Chapter 1 Introduction To Public Relations

PUBLIC RELATIONS IN
INFORMATION WORK
WEEK 1: INTRODUCTION TO
PUBLIC RELATIONS
A’DILLAH BT MUSTAFA
Definitions
“the planned and sustained effort to establish

and to maintain goodwill and mutual
understanding between an organization and its
publics”
-The Institute of Public Relations Malaysia

(IPRM)
Definitions
“mutual understanding between an organization

and its publics”
“the management of communication between an

organization and its publics”
• -The British Institute of Public Relations

Definitions
Organization’s relationship with others- publics-with

whom the organization has dealings with or associated
with for mutual benefits.
PR is the function that maintains an organization’s

relationship with society in a way that effectively achieves
organization’s goals.
Public Relations Society Of America (PRSA)

At Glance…
PR is a planned pursuit of public understanding
and acceptance of an agency’s purposes, goals,
objectives, programs and services.
understandin
understandin
g
g
public
organization
Terms Definitions
PR is a form of communication management
that makes use of publicity and other non-paid
form of promotion and information to influence
the feelings, opinion or beliefs about the
company, its products and services, or about the
value of the product or service or activities of the
organization to buyers, prospects or other
stakeholders.
Dictionary Of Marketing Terms
Terms Definitions
PR is an activity, practice or study of effort to
bring about a favorable estimation of an
organization by he public in general or by
particular people who are important to the
organization.
Dictionary Of Management
Terms Definitions
PR is the management functions, which evaluate
public attitudes, identifies the policies and
procedures of an individual or an organization
with the public interest, and plans and executes
a program of action to earn public
understanding and acceptance.
PR helps organization adjust to their

environment.
Harwood L. Childs
Terms related to PR
• Public Affairs
• Press Relations
• Corporate Affairs
• Community Relations
• Corporate Social Responsibility
• PR is essential and an integral part of any
organization functions.
• It is about gaining recognition and acceptance to

those that the organization has dealings with.
• PR must start within the organization itself, that

is the effort to ‘sell” the organization to staffs or
employees that constitutes the organization.
Conceptual terms of PR
• Captive and non-captive audience.
• Varying degrees of relationship, interaction,

interdependence and different level of social,
politics and economic exchanges.
• Establishing relationship now and future.
• Publicity vs Marketing.
PR
Established
and maintain
two way
communication
Counsel mgt on
new policies, program as
procedures that part of
benefits both
public and org.
management
Adjust policies, Relationship

procedures that
found conflict with
between
public interest and organization
org. survival and publics
Analyze impact of Monitor awareness,
opinions, attitudes
policies,
and behavior inside
procedures and and outside of
actions on publics organization
• Produce specific changes in awareness, opinion,
attitudes and behaviors inside and outside the
organization
• Result in new relationship between an organization
and its publics.
To conclude : PR is the management function

that establishes relationship between an
organization and publics on whom its
success or failure depends.
Different between Marketing and PR
MARKETING PUBLIC RELATIONS
Meeting customer demands Covers a broad range of
and achieving organizational relationship and goals with
economics objectives. many publics; employees,
investors, neighbors,
government etc.
Promoting something in Pr/Publicity consists of
order to sell it. promoting in order to draw
attention to it.
Sells the organization’s Sell the organization.
product
Concept of PR
2 Way
1 Way
To counsel mgt on corrective action or feedback to make
Leads to propaganda. PR is a persuasive communication
organizational adjustments
Measured
Reality not fiction
by ethical
performance Service
Service oriented
profession
oriented
profession not
not personal
personal
reward
reward
Alert and
advice
before crises
“No”
“No” to
to misleading
misleading
program
program
applications
Basic Principles of PR
Multidisciplinary
Multidisciplinary
applications (SS,
(SS,
psychology,
psychology, comm.
comm. Etc.
Etc.
Never lie to news

media
Use
Use scientific
scientific public
public
opinion research
Effective
Effective
communicators
Components of PR
Feedback Image
Crisis Mgt Mass Media
Marketing Advertising
Public Relations
Comm. Publicity
• Press Agentry
▫ Creating newsworthy stories and events to attract
media attention and to gain public notice to a person,
institutions, idea or product.
• Public Affairs
▫ Specialize part of PR that builds and maintain
beneficial governmental and local community
relations
• Lobbying
▫ Maintain relations with government for the purpose of
influencing legislation and regulation
• Issues Management
▫ Proactive process of anticipating, identify, evaluate
and responding to public policy issues that affect the
organizational and their publics.
• Investors Affairs
▫ Part of corporate PR that builds and maintain
beneficial relationship with shareholders and other in
financial community
• Development/Fund Raising
▫ Part of PR in private non-profit organization that
maintain relationship with donors and members for
purposes of securing financial and volunteer support.
Functions of PR
To help achieve organizational goals
To establish good rapport with publics
To make organizational existence being felt
To deal with external organizational crisis

PR is about…
• Publicity (organizing activities or public

programs)
• Advertising (reaching out to audience)
• Built relationship and co-operation

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PUBLIC RELATIONS IN

“the planned and sustained effort to establish

-The Institute of Public Relations Malaysia

“mutual understanding between an organization

“the management of communication between an

• -The British Institute of Public Relations

Organization’s relationship with others- publics-with

PR is the function that maintains an organization’s

Public Relations Society Of America (PRSA)

PR helps organization adjust to their

• It is about gaining recognition and acceptance to

• PR must start within the organization itself, that

• Varying degrees of relationship, interaction,

• Establishing relationship now and future.

Adjust policies, Relationship

To conclude : PR is the management function

Never lie to news

Crisis Mgt Mass Media

To establish good rapport with publics

To make organizational existence being felt

To deal with external organizational crisis

• Publicity (organizing activities or public

• Advertising (reaching out to audience)

• Built relationship and co-operation

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