This document discusses identity, image, and public visibility in relation to public relations. It addresses: 1) The difference between identity (what an organization knows about itself) and image (what others perceive it to be), and the challenge of aligning the two. 2) The importance of both internal and external publics and the need to understand their perceptions to enhance an organization's reputation. 3) Strategies for reinforcing identity internally and enhancing image externally through bottom-up engagement with primary and secondary publics.

1. Psst… ‘I do’ The Marriage of Identity & Image in Increasing Public Visibility BysMark_ideas MARK RAYGAN E. GARCIA Director, Office of Information & Publications Silliman University

2. Identity & Image Identity vs. Image Identity– what you know about yourself (institutional, not personal) VMGs Values | Corporate Culture | Processes | Policies Strategic Plan Image – what others know about you (internal/external | personal/institutional) Perceptions / Misconceptions / Misrepresentations Difference in values Mis- / Under-communication Challenge: Marriage – Align corporate image with corporate identity

3. Identity vs. Image Identity or Image: Which is more important? Scenario 1 Positive identity + negative image = crisis Scenario 2 Positive identity + overly positive image = crisis Scenario 3 Positive identity + positive image = success / challenge Assumption: Identity is always positive Can identity be changed? Yes. It may evolve.

4. Publics Whose image holds value? Publics (purposeful / inadvertent) Internal Students Faculty & Staff “Dominant Coalition” (Top Management) External Government Benefactors Partners Community Stakeholders (co-equals: relevance & consequence) Mutual benefit and risks

5. Reinforcing Identity Internal Top-Down Management Rank-and-File Contractuals External Top-Down Organization Primary Publics Secondary Publics Points: Reinforcing identity is also an individual/personal challenge. The organization is only as strong as its weakest link.

6. Enhancing Image Internal Bottom-Up Contractuals Rank-and-File Management External Bottom-Up Primary publics Secondary publics Organization Points: Enhancing image requires management/the organization to identify, process, assess against existing strategies, plan out integration, monitor, and evaluate the perceptions/issues of its publics (internal and external) that pose a threat to its reputation. Public relations professionals play a key role as “interpreters” of public opinion.

7. Disconnect Talking but not walking the talk Elusive access to media Weak key messages; Poorly disseminated policy memos Unresolved issues (faculty vs. school, student vs. faculty, claimant vs. school, alumni concerns) Lack of participation in community events Inability to capitalize on institutional advocacies as subjects of promotional materials

8. Fractures Relationships – PR’s ultimate investment Reputation; Public Visibility; Community Presence Institutional Relevance Partnerships & Networks Revenue-generating Capability Organizational Structure (respect for) Credibility of releases, including memos Optimization of programs

9. Public Visibility 1-2 Identity + Image = Public Visibility Public Visibility Physical presence Buildings | Events | Releases | Participation Actual / Perceived relevance Value to publics, internal/external environment

10. Public Visibility 2-2 Benefits of Public Visibility Social fencing Public support Friend-raising / Networking Revenues / Enrollment (@ the fulcrum) Trust and personal/institutional affiliation

13. Public Relations 3-10 Would you open your door to him?

14. Public Relations 4-10 Would you open your door to him now?

15. Public Relations 5-10 Brief History of Public Relations 346 BC – Plato established in Greece rhetoric as a discipline; persuasion vs. truth 1641 – first systematic fund-raising campaign done by Harvard College supported by the first fund-raising brochure, New England’s First Fruits 1758 – first press release (to announce graduation) released by King’s College ( now Columbia U) 1882 – first usage of the term “public relations” by Dorman Eaton’s address of the graduating class of Yale Law School 1947 – Boston University established the first School of Public Relations; 2 years after, 100 schools followed

16. Public Relations 6-10 Public Relations Traditional: Information dissemination / Communication Modern: Develop “social sensitivity” Research & understand problems Create and evaluate messages Establish and manage publics Foresee &arrest crises /problems / reputational risks Influence / Direct public opinion; makes public talk about something, and impact on the extent and nature of discussion.

17. Public Relations 7-10 Public Relations & Journalism Not hardcore journalism; it takes a stand, favors the organization Not limited to one medium of communication or skill (writing or speaking); talent in both required Public Relations Management vs. Leadership Management – doing things right Leadership – doing right things

18. Public Relations 8-10 Persuasive Communication Pioneers Edward Bernays PR material is effective when aligned with the values and interests of the public PR – “science of creating circumstances” / organization directs Arthur Page PR – “broad-based management function that transcended journalism and persuasion” PR acts as “interpreter” of the public to the company, facilitating analysis of public opinion.

19. Public Relations 9-10 6 Principles of Public Relations (by Arthur Page) Tell the truth. Prove it with action. Listen to the customers. Manage for tomorrow. Conduct public relations as if the whole company depends on it. Remain calm, patient and good-humored

20. Public Relations 10-10 Mass Com. Theories Assisting Public Relations Uses & Gratification Theory People are active users of media but selective in the media they use. They go for which brings most benefits. Agenda Setting Theory Media can set the agenda for what we talk and think about.

21. PR Writing 1-4 Knowledge Generation (3-Face Perspective) Knowledge Consumption (Communication Tools) Knowledge Replication (Ownership)

23. ME Perspective

24. Appeals to self

25. Personal-driven

26. THEY Perspective

27. Open-minded & Receptive of others

28. Audience-inspired

29. WE Perspective

30. Proactive & Optimistic

32. Facilitating awareness, understanding, and support

33. Audience Analysis

34. Accessibility (geographical, technological)

35. Language (content: tone/emotion, dialect, textual/graphical/video)

36. Lifestyle (relevance, availability, approach)

38. Against (personal/org) goals/objectives

39. Answer: “Did it touch them?”

40. Consider:

41. Increased awareness (inquiries up; debate)

42. Increased support (financial or in kind)

43. Increased partnership

45. Credibility 2-3 Exercises Visual Credibility Posture & Handshake Non-verbals (gestures, bodily movement, facial expression)

47. Excuse me? (disgusted)

48. Oh my god (in shock)

49. Will you marry me (desperate voice)

50. I want more, please (seductive voice)

52. Publics Profiling 2-2 Category Cluster 2 (based on Situational Theory) Problem recognition – acts based on how the problem affects them Constraint recognition – acts based on limitations in terms of what they can do about the problem Level of involvement – acts based on the extent to which he/she through his access and resources can address the problem

53. Media Relations 1-2 Media Relations Develop internal guidelines to determine when to issue the following: Press statements Press releases Public service announcements Prepare a crisis communication plan Decision-making flow Trigger / Calibration Points Stakeholder analysis Include in the guidelines the following, with respect to release: Frequency (weekly, when in the week) Manner (e-mail, hand-delivered) Consistency in design, format, length

54. Media Relations 2-2 Media Relations Make yourself available ALL the time. Give them your personal mobile number. Respond promptly. Never let a reply sleep overnight. Never answer “no comment” or “I don’t know.” Instead, respond with an “I have not been informed about that yet, but I’m sure I can verify. Let me get back to you. Can I return your call in 30 mins?” Answer questions briefly. Allow follow-ups. Offer assistance to the extent possible, even if you are not the concerned office sought help from. Never give cash. Never bribe. Compensate them with food every after a press event on campus. Treat their crew equally. Give some tokens/cards during Christmas. Simple efforts like sending them off, joining them during the meal, seating with them during events, saying “hi” to them when you see each other on the road, giving them a smile will go a long way.

55. Branding Branding Logo Color Text size / Text type Collaterals & website cohesion Stationeries, calling cards , certificates Numbers, e-mails (centralized) Feedback mechanism (standardized)

56. Exercise