Chapter I
Introduction of Public Relations
Woo Hyun Won

Jokes and Humor

Definition of Public Relation
1. PR= Public Relation
= Relationship with Public
Deliver Message Desirable
Escape Message Undesirable
<피>할 것은 피하고 <알>릴 것은 알린다.
To maintain good relationship with public is important
To build desirable relationship with public is PR objective

Definition of Public Relation
2. Get to know each other intimately, frequently
<피>차 <알>고 지냅시다
- Good relationship needs special management.
- Knowing your self first.
- 知彼知己: If you know your enemy and yourself, you can win
every battle.

Definition of Public Relation
3. Human is a social animal
People’s identity can clarify through relationship with others.
Relationship
Public Relations as Relationship Management
-John, Ledingham / S, Bruning, S, A relational approach to practice of Public relations <p178>
•A relationship defined as a self expectations
•Successful relationships are mutuality of awareness,
influence, benefit, and behavior.
•Thus relationship management implies the development,
maintenance, growth, and nurturing of mutually beneficial
relationships between organizations and (their significant)
publics

Definition of Public Relation
For Interpersonal Relationship: Use 4 essential dimensions
① Investments
• refers to time/energy/feelings/effort/and other resource
(The perception of equality of investments is important)
② Commitment
• The personal choice to continue a relationship problem as opportunities to
mutually solve and strengthen the
relationship.
③ Trust a feeling to rely on a high degree of predict ability
③ Comfort with relational dialectics
• Most people feel a natural desire to be connected to others but to require autonomy.
• Autonomy / connection, openers / close mess / novelty / predictability
• Dialectical tension can generate frustration, distrust, disloyalty in both personal
and organizational settings

Grunig
PRs concerned with all the publics of the organization
to save money for the organization by building
relationship with publics that constrain or enhance
the ability of the organization to meet its mission
Public can arise within stakeholders categories
- employees, communities stockholders, governments,
members, suppler consumers

Definition of Public Relation
Management of communication between an
organization and publics
The planned effort to influence opinion through
good character and responsible performance, based
on mutually satisfactory two-way communications
To reconcile or adjust in the public interest those
aspects of our personal and corporate behavior
which have a social significance

Introduction
of
Public Relations
(2)

Communication and Public opinion
-by Effective public relations / Glen M. Broom, Scott M. Cutlip, Allen H. Center. Edition Statement 10th ed. pp.203-209
Individual Orientations (by 2 values)
Model of Individual Orientation
1) Salience: Feelings about an object derived from an individual’s experiences and
reinforcements from previous situations
2) Pertinence: The relative value of an object found by making object-by-object
comparisons on the basis of some attribute or attributes
- Attitude: The cross-situational predisposition or preference with respect to an object or issue
- Opinion: The judgment expressed about an object in a particular situation or given a specific set
of circumstances

Communication and Public opinion
Individual Orientations Example
1) Salience
•Judge someone by his appearance or character
•Mary is a girl of short height
→ „Mary must be an academic student. She will get a good mark at school.‟
•Jane is a girl of great height
→ „Jane must be good on sports. However, she doesn‟t seem good at schoolwork.‟
2) Pertinence
•Judge someone by experience or background knowledge
• Mary got 60 marks in PR final exam in KDI School
→ „I was wrong. Mary is not an academic student.‟
•Jane got 90 marks in PR final exam in KDI School
→ „I was wrong. Jane is an academic student.‟

Communication and Public opinion
Coorientation Consensus
Model of Coorientation
Source: Adapted from Jack M. McLeon and
Steven H.Chaffee, "Interpersonal Approaches
to Communication Research," in Interpersonal
Perception and Communication, ed. Steven H.
Chaffee and Jack M. Mcleod, special edition
of American Behavioral Scientist, 16,
no.4(March-April 1973), pp.483-88.
•Congruency: The extent to
which your own views match
your estimate of another’s
views on the same issue
•Accuracy: The extent to which
your estimate matches the
other person’s actual views
•Agreement: The extent to which two or more persons share similar evaluations of an
issue of mutual interest
•Understanding: Measures similarities in the definition held by two or more persons

Communication and Public opinion
Co-orientation
+ Social or Interpersonal concept of public opinion requires two or more individuals
oriented to and communicating about an object of mutual interest.
+ Intrapersonal communication: Communication within oneself (Inner talk)
+ Interpersonal communication: Communication within oneself and others.
Co-orientation Consensus
+ Including many individuals simultaneously oriented to issues of mutual concern
and interest.
+ Perception agreement can be independent of actual agreement and more likely to
affect public behavior than does actual agreement.

Communication and Public opinion
Types of Co-orientation Consensus
Ex) Amending press law in Korea 2009
The concept of Mass:
-Large aggregate
- Undifferentiated
- Mainly negative image
-Lack order of organization

Types of Coorientational Consensus
• Monolithic Consensus
represents high levels of actual agreement accurately recognized by those i
nvolved
• Dissensus
High level of actual disagreement are accurately perceived.
• False consensus
Exists when there is actual disagreement but majority of those involved thin
k they agree.
• Pluralistic agreement
The state of public opinion in which a majority perceive little agreement, but
in fact there is a widespread agreement. (So when they do not accurately re
cognize the state of actual agreement, they act on the basis of their inaccur
ate perception.

Communication and Public opinion
Coorientational Relationships
Coorientational Model of Organization-
Public Relationships
•Perceptions are far more
influential than reality
defined more objectively.
•Communication, not only
moves information from
one party in a relationship
to another but also defines
the relationships and social
environment within which
all people function: as
students, citizens,
employees, managers and
policy makers.
•Mass media make possible the thinking together that shapes and represents the
states of consensus in complex organizations in communities, and in the larger
global society .

Principle Chart for PRs
Mutually Beneficial
Non Ps (Latent P /Aware P/
Organization Active Ps)
Relations with Publics
(Company)
(Reverse term PR)
∥
Stakeholders customers
Identifying
each with a stake investors
Establishing
in something the volunteers
Maintaining
Company does. employees
neighbors

Publics and Issues
Publics and issues, are most important. Because publics define issues,
publics play the central role in PRs. (text2 p236)
1) Publics
 A public is a group of people who see they have a common
interest
 Publics, they thought , are bets understood as an ongoing
process rather than just an entity
Two publics are
not static but can  As a process
shift and change  But publics are engaged in a continuing process of agreeing
so deciding on an interpretation
which publics
one behaviors to  The stockholders of a company are one of the important
continual. publics of that company
 Members of a pro-managed publics of an organization
 Members of an antimanagement publics (e.g. militant stock
holders the same action as bad or inefficient)
 A public is what I have called an interpretive community
(Botan, 1992)

2) Issues
 Crable and Vibbert (1985), who said, “an issue is created when one or
more human agents attaches significant to a situation or perceived
„problem‟”.
 Because publics define issues, publics play the central role in public
relations.
 In the 1990s, however, manufacturing and selling cigarettes became a
big public issues, particularly when the targeted customers were
teenagers.
a. Preissues
• Relation as environmental scanning
• If issues are what publics decide are important, then preissues are
occurrences in the environment to which publics have not yet
attached significance
• Most preissues will not develop into issues that are important to
significant publics.
b. Potential issues
• Preissues become potential issues when some group or important
individuals attach significant to them
• Potential Stage may contain several substages

3) Life Cycle an Issue
 Not an all-or-nothing proposition
 The existence of a life cycle for issues is to the idea of strategic campaigns
 Sometimes an issues is resolved or fades before becoming fully developed
 Moving along a continuum / a time stream (p 240)(Saini kweinan)
a. Public Issues
• Once a developing issue is endorsed by major publics, such as consumer,
environmental, or regulatory groups, the issues may acquire legitimacy in the
eyes of others, often mass publics.
• The usual route for an issue to attain public status, according to Crable and
Vibbert (1985), is through media exposure.
• Public exposure create a situation in which all parties have a lot invested.
• Issues can become public by conversations in a community, door-to-door
campaigns, petition drives, direct mail campaigns, demonstrations, pickets,
protests, and a host of other methods
• Movement from potential to public issues status can result from conscious
efforts by activist or regulatory bodies as well as by other means such as
investigative reporting or blogging.

b. Critical Issues
• Issues reach a critical stage when, as Crable and Vibbert(1985)said,
they “are at a moment of decision”
• Share two additional characteristics
• A resolution is demanded in a time frame that is too short in its normal
decision-making process. The situation is underdetermined by the
available data.
• It is unlikely to return fully to its precrisis state, whether for better or for
worse
c. Dormant Issues
• Issues do not go away, but can come back to the preissues or
developing stage where they should continue to be monitored and
responses developed.

4) Up the Time Stream
 Public policy issues go through five stages: potential, imminent, current,
critical, and dormant.
 This is a fundamentally humanistic approach because it acknowledges
human will and decision making on the part of publics.
 Publics play the central role in determining issues.

Purposes for Relationship
• Achieving the organization’s mission
• Enhancing its reputation
• Protecting its long term survival
2 PR Process Models
(4 major aspects of the PR process)
RACE
① Research ② Action planning ③ Communication ④ Evaluation
ROPE
① Research ② Objectives ③ Programming ④ Evaluation

PR Process
D ~ PP ~ AC ~ E
Situation Strategies Implementation
Assessment

Tool: 4 Step Public Relations Process
(A circle you can start anywhere)
1. Defining
4. Evaluation
Public Relations
the Program
Situation
Problems
Assessment - Analysis -
“How did we “What’s
do?” happening
now?”
Implementation
Strategy
- “How and
- “What should
when do we do
we do and say?”
and say it?”
3. Taking
2. Planning and
Action and
Programming
Communicating

PRs: Parts of the Function

PR Marketing
- For what: Rs/Good will - To sell product and service
- How to: hospitable - To maintain markets for an
environment for org organization’s product and
service
- Goal
Implicit: Positive perceptions - Profit
Positive predisposition
- Goal
Immediate: Mutual understanding - Sales
Positioning of the org
with its public
- To whom: Publics
Audiences - Consumers
Stakeholders Customers

Advertising and PR
Advertising PR
- Mainly use Mass Media - Use communication tool
Ex: Campaign, Special events, p
etition drive
- To whom: Customers, - To whom: Internal public (em
external audiences ployees)

Persuasion
 Rhetoric:
art of using language persuasively
 Aristotle
the first to set down the ideas of ethos,
logos and pathos which translate as
“source credibility”, “logical argument”
and “emotional appeal”.
 Richard Perloff
“Persuasion is an activity or process in
which communication attempts to induce a
change in the belief, attitude or behavior of
another person or group of persons”

A sampler on persuasion
 Positive appeals are more effective persuasive than negative
ones
 Radio and TV more effective than print
 Strong emotional appeals and fear arousal are most effective
when the audience has minimal concern about the topic
 Logical appeals using facts and figures are better for highly
educated
 A celebrity or attractive model is most effective when the
audience has low involvement, the theme is simple.

PR Case Study
Case Study KT&G
KT&G: Image Building

About KT&G
• After successfully completing its privatization in 2002, KT&G has capitalized
upon lessons of its experiences to take stronger initiatives to reform and innovate
its businesses, thereby effectively executing its business model diversification
strategies and achieving solid management performance results. As a consequence,
KT&G has grown into a globally competitive business, facilitating enhanced
communication among stakeholders and practicing a sustainable growth
management.
• KT&G business include:
o Cigarette business
o Health Functional Food business
o Pharmaceutical business
o Real estate management
o Investment assets management
• KT&G Vision and Objective:
o Executing KT&G‟s Value base business by regaining domestic market share and
creating stable profits from overseas business

PR Issues
• After corporation privatized in 2002, KT&G continuously implemented PR
activities in diverse ways, i.e. campaign of 상상마당, KT&G welfare foundation,
campaign of 예절문화 and professional sports group but not appealed to
public effectively. They also have ingrained negative image as cigarette
company.
As concern and interest for health increased in the “Well-being decades”
KT&G should mitigate that they are harmful to the people for their sustainable
growth.

SWOT analysis
Strength Weakness
• Dominant position in • Limitation for sales activity
domestic market • Well-known Brand for
• Settle down of high competitors
price/quality Brand • Price increase
• Stable management under • Negative image
long term monopoly
• Huge cash flow
• Probability for litigation
• Aggressive activity for
under product liability law
social responsibility
• Mood of quitting smoking
• demand for low-tar
• Regulation by WHO and
cigarette
Korean Gov.
• Conventional demand
• Spreading Well-being trend
• Global market
Opportunity Threats

Stage 1: Define Problems & Key Publics
Define PR Problems Identify Key Publics
• Negative image as cigarette Governm
company ent
• Limitation of method of Involunta
advertisement ry Media
• Lack of recognition what smoker
KT&G doing as business
• Strong regulations for warning
Potential Existing
sign on the product package Custome Custome
r r

Stage 2: Planning and Programming
Note:
Proposition of PR
- Deliver message desirable, Escape message undesirable
- 알릴 것은 알리고, 피할 것은 피한다.
Desirable message of KT&G
KT&G is not just cigarette company but it has diverse business area.
KT&G is most active company in CSR in Korea
Planning and Programming:
After the seeing the problems, KT&G has been initiating the following plan and prog
ram:
•KT&G plans to build better image for the company; that is to deliver desirable mess
age of KT&G
•KT&G would like to let the public aware that it is not just cigarette company but it
has diverse business area.
•KT&G would like to be one of the most active companies in CSR in Korea

Stage 3: Implementation

Stage 3: Implementation (Cont)
1) Corporate Social Responsibility
• Social responsibility business: Consider the non-smoker and health smoking culture
• Social value creation: Sponsored the film, photo, literature and Art
• Social welfare: all employee is participating the social welfare
• Protection of environment: support the research for the environment
For example: So far KT&G has done some of the following PR activities:
• Welfare foundation distribute ‘Kimchee’ (Korean traditional dish) to the underprivileged. (Janu
ary 15, 2009)
• Welfare foundation donated computers and appliances to 124 facilities (December 17, 2008)
• KT&G participated in ‘World Tax Free exhibition’ (October 27, 2008)
• Welfare foundation donated ‘newly harvested rice’ to low income households (September 04, 2
008)
• Welfare foundation donated 5,500 walking aids to the aged and the disabled (August 26, 2008)
• Welfare foundation offered oversea English program to students from lower bracket of income (
July 22, 2008)

Stage 3: Implementation (Cont)
Concept of 상상마당 Activities of 상상마당

Stage 3: Implementation (Cont)
3) Posters

Stage 3: Implementation (Cont)
4) TV Commercials

Stage 3: Implementation (Cont)
KT&G Social Responsibility Area
Welfare Education/Culture Protection Teenager
• 사랑의 집짓기 운동지원 • 우수학생 선발 장학 지원 • 실직가정 자녀 돕기
• 골수의 집 ‘나누는 사람들’ • 키드넷 운동참여 • 청소년 금연운동 지원
개설 • 경제포럼지원 • 피학대아동 보호 운동
• 정신대 할머니 돕기 • 통일경제정책 워크샵지원 • 자녀안심운동 시범학교지원
• 국민건강 연구 지원 • 동아리 최강전

Stage 4: Assessment
Do you know there is advertising event How much relation between KT&G and
targeting young people by KT&G ? culture you enjoy?
Don’t Know - 21% Entirely Not related - 6%
Know- 79%
Related- 53%
No related - 27%
Strongly related -14%