Public Relations Strategies and Tactics
Many people may misinterpret Public Relations as a whole. Some say there is no difference from a Journalist and a PR agent. Well there are a few differences, heres a few pieces of insight from ‘Public Relations Strategies and Tactics‘ chapter one through three.
A Journalist gathers and selects information for the primary purpose of providing the public with news and information.
Whereas in Public Relations, ones job is to not only inform, but to change peoples attitudes and behavior in order to further an organizations goals and objectives.
Journalists are objective observers, whereas public relations are personnel are advocates. Also, journalist write primarily for mass audiences.
Listed in Chapter one there are five essential abilities listed. (See below)
- Writing Skill
- Research Ability
- Planning Expertise
- Problem Solving Ability
- Business/Economics Competence
In chapter two the book referred to a man by the name of Arthur W. Page, and he was one of the first people in history to represent some form of PR. There is a list of six principles of Public Relations management posted on a Web Site created after Arthur W. Page. (See below)
- Tell the truth. Let the public know whats happening and provide an accurate picture of the company’s character, ideals and practices.
- Prove it with action. Public perception of an organization is determined 90% by doing and 10% by talking.
- Listen to the customer. To serve the company well, understand what the public wants and needs. Keep top decision maker and other employees informed about public reaction to company products, policies and practices.
- Manage for tomorrow. Anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.
- Conduct Public Relations as though the whole company depends on it. Corporate relations is a management function. No corporate strategy should be implemented without considering it’s impact on the public. The public relations professional is a policy maker capable of handling a wide range of corporate communications activities.
- Remain calm, patient, and good-humored. Lay the groundwork for public relations miracles with consistent, calm, and attention to information and contacts. When a crisis arises, remember that cool heads communicate best.
These six principles seem not only relevant and applicable to Public Relations agencies, and companies dealing with Public Relations, but running a business in general. If I could give some kind of advice, it would be to take what you can, from what you can. You can learn something from just about any situation.