Public Relations as a process

Public Relations as a process is a system of actions, changes and functions to achieve a certain result. Its components were formulated by John Marston as RACE:

*R esearch-

A ction-

C ommunication-

E valuation-

1. Forms of PR

1. Publicity or media relations

2. Promotion or selling

3. Community relations

4. Government relations

5. Public information

6. Special events

7. Employer relations

8. Lobbying

9.Crisis management

2. Functions of PR

a. To act as an intelligence sector (Traverse-Healy) investigating what the general public or various groups of the public think about the organization and what had caused them to think so;

b. To set up channels of communication to enable to exchange viewpoints

c. To plan and to administer a programme of activities

Specialists in PR may be classified in 3 categories:

- the independent consultant

- the PR consultancy firm

- the PR unit of an advertising agency or a company.

3. PR campaign and planning

Effective PR campaign is necessary in various situations – to improve company’s position or image.

One of the popular approach to project development is management by objectives (управление по целям). This approach has the observable and measurable goals for the organization and allocate sufficient resources to meet these goals. Its main steps are:

*1.

2.

3.

4.

5.

6.

4. PR strategy

PR planning (programme) is based on strategy. Plan is strategy and tactics together.

Strategy is a major line of PR campaign. It is the combination of attitudes, purposes, possible actions. It is a method thinking before it becomes a style of action. To develop a strategy it is essential to understand the 3 fundamental steps to creating strategy:

1. a clear understanding of problems

2. a method of analysis

3. action

It is impossible to develop plan (and strategy) without public opinion studying

Major points of PR plan:

1. Situation/position/Analysis

Tasks

Auditorium

Strategy

Tactics

6. Schedule/calendar

Budget

8. Results’ evaluation

_______________________________________________

Glossary

Research- исследование, анализ

Action- планирование

Evaluation- оценка

PR executive- администратор, PR специалист

Target group- целевая группа

Task for IWS. PR specialist in a firm

Task for office hours. PR planning

References

Mandatory

Аги У,КамеронГ. Самое главное в PR, Питер, 2008

Recommended

Почепцов Г.Г. Паблик рилейшнз для профессионалов. М. 1999.

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