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Fundamentals of Public Relations MCM 401

Lesson 41

PR -- COPING WITH UNEXPECTED

Overview

Public relations profession is very demanding and has to remain always on its toes as it will and can always

be confronted with unexpected situations. The students will be prepared how to face and counter these

eventualities. In this lecture they will also be explained about the emerging public relations trends and

responsibilities in this very competitive world. It would be very appropriate to say that a PR professional

has to always remain on "Red Alert!". Moreover, the students will also be apprised about today's technology

and its advantages for the public relations professional.

"It is good thing to make mistakes, so long as you find out & rectify quickly".

--- John Keynes.

The Golden Rule: Be Prepared

·Know your local press contacts.

·Know the people personally.

·Decide on the spokesperson.

·Imagine worst case scenarios.

When The Worst Does Happen?

·Avoid a cover-up.

·Do not alienate the press.

·Give the basic facts.

·What to say if confronted.

·When to take legal advice.

·Your right to silence.

·Wrapping up the bad news.

Some Possible PR Ideas

·Setting up a social interest group.

·Offering achievement awards.

·Setting up an amenity scheme.

·Supporting a special interest group.

·Donating materials to a good cause.

·Donating funds.

·Protecting the environment.

·Nominate a special day.

·Devise a competition.

·Offer a special skill.

·Produce a mini business mini-guide.

·Obtain professional membership.

·Smarten up your premises.

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Fundamentals of Public Relations MCM 401

·Offering advice.

·Attend meetings.

·Sponsor a team.

·Organize a race/walk.

·Involve a celebrity.

·Celebrate a birthday.

·Go "Green"

·Link to an educational program

Emerging PR Principles & Trends

·Acceptability.

·Compatibility.

·Intensity.

·Pervasiveness.

·Variety of impressions.

·Persuasiveness.

Evaluation Of PR Services

6 criticisms of PR

·Too Much a "Yes Man"

·PR man often not very articulate.

·PR man has inadequate grasp of business & economics generally.

·PR man does not often understand the operations of the company.

·PR man frequently remains ignorant or unaware about company's immediate problems.

·PR man is too sensitive on the point of whether his advice is taken or not.

Moves Towards Professionalism.

5 major factors that retarded maturity of PR as a profession.

·Grew very rapidly.

·Covers exceedingly wide scope.

·Forces within & outside created misunderstanding.

·Best pr service is often intangible & comparatively immeasurable.

·Very little enforement of defined standards pr professionals required to meet

Measurability

·Public Relations must deal with changes in attitude.

·Public Relations must lead its target and not follow it.

·Public Relations should probe into the minds of people.

·Public Relations should make use of the greatest resource i.e. human intellect & creativeness.

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Fundamentals of Public Relations MCM 401

Today's Technology & PR

Today's PR Professional should know

·Use of computers for storing, sending, receiving & printing information & art.

·About growth of satellite transmission, cable video.

·Growth of specialized pr services.

·Computerized graphic design services.

Key Points -- Six "S" Theory

·Strong competition.

·Stiff opposition.

·Serious opinion leaders.

·Systematic evaluation.

·Social demands.

·Skeptical press.

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