SCCA2073

Chapter 1: Introduction to public

relations

• Definition
• Overview of PR functions
• Theories & models
 Definition
• “Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.” (PRSA)

– the professional maintenance of a favourable public

image by a company or other organization or a
famous person.
– the state of the relationship between the public and
a company or other organization or a famous person.
 Definition
• Public relations is the management function which
evaluates public attitudes, identifies the policies
and procedures of an individual or an organization
with the public interest, and plans and executes a
program of action to earn public understanding and
acceptance (Cutlip, Center dan Broom, 1999)
 Definition – key points
• Simple and straightforward - this definition focuses on
the basic concept of public relations — as a
communication process, one that is strategic in nature
and emphasizing “mutually beneficial relationships.”
• “Process” is preferable to “management function,”
which can evoke ideas of control and top-down, one-way
communications.
• “Relationships” relates to public relations’ role in helping
to bring together organizations and individuals with their
key stakeholders.
• “Publics” is preferable to “stakeholders,” as the former
relates to the very “public” nature of public relations,
whereas “stakeholders” has connotations of publicly-
traded companies.
 Role of PR in general
As a management function, public relations also encompasses the
following
• Anticipating, analyzing and interpreting public opinion, attitudes
and issues that might impact, for good or ill, the operations and
plans of the organization.
• Counselling management at all levels in the organization with
regard to policy decisions, courses of action and communication,
taking into account their public ramifications and the organization’s
social or citizenship responsibilities.
• Researching, conducting and evaluating, on a continuing basis,
programs of action and communication to achieve the informed
public understanding necessary to the success of an organization’s
aims. These may include marketing; financial; fund raising;
employee, community or government relations; and other
programs.
• Planning and implementing the organization’s efforts to influence
or change public policy. Setting objectives, planning, budgeting,
recruiting and training staff, developing facilities — in short,
managing the resources needed to perform all of the above.
 Four Models of Public Relations

• Press Agentry Model/Publicity Model

• Public Information Model
• Two-Way Asymmetric Model
• Two-Way Symmetric Model

https://www.linkedin.com/pulse/20140611205435-83891954-the-four-models-in-grunig-s-and-hunt-
s-pr-theories
 Press Agent/Publicity Model
Purpose: Propaganda

Type of One-way communication

communication:
Model : Source  receiver

Model  To create news to influence public opinion

 Accuracy and credibility are not priorities with this
characteristic:
model.
 Uses persuasion and manipulation to influence behaviour
of an audience
 Does not conduct surveys or research they just want to
manipulate behaviour.
Practice Sport, theater, promotion (e.g.: sell product/services)
 Pubic information Model
Purpose: Spread information

Type of One-way communication

communication:
Model : Source  receiver

Model  The accuracy of the message become more vital

characteristic:  Uses press releases and other one-way communication
techniques to distribute organisational information.

Practice Governmental organisations, NPO, education

organisations (e.g.: health and safety awareness,
transport agency etc.)
 Two-way Asymmetric Model
Purpose: Spread information

Type of Two-way communication

communication:
Model : Source  Receiver --- Feedback

Model  Feedback is more important to practitioner but the aim is

characteristic: not to improve organizational practices but rather to
influence attitudes of their audiences.

Practice Competitive business / company (e.g.: advertiser)

 Two-way Symmetric Model
Purpose: Spread information

Type of Two-way communication

communication:
Model : Community  Community --- Feedback

Model  The aim of this model is dialogue not monologue.

characteristic:  The feedback that the organization gathers is used to
change organizational practices.
 Negotiation, resolution of conflict, mutual
understanding, and mutual respect between the
organization and its publics are the desired results of this
model
Practice Government controlled company, NPO
 How Roles Contribute to PR
Department and Organisational Goals

• Closed Systems Management Approach

– Press Agentry/Publicity
– Public Information Models

• Open Systems Management Approach

– Two-Way Asymmetric
– Two-Way Symmetric Models
 Discussion
• What factors have influenced how PR has
been practised at different times throughout
the history of humankind? In what ways have
they affected how PR is defined and what
strategies and tactics have been used?
• How can students prepare for PR practise in
the near future when the future is difficult to
predict?
Chapter 2: PR functions
 PR functions
• Media relations
• Community relations
• Government relations
• Consumer relations
• Industrial relations
• International relations