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2011 Lecture Introduction to PR

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Good Public Relations

MSc Corporate Communications - Introduction to PR London School of Economics

1 of 23
PS 438 Lecture 2 Introduction to Public Relations Lesley Muir, January 14 th 2011
My Background ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
What is PR? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Typical PR Problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sector structure ,[object Object],[object Object],[object Object],[object Object],[object Object]
Hutton – What does PR involve? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Grunig’s 4 PR models Characteristic Press agentry / Publicity Public Information Two-way asymmetric Two-way symmetric Purpose Propaganda Dissemination of information Scientific persuasion Mutual understanding Nature of communication 1 way, truth inessential 1 way, truth important 2 way, imbalanced effects 2 way, balanced effects Philosophical worldview asymmetrical Pluralistic/ asymmetrical asymmetrical symmetrical Mono/dialogic monologic monologic Unbalanced monologic dialogic Habermasian equivalent Strategic action Strategic action Strategic action Communicative action Game theory outcome Zero sum Zero sum Zero sum Positive sum
[object Object],[object Object],[object Object],[object Object],[object Object]
Grunig’s Excellence Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],.
Conclusions – Grunig’s response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target publics Corporations seeking to shape and influence relevant discourse Media offers legitimacy and advocacy with 3 rd party influence Messages Information negotiation Evaluation and choices Messages Individual and collective voices - strengthening Output = Altered social perspectives - New ideas, objects of desire, discourses social representations, myths REPUTATION MANAGEMENT REPRESENTATIONAL PROCESS Wider Society
PR ‘Toolbox’ from Foucault ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Raincoats and Umbrellas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stakeholder Auditing Dormant Dangerous Definitive Dominant Dependent Demanding Discretionary Non-stakeholders Power Legitimacy Urgency
Stakeholder Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
REPUTATION IMAGE IDENTITY Immediate mental picture held by an individual Lasting belief, held by an individual and shaped by group’s past experience, WOM, endorsements, experiences Stakeholders and media can influence perception (reputation) Aka corporate brand. Value rooted in difference
Balmer’s AC 2 ID test ,[object Object],[object Object],Communicated Actual Conceived Desired Ideal
Reputation ,[object Object],[object Object],[object Object],[object Object]
Key CC Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Harsh Reality ,[object Object],[object Object],[object Object],[object Object]
Podcast ,[object Object]

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2011 Lecture Introduction to PR

  • 1. PS 438 Lecture 2 Introduction to Public Relations Lesley Muir, January 14 th 2011
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Grunig’s 4 PR models Characteristic Press agentry / Publicity Public Information Two-way asymmetric Two-way symmetric Purpose Propaganda Dissemination of information Scientific persuasion Mutual understanding Nature of communication 1 way, truth inessential 1 way, truth important 2 way, imbalanced effects 2 way, balanced effects Philosophical worldview asymmetrical Pluralistic/ asymmetrical asymmetrical symmetrical Mono/dialogic monologic monologic Unbalanced monologic dialogic Habermasian equivalent Strategic action Strategic action Strategic action Communicative action Game theory outcome Zero sum Zero sum Zero sum Positive sum
  • 9.
  • 10.
  • 11.
  • 12. Target publics Corporations seeking to shape and influence relevant discourse Media offers legitimacy and advocacy with 3 rd party influence Messages Information negotiation Evaluation and choices Messages Individual and collective voices - strengthening Output = Altered social perspectives - New ideas, objects of desire, discourses social representations, myths REPUTATION MANAGEMENT REPRESENTATIONAL PROCESS Wider Society
  • 13.
  • 14.
  • 15. Stakeholder Auditing Dormant Dangerous Definitive Dominant Dependent Demanding Discretionary Non-stakeholders Power Legitimacy Urgency
  • 16.
  • 17.
  • 18. REPUTATION IMAGE IDENTITY Immediate mental picture held by an individual Lasting belief, held by an individual and shaped by group’s past experience, WOM, endorsements, experiences Stakeholders and media can influence perception (reputation) Aka corporate brand. Value rooted in difference
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.