Public Relations practice is the deliberate,planned and sustained effort to establish and maintain mutual understanding between an organisation and its public. The Institute of Public Relations (IPR)
What Public Relations Is?
Public Relations consists of all forms of planned communication, outward and inwards, between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding. Frank Jefkins
Communication is the core of
Public Relations! The Age of Mass Communication /after Gutenberg/ and The Age of the Global Information /McInformation Age/
Communication is the core of
Public Relations!
Raison daitre of Communication is
Understanding!
What Public Relations is not?
PR is not free advertising
PR is not propaganda PR is not the same as publicity
The main purpose of PR is to establish a twoway communication to resolve conflicts of interest
by seeking common ground or areas of mutual interest and to build the confidence between organizations and public /society/.
Methodology of public relations
Our main task is to transform: Ignorance into Knowledge, Apathy into Interest, Prejudice into Acceptance, Hostility into Trust !
How to work with the public?
Problem definition Creation of strategy Creation of tactics Implementation Monitoring and evaluation
Techniques of work with the public
Organization of meetings, seminars, roundtables, discussions, presentations; Informal meetings and contacts; Lobbying (direct, indirect); Public opinion leaders; Printed materials; Notice boards; Telephone hotlines; Internet dialogue;
Techniques of work with the public
Organization of pseudo/media/-events: Unveiling a new site; Jubilee of person, organization; Awarding; Problem solution.
Answers to citizen complaints, letters and
questions; Information bulletins; Reception room; Checks on problem cases, medical errors; Using third persons.