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Strategic Communication Management in Public Relations

Learn about strategic contribution of public relations, communication planning, and maximizing organizational goals through effective communication strategies. Enhance skills and understanding of PR principles and contemporary roles.

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Strategic Communication Management in Public Relations

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  1. Strategic contribution of Public Relations STRATEGY AND CHANGE: AN INTRODUCTION Learning Unit 1.1 3 & 10 February 2011

  2. Public Relations 3 - Introduction • Lecturer: Amie Hunter (APR) • Company: Amie Hunter • Communication • Mobile 082 290 9280 or email • info@amiehunter.co.za • Website: www.amiehunter.co.za • Student enquiries: Weekdays 08:30 – 17:00 Class discussion • Lecturer’s expectations • Students’ expectations Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  3. Student : Lecturer Compact • Class attendance • Attend all classes • Punctuality • In by 08:30 • Return from breaks • Handing in assignments • One voice at a time • Respect for others • Cell phones OFF • OR ad-hoc speech • Opinions • Property Lecture methodology • Learning facilitation, interactive, participative structured discussion Lecture framework • Class administration 5 min • Prep feedback 15 min • Review 10 min • Learning outcomes 5 min • Course discussion 50 min • Summary 5 min • Breaks (x2) 10 & 10 min Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  4. Expectations … Lecturer’s expectations • Attendance or apology • Preparation and attention • Participation and interaction • Share thinking, knowledge and experience • 80% exam achievement • 100% pass rate Students’ expectations ?? • Punctuality • Dedication • Commitment • Value addition – more information than just reading from the manual Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  5. Who and where are you? • Have you assessed where you are on the road to your career? • How saleable are you • What knowledge have you acquired • What are your skills? • Can you sell yourself in an interview? • How would you be better than the mediocre? • Task: Write your CV – find a suitable template and populate it with responses to the above Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  6. Think and tell … • You decided to study for a Diploma in Public Relations for a specific reason. What was it? How and why has your perception of the profession changed: after your first year, after your second year, what is your current perception? • Class assignment – 15 minutes • Write a 250-word response to these questions. You may be asked to share their responses with the class. Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  7. Lecturer/student feedback Your personal synopses Pay attention to: • Use of language • Spelling • Editing and proofreading your own work Curriculum Vitae • General feedback • Templates • Work-in-progress • Prepare for full peer review in August 2011 Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  8. Outcomes and suggested reading Outcomes • Explain strategy, PR concepts, definitions, nature, issues and trends • Discuss contemporary and traditional PR roles and three roles of PR practitioner • Explain PR evolution and four models • Contextualise PR in organisations, strategic contribution and four-step process • Explain issues management, its function and communication • Explain environmental considerations and scanning • Discuss PR theory and practice, organisational change, change management and communication Additional reading • Bibliography list, Student Manual pp 145-147, numbers 1, 4, 12, 15, 38, 59, 62 Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  9. Strategic Public Relations 3&10/2/2011 Public Relations 3 - Learning Unit 1.1

  10. What is Strategy? Plan or intended course of action • Derived from the Greek ‘strategie’ • Drucker: Strategy is an indication of an organisation’s future position • Organisations today cope with dramatic changes, from restructuring to shifts in values • Creates an opportunity for the strategic role of communication = Strategic planning to help achieve organisational goals Ploy to outwit an opponent Pattern of consistent actions Match organisation and environment Shared values amongst staff 3&10/2/2011 Public Relations 3 - Learning Unit 1.1

  11. Strategic Communication Management • Strategic communication management ………… • Flows from strategic communication planning • To achieve effective and efficient implementation • And measurable results • To help meet business goals and inform strategic planning • Communication with purpose • Enables practitioners to identify and evaluate opinions, attitudes and needs, advise management, bring about policy changes and direct new courses of action • Enables the development of communication strategy, plan and implementation matrix to support an organisation’s mission, policies, goals and objectives Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  12. Defining Public Relations What is Public Relations? • Public Relations is a dynamic profession which has undergone many metamorphoses • Core of modern organisations • Contributes to business effectiveness by aligning goals with expectations • Predecessor to corporate communication • Tactical (output) and strategic (input) function • Definitions differ but are similar in essence • Requires theoretical knowledge, ethical judgement, solid communication skills and uncompromising attitude to professionalism • Key words: plan, manage, perceptions, relationships, internal and external, mutual benefit Public Relations 3 - Learning Unit 1.1 3/2/2011

  13. Definitions of Public Relations PRISA, 2002 Public Relations is the management, through communication, of perceptions and strategic relationships between an organisation and its internal and external publics for mutual benefit. Grunig, 1992 Public Relations is about reputation – the result of what you do and say and what others say about you. PR is the practice discipline that looks after reputation to earn understanding and support and influence opinion and behaviour. PR is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  14. Public Relations concepts [1] Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  15. Public Relations Concepts [1] Deliberate: intentional activity to provide information and obtain feedback Planned: Planned messages aimed at internal and external stakeholders Communication: Sending and receiving of information to create mutual understanding through verbal and non-verbal symbols to accomplish goals Perceptions: Process through which we make sense of experiences and give meaning to the world around us and the way we ‘see’ things, which can be influenced by reputation and a self-concept of an organisation and how things are done Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  16. Public Relations concepts [2] Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  17. Public Relations Concepts [2] Relationships: Social connections that meet interpersonal needs, extends into the market place, refers to mutual dealings between organisation and publics Stakeholders: Individual or group with vested interest in organisation and affected by decisions of organisation and vice versa, seen as being passive Internal: Employees, management, Board, suppliers External: Investors and interested and affected parties that are in contact with the organisation, but function outside Performance: Reliable, credible and response to community concerns and social responsibility as part of organisation’s philosophy, action must portray support Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  18. Public Relations Concepts [3] Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  19. Public Relations Concepts [3] Public interest: Activities mutually beneficial to organisation and publics, integrate issues into philosophy/actions of organisation Two-way communication: Two-way dissemination model of communication with feedback in exchange for messages sent Management function: Viewed as management function vs communication techniques, more involved in decision-making, accountable for outcomes, experts that facilitate communication between management and publics, practitioner executes communication Mutual benefit: All parties perceive benefit from interaction and relationship Public Relations 3 - Learning Unit 1.1 3&10/2/2011

  20. Preparatory work: Case studyLaunch of Virgin Money South Africa What would/could you have added to improve the communication and execution for the launch? Give you perception of Richard Branson’s role • Read up/research this case study on the Internet - Student Manual pp 21-25 • Prepare a 500-word evaluation of the key success factors for discussion in class • Did they achieve their aim? • Did the campaign affect you and if so, how? Public Relations 3 - Learning Unit 1.1 3&10/2/2011

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