Mesleki Yabancı Dil

1. Mesleki Yabancı Dil Öğr.Elm. Melis YALÇIN

2. Organization/corporation/ • factory/institude • Employee • Manager/supervisor/director • Target audience • Public sector • Private sector • Service sector • Perception • Image • Reputation • One-way communication • Two-way communication • Publicity • Marketing • Advertising • PR • Communication • Interpersonal Communication • Intrapersonal Communication • Source • Receiver • Send • Transfer • Code • Channel • Noise • Conflict • Management • Human Resource Management • Customer Relations Management

3. What is Public Relations? • The challenge of PR • Definitions of PR • PR as a process • The components of PR • How PR differs from journalism, advertising and marketing • The integrating approach • A case- study

4. The Challenge of PR • The challenge of PR is multifaceted. • A PR professional must have skills in written and interpersonel communication, research, negotiation, creativity, logistics, faciliation and problem solving. • Those who want a challenging career with plenty of variety often choose the field of PR.

5. The Challenge of PR • The U.S. Bureau of labor statistics estimates that the field already employs 200,000 nationwide, with PR as one of the fastest- growing industries through 2006. In addition, a Fortune magazine survey ranks PR no: 8 on a list of “where the best jobs will be.”

6. Globe Scobe • It is difficult to estimate worldwide figures, but a directory of PR organizations, lists 155 national and regional PR associations with an aggregate membership of 137.000 people.

7. Large numbers of students around the world are studing PR as a carrier field. In the US more than 250 colleges and universities offer programs in PR and about 80 European universities offer studies in the subject. Many Asian universities, particularly in Thailand , also offer PR curricula.

8. In the terms of economics, the PR field is most extensively developed in U.S., where organizations spend an estimated $10billion annualy in such on PR. This figure continues to increase through implementation of the European communiniy and the development of market economies in Eastern Europe and the new nations of the former Soviet Union.

9. The second area of major growth is Asia. Especially this growth is seen in Malaysia, Korea, Thailand, Singapore, Indonesia and China. Also there is a fuelling major growth in Latin America and Southern Africa.

10. In sum, PR is a global activity with excellent prospects for growth. • The challenge is to define and practice PR in such a way that it fosters greater understanding and hormonious relationships among nations and organizations public interest.

11. A Variety of Definitions • People often define PR by some of its most visible techniques and tactics, such as publicity in a newspaper, a television interview with an organization’s spokesperson or the appearance of a celebrity at a special event.

12. What people fail to understand is that public relations is a process involving many subtle and far- reaching aspects. It includes research and analysis, policy formation, programing, communication and feed back from numerous publics. PR practitioners operate on two distinct levels as advisers to their clients or to an organization’s top management and as technicians who produce and disseminate messages in multiple media channels.

13. A number of definitions have been formulated over the years. One of the early definitions that gained wide acceptance was: • PR 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 patience.

14. Rex Harlow, a pioneer PR educator who founded what eventually became the Public Relations Society of America (PRSA), once compiled more than 500 definitions from almost as many sources.

15. After mulling over them and talking with leaders in the field, Harlow came up with this definition: • “PR is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooporation between an organization and its publics; involves the management of problems and issues; helps management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interst; helps management keep abreast of and affectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal tools.”

16. Scott M. Cutlip, Allen H. Center and Glen M. Broom define PR • It is the management function that idenifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.

17. James E. Gruning and Todd Hunt • They state that PR is the management of communication between an organization and its publics.

18. Professors Lawrence W. Long and Vincent Hazelton define PR as: • A communication function of management through which organizations adapt to, alter or maintain their environment for the purpose achieving organizational goals.

19. National and international PR organizations, including the PRSA also formulated definitions: • “PR is the delibrate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.”

20. The approach of the two professors represents the somewhat newer theory that PR is more than persuasion. It should also foster open, two way communication and mutual understanding with the idea than an organization also changes its attidutes and behaviors in the process- not just the target audince.

21. National and international organizations, including PRSA also formulated definitions: • “PR is the delibrate, planned and sustained effort to establish and maintain mutual understanding between organization and its publics.”

22. Other definitions • PR is the management, through communication of perceptions and strategic relationships between an organization and its internal and external stakeholders. • PR is the sustained and systematic managerial effort through which private and public organizations seek to establish understending, sympathy and support in those public circles with which they have or expect to obtain contact.

23. PR practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which serve both the organization’s and the public’s interest.

24. A European View of PR • Creating and reinforcing trust, comprehension and sempathy • Arousing attention, interest and needs • Creating and preserving communication and relationship • Articulating, representing and adjusting interests • Influencing public opinion • Resolving conflicts • Creating consensus

25. The key words to remember in defining PR fallow: • Delibrate • Planned • Performance • Public interest • Two-way communication • Management function

26. Delibrate and Planned • PR activity is intentional. It is designed to influence, gain understanding, provide information and obtain feed back. • PR activity is organized. Solutions to problems are discovered and logistics are thought out, with the activity taking place over a period of time. It is systematic, requiring research and analysis.

27. Performance • Effective PR is based on actual policies and performance. No amount of PR will generate good will and support if the organization is unresponsive to community concerns. A passific Northwest timber company, despite a compaign with the theme “ for us, every day is Earth day”, became known as the villain of Washington State because of its insistence on logging old growth forests and bulldozing a logging road into a prime elk habitat.

28. Public Interest • PR activity should be mutually beneficial to the organization and the public; it is the allignment of the organization’s self interests with the public’s concerns and interests. For example; the mobil corporation sponsors quality programming on public television because it enhances the company’s image; by the same token, the public benefits from the availability of such programming.

29. Two-way Communication and Management Function • PR is more than one-way dissemination of informational materials. It is equally important to solicit feedback. • PR is most effective when it is an integral part of decision making by top management. PR involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made.

30. PR as a Process • PR is a process that is, a series of actions, changes or functions that bring about a result. One popular way to describe the process and to remember its compenents, is to use the RACE acronym that is first articulated by John Marston. RACE means that PR activity consists of 4 key element: • Research. What is the problem or situation? • Action (program planning). What is going to be done about it? • Communication (execution). How will the public be told? • Evaluation. Was the audience reached and what was the effect?

31. Another approach is to think of the process as a never ending cycle in which 6 components are links in the chain: • PR personnel obtain insights into the problem from numerous resources. • PR personnel analyze these inputs and make recommendations to management. • Management makes policy and action decisions. • PR personnel execute a program of action. • PR personnel evaluate the effectiveness of the action. • PR personnel makes the adjustments again to the master plan or changes the goals.

32. Through out this process the PR practitioner utilizes a variety of proffessional communication skills and plays an integrative role both within the organization and between the organization and the external environment. • They are the linking agents or boundary spanners.

33. The compenents of PR • Counselling: Providingadvicetomanagementconcerningpolicies, relationshipsandcommunications • Research: Determiningattitudesandbehaviors of publics in orderto plan PR strategies. • Mediarelations: Workingwithmassmedia in seekingpublictyorrespondingtotheirinterests in theorganization. • Publicity: Disseminatingplannedmassagesthroughselectedmediatofurthertheorganization’sinterests. • Employee/memberrelations: Respondingtoconcerns, informingandmotivating an organization’semployeesormembers.

34. Communityrelations: Plannedactivitywith a communitytomaintain an environmentthatbenefitsboththeorganizationandthecommunity. • Publicaffairs: Developingeffectiveinvolvement in publicpolicyandhelping an organizationadapttopublicexpectations. • Governmentaffairs: Relatingdirectlywithlegislaturesandregulatoryagencies on behalf of theorganization. Lobbying can be pariof a governmentaffairs program. • Issuesmanagement: Identifyingandadressingissues of publicconcernthataffecttheorganization.

35. Financialrelations: creatingandmaintaininginvestorconfidenceandbuildinggoodrelationshipswiththefinancialcommunity. Alsoknown as investorrelationsorshareholderrelations. • Industryrelations: relatingwithotherfirms in theindustry of an organizationandwithtradeassociations. • Development/fund-raising: demonstratingtheneedforandencouragingthepublictosupport an organization, primarilythroughfinancialcontributions. • Multiculturalrelations/workplacediversity. Relatingwithindividualsandgroups in variousculturalgroups.

36. Socialevents:Stimulating a interest in a person, productororganizationbymeans of a focused “happining”; alsoactivitiesdesignedtointeractwithpublicsand listen tothem. • Marketing communications: Combination of activitiesdesignedtosell a product, service or idea, includingadvertising, collateralmaterials, publicity, promotion, direct mail, tradeshowsandspecialevents. • Thesecomponentsandhowtheyfunctionaresubjectsyouwilllearnallthroughyouruniversitycourses.

37. How PR differs from journalism • Writing is a common activity of both PR professionals and journalists. Both also do their jobs in many of the same ways: • They interview people, gather and synthenize large amounts of information, write in a journalisticstyle and are tained to produce good copy on deadline. In fact, many reporters eventually change careers and become PR practitioners.

38. Journalism& PR • Scope. PR, has manycomponents, rangingfromcounsellingtoissuesmanagementandspecialevents. • Journalisticwritingandmediarelations, altoughimportantareonlytwo of theseelements. Inaddition, effectivepracticeof PR requiresstrategicthinking, problem-solvingcapabilityandothermanagementskills.

39. Journalism& PR • Objectives: Journalistsgatherandselectinformationfortheprimarypurpose of providingthepublicwithnewsandinformation. PR personnelalsogatherfactsandinformationforthepurpose of informingthepublic but theobjective is different. • Communicationactivity is only a meanstotheend. Inotherwords, theobjective is not onlytoinform but tochangepeople’sattitudesandbehaviors, in ordertofurther an organization’sgoalsandobjectives. • Whereasjournalistsareobjectiveobserves, PR personnelsareadvocates.

40. Journalism& PR • Audiences: journalistswriteprimarilyfor a massaudience- readers, listenersorviewers of themediumforwhichtheywork. Bydefinition, massaudienceare not welldefinedand a journalists on a dailynewspaper, forexample, writesforthe general public. • A PR professiona, in contrast, carefullysegmentsaudiencesintovariousdemographicandpsychologicalcharacteristics. Suchresearchallowsmassagesto be tailoredtoaudienceneeds., concernsandinterestsformaximumeffect.

41. Journalism& PR • Channels: Mostjournalists, bynature of theiremployments, reachaudiencesthroughonechannel- themediumthatthepublishesorbroadcaststheirwork. PR professionalsuse a variety of channelstoreachtheaudiencespreviouslydescribed. Thechannelsemployedmay be a combination of massmediaoutlets-newspapers, magazines, radioandtelevision. Ortheymayincludedirect mail, pamphlets, posters, newsletters, tradejournals, specialeventsandpostingmassages on the internet.

42. Advertising &PR • Just as many people mistakenly equate publicity with PR, there is also some confusion about the distinction between publicity (one are of public relations) and advertising. • Altough publicity and advertising both utilize mass media for dissemination of massages, the format and context are different. Publicity information about an event, an individual or group or a product appears as a news item or feature story in the mass media. Material is prepared by PR personnel and submitted to the news department for consideration. • Editors, known as gatekeepers, determine whether the material will be used or simply thrown away.

43. Advertising &PR • Advrtising, in contrast, is paid space and broadcast time. Organizations and individuals typically contract with the advertising department of mass media outlet for a full page ad or a one minute commercial. An organization writes the advertisement, decides the type and graphics and controls where and when the advertisement will be run.

44. Advertising &PR • In other words, advertising is simply renting space in mass medium.the lion’s share of revenue for all mass media comes from the selling of advertising space.

45. Advertising &PR Differances between PR activities and advertising include: • Advertising works almost exclusively through mass media outles; PR relies on a number of communication tools –brochures, slide presentations, special events, speeches, news releases, feature stories and so forth. • Advertising is addressed to external audiences-primarily consumers of goods and services; PR presents its massage to specialized external audiences (stockholders, vendors, community leaders, enviromental groups and so on) and internal public (employees).

46. Advertising &PR Other differances between PR activities and advertising: • Advertising is readily identified as a specialized communication function; PR is broader in scope, dealing with the policies and performance of the entire organization, from the moral of employees to the way telephone operators respond to calls. • Advertising is often used as a communication tool in PR activity often supports advertising campaigns. Advertising function is to sell goods and services; the PR function is to create an enviroment in which the organization can thrive. The latter calls for dailing with economic, social and political factors that can affect the organization.

47. Advertising &PR Other differances between PR activities and advertising: • The major disadvantage of advertising, of course, is the cost. An example from U.S.; Typically, a full page ad in a Parade magazine, distributed weekly in almost 359 dailies, costs $421.000. Advertising campaigns on network TV can run into the millions of dolars. For example advertisers paid an average of $2.3 millian for a super bowl ad in 2002. Because of this, campanies are increasingly using a tool of PR -product publicity–that is more cost effective and often more credible because the message appears in a news context.

48. Marketing &PR • PR is distinct from marketing in several ways, altough their boundaries often overlap. • The functions of overlap, for example, because both deal with an organization’s relationships and employ similar communication tools to reach the public. Both have the ultimate purpose of assuring an organiation’s success and economic survival. PR and marketing, however approach this task from somewhat different perspectives or worldviews.

49. Marketing &PR • PR is the management process whose goal is to attain and maintain accord and positive behaviors among social groupings on which an organization depends in order to achieve its missions.Its fundamental responsibility is to build and maintain a hospitable environment for an organization. • On the other hand, marketing is the management process whose goal is to attract and maintain satisfy customers on a long-term basis in order to achieve an organization’s economic objectives. Its fundamental responsibility is to build and maintain markets for an organization’s products or services.

50. Marketing &PR • In other words, PR is concerned with building relationships and generating goodwill for the organization; marketing is concerned with customers and selling products and services.