1. Umbrella of Public Relations Activities
1.1. Media relations
1.1.1. Community relations
1.1.1.1. Financial relations
1.2. Customer relations
1.2.1. Employee relations
1.2.1.1. Governmental relationships
1.3. Image buildings
1.3.1. Crisis management
1.3.1.1. Issues management
2. Personal Qualities of a PR Practitioner
2.1. Character and integrity
2.1.1. A sence of judgement and logic
2.1.1.1. Objectivity
2.2. The ability to think creatively and imaginatively
2.2.1. Truthfulness and discretion
2.2.1.1. Intuition
2.3. A deep interest in solutions of a problem
2.3.1. A broad cultural background
2.3.1.1. Intellectual curiosity
2.4. Effective powers of analysis and synthesis
2.4.1. To identify the importants publicsTo identify the importants publics
3. Public Relations Compared to Other Function
3.1. Marketing
3.1.1. Marketing is a management process responsible for identifying,anticipating and satisfying customer requirements profitably.
3.1.2. Only one functions of business
3.1.3. Concern with only one public customer
3.2. Public relations
3.2.1. Concern with building relationships with all organizations strategic public like company,employee and media
3.2.2. Involve several functions like financial,human reources and others
3.2.3. Concern with public such as employee,consumer community and media
3.3. Propaganda
3.3.1. To gain support for opinion,creed or believe with the aim of keeping government with power
3.3.2. Prejudised in favor of
3.4. Public relations
3.4.1. Concerned with being factual and unbiased
3.4.2. Aim at getting services understood and used properly
4. Definiton
4.1. “Public Relations is the organization’s effort to build and manage long-term relationship with its strategic publics and minimize conflicts with them”.
4.1.1. (J. Grunig, 1982)
4.2. “Public Relation is the deliberate, planned and structured effort to establish and maintain mutual understanding between an organization and its publics”.
4.2.1. (Institute of Public Relations Malaysia (IPRM))
4.3. “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organizations leaders and implementing planned programs of action which serve both the organization’s and the public interest”.
4.3.1. (International Public Relations Association (IPRA, 1978))
4.4. “Public relation is about reputations, the result of what you do, what you say and what others say about you. PR practice is the discipline which looks after reputation with the aim of earning understanding and support and influencing opinion and behavior”.
4.4.1. (Institute of Public Relations, UK (IRR, UK))
4.5. “Public relation is the management function which evaluate public attitudes, identifies the policies and procedures of an individual or an organization with the public interest and plan and execute a program of action to earn public understanding and acceptance”.
4.5.1. (Public Relations News, USA)
5. Advertising
5.1. Timing and frequency of message can be controlled
5.2. Unlimited choice of message can be controlled
5.3. Total control of message content method of presentation and format
5.4. Unlimited choice of communication medium to reach the target audience.Budget being the only consideration.
6. Public Relations
6.1. Timing and frequency of media coverage and product exposure cannot be projected or dictateted for any large extend
6.2. Achieve greter appeal and acceptance through third person endorsement in the media
6.3. limited control of message.Enchance by careful planning,in depth preparation and professional execution.
6.4. Choice of communicationmedia are restricted by editional policies and media requirements
7. 5 KEY CONCEPTS
7.1. Practising two way communication
7.2. Creating mutual understanding
7.3. Researching the needs of the publics
7.4. Reputation management of the organization
7.5. Counseling organizations management
8. Skills Required of Public Relations Practitioner
8.1. Research skills
8.1.1. To identify the importants publics
8.1.2. E.g.
8.1.2.1. Skills to conduct personal interview
8.1.2.1.1. Review library materials
8.2. Wrting and Editing skills
8.2.1. E.g
8.2.1.1. Press release,speeches,products and technical info,report,articles,brochures
8.3. Organization skills
8.3.1. Skills and knowledge in organizing and managing events
8.3.2. E.g
8.3.2.1. anniversary celebrations ,launchings,open house,news conferences
8.4. Production skills
8.4.1. Has knowledge how to design and do layout of copy
8.4.2. Has multimedia knowledge to enable practitioner to prepare audio visual materials for corporate video and film
8.5. Other communication skills
8.5.1. Arranging speeches for chief executives,coaching this executives how to present their speeches
8.5.2. Able to present speeches themselves