibi
ti
ons,r
oadshows:t
hesear
especi
aloccasi
onswher
e
or
gani
sat
ions
showcase t
hei
r act
ivi
ti
es, especi
all
y pr
oduct
s. Some of t
hese may be
speci
fi
ctot
he or
gani
zat
ion ordone al
ong wi
tht
hose ofot
her
s,butwi
th
par
ti
cul
arst
ands/spot
s dedi
cat
ed t
othe or
gani
zat
ion.The pur
pose i
sto
gener
ate publ
i
cit
y, cr
eat
e/st
rengt
hen awar
eness i
ncl
udi
ng t
hrough
ent
ert
ainmentas per
for
mer
s ar
e somet
imes engaged, bui
l
drel
ati
onshi
ps
 wi
th oppor
tuni
ty f
or f
ace t
o f
ace t
alk by audi
ence (
dial
ogue) wi
th
or
gani
sat
ions’r
epr
esent
ati
ves.

Semi
nar
s: speci
aleducat
ionalsessi
onsor
gani
zedt
oeducat
ethepubl
i
cinr
elat
ion
t
oapr
oduct
orgr
oups ofpr
oduct
s,wi
tht
he ai
m ofgener
ati
ng publ
i
cit
y,ev
en t
hough
mostl
i
kel
ythe r
each i
sto nar
rowermar
ketsegment
s.The publ
i
cit
y and
educat
ionalel
ement
scr
eat
emor
eint
erestamongpot
ent
ialuser
s/cust
omer
s.

Anni
ver
sar
ies:Or
gani
sat
ionsel
abor
atel
ycel
ebr
atef
ounder
s’day
s/busi
ness
commencement
andot
heri
mpor
tantper
iodsi
nthei
rhi
stor
y,gi
vi
ngt
hem wi
depubl
i
cit
y,wi
th
speci
alev
ent
s/awar
ds.Theseser
veasr
emi
nder
stot
he t
argetpubl
i
cs
aboutt
hei
rex
ist
ence,wi
thpr
oduct
ssust
aini
nghumani
ty,hencehuge
publ
i
cit
ygoal
,st
rengt
heni
ngbr
andawar
eness/pr
efer
ence,r
enewi
ngi
nter
est
,
enhanci
ngcor
por
atei
magewi
thshowcaseofcor
por
atesoci
alr
esponsi
bil
i
ty
ov
ert
hey
ear
s,hencecr
edi
bil
i
tyandt
rust
.

Soci
almedi
a: wi
tht
hehei
ght
eni
ngI
nfor
mat
ioncommuni
cat
iont
echnol
ogi
cal
br
eakt
hroughs,
or
gani
sat
ionshav
econt
inuousl
yshowcased/updat
edt
hei
rsoci
almedi
a
pl
atf
orms,t
oshar
einf
ormat
ion,engagecust
omer
sandot
herr
elev
ant
publ
i
cswi
tht
hebr
andwhi
chi
sint
hepr
ocessr
eposi
ti
oned,wi
th a‘
buz
z’
cr
eat
edabouti
t(br
and)
,ther
ebyshor
ingupt
hei
rimages/r
eput
ati
onsv
ia
i
nst
ant
,fr
eshanddi
rectcont
act
s.

Publ
i
cat
ions,i
ncl
udi
ngi
n-house,suchasNewsl
ett
ers,j
our
nal
s,magaz
ines,annual
r
epor
ts,
br
ochur
es: t
hesear
eex
tensi
vel
yusedt
opr
omot
ethei
mageofcompani
es
and t
hei
r ex
per
ti
se, t
o bui
l
d awar
eness r
egar
ding compani
es and t
hei
r
act
ivi
ti
es,andi
nfl
uencet
hei
rtar
getmar
ket
sandot
herr
elev
antpubl
i
cs.The
qual
i
tyoft
hese,al
ongwi
tht
henewsel
ement
sandt
hesoci
alr
esponsi
bil
i
ty
i
nter
vent
ions l
i
ke schol
arshi
ps, donat
ions t
o char
it
ies/ot
her
 i
nter
est
s/communi
ti
es cont
ained i
n annualr
epor
ts and ot
herpubl
i
cat
ions,
cr
eat
escr
edi
bil
i
tyandt
rustwi
thendur
ing/cement
edr
elat
ionshi
ps

Sponsor
shi
p – Compet
it
ions,Educat
ion,Cul
tur
alev
ent
s,et
c:Or
gani
sat
ions i
nvest
i
nev
ent
sor
causes,especi
all
yspor
ts and ot
hercompet
it
ions,educat
ionaland cul
tur
al
ev
ent
stobui
l
dint
eract
ionwi
thi
tspubl
i
cs,cr
eat
e/i
ncr
easeawar
enessl
evel
s,
pr
omot
ethei
rbr
ands/i
mages, wi
th enhanced r
eput
ati
ons on accountof
cr
edi
bil
i
tyandt
rust
.

News: A key PR t
ask i
s f
indi
ng or cr
eat
ing f
avour
abl
e news about t
he
or
gani
zat
ion,i
ts
pr
oduct
s/ot
heract
ivi
ti
es,whi
ch i
sof
ten engaged i
n wi
th good r
elat
ionshi
p
wi
tht
hemedi
afort
imel
yrel
eases.Newscar
ri
eswi
tht
hem mor
ecr
edi
bil
i
ty
and t
rust
,si
ncet
heyar
enotdel
i
ber
atel
ytar
get
ed atcust
omer
s,asi
det
he
obv
iousgoalofwi
destpossi
blepubl
i
cit
y.

Speci
alEv
ent
s – CEO’
s br
ief
ings, Speci
ali
sts speeches/Comment
ari
es, Unv
eil
i
ng
Br
and
Ambassador
s:or
gani
sat
ions del
i
ber
atel
yhol
d speci
alev
ent
s such ast
hese
t
o pr
ovi
de i
nfor
mat
ion,publ
i
cise key i
ssues,hi
ghl
i
ghtachi
evement
s,et
c;
pr
ovi
de cr
edi
blev
iew poi
ntsf
rom uni
nter
est
ed par
ti
es (
non-or
gani
sat
ional
member
s) i
n medi
a pl
atf
orms/ev
ent
s; associ
ate or
gani
sat
ions’
act
ivi
ti
es/success wi
th t
he successes of cel
ebr
it
ies t
her
eby
posi
ti
oni
ng/r
eposi
ti
oni
ng t
he or
gani
sat
ions’
s pr
oduct
s cont
ri
but
ions t
othe
success/wel
l
bei
ngofi
tscust
omer
s,encour
agi
ngot
her
stocomeonboar
d,
and enj
oysi
mil
arbenef
it
s.Theseul
ti
mat
elyai
m atgener
ati
ng and bui
l
ding
t
rust
, encour
agi
ng aspi
rat
ion, br
and pr
omot
ion, and i
nfl
uenci
ng publ
i
c
opi
nion,et
cwi
thenhancedpat
ronage.

I
dent
it
y Medi
a Management
: PR champi
ons t
he cr
eat
ion and sust
enance of
or
gansat
ions’v
isual
i
dent
it
y– t
hatwhi
ch gi
ves t
he publ
i
cimmedi
ater
ecogni
ti
on upon comi
ng
 i
nto cont
act wi
thi
t:i
tems wi
th or
gani
sat
ions’l
ogo, not
abl
y st
ati
oner
y,
br
ochur
es, si
gns, f
orms, busi
ness car
ds, st
ruct
ures (
wit
h l
ayout and
desi
gns)
, dr
ess codes and uni
f ms. These pr
or omot
e br
and i
dent
it
y,
r
ecogni
ti
on, qual
i
ty, and by ex
tensi
on, t
rust
, cr
edi
bil
i
ty and endur
ing
goodwi
l
l/r
elat
ionshi
p.

Soci
alResponsi
bil
i
ty: or
gani
sat
ions cont
ri
but
e money
,ti
me and ot
herr
esour
ces
t
owar
ds
communi
ty/soci
ety
’sgoodcauses,suchassoci
alameni
ti
es,i
nfr
ast
ruct
ures,
schol
arshi
ps,schoolbui
l
dings/mat
eri
als,et
c.These endear
sthem t
othe
soci
etywi
tht
he ul
ti
mat
e ofboost
ing pat
ronage,upon t
he cr
edi
bil
i
ty,t
rust
bei
ngdi
spl
ayed.

2.Mar
ket
ingPubl
i
cRel
ati
ons,MPR.

We saw i
nthe i
ntr
oduct
ory sect
ion wher
e PR was ar
gued t
o be di
sti
nctf
rom
mar
ket
ing and i
ts keyel
ement
s,especi
all
ythose concer
ned wi
th communi
cat
ing
t
hemar
ket
ingef
for
t/of
fer
ingst
othecust
omer
sandot
herr
elev
antst
akehol
der
s.

Howev
er, ov
er t
ime, dev
elopment
s hav
e occur
red i
nthe busi
ness set
ti
ng t
o
war
rantt
hemer
gerofPRwi
thatl
eastt
hecommuni
cat
ionsel
ement
sofmar
ket
ing
i
nwhathasbeent
ermedi
ntegr
atedmar
ket
ingcommuni
cat
ions(
IMC)
.Inv
iew of
t
hescopeoft
hiscour
se,t
hedi
scussi
onoft
hecompr
ehensi
veI
MC i
sconsi
der
ed
bey
ond i
t, but j
ust suf
fi
cient f
rom t
he concept
ual
i
zat
ion of mar
ket
ing publ
i
c
r
elat
ions(
MPR)andi
tsf
unct
ions/r
oles.

Af
ew def
ini
ti
onsofMPRar
easpr
esent
edbel
ow:

i
).The use ofPR st
rat
egi
es and t
act
ics t
o achi
eve mar
ket
ing goal
s(Har
ri
s&
Whal
en,2016)

i
i
).Thespeci
ali
zed appl
i
cat
ion ofPR t
echni
queswhi
ch suppor
tmar
ket
ing ort
he
adopt
ionand
i
ncor
por
ati
on of t
echni
ques and t
act
ics f
rom t
radi
ti
onal PR, Mar
ket
ing,
 Adv
ert
isi
ngandResear
ch(
Har
ri
s,1991)

i
i
i). A compr
ehensi
ve, al
l
-encompassi
ng publ
i
c awar
eness and i
nfor
mat
ion
pr
ogr
ammeor
campai
gn di
rect
ed t
o mass orspeci
ali
zed audi
ences t
oinf
luence sal
es ora
company
’spr
oduct
s(Henr
y,1999)
.

i
v). Pr
evi
ousl
y known as publ
i
cit
y, MPR has ev
olv
ed i
nto a whol
i
sti
c,
compr
ehensi
ve
communi
cat
ionpr
ogr
ammet
arget
ingmassorwel
l
-def
inedaudi
ences,wi
tht
he
ai
m ofcr
eat
ingawar
enessandgi
vi
ngi
nfor
mat
ionaboutpr
oduct
sandser
vices
t
oboostsal
es(
Papasol
omouetal
.,2013)
.

Funct
ionsofMPR

.Cr
a) eat
espubl
ici
ty–maki
ngt
heor
gani
zat
ion/pr
oduct
s’ex
ist
enceknownt
othe
publ
i
c(s)
. t
his i
s t
o achi
eve awar
eness, r
ecogni
ti
on and bui
l
d br
and
r
ecogni
ti
onand knowl
edge.

b)
.Educat
est
hepubl
i
c(s)ont
heor
gani
zat
ionandi
tspr
oduct
s.

c)
.Cr
eat
es,st
rengt
hens,andsust
ainsi
nter
esti
nanor
gani
zat
ionandi
tspr
oduct
s.

d)
.Bui
l
ds l
ong-t
erm,mut
ual
l
y benef
ici
alr
elat
ionshi
p wi
tht
he r
elev
antpubl
i
cs,
especi
all
y
cust
omer
s,onaf
ace-f
acebasi
sofi
nter
act
ionsandt
wo-waycommuni
cat
ion.
Thi
s enhances r
elat
ionshi
p maki
ng t
ypi
cal t
o mar
ket
ing v
ia one-on-one
i
nter
act
ion,f
eedback on compl
aint
s,enqui
ri
es,et
c.,cust
omerser
vice,and
di
ff
erent
iat
edpr
oduct
.

. Cr
e) eat
es cr
edi
bil
it
y – makes publ
i
c(s) bel
i
evei
n or
gani
sat
ion’
sint
ent
ions on
account
of
:

i
.theor
gani
zat
ion can ber
eli
ed upon t
o do whati
tpr
omi
ses,mani
festi
n past
act
ions
i
i
.tr
ust
wor
thi
nessofi
tspr
oduct
s/communi
cat
ions,al
lmani
festi
n:

- Responsi
bleact
ionsi
nsoci
alr
esponsi
bil
i
ty

- Responsi
ve t
o cust
omer
s’ concer
ns, i
nfor
mat
ion, quest
ions, et
c. (
good
cust
omerser
vices.

- Par
ti
cipat
ingi
npr
ogr
ammest
hatbenef
itt
hecommuni
ty/soci
ety

- Sponsor
shi
p of ev
ent
s, pr
ogr
ammes – schol
arshi
ps, gr
ant
s, spor
ts,
compet
it
ions,et
c.

- I
dent
if
yingbr
andwi
thcausest
hatcust
omer
s/publ
i
cscar
eabout
.

f
).Cr
eat
est
rusti
nit
spubl
ics-cust
omer
s,gov
ernment
,medi
a,et
c.,v
ia:

 Cr
eat
ingf
ami
l
iar
it
ywi
tht
heor
gani
zat
ionandi
tsbr
and

 Maki
ng t
he or
gani
zat
ion mor
e accessi
ble and open i
nit
s deal
i
ngs,
oper
ati
ons,et
c.

 Maki
ng t
he or
gani
zat
ion mor
e v
isi
ble – ev
ent
s, sponsor
shi
ps,
compet
it
ions,soci
alr
esponsi
bil
i
ty,et
c.

 Cr
eat
ing,gi
vi
ngassur
ances,i
ncl
udi
nghonestf
eedback.

Not
ethatemphasi
sispl
acedoncr
edi
bil
i
tyandt
rusti
nvi
ew oft
hef
actt
hatt
hey
ar
e key t
o bui
l
ding l
ong-t
erm r
elat
ionshi
p and t
hus,l
oyal
tyt
othe or
gani
zat
ion
andi
tspr
oduct
s,hencet
hei
rconsi
der
edsepar
ate f
unct
ionst
hatMPRpl
ays.

.I
g) nf
luences publ
ic(
s) opi
nion about an or
gani
zat
ion and i
ts pr
oduct
s. The
combi
nedef
fect
of posi
ti
vei
mage/cr
edi
bil
i
ty and i
ncessantmar
ket
ing communi
cat
ions ent
ail
t
hatt
het
argetaudi
ence,asi
deot
hermember
soft
hepubl
i
csar
einf
luencedt
o
t
il
ttot
heor
gansat
ionandi
tspr
oduct
s.
h)
.Def
ends or
gani
sat
ion’
s pr
oduct
s whi
ch ex
per
ience pr
obl
ems,v
ia appr
opr
iat
e
t
ool
s,
 wi
thr
ecour
set
osy
mmet
ri
cappr
oach,wher
eappr
opr
iat
e.

i
).Asani
ntegr
atedmar
ket
ingcommuni
cat
ion,MPRenhances/compl
ement
s:

i
). Pr
oduct – awar
eness, br
and r
ecogni
ti
on/management
,
posi
ti
oni
ng/r
eposi
ti
oni
ng,pr
oduct
l
aunch,et
c.

i
i
). Adv
ert
isi
ng – i
ncr
easi
ng t
he cr
edi
bil
i
ty oft
he messages because MPR i
s
per
cei
vedasnews
oropi
nions, whi
ch ar
e mor
etr
ust
-wor
thy
.Besi
des, i
tenhances t
he cost
-
ef
fect
ivenessofadv
ert
ssi
ncet
her
eissomuchcompet
it
ionandt
hewi
tht
he
t
endencyofcust
omer
stor
esi
stmessagesasnor
maldecei
tf
ulones.

i
i
i).Sal
espr
omot
ion,byusi
ngpubl
i
cit
y“st
unt
s”(
speci
algi
mmi
cks,t
echni
ques)
andev
ent
s
mar
ket
ing t
o cr
eat
e ex
cit
ement or euphor
ia ar
ound sal
es pr
omot
ion
act
ivi
ti
es.Whenpeopl
e
wi
norar
eawar
dedpr
izespubl
i
cly
,cr
edi
bil
i
ty(
doi
ngwhati
tsay
sitcando)
andt
rustar
ebui
l
t
i
ntot
hepubl
i
c(s)mi
nds.
i
v).Per
sonalsel
li
ng,bypr
epar
ing t
hegr
ound v
ia medi
a ment
ionsand wor
d-of
-
mout
h
communi
cat
ionst
her
ebycr
eat
ingawar
enessofpr
oduct
sandt
hei
ruses.

Vi
).Enhance di
rect(
and e-)mar
ket
ing/sal
es,due t
othe awar
eness cr
eat
ed of
t
hepr
oduct
,and
t
he br
andi
nfor
mat
ion/educat
ionunder
taken.

j
).Pr
ovi
dest
he bui
ldi
ng bl
ocksorf
oundat
ion f
orSt
rat
egi
cMar
ket
ing,i
n sever
al
r
espect
s,
suchas:

i
) I
ncr
easi
ng f
ocus on mi
cro and macr
o env
ironment
al scanni
ng f
or
changeswi
thi
mpactoncust
omerr
elat
ionshi
p.
 i
i
) I
mpactonshi
fti
nconsumerbehav
iourl
argel
yfr
om t
angi
blet
oint
angi
ble
– somehow obscur
eval
ue, af
fect
ion, hence posi
ti
oned as si
gni
fi
cant
dr
ivi
ng v
alue-addi
ng communi
cat
ion st
rat
egyi
n br
and per
sonal
i
ties,l
i
fe
st
yles,i
deas,at
ti
tudes.

i
i
i) I
ncr
easi
ng r
ecour
se t
o per
cept
ion management as a key t
ool of
mar
ket
ing t
ofi
tint
othe new i
magi
nat
ive want
s/pr
efer
ences t
hatseem
somehow noti
ntunewi
thr
eal
i
ty,butr
athermor
eoff
ant
asy
,mar
kof
ev
er-gr
owi
ngsophi
sti
cat
ioni
nconsumerbahv
iour–br
andi
ng,associ
ati
ng
wi
thcel
ebr
it
ies(
success)
,et
c.

i
v) I
ncr
easi
ng r
ecour
set
oissuesasr
eput
ati
on assour
ceofcr
edi
bil
i
tyand
t
rustf
orl
ong-l
ast
ingr
elat
ionshi
p.

3.PR andManagement
.

Fr
om t
hedef
ini
ti
onsand subsequentdi
scour
se,PR i
ssai
dto beamanagement
f
unct
ion, wi
tht
he basi
cfeat
ures as cont
ained/hi
nted t
her
ein. Whati
s notso
obv
ious orpl
ainl
y pr
esent
ed i
n such concept
ual
i
sat
ions i
sit
srol
ein st
rat
egi
c
management
,ev
ent
houghhi
nts/i
mpor
tsofsuchar
eev
ident
.

Thepr
omi
nentr
olesi
tpl
aysi
nst
rat
egi
cmanagementar
e:

.Env
a) ironment
alscanni
ng(
anal
ysi
s)wi
tht
her
esul
ti
ngi
nfor
mat
iongener
ated:We
saw t
hatt
he r
ole PR pl
aysi
n or
gani
sat
ions begi
ns wi
thr
esear
ch,ev
identi
n
t
he“
R”i
n“RACE”
. Thi
sisnecessar
yso ast
oident
if
ythei
ssueskeyt
othe
PR f
unct
ion–st
akehol
der
s/publ
i
cs,pr
obl
ems,pot
ent
iali
ssues– i
nthel
i
ghtof
managementdeci
sions.Speci
fi
cal
l
y,t
hest
rat
egi
crol
eisi
mpor
tanti
n:

 Moni
tor
ing deci
sions t
op managementar
e consi
der
ing orhav
etaken f
or
pot
ent
iali
ssues.

 Resear
chi
ngonact
ivi
sts/pr
essur
egr
oups
  Moni
tor
ing di
scussi
on gr
oups, t
he medi
a, especi
all
ythe soci
alv
ersi
on
t
heseday
s,websi
tes,aswel
lasset
ti
ngupi
nter
act
iongr
oups.

 Engagi
ng wi
th, especi
all
yvi
a chat
s/i
nter
views, manager
s/empl
oyees who
hav
econt
actwi
tht
heout
sidepar
ti
es,cal
l
edboundar
y-spanner
s

 I
dent
if
ying st
akehol
der
s/publ
i
cs t
o be af
fect
ed by or
gansat
ional
oper
ati
ons/deci
sions.

 Anal
yzi
ng/summar
izi
ng t
he i
nfor
mat
ion gat
her
ed i
n t
he af
ore-st
ated
pr
ocesses/st
epsf
ori
nputi
ntot
opmanagementdeci
sion-maki
ng.

. Managi
b) ng st
akehol
der
s/publ
ics: hav
ing i
dent
if
ied t
hese gr
oups,t
hey r
equi
re
pr
oper
management
. Thi
s st
art
s by cl
ear
ly def
ini
ng t
hem as ei
ther st
akehol
der
s
–gener
al par
ti
es/gr
oups wi
th i
nter
est i
n or af
fect
ed by or
gani
sat
ions’
oper
ati
ons/deci
sions or publ
i
cs –mor
e di
rect
ly i
nvol
ved, i
nter
est
ed i
n or
af
fect
ed. Fur
ther act
ion i
s needed f
or ef
fect
ive PR goalachi
evementby
segment
ingt
hesub-gr
oups,especi
all
ythepubl
i
csi
ntoact
iveorpassi
ve,wi
th
t
heact
ivesuppor
ti
ng oraf
fect
ing t
heor
gani
zat
ion mor
evi
sibl
yorsi
gni
fi
cant
ly
t
hant
hepassi
ve.Theact
ivear
efur
therchar
act
eri
zedby
:

 Thei
rbei
ng easi
ert
o be communi
cat
ed wi
th because t
heyseekoutor
desi
ret
o hav
eaccesst
oinf
ormat
ionmor
ethant
hepassi
vewho r
ather
t
endmor
etowai
tfori
t.

 Thei
r not bei
ng easy t
o per
suade because t
hey seek and access
i
nfor
mat
ion f
rom manyorsev
eralsour
ces,hencet
heyar
e mor
e pr
one
t
omaki
ngi
ndependentposi
ti
ons.

Ev
en t
hough t
hepassi
veseem nott
o beopenl
yimpact
ful
,do noti
gnor
e
t
hem ast
hey
can be mor
e har
mfult
othe or
gani
sat
ion’
simage as t
hey may wor
k
behi
ndt
hescenes,gi
vent
hatt
heyar
enotgi
venat
tent
ion,maybewr
ongl
y
t
aken t
o be so, as i
nthe case of empl
oyees who some aut
hor
it
ies
 consi
deraspassi
ve.
.I
c) ssues/Cr
ises Management
/Communi
cat
ion: i
ssues ar
e si
tuat
ions t
hat ar
e
l
i
kel
ytoaf
fect
publ
i
cs, ar
isi
ng f
rom management deci
sions, i
ncl
udi
ng pot
ent
ial
. PR
i
dent
if
iesi
ssuesi
n
scanni
ng t
he env
ironment
, and manages t
hem by par
ti
cipat
ing i
n
managementdeci
sionst
hatcr
eat
edt
hei
ssuet
hepubl
i
cseeksr
esol
uti
onor
byadv
isi
ng managementbef
oret
he deci
sion i
staken.Mostor
gani
sat
ions
do noti
ncl
ude PR i
n seni
orort
op managementcadr
e hence maynotbe
par
tof t
he deci
sion. When notmanaged wel
l
, ornoti
dent
if
ied ear
ly,
i
ssuescr
yst
ali
se i
nto cr
ises.Cr
isesar
ise l
argel
ybecause managementdi
d
notcommuni
cat
ewi
th keyst
akehol
der
s/publ
i
csaboutt
hepot
ent
iali
ssues.
When t
heyoccur
,PR adopt
s/shoul
d adoptt
hese and r
elat
ed st
rat
egi
esi
n
managi
ngt
hem:

i
). Rel
ati
onshi
p pr
inci
ple – est
abl
i
sh good, l
ong-l
ast
ing r
elat
ionshi
p or
r
evi
sitest
abl
i
shed
r
elat
ionshi
pforpossi
blef
laws t
hatr
equi
re cor
rect
ing,wi
th publ
i
cs wi
th
t
her
iskofcr
ises/orhav
edecl
areddi
scont
ent
.

i
i
).Account
abi
l
itypr
inci
ple– managementaccept
sresponsi
bil
i
ty,ev
eni
fit
’s
noti
tsf
aul
tor
notcausedbyi
t(e.
g.empl
oyees,compet
it
ors,et
c.)

i
i
i). Di
scl
osur
e pr
inci
ple – di
scl
ose al
lmanagementknows orpr
omi
se t
o
di
scl
oseupon
f
urt
heri
nvest
igat
ion.

i
v).Sy
mmet
ri
cpr
inci
ple– consi
dert
hei
nter
estoft
hepubl
i
csandengagei
n
genui
ne
di
aloguef
orat
wo-waycommuni
cat
ion.

.Rel
d) ati
onshi
pManagement
:thi
sisakeyst
rat
egi
cissuer
equi
ri
ngdueat
tent
ion,
and
encompasses(
i)est
abl
i
shment
/bui
l
ding/mai
ntai
ning,pr
efer
abl
ythr
ough:

 Pr
ovi
ding 2-way access t
o i
nfor
mat
ion: t
o st
akehol
der
s/act
ivi
sts and
obt
aini
ng f
rom t
hem f
orcl
earunder
standi
ng oft
he needs/ex
pect
ati
ons of
eachpar
t.
 Openness/f
rankness– bot
hpar
ti
esshoul
dbeopenandf
rankt
oeachot
her
,
showi
ngwi
l
li
ngnesst
odi
scuss/di
scl
osef
ull
y– concer
ns,doubt
s,pr
obl
ems,
sat
isf
act
ion/di
ssat
isf
act
ion.

 Ass
uranceofl
egi
ti
macy - each par
tyengagest
o assur
etheot
heroft
he
l
egi
ti
macy of i
ts concer
ns and di
spl
ays commi
tment t
o sust
ain t
he
r
elat
ionshi
p.

 Net
wor
king – or
gani
zat
ion bui
l
ds net
wor
ks wi
tht
he same gr
oup t
hati
ts
publ
i
csdo– uni
ons,communi
tygr
oups,env
ironment
alcampai
gner
s,et
c.

 Shar
ingt
asks – or
gani
sat
ionsshar
etaskswi
tht
hepubl
i
csj
oint
ly,suchas
communi
tyi
ssues,empl
oyment
,resear
ch,et
c.

 I
ntegr
ate conf
li
ctr
esol
uti
on st
rat
egi
es – adoptsy
mmet
ry ofact
ion si
nce
bot
h/al
lpar
ti
esbenef
itbyseeki
ngcommoni
nter
est
s/sol
vi
ngpr
obl
ems.

i
i
). Ev
aluat
ion of r
elat
ionshi
p v
is a-v
is PR pr
ogr
ammes: Key st
rat
egi
c
managementpr
ocessesi
ncl
ude
set
ti
ng v
isi
on,mi
ssi
on,goal
s and obj
ect
ivesespeci
all
yfort
he l
ong-t
erm,
t
o pr
ovi
de di
rect
ion Fort
he ent
erpr
ise, and t
her
eaf
terassesses whet
her
t
heyhav
ebeenmet
.PRdoessamewi
thi
tsgoal
sseti
nthel
i
ghtofov
eral
l
or
gani
zat
ionalgoal
s,butwhati
snotobv
iousi
stheev
aluat
ionoft
het
hei
r
at
tai
nment
.

Ev
aluat
ion i
s done i
n 2 way
s/di
mensi
ons : a)
. Qual
i
tat
ivei
nter
ms of
whet
herl
ong-l
ast
ingr
elat
ionshi
pachi
evedi
nref
lect
edi
nsetgoal
sat
tai
ned,
suchasdesi
reddegr
eeofpubl
i
cit
y,awar
eness,br
andbui
l
ding/r
ecogni
ti
on,
i
mage pr
oject
ion, t
rustbui
l
t, cr
edi
bil
i
ty gai
ned, mut
ual
i
ty ofsat
isf
act
ion,
 commi
tment
,et
c.

b)
. Quant
it
ati
vel
y, r
efl
ect
ed i
n change i
n buy
er behav
iour v
ia
i
ncr
eased/r
epeat pur
chases wi
thi
ncr
ease i
n t
urnov
er and t
he ul
ti
mat
e
bot
tom-l
i
ne – ROI
.Thi
sis di
ff
icul
tto separ
atef
rom t
he i
mpactofot
her
mar
ket
ing communi
cat
ions,butr
easonabl
e,t
angi
ble at
tempt
s need t
o be
made i
n measur
ementsoon af
termaj
orPR act
ivi
ti
es. I
ncr
easi
ngl
y,t
he
r
esear
ch aspectofPR f
unct
ion has emphasi
zed on pr
act
it
ioner
s bui
l
ding
ski
l
lsi
nkeybot
tom-l
i
nei
ndi
ces,especi
all
yROI
.

.Scenar
e) ioBui
ldi
ng:or
dinar
il
y,PR shoul
d adv
iseseni
orort
op managementon
eachmaj
or
deci
sion, but because of i
ts di
sadv
ant
aged posi
ti
on i
nthe management
st
ruct
ure,i
tisnoteasy
. I
nvi
ew oft
his,i
tisl
eftwi
thpr
ovi
dingmeansof
get
ti
ng i
nputt
o managementon v
ari
ouspossi
ble deci
sion modes,wi
th one
popul
arone bei
ng bui
l
ding possi
ble al
ter
nat
ivef
utur
es,wi
tht
he suggest
ed
st
epsasf
oll
ows:

i
).Taskanal
ysi
s– def
ini
ngt
hegeogr
aphi
cscopeandt
imeofdeci
sion,i
ncl
udi
ng
t
hecur
rentsi
tuat
ion.

. Env
i
i ironment
ali
nfl
uence anal
ysi
s– i
dent
if
ying key st
akehol
der
s/publ
i
cs, wi
th
t
hei
rpossi
ble
needs/r
eact
ions.

i
i
i.I
ssues sel
ect
ion – sel
ect
ing most l
i
kel
y cr
it
ical i
ssues as i
dent
if
ied v
ia
scanni
ng.

i
v. Key uncer
tai
nty and publ
i
cs i
dent
if
icat
ion and st
rat
egi
c dr
ivi
ng f
orces –
economi
c,soci
o-cul
tur
al,
t
echnol
ogi
cal
,et
c.al
ongv
iewsofst
rat
egi
cpubl
i
cs.

.Scenar
v iopl
ots,dev
elopmentandanal
ysi
s– f
eedbackf
rom t
heear
li
erpr
ocesses
andot
herr
elev
ant
i
ssuesshoul
d be pl
ott
ed,r
evi
sed and anal
ysed,wi
th ant
ici
pat
ion ofr
eact
ion
ofst
akehol
der
s/publ
i
cs.

v
i.Consequencesanal
ysi
sand st
rat
egydev
elopment
,int
he l
i
ghtofoppor
tuni
ti
es
andr
iskssuggest
ed.

. Reput
g) ati
on Management
: as wi
th most PR and management schol
ars’
posi
ti
ons,at
tent
iont
o
or
gani
sat
ion’
sreput
ati
oni
skey– anessent
ialel
ementofsuccess.Reput
ati
on
i
s consi
der
ed a st
rat
egi
cint
angi
ble assett
hatnotonl
y adds i
mmeasur
abl
e
v
alue t
oitmonet
ari
l
yand ot
herwi
se,butpar
ti
cul
arl
yser
ves as a sour
ce of
compet
it
iveadv
ant
age,hencePR’
spr
oject
ionofi
tposi
ti
vel
yisconsi
der
ednon-
negot
iabl
e. Reput
ati
on management i
s al
so st
rat
egi
cal
l
y managed t
hrough
ef
fect
iver
elat
ionshi
pmanagement
.

.Di
h) git
alMedi
aManagement
:inv
iew ofi
tsev
olv
ing nat
ureofoccupy
ing ev
ery
possi
ble per
sonaland or
gani
zat
ionall
i
fe and act
ivi
ty,r
equi
rementf
ori
tto be
gi
vent
opmanagementat
tent
ioncannotbeov
eremphasi
zed.Wi
thPR ast
hechi
ef
medi
a manager
,itneeds t
o and has endeav
our
ed t
oincl
ude i
tini
ts st
rat
egi
c
managementar
senal
,wi
themphasi
son:

i
.Scanni
ngoft
heenv
ironmentf
astandef
fect
ivel
y

i
i
.Ident
if
yingpr
obl
ems/publ
i
cs’i
ssuespr
ompt
ly

i
i
i.Measur
ing t
he ef
fectofcommuni
typr
ogr
ammes,r
elat
ionshi
psand r
eput
ati
on
pr
ompt
ly,onl
i
ne-r
eal
t
ime,f
ort
imel
ymanagementdeci
sion/act
ions.

Fur
therReadi
ng/Ref
erences:(
the not
es ar
e anchor
ed on /adapt
ed f
rom t
hese
sour
ces)
.

1.Cabot
,M.( .I
2012) nt
roduct
ion t
o Publ
i
c Rel
ati
ons.Unpubl
i
shed mat
eri
al,
SanJoseSt
ateUni
ver
sit
y.
 2.Fawkes,J.(
2001)
.Whati
s Publ
i
c Rel
ati
ons? I
n A.Theaker(
ed.
), The
Publ
i
cRel
ati
onsHandbook,London:Rout
ledge,pp.
1-13.

3.Gr
egor
y,A.(
2001)
.Publ
i
crel
ati
onsandmanagement
.InA.Theaker(
ed.
),
ThePubl
i
cRel
ati
onsHandbook,London:Rout
ledge,pp.
35-51.

4.Gr
uni
g, J.
E. (
2011)
. Publ
i
c r
elat
ions and st
rat
egi
c management
:
I
nst
it
uti
onal
i
sing or
gani
zat
ionalPubl
i
crel
ati
ons i
n cont
empor
ary soci
ety
,
Cent
ralEur
opeanJour
nalofCommuni
cat
ion,1,11-31.

5.Gr
uni
g,J.
E.,& Hunt
,T.( . Managi
1984) ng Publ
i
c Rel
ati
ons,New Yor
k:
Hol
t,Rhi
nehear
t,Wi
nst
on.

6.Mcki
e,D.
,& Sr
ir
amesh,K.(
2017)
.Publ
i
cRel
ati
ons,I
nC.
R.Scot
tandL.
Laur
ie, (
eds.
), The I
nter
nat
ional Ency
clopedi
a of Or
gani
sat
ional
Communi
cat
ion,JohnWi
l
ey& Sons,pp.
1-18.

7.Nwodu, L. C. ( . Resear
2006) ch i
n communi
cat
ion and ot
herbehav
iour
al
sci
ences:Pr
inci
ples,met
hods,andi
ssues,Enugu:Rhy
ceKer
exPubl
i
sher
s.

8.Papasol
omou, F.
, Thr
assou, A.
, Vr
ont
is, D.
, & Sabov
a, M. (
2014)
.
Mar
ket
ing Publ
i
c Rel
ati
ons:A consumer
-focused per
spect
ive . Jour
nalof
Cust
omerBehav
iour
,13(
1),5-24.

9.Sung,M.J.( .Towar
2004) dsa modelofst
rat
egi
cmanagementofPubl
i
c
Rel
ati
ons: Scenar
io bui
l
ding f
rom t
he per
spect
ives of Publ
i
c r
elat
ions.
Unpubl
i
shed doct
oraldi
sser
tat
ion, Uni
ver
sit
y of Mar
yland, Col
l
ege Par
k,
Mar
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