What is PR & its Conceptual Development Key PR Theories/Models Is PR the same as Corporate Communication? Strategic Role in a Company Video Sharing Relevant Research Findings In‐class Sharing/Discussion
Made in America. 1st school of PR at Boston University in 1947. 100 colleges & universities 2 years later.
Trying to influence publics through what was said, not necessarily what was done.
Public Relations in Asia
o PR in US, Europe and Australia…rooted in the growth of private industry in 1930s o
PR in Singapore, Hong Kong…founded by expatriate companies in 1960s China, Korea, and Vietnam followed soon but still some way to go
What is Public Relations?
“Management of communication between an organization and the public.” (Grunig 1992) J Grunig
“The Management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.” (Cutlip et al. 2000)
Public Relations is…
PR = Propaganda PR = Publicity PR = Advertising PR = The mouthpiece of corporate power PR works in 3 ways: ◦ ◦ ◦
Try to create an opinion or attitude Seek to reinforce an existing opinion Attempt to change an existing opinion change (Devereux and Peirson-Smith, 2009) 6
Different Types of Public Relations
Other Types: Clean Technology PR, Healthcare and Science PR, Technology PR, Consumer PR…… 7
Synergistic Interaction Among PR Activities
Corporate Brand Value Financial Product Value
Product Brand Value
Common Areas of PR Practice
Ten Common Areas of Public Relations Practice
1. Internal relation 3. Community relations 5. Issues management 7. Media relations 9. Investor relations 2. Government relations/Public affairs...