issues in public relations public relations today is a complex place pr marketplace is rapidly...
DESCRIPTION
Internet Internet is a Public Relations tool in its own right Facebook – Social networking sites User forums, Chat groups Online publications – Prompts In house Public Relations Additions to Company WebsitesTRANSCRIPT
Issues in Public Relations
• Public relations today is a complex place • PR marketplace is rapidly changing due to;– Role of Technology– Internet– Globalisation– International Associations
Role of Technology
• Smaller boutique Public Relations firms• Real time response environment• Low setup costs and high quality product• Videoconferencing• Skype
Internet
• Internet is a Public Relations tool in its own right• Facebook – Social networking sites• User forums, Chat groups• Online publications – Prompts• In house Public Relations• Additions to Company Websites
Globalisation Issues
• The world is a smaller place!!!• International Trade • Global Marketplace • Public Relations needs to be Global to meet
these issues – Culturally diverse and sensitive to international issues
International Associations• With Global Marketplace comes global Public
Relations associations • Places to share PR strategies, emerging issues,
research papers, trends • Place of recognition – PR awards • These can all drive further benefits for
organisations/ businesses associated with them
Activity – EXPLORING ISSUES in PRUSING THE INTERNET – 20 minutes1. Find 2 awarded PR Campaigns (hint google
awarded PR campaigns)For each write down
a) Name of awardb) Winning company & Agencyc) Describe the Campaign that was run
2. Locate 2 PR firms in Melbourne and describe what services they offer3. Prepare to present your answers to the class.
Public Relations Evaluation
Public Relations evaluation – is a thorough and systematic review of the public relations objectives, strategies and tactics
- look at EACH AREA of our Objectives, Strategies & Tactics AND MEASURE• WHAT WE DID?• WHAT WORKED?• WHAT DIDN’T WORK?• WHY?
What are we MEASURING
The Most Common Public Relations Measures (Performance Indicators) are1. Level of customer satisfaction2. Change in public opinions/reactions3. Investor reactions4. Supportive or critical public comments5. Changed public image6. Sales, market share and profit
PR Evaluation Activities
Mission Impossiblehttp://prexamples.com/2015/08/let-out-your-inner-action-hero-with-this-mission-impossible-stunt/
Questions1. How would I evaluate the success of this PR
Campaign2. List your examples
PR Evaluation ActivitiesWorld Wildlife Federationhttp://prexamples.com/2015/08/wwf-asked-families-on-the-verge-of-extinction-to-save-another-family-on-the-verge-of-extinction-tigers/
Questions1. How would you evaluate the success of this
PR Campaign2. List your examples
PR Evaluation Case Study
Red Bull Read the Red Bull Case Study & answerQuestions1. How did they evaluate the success of this PR
Campaign2. List your examples
Ethical & Socially Responsible Behavior
• Public Relations ethics – is the moral evaluation of public relations activities as right or wrong
• Public Relations social responsibility – is the conscious effort by a public relations business to– maximise its positive impact and– minimise its negative impact on society
Ethical issues
• Examples of unethical PR practices– Offering gifts or favors for journalists for story
placement– Paying radio announcers to make negative
comments about business rivals– Spreading rumours about rivals customers,
employees
Ethical Issues lead to Legal Issues
• Defamation
• Misrepresentation
• Intellectual Property
• Contracts