1. Reasons for Using PR Consultancies
1.1. Not practical to set up own PR department due to company’s size and budget.
1.2. To handle ad-hoc assignment.
1.3. To provide specialist services, e.g. house journal production, fund raising, etc.
1.4. Not involved in internal politics, no hidden agenda.
1.5. Plan and execute complete PR program where own staff do not have the capability.
2. Problems of PR Consultancy Services
2.1. Lack or full time commitment.
2.2. Resentment of internal staff.
2.3. Need for prolonged briefing period.
2.4. Strong direction by top management.
2.5. Need for full information and confidence.
2.6. Expensive cost.
3. FUND RAISING PROGRAM
3.1. The use of communication tools can alert the prospects to the need of a non-profit organization and get support such as recruitment of volunteers, financial donation and gifts.
3.2. SUCCESSFUL CAMPAIGN OF FUNDRAISING
3.2.1. trong Case
3.2.1.1. Effective Leadership
3.2.1.1.1. Significant funds to finance the campaign
3.2.2. Conscientious Workers
3.2.2.1. Prospects willing and able to give
4. Consultancies Service Provided
4.1. Speech training including appearances
4.1.1. Product promotion
4.2. Research and evaluation
4.2.1. Events management
4.3. Diversified communication tools
4.3.1. Public affairs
4.4. Crisis communication
4.4.1. Employee communications
4.5. Media analysis
4.5.1. Positioning a company
4.6. Community relations
4.6.1. Financial relations
5. CHARACTERISTICS OF A VOLUNTARY OR NON-PROFIT ORGANIZATION
5.1. Organised
5.1.1. some institution entity has character,regular meetings,offices and rules to govern them
5.2. Private
5.2.1. seperate from government even if they received government funding
5.3. Non-profit
5.3.1. Excess revenues must be spent to achieve organization mission
5.4. Self Governing
5.4.1. govern themselves and control their activities
5.5. Voluntary
5.5.1. voluntary participation in either management of the organization
5.6. Problems of Voluntary Public Relations
5.6.1. Activities are not sustained or coherent.
5.6.2. Low operating budget.
5.6.3. Difficulty in getting full time volunteers.
5.6.4. PR activities are ad-hoc.
6. VOLUNTARY SERVICE PUBLIC RELATIONS
6.1. AIM
6.1.1. Voluntary service public relation aims is to alert the public the services offered by voluntary organization and raise funds to finance those services.
6.2. R ACTIVITIES OF VOLUNTARY ORGANIZATION
6.2.1. Role promotion
6.2.2. Client services
6.2.3. Fund raising
6.2.4. Enlistment of volunteers
6.2.5. Developing channels of communication with the publics that the organization serves
6.2.6. Creating favorable climate for fund raising
6.2.7. Supporting public policy favorable to organization mission
6.2.8. Motivating key organization constituent
6.3. TYPES OF VOLUNTARY ORGANIZATIONS
6.3.1. Public Interest Voluntary Organization
6.3.1.1. Organizations that deals with public interest issues such as consumerism or environmental conservation. Eg. CAP, SAM.
6.3.2. Public Service-Oriented Voluntary Organization
6.3.2.1. Formed to provide services to particular group of people to overcome their problem & find gainful employment.
6.3.2.1.1. e.g. Malaysian Association for the Blind, MAKNA and etc.
7. Public Relations Consultancies
7.1. To give counsel to client.
7.2. Perform technical services required to carry out an agreed-upon program.
7.3. Stimulating Growth of PR Consultancies
7.3.1. Increased urbanization.
7.3.2. Expansion of government bureaucracy.
7.3.3. More sophisticated mass media systems.
7.3.4. The rise of consumerism.
7.3.5. Demand for more information by clients.
8. Projecting the country overseas.
8.1. Promoting the country by giving good image to attract tourist.
8.2. Good image for political purpose. Principles of non-alignment.
8.3. Project country as being safe place for foreign investment.
9. Recurring activities
9.1. Referring publics to the right official handling the matter.
9.2. Channeling public complaint to responsible authority
9.3. Handling press queries
9.4. Providing press with information.
9.5. Channeling statements to press.
10. Shortcoming of Government Public Relations
10.1. Public Apathy
10.2. Legislative Hostility
10.3. Public Relation & Political Candidate
10.3.1. Political leaders usually have personal PR aides called media manager or press secretary
11. Activities of Corporate Public Relations
11.1. Public affairs
11.1.1. maintain good governmental and community relations by initiating discussion and debates with important groups to ensure mutual understanding.
11.2. Consumer Relations
11.2.1. Listening to consumer’s opinion and complain is very important. Unfavorable public opinion will affect sales badly.
11.3. Lobbying
11.3.1. Company monitors country’s laws and regulations, assist in law-making process for the purpose of influencing legislation
11.4. Marketing communication
11.4.1. Subordinate to marketing, responsible for non-marketing concerns.
11.5. Press agentry
11.5.1. creating newsworthy stories or events to attract media attention and to gain public notice.
11.6. Reputation Protection & Enchancement
11.6.1. Showing that company is efficient producer, an honest seller and responsible corporate citizens.
11.7. Informtion service
11.7.1. Supply in formation in response to queries from public and news media.
11.8. Product publicity
11.8.1. Distributing news release and holding exhibitions on new products or services.
11.9. Investor Relations
11.9.1. Provide information to the stockholders about company’s financial achievement, operations and plans.
11.10. Recruiting
11.10.1. Help Human Resource Department through preparation of materials portraying the advantages of working for the company.
11.11. Feedback
11.11.1. Information gathered through surveys, meetings, opinion box, press cutting, etc.
12. GOVERNMENT PUBLIC RELATIONS ACTIVITIES
12.1. Informing constituents about activities of government agency.
12.1.1. Informed public about new regulations through booklets, newspaper stories, posters, television panel discussion and radio programs.
12.2. Ensuring active co-operation in government programs.
12.2.1. Voting, recycling, seat belt uses and anti smoking regulation
12.3. Fostering citizen support for established policies and programs.
12.3.1. e.g. foreign aid and welfare
12.4. Handling Crisis
12.4.1. iots, natural disaster, floods, air crash. Informing and liaising with all peace-keeping public order forces, civil authorities and other related agencies.
13. Corporate Public Relations
13.1. Consumerism - movement that advances the rights and interest of the consumers.
13.2. Aims
13.2.1. To support profit making capabilities of the firm by creating good business environment by maintaining relationships between internal and external public.
13.2.2. To organize activities and campaign aim at showing that company is socially responsible and not purely profit oriented.
13.3. To be responsive to social issues such as environmental protection and consumerism
14. GOVERNMENT PUBLIC RELATIONS
14.1. Film Department
14.1.1. Produces film for television and cinema for local and abroad
14.2. Broadcasting Department
14.2.1. Radio broadcast. National as well as overseas services. Supported by regional stations
14.3. Information Department
14.3.1. Provide training to PR personnel for all government agencies.