MGMT2100 Chap.12 Strategic Communication and Public Relations
Strategic Communication and Public Relations
Week 10 widens the lens from conversations to an organisation's relationship with its publics. The chapter defines public relations and strategic communication, lists the roles of PR and the three objectives Baskin and colleagues give practitioners, and explains how the internet and social media change the conditions.
It sets out the four models of public relations, from one-way press agentry to two-way symmetrical communication. It then covers the six functions of PR, the 3x3 writing process, news value, media releases and interviews, special events, managing PR issues, social media decisions to engage, disengage or shut down, and internal communication.
What this chapter covers
- 01
Public relations and strategic communication
- 02
Roles and objectives of PR
- 03
Four models of public relations
- 04
Six functions and the 3x3 writing process
- 05
News value and media releases
- 06
Media interviews and must-say messages
- 07
Issues management and social media
Worked example · free
Classify an organisation's public relations model
- 1Option A is the public information model: one-way, truthful and accurate, relying on releases, with no questions encouraged.
- 1Option B is the two-way asymmetrical model: it gathers feedback, but to persuade the public toward the organisation's view.
- 1Option C is the two-way symmetrical model: dialogue aimed at mutual understanding and resolving conflict.
- 2Recommend Option C, because Baskin and colleagues' objective of neutralising hostile opinion is more achievable when the public can see its concerns change the plan.
Key terms
- Public relations
- Activities concerned with an organisation's image and the positive public acceptance of that image.
- Strategic communication
- Sending the best possible message through the channels that suit it, judged against carefully considered organisational goals.
- Press agentry model
- A one-way public relations model aimed at attracting media attention through persuasion.
- News value
- The qualities that make a story newsworthy: impact, currency, prominence and human interest.
Strategic Communication and Public Relations FAQ
What are the four models of public relations?
Press agentry or publicity is one-way and persuasive. Public information is one-way but values truth and accuracy. Two-way asymmetrical gathers feedback to persuade the public toward the organisation's view. Two-way symmetrical uses dialogue to reach mutual understanding and resolve conflict between the organisation and its public.
How should a media release be ordered?
Open with a lead paragraph that answers who, what, where, when, why and how in a few lines. Follow with news of secondary importance, then reiteration and explanation. Keep the release concise and factual, because its aim is to catch an editor's attention.
What should an organisation do when a social media campaign goes wrong?
Recognise that social media runs around the clock, that many people are watching and that views always differ. Monitor the discussion, weigh the consequences of letting it run, decide whether to engage, disengage or shut it down, and manage the underlying issue rather than ignoring it.
What makes a story newsworthy?
The lecture gives four qualities of news value: impact, currency, prominence and human interest. A PR writer who wants coverage has to prepare a story with at least one of them, then present it concisely and factually so a journalist can use it quickly.
How should an organisation manage a PR issue?
Identify the level of risk, both financial and reputational. Scan and monitor the environment through trade press, experts and monitoring systems. Then manage the issue rather than ignoring it: take a position quickly, solve problems assertively, build bridges with key influencers and give every relevant stakeholder an accurate account.
Exam move
Learn the four PR models as a two-by-two: one-way or two-way, persuading or understanding. Practise classifying real campaigns you see in the news. Memorise the three objectives from Baskin and colleagues, the six functions of PR, the media release order and the media interview tools such as must-say items and bridging.
For issues management, learn the sequence of assessing risk, scanning and monitoring, then managing rather than avoiding the issue. In a case, identify which public is involved, which model the organisation is using and why it is failing, and recommend a model and channel that fit the goal.
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