PRINCIPLES

OF
PUBLIC RELATIONS
Series 3
Applications of Public Relations
THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
1. PR in Marketing
Marketing is all about products and people.
The company has to reach out to its
consumers in many ways, among which is
PR.
Two (2) ways to do PR in Marketing:
- Corporate Marketing Communications
- Marketing Communications
1. Corporate Marketing
Communications primary aim is to
push the company, its vision, ideals,
advocacies more than the product
itself.

2. Marketing Communications talks
lengthily about the product or brand
itself - - how it is made, product or
brand features, benefits and values to
consumers.
THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
2. PR in Finance (Financial and Investor
Relations)

- PR provides words in numbers
- PR creates mutually beneficial relations
with investors (a very important target
public) by way of mutual cooperation,
offering
of incentives or perks


THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
3. Labor or Employee Relations
Public Relations and personnel
management involves dealing with people.
With time, roles and expectations of
management have been redefined. Issues
such as company policies, training, salaries
and incentives, benefits are important to
keep an employee continuously motivated.

THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
4. Industry Relations
Suppliers and competitors form part of the
company or organizations external publics.
Good relations by way of aboveboard,
decent, fair play business activities create
and maintain a companys reputation.

THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)

5. Media Relations
Media is the societys watchdog, an
organizations observer or critic. A
constant, fair, unbiased way of
communicating with them may lead to
a companys good standing with media.
THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
6. Legislative Relations / Communication

The legislative body is tasked to create laws
for the benefit of the society. Some of these
laws may have adverse effects on an
organizations business activities. PR is at
times needed to create a balanced and
beneficial effect of the law for both society
and the organization.


THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
7. Foreign or International Relations
Public Relations is crucial to maintaining
diplomatic relations by and among different
countries. This is important to maintaining
world peace, economic growth and
interdependence among nations.
Some international organizations are:
ASEAN, UN, APEC, World Olympics, FIBA
etc.


THE ROLE OF PR
IN OTHER MANAGEMENT DISCIPLINES
(APPLICATIONS OF PR)
8. Community Relations

The community is a very important
component of a governments or companys
external publics. A good image built around
outreach projects or undertakings that
benefit the community must be PR priority.
THE ROLE OF PR
IN OTHER MANAGEMENT
DISCIPLINES
(APPLICATIONS OF PR)
9. Government Relations

Business and government must co-exist.
Government must provide organizations
with an ideal environment for business
activities, while organizations have
responsibility to government as well.

THE ROLE OF PR
IN OTHER MANAGEMENT
DISCIPLINES
(APPLICATIONS OF PR)
10. Crisis and Issues Management

Public Relations plays a role in handling of
emergencies or crises and in management
of
issues crucial in the organizations image or
reputation.

THE ROLE OF PR
IN OTHER MANAGEMENT
DISCIPLINES
(APPLICATIONS OF PR)
11. Corporate Social Responsibility
Corporate initiative to assess and take
responsibility for the company's effects on
the environment and impact on social
welfare. The term generally applies to
company efforts that go beyond what may
be required by regulators or environmental
protection groups.

THE ROLE OF PR
IN OTHER MANAGEMENT
DISCIPLINES
(APPLICATIONS OF PR)
Corporate social responsibility may also be
referred to as "corporate citizenship" and
can involve incurring short-term costs that
do not provide an immediate financial
benefit to the company, but instead promote
positive social and environmental change.

THE ROLE OF PR
IN OTHER MANAGEMENT
DISCIPLINES
(APPLICATIONS OF PR)
12. Customer Service/Customer
Relationship Management deals with
servicing the needs, addressing customer
concerns or issues before and during the
sale, transaction, or interface, and after the
sale. Its about anticipating customer needs
to build a lasting relationship. The
relationship must begin with the sale.