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“Hello today. We re going to be talking about the subject of public relations public public relations is a form of communication. It is one of several different forms of for example advertising is one form sales promotion is another direct mail would be another sponsorship via another and so you can see there are many different forms of marketing communication. Promotion and public relations has its place within that public relations is regarded as a below the line form of communication.
All forms of advertising are above the line that involves television advertising press advertising in newspapers and magazines cinema advertising advertising on outdoor transport posters and other such as obviously online and other new media or regarded as above the line. But two public relations. Direct marketing and direct mail south s motion. Sponsorship.
So it s chair and others are regarded as below the line. The difference being that above the line with advertising norming bolts. An advertising agency and involves two months of commission payment from the advertiser server to the advertising agency and payment on from there to the media. The media owner runs it s not radio station.
Whatever below the line traditions evolved a single planet a fee based payment and so that is one payment and virtuous below the line. So public relations is a proper communication and has been effective over time. It is mainly to do with communicating. What is factually correct.
It s your with letting people know the facts of the situation. Putting forward information in relation to that and allowing the individuals who receive a communication to make up their own line to decide for themselves. What is right and what is wrong based upon being informed of the factual details. The truth of a situation.
Therefore it needs to be unbiased so not only truthful. But also unwise that means. There is no slant to it no angle. That benefits the communicator.
He is simply putting for the situation and allowing others to decide the rights and wrongs the merits of that for themselves. There are many many different definitions of public relations. Many different authors there are many different books on this subject and many of therefore come up with their own version of a definition for public relations. I m going to give you three actually one is one by the ipr.
The institute of public relations now a chartered organizations now with the chart instituting public relations within. The united kingdom. This is their definition from in years are we without you appetizer a public relations is about reputation. The result of what you do what you say and what others say about you it is a discipline.
Which looks after reputation with the aim of earning understanding and support. And it is therefore inferencing people s opinion and as a result of that their behavior that is a source of iron the ipr the cip armande chartered institute public relations. There is a famous international relations i ll give you that because this is worthy. There is pr organizations from various different countries.
And well came together and have a summit. If you like a discussion and then came up with rocky agreed definition. So i ll give you that simply because if you re not from the united kingdom display of the benefits his own people and this reads as follows. Public relations practice is the art and social science of analyzing trends.
Predicting their consequences counseling..
Organization leaders and implementing planned programs of action. Which will serve both the organizations and the public interest. So this source. The source of this definition is the world assembly of public relations associations and it took place in mexico city as long ago as august 1978.
The public relation to the former communication and has to bear in mind a famous model to do with intervention. We had what is called the center wishing to send a message. Though is to send that message to a commune to someone who s going to receive that communication sender receiver between the sender and the receiver in the middle is the message. What is the message that the sender wishes to send to the receiver.
But when the sender sends this message they need to do what is called encode. The message in code. The message send it and message is decoded by the receiver. So send a message receiver.
But it has to be encoded and decoded now this is evident when you send for example. An encrypted message as people do one knows by electronic media to be intercepted by d. If it is intercepted that the person intercepts does not understand it it s a message that is in code. If we like at that camera therefore understanding you.
But then there is the concern over what is called a noise interaction. Something that baffles at an example of that the wood between some is actually making actor vocal mobile phone sending a message speaking someone bye bye mobile phone okay we re doing it directly or to their voice line but they re on a train is speaking freely and suddenly the train goes through a tunnel. Suddenly. There is a break in the communications communication gap and everybody come out of the tunnel.
The far end then and recipient received the remainder of the message so noise of interaction. Some that s actually affected the understanding of that message by recipient. So modern age is better. When the sender sent a message to the receiver.
That the receiver responds in some. Way responds. A feedback loop back to the sender to say. Oh.
Yes. I have received your message. Even better be i understand your message. Even better again.
See to prove that i will answer the question or questions. You ve put in the message that you sent me okay. That is a phase communication model. So that only the public relations is about reputation this may lead to an image that people carry in their minds in relation to that reputation.
But if this image going to be positive obviously going to be negative. Very often companies spend many many years building up positivity over time using planned public relations programs to improve their positivity. They do research to evaluate how positive the company or die s product or products are now in the minds of its chosen publics they may start off when it s level or inserting. The company with products that 35 foot a percent and they do a plan sustaining programming.
Pr activities over two three four five years and have been at that time they believe that they will achieve something like 35 80..
Positivity or a little more. But it only needs one activity of a negative nature to make that awareness level plummet. So where is this positive can be high and then in something may occur. It may be there s a fault in a product.
That fault is publicized and people s confidence in the then deteriorates famous example of this with some years ago. The company hj heinz they produce many many different types of foods including like a ketchup and soup. And others they also produce baby foods and some years ago. Producing baby food.
It was discovered that that class had been found pieces. It also compared with in a jar. A bottle of baby food. This was announced to the public to return any of the bottles they had back to the store and get their money back and for the store s retailers to say the bottles back and accompanied with then reimburse them and production of the product.
Was stopped whilst. They investigated the fault of this clearly that led to a downturn in demand for heinz. Baby. Food products sales fell not only of the type of item have been effective against apple.
Puree also other baby foods but astoundingly at the heinz products all some began to notice a fall in demand products made by heinz at other factories in other parts of the country or addicting. Other countries that could not possibly have been affected by this problem. And yet people stopped buying their products because confidence. We lost the positivity turned to negativity.
Very very d. So pr is about trying to daily birth have training change to move to positivity small so pr is involved reputation image positive versus negative it could for example be to do the company as i just said johnson johnson. Companies in the mayor s had a very good very positive image of our problems have occurred in that company on occasion of the time it could be a product such as the iphone. It could be a service such as the health services d.
Could be a person often refer to us of celebrity. President obama backs of kylie and home it could indeed be a country must be don t think that he could be country so iran or iran versus perhaps australia wherever you wish to go for a holiday. Iran iran or straight and yet most people don t realize that in australia of the 10. Most dangerous snakes in the world 9.
Found in australia. You don t hear of them you see advertising to attract you to visit australia sydney november. You did not see any advertising. They are the employer of the dangers possibly of traveling around within australia.
Now governments say that they make use of public relations. However this tends not to be public relations at all in the main. It is what is referred to as a propaganda using propaganda and pretending. It is public relations.
Nick example might be battle during the war. A battle takes place during the war. After that happens ended one country announces. How many of its opponents soldiers have been wounded or perhaps killed and they give numbers.
But the other country responds by giving how many ten soldiers and each trying to claim a victory in that particular battle clear..
It s not possible for both sides that have claimed a victory you choose usual pr for propaganda purposes. Neither they ve won that battle in a bid to help them improve of soldiers morale and rather people in country towards winning of the war. So this propaganda. The government used is often the one i prefer to spin in the uk previous comment.
The labour government had a lot of people working for government the record spin doctors. There were people with a public relations background. But they were not allowed to be factual and truthful. They were actually putting a slant a spin on the true facts to the government with the dying.
Logan appear a good night to read you something from a recent issue of publication columnist and into this. So. There s an article recently concerning. The government s crackdown on a huge demonstration organized by civic groups calling for electoral reform.
This reached the malaysian people and when they read that in their version of the publication. These this article was disfigured by blocks of blacking basically sundra wordings. Hitting deliberately because the malaysian government had announced this publication could not issue it in for that article and fought in their country. So some of the wording was blocked out in time there are three passages or block town one concerned the death of a man from a heart attack.
One was to do the banning of a protest part and it was also what we ll call it heavy handed tactics involving the the military in the place. So these three elements of the article censored. However malaysians found that all three could be read about on the website of the economist. So they actually found out about this they learn the information in a different way through a different meeting.
So this act of censorship creating a fuss far more the fuss and they do then the offending pact passages of the article. The printed article written. Article. Investments and said by other doctors besides being outdated.
Ineffective and unjustifiable by the malaysian government this censorship was seen as very bad public relations. Indeed for the malaysia you need to consider who public relations activity is aimed towards many people think it must mean. The general public people in a population generally. This is mainly unlikely in the mining.
The public populations broken down into smaller bosses and groups of people and different messages are communicated to different groups at different times using a different medium tools. The main generic publics of any organization are as follows particular if they are an organization and particularly once that secret of management product or providing services. One would be its employees. The second would be is potential employees people the companies wishing to hire in the future.
The third would be any suppliers to the company. The fourth will be distributors from the company. The feds will be consumers and end users on the services or products. Provided.
The next will be the local community living or working in the surrounding area to the company s premises next will be the financial community and finally in two parts. The opinion leaders who can influence opinion and opinion formers and so eight distinct and succinct generic publics organization. They are generic their general they are not specific to any augmentation on now preview examples on specific publics. You three examples of that the first will be the public s is specific publics of a charity.
A charitable organization..
So members donors vulture workers collective that s one beneficiaries and users. And the services of the charity. Offers three will be potential supporters and helpers for words uh big suppliers of services and materials. 5.
Will be politicians political parties and other groups. Six would be central and local government officials seven would be medical and health professionals. And it will be other charities. They sometimes work together nine will be opponents of the charity and 10 will be opinion leaders.
Ten examples of specific public s of a charity now give you specific publics of a national tours. One will be the national tourist boards open government its officials and it impedes to be distributors travel agents example package tour operators prevention organizing through the transport operators with a rail sea air for would be banks credit card organizations and travelers check companies fire for big hotel owners. Including internet. 6 would be motoring organizations.
New captures. The pee are erasing. 7. Will be visitors to the country.
Such as hold. Americans. Businesspeople students those going to conferences conference. Delegates sports.
People motorists caravans kappa those types of people and 8. Would be gained opinion leaders perhaps travel and travel writers and applications or television politicians teachers. So that our feet examples. There of specific public s of travel national travel nation and third example.
I ll give you republics of a food manufacturer. It could be the community in the vicinity of factory. It could be the potential staff local factory or office labor technicians from colleges. Other firms management and sales staff from other firms in attraction to the company bags to come and work for through a big all grades of management office factory warehouse transport sell stuff that those working for the company already all big suppliers and local services might be pipe services supplies of raw materials suppliers of packaging appetizing professionals populations professionals back five will be the stock market city editors investment analysts institutional buyers and cheryl sex will be distributors wholesalers.
Though to bach buy from the company. Supermarkets cash and hairy warehouses. Even hotels and restaurants and cafes. Examples.
Then it will be consumers current consumers. Those byproducts currently those who man may buy their products. The food product in the future name will be ministers of health government officials concerning whether they have factored the food product is healthy. It s good quality purgative.
The prices are suitable sum total 10 will be trade unions and trade associations and 11. Will be opinion believers. Connealy dietitians food writers. Doctors dentists and health authorities you ” .
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This Video is part of Public Relations Course, for more info visit: http://www.theeducators.com/portfolio-items/public-relations/
An effective Public Relations strategy will support an organisation s corporate plan. This course will define a pragmatic approach to PR and show delegates how public relations can become an integral part of corporate strategy. Particular emphasis is given to looking at practical ways in which a PR strategy can be created.
Main Topics Include:
The nature of public relations
The uses of Public Relations
The Publics of Public Relations
The communication process
The following topics will be briefly addressed:
STEEPLE, SLEPT or PESTLE, Statutory legislation and voluntary controls
Copyright, patent, trade-mark, plagiarism, brand and logo and the legal implications of each
Producer: Tony Zohari