PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations

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Fundamentals of Public Relations MCM 401

Lesson 38

PUBLIC RELATIONS & CASE STUDIES

Overview

Like research case studies provide a very vital resource of data to think and plan various strategies which

would have proved useful or even would not have worked. We will explain the methods of how to use these

and also show how these help in overcoming crises or difficult situations. This lecture will also help the

students in knowing about important rules to follow in learning from experience obtained from the case

studies. Moreover, we will also apprise the students regarding the various images of public relations as

defined and understood by modern public relations practitioners.

Plautus,

a Roman Poet & Playwright said --

"That a man is wise to some purpose who Gains his wisdom at the expense and from the experience of another."

Francis Bacon,

an Author, Statesman & a Philosopher said --

"Learning teaches how to carry things in suspense, without prejudice, till you resolve."

How To Use Case Studies

·Find a solution to a PR Problem using specific guidelines as suggested by an existing case.

·PR practitioners may dissect a historical case as a learning experience to determine what worked and what

did not and why.

How Can Case Studies Help

Case Analysis

Analysis of historical case can be broken into 4 parts.

1. Summary of the case.

An explanation of the nature of problem or problems background -- & the research based purposes of PR

actions taken to address the situation.

2. Additional research into publics.

An assessment of impact of the problem, situation or proposed action; a prioritization of the publics & an

explanation of what was done to overcome that.

3. Description of institution involved

What it does, what it is? Copies of progress reports be examined & included in the analysis. The action

taken & all communication efforts made should be explained in detail.

4. Consideration & evaluation.

What worked particularly well & what could have been improved.

Learning From Experience.

Two Cardinal Rules

Get started early & use material from executive speech, because it already has been researched &

cleared for release.

Use arguments people can relate to ones that affect them.

Show what impact winning on your issue will have on the major concerns of the day.

Do not put all your arguments into one release.

Present only your case, not the opposition's.

Use positive approach to refer to the other side, like "less informed" or "well intentioned."

Keep in touch with the lobbyist to get feedback on which arguments are working the best.

Don't just cover news media. Send to all channels.

Keep in mind the key objective is to win, not to merely accumulate more clippings, editorials and

photo layouts. WINNING IS THE BOTTOM LINE.

Fundamentals of Public Relations MCM 401

To Sum Up.... Case Studies

Demonstrate how campaigns to achieve specific public relations objectives are planned, implemented &

evaluated.

May be used in 2 ways

Case studies may pose a problem & outline a possible solution according to specific guidelines, as

suggested by an existing case.

Case as a learning experience as to what worked , what did not & why.

Analysis Of A Historical Case Broken Into 4 Parts.

A summary & Research based purposes of PR actions;

Additional research into publics, an assessment of the impact of problem, situation or proposed

action & an explanation of what was done to deal with the problem.

Detailed description of the institution involved in the problem.

Consideration & evaluation of what worked pretty well & what could have been improved.

Images Of Public Relations

5 Kinds

·The Mirror Image.

This is the "people" especially its leaders believe to be the impression outsiders have about the organization.

·The Current Image

This is the one held by people outside the organization & it may be based on experience or on poor

information and understanding.

·The Wish Image

This is the desired image, the one which management wishes to achieve.

·The Corporate Image

This is the image of the organization itself rather than that of the products or services.

·The Multiple Image

A number of individuals, branches or other representations can each create a particular image which does

not conform to a uniform image for the total organization.

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