N5 Public Relations

Public Relations Downloaded from hlayiso.com N5

Module 1 – Introduction to Public Relations NATURE AND DEFINITION OF PUBLIC RELATIONS Organisational Public Relations is concerned with promoting and improving a company’s image or reputation of an organisation through communicating the facts to all concerned - both inside and outside the company. The Public Relations Practitioner (PRP) is a link between the internal and external publics. Downloaded from hlayiso.com www.futuremanagers.com

Module 1 – Introduction to Public Relations (continued) THE NEED FOR PUBLIC RELATIONS IN SOCIETY Following the industrial revolution, a need arose for a company’s internal practices to become public. As company’s have become bigger, the lack of personal contact has increased. Public relations can resolve the problems of distrust that might arise. Downloaded from hlayiso.com www.futuremanagers.com

Module 1 – Introduction to Public Relations (continued) THE TWO-FOLD TASK OF THE PUBLIC RELATIONS PRACTITIONER The public relations practitioner (PRP) has a dual task: He/she works closely with internal and external publics. The company should not only present a positive image to its external publics but also ensure that there is a free flow of communication within the organisation. Downloaded from hlayiso.com www.futuremanagers.com

Module 1 – Introduction to Public Relations (continued) THE ORGANISATION OF PUBLIC RELATIONS There are many titles by which a public relations practitioner can go by, depending on aspects such as seniority. PR can be practiced in different fields, such as education, tourism, finance, industrial, and NGO’s. The tasks of the PRP can be related to the planning of PR projects, dealing with internal and external relationships, writing and editing, and production. Downloaded from hlayiso.com www.futuremanagers.com

Module 1 – Introduction to Public Relations (continued) AREAS RELATED TO PUBLIC RELATIONS • Advertising - any paid form of non-personal presentation and promotion. • Marketing - concerned with balancing the FOUR Ps in the marketing mix. • Sales promotions - aimed at selling a product/service for a limited period. • Personal selling – offering products by salespersons to prospective buyers. • Journalism. • Publicity - unpaid publication of a newsworthy story about an organisation. • Propaganda -Downloaded enforces a point offrom view irrespective of the truth and ethics. hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner THE PUBLIC RELATIONS PRACTITIONER The ideal PRP would: • Be qualified with a degree in the relevant courses. • Have integrity, clamness, resilience, flexibility and be willing to serve. • Have an aptitude in building relationships, writing, speaking and using a computer and be able to deal with time and stress management. • Have knowledge in media production, operations and research processes. • Dress according to the culture and Downloaded take care from of personal hygiene. hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner (continued) THE ROLE OF PRISA IN PUBLIC RELATIONS PRISA stands for The Public Relations Institute of Southern Africa. PRISA concerns itself guarding the field of Public Relations, ensuring that members are accredited and setting codes of conduct. Downloaded from hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner (continued) NETWORKING Networking is a system of developing professional contacts and networks in the business world. Successful networking is achieved by joining professional organisations and meeting other professionals in your field. Downloaded from hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner (continued) FRONTLINE SKILLS Knowledge in the following front-line areas is essential for the receptionist (the first person with whom the general public comes into contact) and the PRP: • Public – external and internal knowledge, such as staff names and titles; • The company’s history, vision, mission, and policies; • Products sold or services rendered; and • Social responsibility programmesfrom Downloaded offered.hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner (continued) CLIENT RELATIONS Client relations refers to the customer service component in public relations. If a company shows bad customer service, it is unlikely that it will retain a high number of customers. With good, friendly service, a company will keep its customers while growing and gaining more. Downloaded from hlayiso.com www.futuremanagers.com

Module 2 – The Public Relations Practitioner (continued) ORGANOGRAM – THE POSITION OF PUBLIC RELATIONS IN THE ORGANISATION If the public relations function was regarded as part of top management, they would be consulted before any policy decisions were adopted: Downloaded from hlayiso.com www.futuremanagers.com

Module 3 – The Public Relations Process INTRODUCTION: FORMULATING A PUBLIC RELATIONS PROGRAMME Establishing a public relations programme has four main areas: • Research/listening - involves finding out the opinions of the public who are affected by the organisation. • Planning/decision making - using opinion to influence policies. • Communication/action -explaining the plan of action to all who are involved and getting their support. • Evaluation - evaluating Downloadedthe resultsfrom of the programme. hlayiso.com www.futuremanagers.com

Module 4 – Internal Communication THE AIM OF INTERNAL PUBLIC RELATIONS COMMUNICATION • To ensure that employees feel valued and indispensable members of a team; • To promote an understanding of management’s problems, needs, duties, obligations and practices and faith in the goodwill behind these. • To maintain an atmosphere and is conducive to genuine two-way communication. • To provide a direct channel to employees Downloaded and a channel for feedback. from hlayiso.com www.futuremanagers.com

Module 4 – Internal Communication (continued) THE PRINCIPLES OF EMPLOYEE COMMUNICATION Some of the principles of employee communication include: • Using plain clear language; • Considering your target audience; • Choosing the appropriate communication ‘tool’; • Obtaining feedback; and • Being sensitive to cultural background. Downloaded from hlayiso.com www.futuremanagers.com

Module 4 – Internal Communication (continued) METHODS OF INTERNAL COMMUNICATION These fall into three categories: • Direct – such as face-to-face meetings; • Electronic – such as a local area network or video conference; and • Printed – such as introduction booklets and information pamphlets. Downloaded from hlayiso.com www.futuremanagers.com

Module 4 – Internal Communication (continued) COMMUNICATION AUDIT – A TOOL OF MEASUREMENT OF THE EFFECTIVENESS OF INTERNAL COMMUNICATION A communication audit consists of carefully compiled questionnaires on the effectiveness of internal communication that are distributed to the staff in order to find solutions to issues or to improve aspects of the organisation. Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol BASIC PUBLIC RELATIONS ETIQUETTE - PUBLIC PRISA’s code of professional conduct towards the public includes: • We shall respect the public interest and the dignity of the individual. • We shall not knowingly, intentionally or recklessly communicate false or misleading information. • We have a positive duty to maintain integrity and accuracy, as well as generally accepted standards of good taste. Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol BASIC PUBLIC RELATIONS ETIQUETTE – COLLEAGUES PRISA’s code of conduct towards colleagues includes: • Members shall not purposefully harm the professional reputation or practice of another registered individual, professional person or accredited PR practitioner, • Members shall co-operate with colleagues to uphold and apply this code. Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) COMMUNICATION AND PUBLIC RELATIONS The PRP uses different communication styles on different occasions, such as: • The controlling style – communicator makes all of the decisions; • The egalitarian style – employee participation is key in problem solving; • The structural style – “by the book”; • The dynamic style – unfiltered and concise; • The relinquishing style – gives up communicator's opinion; • The withdrawal style – communicator Downloaded from takes a neutral stance. hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) NON-VERBAL COMMUNICATION Non-verbal communication refers to the way we stand, walk, move and look. Good interpersonal communication depends both on active listening and the participants’ ability to interpret non-verbal communication. It is often referred to as ‘body language.’ Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) THE USE OF THE TELEPHONE IN PUBLIC RELATIONS The telephonist performs a vital function in the organisation. The words, attitude, tone and speed with which he/she answers the telephone is the first impression that the caller has of the organisation. Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) BUSINESS PROTOCOL IN SOUTH AFRICA The public relations practitioner is the specialist in protocol in the organisation. South Africa is a dynamic society and new forms of accepted behaviour are evolving all the time. For example, Madiba set a new fashion trend with his renowned shirts. Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) INFORMATION SERVICES Almost anything you need for your promotions/PR communication programme can be accessed through the Yellow Pages as well as: • Photographers • Television production services • Signs and displays • Tuxedo hire • Translation services • Stage erecting and lighting • Hiring services • Video and sound equipment • Shop-fittings Downloaded from hlayiso.com www.futuremanagers.com

Module 5 – Social Skills and Protocol (continued) BASIC NEGOTIATING SKILLS Have qualities of: • Openness; • Active listening skills; • Integrity; • Being objective and unbiased; and • Patience. Downloaded from hlayiso.com www.futuremanagers.com

Module 6 – Media NEWS AND NEWS CATEGORIES News must be relevant to the readers and provide information about new, fresh information about events that have taken place. News categories are: • Hard news; • Soft news; and • Researched news. Downloaded from hlayiso.com www.futuremanagers.com

Module 6 – Media (continued) THE PRINTED MEDIA This can be categorized into: • Newspapers; and • Magazines. Downloaded from hlayiso.com www.futuremanagers.com

Module 6 – Media (continued) ELECTRONIC MEDIA This can be categorized into: • The radio; and • Television. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations BASIC APPROACH AND MEDIA SELECTION It is vital to conduct background research on the nature of the product or service, the cost of the medium, the target audience, the budget, the atmosphere and the technical requirements before making any decisions on the appropriate media. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) THE MEDIA (NEWS) RELEASE The contents of a media release will include: • The topic, which must be interesting and newsworthy; • A title for the story; • The date and a reference number; • The name, address and contact details of the company and representative. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) DIFFERENCES BETWEEN A FEATURE ARTICLE AND A NEWS ARTICLE FEATURE ARTICLE NEWS ARTICLE Planned and researched Can be planned, hard or soft news Written around a theme Written by a generalist Written by a field expert Journalists often told what to write by their editors Can be commissioned and is usually exclusive May be used in more than one publication Usually longer-form Contains only essential news Permanent nature – often used for timeless reference Short-lived Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) PRESS KITS The following items are generally included in a press kit: • The news release which also contains the contact persons’ details. • A basic fact-sheet, detailing the news-making event; explaining its significance in strictly factual terms. • An historical fact-sheet, giving the background to the event, and the individual or organisation involved. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) MEDIA CONFERENCE The purpose of a media conference is for spokespeople from organisations to give information to the media (usually in the form of a statement) and receive and answer questions. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) CONTACT WITH THE MEDIA Besides sending media releases, the PRP should build and maintain personal contact with media representatives – since they are both dependent on each other. The reporter is dependent on the PRP to supply fresh, newsworthy articles and the PRP needs the media to publish the articles. Contact can be built and maintained through facility visits, press lunches, and media enquiries. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) THE VALUE OF PHOTOGRAPHS IN PR • It provides proof of an event. • It adds interest and stimulates attention. • They impart an immediate message – quicker than text does. • It has direct appeal. • They lend aesthetic value to publications. • They make publications more user-friendly and potentially less boring. Downloaded from hlayiso.com www.futuremanagers.com

Module 7 – Media Relations (continued) PACKAGING, DESPATCH, HANDLING AND FILING OF PHOTOGRAPHS • Cover the photograph with a clean sheet of paper and enclose it in an envelope with two pieces of cardboard on either side. • Courier press releases and photographs or have them delivered locally by the company messenger. • Stored them in a dry cool room and enclosed in cardboard sleeves. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World CUSTOMERS/CLIENTS Customers/clients are important to the company because they determine the long-term future of the company. Staff should be trained to be service- orientated and honest when meeting with customers or clients. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) SUPPLIERS Suppliers are important to a company because they supply products and services that an organisation needs. Suppliers should be paid timeously in order to maintain positive relations. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) SPONSORS A sponsorship is an exchange between an organisation and an entity. The company expects publicity in return for financial backing. A donation is money that is given to a cause with no expectation of a return. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) THE GOVERNMENT The government is important to a business because they will pass laws that affect the company and a positive endorsement from a company might add to the organisational image. In order to maintain food relations with the government, companies should obey laws and regulations in place as well as liaise with government representatives to find out whether there are any changes in legislation in the pipeline. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) THE MEDIA The media is important to a company because it is the gateway to other target audiences. In order to maintain good relations with the media, draw up a list of media connections and maintain contact when suitable an send media releases to the relevant editor. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) SHAREHOLDERS Shareholders are important to a company because they supply the company with the capital necessary to run the business. In order to maintain good relations with shareholders, a company should send questionnaires to see whether the shareholders are happy with the return. New shareholders should also be welcomed by the company. Downloaded from hlayiso.com www.futuremanagers.com

Module 8 – Interpersonal Relationships in the Business World (continued) FACTORS THAT INFLUENCE RELATIONSHIPS • Honesty and ethical practice. • Empathy – the ability to see how a situation affects the other party. • Courtesy at all times –particularly if the other party is tense. • Helpfulness – always go the second mile. Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity CORPORATE CULTURE AND CORPORATE CLIMATE Corporate culture or organisational culture is the behaviour that is taken for granted in that organisation. Conforming to the rules becomes the basis for reward and ability to rise in the organisation. Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) CORPORATE IDENTITY AND CORPORATE IMAGE Corporate identity is the image the organisation wishes to portray – it is the visual identity of the company. Corporate image is the impression one has of a total organisation. Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) THE ADVANTAGES OF A GOOD CORPORATE IMAGE • Consumers will buy products from organisations with a good reputation. • Consumers are likely to pay more and buy new products from a trusted company. • Shareholders will invest in a company with a good reputation. • Banks and suppliers will grant credit to a company with a good image. • Employees will gain job satisfaction – resulting in greater productivity, greater service orientation and ultimately Downloaded greater profits. from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) PRINCIPLES OF BASIC DESIGN - LOGO A logo is a symbol of an organisation. When designing or evaluating a logo it is necessary to check the following basic principles of design: • Is the colour suitable for the content? • Is it unique? • Is the design balanced? • Is it memorable? • Is the style up-to-date? • Is the logo suitable for the company? Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) IMPLEMENTING A CORPORATE IDENTITY PROGRAMME The design process involved includes: • Briefing a designer; • Research; • Deciding on a design; • Compiling a manual; and • Implementation. Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) CORPORATE IDENTITY CHECKLIST • Stationery; • Marketing and sales material; • Literature; • Employee relations; • Transportation; • Operational materials; • Packaging materials; • Clothing; and • Architecture • Gifts. • Signs; Downloaded from hlayiso.com www.futuremanagers.com

Module 9 – Corporate Identity (continued) FACTORS THAT AFFECT CORPORATE IMAGE Factors influencing the corporate image are related to the four Ps: • Product; • Price; • Promotion; and • Place. Downloaded from hlayiso.com www.futuremanagers.com