NOT PR:

SHIELA CLOUGH CRIFASI

1. Gimmickry or manipulation R – research
- Gimmicks are not enough to convince O – objective
others on issues which are not and S – strategy
cannot be backed up by truth. I – implementation
2. Propaganda E – evaluation
- Propaganda is a way of obscuring the
distinction between act and opinion. PR
- This is because of the one-sided point • … is the management function which evaluates
of view that is why it is dismisses as public attitudes, identifies the policies and
misleading or evil. procedures of an individual or an organization
3. Advertising with the public interest, and plans and
4. Influence peddling executes a program of action to earn public
- Not influence selling. understanding and acceptance.
5. Panacea
- Not a cure-all thing. - Management → part of the
6. Short-term accomplishment organization/decision-making process
- Not an over-night sensation; PR is a of a company.
process, so it goes through stages. - Action → nothing could take effect
without prior action.
Advertising Terms PR
Paid airtime and Nature Unsolicited MELVIN SHARPE
space space and time • PR is supposed to harmonize long-term
To inform and Objective To create an relationships among individuals and
sell environment organizations in society.
where the
organization can 5 PRINCIPLES:
thrive
Works almost Media Uses a number 1. Honest communication for credibility.
exclusively of tools other 2. Openness and consistency of actions for
through the use than the tri- confidence.
of mass media media 3. Fairness of actions for reciprocity and goodwill.
Consumers / Target market Both internal 4. Continuous 2-way communication to prevent
external and external alienation and to build relationships.
audience audiences 5. Environmental research and elevation to
determine the actions or adjustments needed
EVOLUTION OF PR: for social harmony.

• Evolved from story-telling (1900’s) KEYWORDS FOR PR:

- Muckrakers: journalists that find
nothing but dirt. 1. Deliberate – PR is intentional; has a purpose
• Post WWII to give information and provide understanding,
- interactive story: two-way gain feedback… influence!
communication
2. Plan – PR activity is organized: systematic;
could require research and analysis.
HARWOOD CHILDS
• Organized Adjustment: PR wherein 3. Performance – effective public relations is
organizations adjust to the environment. based on the actual policies and performance
• Public interest is the sole practice of PR. of an individual or an organization; practice
• PR: management function & collective action. what you preach!
4. Public Interest – the rational for any PR
JOHN MARSTON activity is to serve the public interest and not
R – research simply to achieve benefits for the organiza-
A – action tion. It is the alignment of the organization’s
C – communication self-interest with the public’s concerns and
E – evaluation interests.
5. Two-way Communication – important that
• research on the attitudes of the audiences any PR activity should gain feedback from
• identify the action programs you intend to audiences.
implement 6. Management Function – PR has got to be a
• communicate these programs part of the decision-making of the company.
• evaluate the program to know if the program is
effective
 PR involves counseling and problem-solving, and not
just to release information. It is the voice of the
organization.
FUNCTIONS OF PR:
1. Marketing and Promotional Publicity
• press relations
• Publicity: process of giving news-worthy
information to advance the interest of a person
or institution.
2. Financial Relations
• Involved in writing financial reports
accompanied with news features with media.
• In order for stock holders to continue
investing.
3. Community Relations
• Designed to create and implement local
community projects and render advice on
corporate policies and procedures.
4. Verbal Communications
• Designed to project executives’ and employees’
views.
5. Special Events
• Designed to project the company’s distinction
as business or community leader especially
anniversaries, sales promotion, sponsorship or
cultural events/sports, etc.
6. Institutional Advertising
• Provides emphasis on an company’s
established identity or individuality which is
generally accepted, is already accepted, but
still worthy of assertion.
WHAT PR PRACTITIONERS DO:
1. Write reports, publicity materials, product
information, radio and TV copies.
2. Edit publications.
3. Establish contacts with the press, radio and TV
networks, for a client’s news release.
4. Promoting special events.
5. Speaking appearances.(entertaining guests)
6. Adequate production knowledge and layout.
TYPES OF PR PRACTITIONERS:
1. Internal PR – somebody who is part of the
organization’s internal structure; subject to the
control and administration of the company.
2. External PR – Pr counsel kept on a retainer by
the organization.
4 CAREER LEVELS:
1. Beginning Professional
• a graduate of a 4-yr course
• able to undertake basic research, writing,
media relations
• reports to a staff professional
2. Staff Professional
• 18-24 months of experience as beginning
professional
• works on own initiative, with the least
supervision
• researches rights, publicity materials,
advertising copy, etc
• reports to the professional manager
3. Professional Manager
• generally have at least 5 years experience as a
staff professional
• responsible for planning, development and
execution of programs of communication
between organization and the publics
• direct the entire PR staff/ at least the publics
• reports to the VP professional
4. VP/Sr. Professional
• 10 years experience as professional manager
• advices top management on all matters
affecting internal and external relations with
the public
• responsible to top management for the total
administration of the PR functions in a
corporation
ROLES OF A PR PRACTITIONER:
1. a listener and a researcher – find out how
the people feel towards an organization
2. a counselor and a planner – advices the
management for possible reactions of the
people
3. a communicator – conveys top
managements’ message to different publics
who’s attitudes and decisions can affect the
organization’s operations.
4. an evaluator – he assesses results to
determine whether or not the organization is
achieving its objectives
QUALITIES OF A PR PRACTITIONER:
1. Integrity – never allow client to indulge in
malpractice or neglect public interest
2. Objectivity – public interest
3. Stability – he/she must be firm; but should
also be flexible and adaptable
4. Sobriety and tact
5. Decisiveness – good in decision-making; be
able to think in sharp logical matters and
imbard on a course of action that will bring
about the needed results.
6. Good manners, appearance, and speech
7. Responsibility, organizational ability, and
accountability – make decisions, carry out
programs, and deal with consequences of
decision.
8. Imagination and curiosity – allows person
to be creative come up with out of the box
ideas.

WHAT PR IS ALL ABOUT:
MANAGEMENT PROCESS
How did we do? What is
happening now?
- assessment - situation analysis
How did we do & say What should we do or
it? say?
- implementation - strategy
Probing and monitoring knowledge, opinions, attitude,
and behavior. “Intelligence”
Research is necessary:
- increasing fragmentation of audiences
into groups that have specific interests
and concerns
- increasing isolation of top management
from personal contact with the public
- prevent organizations from wasting
time and money in attacking problems
that don’t really exists
- provide facts upon which PR program
will be based
- surveys can generate publicity through
dissemination of results
Methods of Research:
1. Informal or exploratory
• personal contact
• key informants are open-ended
• focus group/community forum
• advisory committee and boards
• ombudsman – provides greater means of
awareness of public opinions and views
• call-in telephone lines
• mail analysis
• field reports – not in absolute control of the
people and their answers
2. Formal methods
• surveys – questionnaire, personal interview
• content-analysis – objectively determine what
is being presented
• secondary analysis and on-line data basis –
has been researched before
Basic Steps in Research Process:
1. Statement of the problem
2. Selection of a manageable portion of the
problem
3. Definition of concepts and terms
4. Literature search
5. Development of hypothesis
6. Determination of a study design
7. Gathering of data
8. Analysis of data
9. Recording of the implications, generalizations,
and conclusions
Problem Statement:
• A useful problem statement summarizes what
was learned about a problem situation.
• Describes a situation in specific and
measurable terms.
• Should include:
1. What is the concern?
2. Where is this a problem?
3. When is it a problem?
4. Who is involved or affected?
5. Why is it a concern to the organization and its
publics?
• Does not imply solution or place blame.
3 Groupings of PR Problems/ Opportunities:
1. Overcoming a negative perception towards an
organization, product, or person
2. Conducting a specific, one-time project
3. Developing or expanding a continuing program
Writing a Program Objective:
Objectives – spell out the key results that must be
achieved
1. Give focus and direction to those developing
strategies and tactics.
Strategy – over-all plan
Tactic – individual course of action
2. Provide guidance and motivation to those
charged with implementing the program.
 3. Spell out the outcome criteria to be used for
monitoring and evaluating the program.
Types of Criteria:
1. Objectives should be written in the form of
infinitive phrase – specify specialized event.
2. Objectives should be verifiable. Desired
outcome should be stated in quantified
measurable terms and a time frame or target
date should be set for its accomplishment.
Types of Objectives:
1. Output Objectives – the work to be done or
produced; known as the process, support
objective or program effort; intentions in the
production of the program.
2. Impact Objectives:
a. informational – message exposure by
message comprehension by message retention
b. attitudinal – aimed at modifying the way an
audience feels about a client; may consist of:
• forming new attitude where more exist
• reinforcing existing attitude
• changing existing attitude
3. Behavioral Objectives – involves the
modification of behavior towards the client;
may consist of:
• creation/stimulation of new behavior
• enhancement/intensification of existing
behavior
• reversal of negative behavior on the part of the
audience towards the practitioner’s client
Program Plan:
- any PR plan starts with the
organization’s mission statement...
• A search look backward – background or
development of the problem.
• A wide look around – how does the public feel.
• A deep look inside – go back with the
organization, what’s with it that they has a
problem.
• A long long look ahead – the future!
1. identification of the problem or opportunity
2. identification of the objectives
3. identify the audiences
4. develop the strategy
5. specify the tactics
6. develop a calendar
7. ascertain he budget
8. specify evaluation procedures
Elements of Programming:
1. stating a theme
2. planning the action or special event
3. planning the use of the media
4. effectively communicating the program
Theme – encompasses the program’s entire scope
• make it appealing use slogans
• slogans – give indication on what the
project is about.
Action/ Special Event – programs should be action-
oriented so it will be news-worthy
• more effective if it involves large number
of people and includes presence of a
celebrity
• to advance the public image of the client, it
should be substantive, serious, and in the
public interest
Controlled Media – the message and where it will
appear are governed by the person or the company
that place the ad.
E.g.
Institutional ads, brochures, leaflets, flyers,
manuals, newsletters, reports, audiovisual
materials (film, slideshow), interpersonal
communication.
Uncontrolled Media – the Pr person provides
information but has no control over how the
information will appear; the press writes the story.
E.g.
News release, feature story, photo caption,
radio/tv public service, personal appearance on
broadcast.
7 CS OF PR COMMUNICATION
1. Credibility – receivers must have confidence in
the sender and high regard in the source’s
knowledge on the subject.
2. Context – communication must confirm and not
contradict the message; must square with realities
of communication; comm. must provide
participation and feedback.
3. Content – message must be put in simple terms,
words must mean the same to the receivers as to
the sender. (meaning)
4. Clarity – (simple terms)
5. Consistency and continuity – communication
requires repetition to have penetration; repetition
with variation contributes to learning and
persuasion.
6. Channels – established channels of
communication should be used creating new ones
can be difficult, time consuming, and expensive.
7. Capability of the audience – communication is
most effective when it requires the least effort on
the part of the receivers.
5 STEPS OF ADAPTION
1. awareness
2. interest
3. evaluation
4. trial
5. adapt the product
7 REGULATIONS THAT RESTRICT THE
ABSORPTION OR ADAPTION OF NEW IDEA/INFO
1. Complexity of the idea/product
2. Differences from accustomed patterns
3. Competition with prevailing ideas
4. Necessity for demonstration and proof
5. Strength of vested interest
6. Failure to meet a felt need
7. Frequency of reminders
TOOLS OF PUBLIC RELATIONS
I. SEEN-READ-HEARD FORM
a. Printed (seen-read-unheard)
1. Feature Articles: written when there
are topics in an event that need
emphasis or detailed information which
will prove useful and productive.
2. Photo Release: pictures with brief
captions identifying the event and the
personalities shown.
3. Institutional Ad: focuses on an idea
rather than the product.
4. Newspaper & Magazine Fillers: filler
ng article na bitin.
5. Brochures, Leaflets, Flyers: handy
and informative forms of
communication which are capable of
minimizing Q&A sessions
6. Announcement Letters: (direct mail)
sent to special/specific publics.
7. Press Statements: written in a
factual manner signed by a responsible
person other that the PR manager of
the company.
b. Announced (unseen-read heard)
1. Jingles: words and melody are catchy
and easy to memorize.
2. Spot Announcements: short and to
the point broadcast about an entity,
business, and location.
3. Time Ad: time checks
4. Radio Program Sponsorships:
interviews, hook-ups, quiz shows, trivia
in radio, etc.
c. Visuals (seen-read-heard)
1. Audio-visuals: tv or film shows
2. Movies: documentaries
3. Slide presentations
II. MAGNIFIED FORM
Billboards
Transit ads
Neon signs
Streamers
Posters
III. SPECIAL EVENTS
Press or news conferences
Exhibits
Photo display
Luncheons and cocktails
Sponsorship of concerts,
games, events
Open houses
Sponsored tours
Forums and meetings
HOW TO WRITE NEWS RELEASE
Format:
Should be factual
Devoid of superlatives (praise release)
Timely and newsworthy
Types:
1. One-Sentence Release: announces new
appointments, promotions, retirements, change of
company name.
2. Publishable As It Stands 7 Pt. Formula Release
3. Background Story: general information when the
journalist is writing about the subject.
4. Summary And Full Technical Story: when a long
detailed story is justified, it is helpful to the editors
to precede the main story with a short summary.
5. Extended Picture Caption Story
6. Digest Of A Speech Or A Report: highlighting the
contents of an accompanying document.
News release should follow a standardized format!
1. To achieve legibility.
2. To make the release attractive to read.
3. To minimize editorial work.
Essential Elements of a Press Release
Basic sheet: 8½” x 11” paper (some use
letterheads)
Length: 1 – 3 pages
 Ending of article: ### or ●●●
 Authorship: clarification or career opportunity
Headlines: provide a gist of the article
Subheads: rare; emphasize other details
Paragraphs: never split sentences in between
paragraphs.
Style and Punctuation
Numbers: one to ten, 11- 99 or so
 Date: August 9, 2004
 Double spaced, 12 courier or times new roman
 Refrain from using italics and ALL CAPS
Abbreviation: unless it is best known for it,
otherwise spell it out.
Embargoes and dating – banning of write-ups
until the time and date.
Picture availability
Lay-out: Page 1 of 3, 2 of 3, 3 of 3
Running-off: releases printed on one side of
the paper
Assembling
Envelope: short and brown
 2. Focus on one central subject in each release.
SOMETHING COMPANY
Intramuros, Manila
3. Make certain the subject is news-worthy in the
context of the organization, industry, and
community.
August 9, 2004 4. Include facts about the product, service, issue
being discussed.
Hanna Magkasi
09179696685 5. Provide the facts factually with no puff, bluff,
and hyperbole.
Ms. Chelo Banal-Formoso 6. Rid the release of unnecessary jargon.
Lifestyle Editor, PDI
7. Include appropriate quotes from principals.
8. Include product specifications.
FOR IMMEDIATE RELEASE

CASA’s JAPANICE INTEG BALL 7-pt. FORMULA

Subject of the story

_________________________________________________ Organization
_________________________________________________
_________________________________________________ Location
_________________________________________________
_________________________________________________ Advantage of the policy, scheme, product
________________ Application to which the subject may be put
Details
_________________________________________________
_________________________________________________ Sources of information
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
______________________________

###

3-PART FORMULA

1. Idea must precede expression – before you

write, you should think!
Idea must satisfy 4 criteria:
a. Ideas must relate to the reader; any idea that
does not concern him will be ignored.
b. Ideas must engage the reader’s attention.
c. Ideas must concern the reader.
d. Ideas must be in the reader’s interest
2. Don’t be afraid of the draft!
3. Simlify, clarify, aim.
a. Jargons and “in” words should be avoided.
b. What should make sense is the
simple/complex, familiar/unconventional,
concrete/abstract.
c. Clarity = tightness: each
word/passage/paragraph must belong!
d. Writing must be aimed at a particular audience
(target audience).

Reasons for Worthless Articles:

1. Releases are poorly written.
2. Releases are rarely localized.
3. Releases are not news-worthy.

What news is news?

1. impact
2. oddity
3. conflict
4. known principal (person)
5. proximity

In sending press releases…

1. Have a well-defined person for sending the
release.