ONLINE PR
Lecture 1
Defining PR
"The management of communication between an organization and its
public"
“PR is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behavior. It is the
planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its publics.”
Five core concepts that help to define PR
1. Management function
2. Two-way communication
3. Planned activity
4. Research-based social science
5. Socially responsible
Reputation
F The beliefs & opinions someone has about another person, organization
or object
F Identity & image
F Foundation on which organization builds
,History of PR
Key date: 1984
Four categories:
1. Propaganda (1-way, truth unimportant)
2. Dissemination of info (1 way, truth important)
3. Scientific persuasion (2 way, imbalanced effects)
4. Mutual understanding (2 way, balanced effects)
Nowadays: 2-way balanced symmetrical is considered best
PR today: Key elements of Grunig & Hunt
« Research
« Planning
« Communication
« Evaluation
Basic stakeholder model
, Lecture 2
Corporate Social Responsibility & Ethics
Ethical theories: Two schools
1. Utilitarianism/consequentialist perspective
The morally right action =
the action that produces the 'most good' in terms of consequences
produced
one ought to maximize the overall good
Objections to this approach:
It permits the sacrificing of the interests of individuals and minorities 'for the
greater good'
2. Deontological perspective
Motivation determines whether actions are ethical or not
? Kantianism/non-consequentialist perspective
? Kant: an act is carried out from a sense of duty when it is in accordance
with the 'categorical imperative'
? It could become an universal law (an action is only moral if you can make
your reason for acting into a rule that everyone can follow)
Critique:
What if there are 2 conflicting categorical imperatives?
PR practitioner's duties
1. Be guided by your own value system
2. The duty to the public: provide all facts, so they can make their own
judgment
3. The duty to reckon society's interest
Corporate Social Responsibility (CSR)
Why is it important?
F Business & society are interwoven rather than distinct
F Business should help to solve social problems
F CSR is the continuing commitment by businesses to behave ethically &
contribute to the economic development while improving the quality of
life of the workforce
Key principles CSR:
1. Treat employees fairly & equitably
2. Operate ethically and with integrity
, 3. Respect basic human rights
4. Sustain the environment for future generations
5. Be a caring neighbor in the communities
Defining CSR
Related items: corporate responsibility, corporate citizenship, triple bottom line,
corporate philanthropy, community relations, corporate governance, responsible
investment, corporate sustainability, social marketing
Definitions of CSR share 5 elements:
ü Voluntary practices
ü Responsibility (duty)
ü Accountability (after an issue; how a business responds & takes
ownership)
ü Creation of social value
ü Respect for interests and values of stakeholders
Motivations for CSR: Why do organizations engage in CSR?
1. Business, driven by economic benefits
2. Ethical, driven by values
ACTION - Deontological ethics: in accordance with society's moral rules
CONSEQUENCES - consequentialist ethics: maximizing happiness,
welfare
ACTOR AND HIS INTENTIONS - virtue ethics: one is primarily
concerned with displaying the right attitude
CSR communication
Two types of communication:
1. Structural: Communication in the CSR process
Alignment is central
2. Instrumental: Communication about CSR carried out by the company
Increase trust, reduce skepticism, improve supportive behavior
CC Strategies
Three types of strategies:
1. Informing (telling, but not listening)
2. Responding (listen to tell)
3. Engaging (dialogue)
The risk of CSR communication
Stakeholders perceive hidden motives
Excessive self-promotion
Making claims that you do not meet
Lecture 1
Defining PR
"The management of communication between an organization and its
public"
“PR is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behavior. It is the
planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its publics.”
Five core concepts that help to define PR
1. Management function
2. Two-way communication
3. Planned activity
4. Research-based social science
5. Socially responsible
Reputation
F The beliefs & opinions someone has about another person, organization
or object
F Identity & image
F Foundation on which organization builds
,History of PR
Key date: 1984
Four categories:
1. Propaganda (1-way, truth unimportant)
2. Dissemination of info (1 way, truth important)
3. Scientific persuasion (2 way, imbalanced effects)
4. Mutual understanding (2 way, balanced effects)
Nowadays: 2-way balanced symmetrical is considered best
PR today: Key elements of Grunig & Hunt
« Research
« Planning
« Communication
« Evaluation
Basic stakeholder model
, Lecture 2
Corporate Social Responsibility & Ethics
Ethical theories: Two schools
1. Utilitarianism/consequentialist perspective
The morally right action =
the action that produces the 'most good' in terms of consequences
produced
one ought to maximize the overall good
Objections to this approach:
It permits the sacrificing of the interests of individuals and minorities 'for the
greater good'
2. Deontological perspective
Motivation determines whether actions are ethical or not
? Kantianism/non-consequentialist perspective
? Kant: an act is carried out from a sense of duty when it is in accordance
with the 'categorical imperative'
? It could become an universal law (an action is only moral if you can make
your reason for acting into a rule that everyone can follow)
Critique:
What if there are 2 conflicting categorical imperatives?
PR practitioner's duties
1. Be guided by your own value system
2. The duty to the public: provide all facts, so they can make their own
judgment
3. The duty to reckon society's interest
Corporate Social Responsibility (CSR)
Why is it important?
F Business & society are interwoven rather than distinct
F Business should help to solve social problems
F CSR is the continuing commitment by businesses to behave ethically &
contribute to the economic development while improving the quality of
life of the workforce
Key principles CSR:
1. Treat employees fairly & equitably
2. Operate ethically and with integrity
, 3. Respect basic human rights
4. Sustain the environment for future generations
5. Be a caring neighbor in the communities
Defining CSR
Related items: corporate responsibility, corporate citizenship, triple bottom line,
corporate philanthropy, community relations, corporate governance, responsible
investment, corporate sustainability, social marketing
Definitions of CSR share 5 elements:
ü Voluntary practices
ü Responsibility (duty)
ü Accountability (after an issue; how a business responds & takes
ownership)
ü Creation of social value
ü Respect for interests and values of stakeholders
Motivations for CSR: Why do organizations engage in CSR?
1. Business, driven by economic benefits
2. Ethical, driven by values
ACTION - Deontological ethics: in accordance with society's moral rules
CONSEQUENCES - consequentialist ethics: maximizing happiness,
welfare
ACTOR AND HIS INTENTIONS - virtue ethics: one is primarily
concerned with displaying the right attitude
CSR communication
Two types of communication:
1. Structural: Communication in the CSR process
Alignment is central
2. Instrumental: Communication about CSR carried out by the company
Increase trust, reduce skepticism, improve supportive behavior
CC Strategies
Three types of strategies:
1. Informing (telling, but not listening)
2. Responding (listen to tell)
3. Engaging (dialogue)
The risk of CSR communication
Stakeholders perceive hidden motives
Excessive self-promotion
Making claims that you do not meet
