1 / 13

Chap. 1 -- Common Ground

Chap. 1 -- Common Ground. Global Public Relations. Describing Public Relations. Common elements A management function Two-way communication Planned activity Research-based Socially responsible. Components. Media relations Internal (employee/member) relations Community relations

zinna
Download Presentation

Chap. 1 -- Common Ground

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chap. 1 -- Common Ground Global Public Relations

  2. Describing Public Relations • Common elements • A management function • Two-way communication • Planned activity • Research-based • Socially responsible

  3. Components • Media relations • Internal (employee/member) relations • Community relations • Investor relations • Crisis communication planning & management • Advice and counsel to organizational leaders

  4. Principles of Excellence • Involvement in strategic management • Direct reporting to senior leadership • Integrated communication functions • Distinct/separate from other functions • Qualified PR managers • 2-way symmetric model (external and internal) • Diverse organization

  5. Technician Entry-level Application of PR “tools” Writing, editorial “As directed” Manager Strategic planning Research Evaluation Counseling Decision-making process Two Basic Levels of PR

  6. Most Important Skills • Writing • Verbal • Business sense • Work in teams • Social sense • Time management • Cross-cultural

  7. Similarities Writing common to both Gathering information Working to deadline Journalists in PR Differences Scope: PR is broader Objective: PR is persuasive Audiences: PR segments Channels: PR uses multiple channels PR distinct from journalism

  8. PR distinct from advertising • Both rely on media • Advertising is controlled by communicator • Organization controls content, placement • Pay for advertising • Advertising narrow in scope and purpose • Short-term sales objective for advertising • Need to evaluate impact in terms of sales • Advertising is one-way communication

  9. PR distinct from marketing • Marketing is consumer/customer-limited • Marketing aimed at selling products and services • Both persuasive, but PR fosters dialogue • PR can support marketing

  10. Different cultures -- different approaches • Language is one small part • Other forces create differences • History • Ecology • Technology • Institutions • Culture • Need to understand; avoid ethnocentrism

  11. Your international PR assignment • Learn about cultural patterns you will encounter • Study patterns of your own culture • Reflect on your own personal patterns • Compare your patterns to new culture; identify differences

  12. Guidelines for success • Experience counts • Global vision, local touch • Language, cultural study; professional activities -- continuously • Issues cross borders quickly • Stick to principles

  13. Competence spiral Initial preparation Assignment seeking Improved cultural competence International Assignment Success, Satisfaction

More Related