100212 Chapter Notes - Chapter 6: Nexon, Publicaffairs

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nellyxo20

6 Jun 2018

School

UWS

Department

University of Western Sydney

Course

100212

Professor

Kristen

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week6PRpracticeinthecommunity



● L.OTheskillsneededforpublicrelationspractice

● Theroleofplanning

● Commonelementsineffectivepracticeregardlessofwhere

practitionerswork

● Goodworkpractices

● Waysinwhichthepublicrelationsroleservesorganisations

● Thespecialandchallengingworkenvironmentofthepublic

relationsconsultancy

● Thepublicrelationsrole,asorganisationsinteractwiththeir

communities.Theaimofthisinteractionistoachievemutually

beneficialresultsforbothorganisationsandcommunities.

● Communityrelationsprograms,whichhelporganisations

maintaina‘sociallicensetooperate’

● Corporatesocialresponsibilityprograms,whichprovidesocial

andeconomicbenefits

● Communityengagement,toinvolvecommunitiesinprogramsand

decisionsthataffectthem

● Socialcapital,whichdescribesthehealthofcommunities

● Communitycorporateinvestment

● Reportingofcommunityrelationsactivities,called‘corporate

performance’.



1.roleofcontemporaryprpractioner:

bigpicture

rangeofperspectives

uncovertherealissuesorproblems

skillstobuildandstrengthenrelos,dialogue

confidenceincommunicationsolution

skillsettocreatecommunicationsolutions



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prpractionersskills:

helporgadapt,meetgoals,

solveproblem,assistchange,buildrelos,communicateideas,create

dialogue,manageissues,improveunderstandingandawareness,

achievemutuallybeneficialresults:sociallyresponsible



prpracticeaffectedby:

typeofbusiness

positionofprpractioner



2primaryrolesofprpractice:

technician:provideservicesproducingpublications(e.gmedia

releases,newsletters)

holdlowerpositionsinorganisationsthanproblemsolvers



problemsolver/manager(Johnstonandzawwawi,2004)

askclients,seniormanagementtorethinkandclarifyproblems,lookfor

solutions

belongtomanagementwithaccompanyingresp.fordecisionmaking

andpolicyformation

apartofdominantcoalitionofmanagement



onepersonmayperformroleofboth

inorgemployingteamofpractionersjunior(tech),senior(problemsolver)



2.PlanningCMBECIPAE

createdesiredfuture

makesomethinghappenornot

beonestepahead

establishrelevantobjectives

commitresources

increasemanagementparticipation

achieveproductiverelationships

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ensureaproactiveapproachthandefensive



translatesintotangibleactivitieslike:

promotingproduct/servicetobuildawarenessandstimulatesales

opennewfacility

holdeventtocelebrateachievements

reearchingandunderstandingstakeholderneeds

reportingoncsperformance

workingwithcommunitytoplananewdevelopment

buildingsupportforacauseoridea



rolesofpr:

promotion

publicity

eventmanagement

publicaffairs

research

lobbying

issuesmanagement

crisismanagement

other(financialpr,sponsorship)

otherreloroles(communityrel)

internalrelations,mediarelations,minorityrelations,industryrelations



3.CommonelementsofeffectiveprpracticeCTCEAP

codeofpracticeclarifystandardstofollow

theoriescommonunderstandingforconceptualisingissues

communicationtools(websites,newsletters,communityforums)

activityisfocusedaroundtargetpublics

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Document Summary

Building support for a cause or idea roles of pr: promotion publicity event management public affairs research lobbying issues management crisis management other (financial pr,sponsorship) other relo roles (community rel) internal relations,media relations,minority relations,industry relations. New research larger bugets involves: media relos prep of media releases media training photo ops gov relations relos with politicans shareholder relos prepare distribute financial info pr respond to public,measuring public opinion public management liason with head office diplomatic officer vip managers,protocol issues industry org communication skills reputation management. 8,10,11 community relo programs reasons inc: strong communities strong economic + social capital sustainable enviro to operate obligations of citizenship give back to community if succeed community expectation that company will act sustainable social liscence to operate community give permission to operate (nexon) Community engangement peach 1987 3 levels of interaction with community community democracy under. community views,concerns,aspirations integral (research understand concerns) democracy part of democ system of gov (effort to resolve issues in community)

100212 Chapter Notes - Chapter 6: Nexon, Publicaffairs

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