B.

Building Goodwill through Public Relations

By Group 2

Public Relations
--is to shape and maintain the image of a company, organization or individual in the eyes of the
client's various in publics.
-Is the process of managing an organization's communications stakeholders and the media. This is
typically seen as a basic corporate function that supports governance, management ,stakeholders
relations and compliance. Public relation is also used in the marketing of the brands and products.

Principles of Effective Public Relations

1. Know your audience.

Establish a foundation that’s grounded in insights. Do your research and ensure that whatever
products or services you support, actually fulfill a customer need.

2. Be a patient storyteller.

Many times brands and businesses get anxious and want to tell their story “right now.” Whether
it’s the perception of momentum competitors may have or the need to “be a part of the
discussion,” you can do more harm than good if you go out with a plan that’s half-baked.

3. Focus on outcomes over activities.

Navigate by a North Star. What are the headlines, perceptions, and actions you want to see
delivered through your plan? What do you want readers to see/hear/feel/do? Try and align to a
long term plan and work towards creating a set of desired outcomes and key moments in time that
create waves over ripples.

4. Know the difference between stories and news.

There is a difference between stories and news. Stories have a cascading effect and maintain the
necessary elements for driving reader engagement. Great stories are shared. News announcements
are fleeting, and at their worst, inconsistent over time.
5. Go beyond the echo chamber.

Focus your attention outside of the walls of your business

6. Be humble.

Focus on your products, partners and customers. Worry about what you are doing that makes you
great. Be proud, but don’t be boastful.

7. Under promise and over deliver.

This is pretty straight-forward, but if you stick to the basic benefits and resist the urge to speak in
far flung generalizations, you won’t run the risk of getting out over your skis. It’s okay to talk
about vision and how you see the world, but be very clear on what you intend to deliver and when.

8. Have a call to action.

Think about the actions you want people to take so you can maintain a relationship

9. Public relations is not an island.

PR is far more than a vehicle that creates awareness at the end of a product cycle.

10. Require the requirements.

Every plan must meet a set of requirements (data, partners, launch dates etc.). If the requirements
aren’t met, that becomes your ultimate “go/no go” filter.

Planning for Public Relations:

A. Needs of the Environment

-it focuses on the both internal and external environment.

•Internal environment

-is composed of the elements within the organization, including current employees
management and especially corporate culture, which defines employee behavior.

•External environment -defined as all those conditions and forces which are external of the
business and are beyond the individuals business unit, but it operates within it.
B. Goals and objectives of the business

-it focuses with the nature of goals, positioning statements and writing objectives that are
specific and measurable.

Natures of Goals:

1. Enable growth of the organization

2. Make the company to improve and reach targets

3. Help the company generate profits.

C. Objectives of Public Relations

Like other aspects of marketing promotion, public relations is used to address several broad
objectives including:
Building Product Awareness. When introducing a new product or relaunching an existing product,
marketers can use a PR element that generates consumer attention and awareness through media
placements and special events.
Creating Interest. Whether a PR placement is a short product article or is included with other
products in “round up” article, stories in the media can help entice a targeted audience to try the
product. For example, around the holiday season, a special holiday food may be promoted with
PR through promotional releases sent to the food media or through special events that sample the
product.
Providing Information. PR can be used to provide customers with more in depth information about
products and services. Through articles, collateral materials, newsletters and websites, PR delivers
information to customers that can help them gain understanding of the product.
Stimulating Demand. A positive article in a newspaper, on a TV news show or mentioned on the
Internet, often results in a discernible increase in product sales.
Reinforcing the Brand. In many companies the public relations function is also involved with brand
reinforcement by maintaining positive relationships with key audiences, and thereby aiding in
building a strong image. Today it is ever more important for companies and brands to build a good
image. A strong image helps the company build its business and it can help the company in times
of crises as well.
D. Designing PR Programs

1. Determine your public relations goals. These goals can be as few or as many as you need.
Just be sure to be consistent with your business’ overall goals and mission.
Examples of these goals include improving your brand’s image or increasing attendance at events
held by your business.
2. Know your target audience. Determine which groups you need to communicate with.
Who needs to be involved with your business? Whose support do you need? Who will be affected
by issues related to your business? Who has something to gain or lose from their relationship with
you?
3. Give your audience objectives. Think in terms of the end result you desire, not the
process. When communicating with your audience, word objectives in terms of specific results
you desire, and what you think is possible. Each objective should cite an audience, outcome,
attainment level (%) and time frame. Consider how should your organization, product, issue, or
cause be perceived by your audience
4. Strategies for every objective. In planning, consider how will you approach the challenge
of working toward your goals. Strategies here include methods of communication, messages
conveyed and other activities related to reaching your goal. These strategies can serve many
purposes as you will probably have several strategies for an objective and some strategies may
serve several objectives.
5. Tactics for every strategy. Consider how you will use your resources to carry out your
strategies and work toward objectives. You will likely have several tactics per strategy.
6. Plan activities. As part of your plan, include specific activities under your tactics that are
required to carry out strategies. Activities in this part of the plan include communication methods
that you will use.
7. Inform yourself through evaluation. Ask yourself if you are reaching your objectives
through careful measurement and observation. Consider public opinions and feedback, since these
will give you a different perspective on the effectiveness of your strategies.
8. Materials matter. Determine and obtain what you need to implement tactics outlined in
your plan.
9. Create a budget. Be sure that your public relations plan doesn’t break the bank by
creating a budget. Be sure to include out-of-pocket costs, staff time, transportation, images,
materials, etc.
10. Stay on task with a timetable and task list. Creating a timetable and task list will help
you to keep track of who does what and when. You can choose to plan backwards from your
project’s deadline or forward from the start date.
Essence of Public Relations in the Performance of the Duties of an
Administrative Assistants

Public Relations Assistant Job Description

- Public Relations Assistant duties and responsibilities Manage calendars (editorial, press
conferences, events etc.) Suggest innovative ideas in brainstorming sessions Provide
assistance organization and execution of different events Draft and design different type of
PR content (for example media announcements, newsletters and speeches) Edit and
proofread press releases, videos and presentations Build and maintain long-term relations
with clients, media, local politicians, vendors etc. Examine and document media coverage
and track relevant PR metrics Maintain contact databases and mailing lists with updates
Create project-specific media lists to support PR team Responsible for the press clip
archive and scanning of materials for periodical reports Perform a variety of different
administrative tasks.
- Public Relations Assistants help to create and distribute promotional materials for clients.
They provide general support to public relations departments by completing tasks such as
filing, copying and answering the phone. Public Relations Assistants might assemble press
kits, send out customer surveys, assist in creating marketing campaigns, oversee social
media content and conduct media research. They might work for public relations firms or
in marketing, advertising or public relations departments of large or small companies.