Public Relations

Introduction in - Public Relations Author: Doina Stoica STAR: 1011 618 E-mail:[email protected], [email protected] Information and Public Relations Directorate (Ministry of Defense)

Curriculum Vitae

The presentation structure

My presentation is structured as follows: First part: The importance of the PR Second part: How are PR structured Third part: Media relations Fourth part: PR in Romanian MoD

WHAT MEANS PUBLIC RELATIONS?

ARE PR COMPULSORY WITHIN AN ORGANIZATION? CAN AN ORGANIZATION SURVIVE WITHOUT PR?

Harry Levison: “ Each organization has an image. The question is if it is the desired image”

• Image

reprezentation

The image is the result of the communication

• Brand • Vizibility

reputation Identification elements

The Image – the representation of a sum of believes, attitudes, opinions, prejudices, experiences or assumptions of the groups of persons or inside of the public opinion, about a person, institution/organizaton or any kind of phenomenon, event or object

• Hallo effect – association – transfer of image •

The brand – replaced (in time) the reputation of an institution, organization, service or product

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The Image - ∑ images ( of the institution, of the managers, of a certain product etc.) –they are reciprocally influenced one by each other –

- Can be evaluated and measured – establishing the public segments which are important for the organization - There are different methods of measurement and evaluation.

The organization image • Can be managed, at least, in three ways: • Making good things ( professional management ) • Developing a professional PR activity (to have the trust, simpathy, undertanding and the support of your own public) • Developing an aggressive advertising campaign

A short history of Public Relations – PR activity is the result of transforming the private interests in economical interests •

1882 – concept of “public relations” was used by a lawyer from New York (Verdier) – he presented to Yale Law School, the conference named “Public Relations and Duties of the legal Profession”; 1908 – the president of ATT society used the concept in the annual report; SIX STAGES: 1. 2. 3. 4. 5. 6.

1900 – 1914 – Reaction to the criticis of the american society 1914 – 1919 – The stage of the W W I 1919 – 1939 - The first PR american companies 1939 – 1945 - The stage of the W W II 1945 – 1965 - in USA - professional associations, schools, courses…. 1965 – prezent - Global information stage

Social space

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Public relations are defined in the context of social space ( = communicational space? ): - public space – public communication - organizational space – organizational communication - media environment – media communication

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Social Influence Advertising, publicity Public Relations

Propaganda

PR: strategy of social influence – a process built on a “core” of values made up of truth, transparency, free communication and public trust

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Management function which is helping the process of communication, understanding, acceptance and cooperation between the organization and its audiences. Involve issues management Help the management to be informed and receptive about public opinion Define and underline management responsibility of serving public interest Help management be aware of change, and use it efficiently as an early warning system (Rex F. Harlow)

THE THREE - LEGGED CHAIR

Com munity Relations

on rmati al info Intern

Publ ic i nf o rma tion

PUBLIC RELATIONS

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Media Relations

Media  what they are  what they want  how they work Ways of aproaching media relations  ACTIVE – planning activities in order of keeping media attention on the institution;  REACTIVE – reacting only to press requests or press materials

Media Relations Specific tools in informing the media:  press releases  press conferences  press briefings, symposiums  publications, video materials, advertising, sponsorship  lobby  interviews – give the opportunity to send messages through audiences Press centers

Media relations Press releases  official documents  are describing the events – for publishing, and usually are released by media in the same form  should answer to the next questions: Who, What, Where, When, How and Why The structure:  Identification elements  Lead (first paragraph must have the answer to Who, What, Where, When )  Body  Ending

Media relations Press conferences  preventing a major event for media  focusing media attention to a certain subject  no more than 45 minutes  the manager decides the opportunity of a press conference  the subject is announced  the journalists are invited  an initial statement (short, clear, facts) and then questions of the journalists

Media relations Recommendations for press releases and press conferences Should be edited in a distinct language (Don’t use words with understood implication – double sense)  Short expressions (is not a poem)  Only necessary articles, prepositions and conjunctions  Use distinct words (e.g. shark not ocean fauna)

Media relations  Spokesperson – an individual authorized to present releasable information to the public on behalf of an organization or official.  Press center – a facility established to provide media with timely and accurate information on military issues, events and operations, and to provide other support, advice and assistance such as telephones, transport, escorts, etc.

HOW TO BE A BETTER PR OFFICER Required Qualities professional look (it deals with personal appearance) writing abilities (style, precision, concision, accuracy) good communication skills in crisis situations, working under stress (emotional stability) good listener some management skills (evaluating the profit, organizing the activities) team worker computer skills (Internet)….. and last but not least …..well educated, common sense

PR RELATED ACTIVITIES PR may include any of the following activities: Press Agentry: attract attention to a person, institution, idea Promotion: opinion making; get support and endorsement for a person, institution, idea, product, etc. Public Affairs: community relations/governmental relations Publicity: placing information in the media Advertising: buying time/space for ads

PUBLIC RELATIONS ETHICS         

public interest honesty and integrity fair play accuracy and always the truth confidentiality professional reputation NO false information NO media channels corruption NO bribes, payments or presents PR should NOT be used as PROPAGANDA and MANIPULATION

Th e Pu bl ic Rel at io ns syst em is the respo ns e to a ne ed !

Public Relations in Romanian Military System INFORMATION AND PUBLIC RELATIONS DIRECTORATE PR structures

Full - time PR officers DEPARTMENTS, SERVICES STAFF, ARMY CORPS, BRIGADES

MILITARY MEDIA TRUST

PR Officers (collateral duty) TERRITORIAL COMMANDS, REGIMENTS, BATTALIONS

INFORMATION AND PUBLIC RELATIONS DIRECTORATE

CORE FUNCTIONS  Manages the armed forces public image dealing both internal and external audiences  Advises the armed forces leadership on communication issues  Early warning and comm. crisis/issues management  Designs communication policies and regulations on public relations within the military  Coordinates the PR system within the armed forces

LEGAL BASE FOR PR ACTIVITY 

Romanian Constitution

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The Law no 544/2001 on the free access to public information

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The Law no. 52/2003 on decision-making transparency in public administration

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RP-1 Regulation on public relations activity within the Romanian Armed Forces

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RP 1-1 Crisis communication directive

NO QUESTIONS, PLEASE !