Fundamentals
of pr
,Le ct ure 1 What is PR?
Public relations is the discipline which looks
after reputation, with the aim of earning
understanding and support and influencing
A variety of definitions exists opinion and behavior. It is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding
“Public relations is the management function
bet ween an organization and its publics.”
which evaluates public attitudes, identifies the
policies and procedures of an individual or an Chartered Institute of Public Relations
organization with the public interest, and
plans and executes a program of action to earn
public understanding and patience.”
“Public relations ser ves a wide variety of institutions
OR in society such as businesses, trade unions, government
agencies, voluntary associations, foundations,
hospitals, schools, colleges and religious institutions.
“Public relations is about reputation – the result of To achieve their goals, these institutions must develop
what you do, what you say and what others say effective relationships with many different audiences
about you.” or publics such as employees, members, customers, local
communities, shareholders, and other institutions, and
Chartered Institute of Public Relations with society at large.”
Public Relations Society of America
Reputation institutes helps measure and manage your reputation
7 Dimension s in Reputatio n
•Products/Services: Do you deliver on a world-class experience? High-quality products and
services can profoundly shape reputation
•Innovation: Is your company static or dynamic? Forward-thinking and creatively-inspired
companies have a reputational advantage.
•Workplace: Corporate culture directly impacts recruitment, retention, and talent acquisition.
Positive perceptions of a workplace can help you achieve employer of choice status
•Governance: Can your company be trusted to do the right things when no one is looking?
Practicing governance is key in earning trust in times of crisis.
•Citizenship: How does your company align with social values? Being a good corporate
citizen has a positive impact that helps to make the world a little better.
•Leadership: Companies with executives who align brand purpose with daily business
activities outperform those focused solely on financials.
•Performance: Financials matters, but it is important to link your financial success with
positive social impact to maintain a license to operate.
,Le ct ure 1
Top 10 companies with the best reputation in the world
A Few Keywords
to frame the definition of PR
-00
- Deliberate
- planned
- performance
Wh at is PR - public interest
Public Relations = Making Friends - t wo way communication
Building relationship with your stakeholders/publics: Management function
Editors and Reporters
Investors
Customers
Employees
Government
…and more
It’s a 2 way communication loop process
Stewardship is an effective strategy for building and maintaining long-term
relationships
By definition, the purpose of stewardship is to “establish the means for continued
communication that will help to preser ve their stakeholders’ interest and attention to the
organization”.
An empirical research has demonstrated that effective stewardship can lead to
stakeholder loyalty.
, Stewardship-4 startegie s
an
Rec ipro city Rep ort ing
Relatio nship
nurturi ng
organizations must
Responsi bilty
keep its publics informed keep supportive publics
demonstrate gratitude keeping promises, about developments on at the forefront of the
toward their being a good citizen, issues for which support organization’s
stakeholders e.g., a note and acting in a was sought. Should awareness, maintaining
of appreciation socially responsible demonstrate open channels of
manner accountability by communication with
providing open, accurate stakeholders and
information to their provide communications
publics. reinforcing that
involvement is wanted.
Public relation s vs journal ism Public relation s vs advertis ing
PR vs Ma rke ting How PR suppo rts mark eting
of pr
,Le ct ure 1 What is PR?
Public relations is the discipline which looks
after reputation, with the aim of earning
understanding and support and influencing
A variety of definitions exists opinion and behavior. It is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding
“Public relations is the management function
bet ween an organization and its publics.”
which evaluates public attitudes, identifies the
policies and procedures of an individual or an Chartered Institute of Public Relations
organization with the public interest, and
plans and executes a program of action to earn
public understanding and patience.”
“Public relations ser ves a wide variety of institutions
OR in society such as businesses, trade unions, government
agencies, voluntary associations, foundations,
hospitals, schools, colleges and religious institutions.
“Public relations is about reputation – the result of To achieve their goals, these institutions must develop
what you do, what you say and what others say effective relationships with many different audiences
about you.” or publics such as employees, members, customers, local
communities, shareholders, and other institutions, and
Chartered Institute of Public Relations with society at large.”
Public Relations Society of America
Reputation institutes helps measure and manage your reputation
7 Dimension s in Reputatio n
•Products/Services: Do you deliver on a world-class experience? High-quality products and
services can profoundly shape reputation
•Innovation: Is your company static or dynamic? Forward-thinking and creatively-inspired
companies have a reputational advantage.
•Workplace: Corporate culture directly impacts recruitment, retention, and talent acquisition.
Positive perceptions of a workplace can help you achieve employer of choice status
•Governance: Can your company be trusted to do the right things when no one is looking?
Practicing governance is key in earning trust in times of crisis.
•Citizenship: How does your company align with social values? Being a good corporate
citizen has a positive impact that helps to make the world a little better.
•Leadership: Companies with executives who align brand purpose with daily business
activities outperform those focused solely on financials.
•Performance: Financials matters, but it is important to link your financial success with
positive social impact to maintain a license to operate.
,Le ct ure 1
Top 10 companies with the best reputation in the world
A Few Keywords
to frame the definition of PR
-00
- Deliberate
- planned
- performance
Wh at is PR - public interest
Public Relations = Making Friends - t wo way communication
Building relationship with your stakeholders/publics: Management function
Editors and Reporters
Investors
Customers
Employees
Government
…and more
It’s a 2 way communication loop process
Stewardship is an effective strategy for building and maintaining long-term
relationships
By definition, the purpose of stewardship is to “establish the means for continued
communication that will help to preser ve their stakeholders’ interest and attention to the
organization”.
An empirical research has demonstrated that effective stewardship can lead to
stakeholder loyalty.
, Stewardship-4 startegie s
an
Rec ipro city Rep ort ing
Relatio nship
nurturi ng
organizations must
Responsi bilty
keep its publics informed keep supportive publics
demonstrate gratitude keeping promises, about developments on at the forefront of the
toward their being a good citizen, issues for which support organization’s
stakeholders e.g., a note and acting in a was sought. Should awareness, maintaining
of appreciation socially responsible demonstrate open channels of
manner accountability by communication with
providing open, accurate stakeholders and
information to their provide communications
publics. reinforcing that
involvement is wanted.
Public relation s vs journal ism Public relation s vs advertis ing
PR vs Ma rke ting How PR suppo rts mark eting
