Psst… ‘I do’

The Marriage of Identity & Image in Increasing Public Visibility

By sMark_ideas

MARK RAYGAN E. GARCIADirector, Office of Information & PublicationsSilliman University

Identity & ImageIdentity vs. Image

Identity – what you know about yourself (institutional, not personal)

VMGs

Values | Corporate Culture | Processes | Policies

Strategic Plan

Image – what others know about you (internal/external | personal/institutional)

Perceptions / Misconceptions / Misrepresentations

Difference in values

Mis- / Under-communication

Challenge: Marriage – Align corporate image with corporate identity

Identity vs. Image

Identity or Image: Which is more important?

Scenario 1

Positive identity + negative image = crisis

Scenario 2

Positive identity + overly positive image = crisis

Scenario 3

Positive identity + positive image = success / challenge

Assumption: Identity is always positive

Can identity be changed? Yes. It may evolve.

Publics

Whose image holds value? Publics (purposeful / inadvertent)

InternalStudents

Faculty & Staff

“Dominant Coalition” (Top Management)

ExternalGovernment

Benefactors

Partners

Community

Stakeholders (co-equals: relevance & consequence)

Mutual benefit and risks

Reinforcing Identity

Internal

Top-Down Management

Rank-and-File

Contractuals

External

Top-DownOrganization

Primary Publics

Secondary Publics

Points:

1. Reinforcing identity is also an individual/personal challenge.

2. The organization is only as strong as its weakest link.

Enhancing Image

Internal

Bottom-Up Contractuals

Rank-and-File

Management

External

Bottom-UpPrimary publics

Secondary publics

Organization

Points:

1. Enhancing image requires management/the organization to identify, process, assess against existing strategies, plan out integration, monitor, and evaluate the perceptions/issues of its publics (internal and external) that pose a threat to its reputation.

2. Public relations professionals play a key role as “interpreters” of public opinion.

Disconnect

Talking but not walking the talk

Elusive access to media

Weak key messages; Poorly disseminated policy memos

Unresolved issues (faculty vs. school, student vs. faculty, claimant vs. school, alumni concerns)

Lack of participation in community events

Inability to capitalize on institutional advocacies as subjects of promotional materials

Fractures

Relationships – PR’s ultimate investment

Reputation; Public Visibility; Community Presence

Institutional Relevance

Partnerships & Networks

Revenue-generating Capability

Organizational Structure (respect for)

Credibility of releases, including memos

Optimization of programs

Public Visibility 1-2

Identity + Image = Public Visibility

Public Visibility Physical presence

Buildings | Events | Releases | Participation

Actual / Perceived relevanceValue to publics, internal/external environment

Public Visibility 2-2

Benefits of Public VisibilitySocial fencing

Public support

Friend-raising / Networking

Revenues / Enrollment

(@ the fulcrum) Trust and personal/institutional affiliation

Public Relations 1-10

CommunicationTransmission of thoughts from one mind to another.

Consists of writing, reading, speaking and listening.

Public Relations Building favorable reputation through publicity at least cost

Managing and monitoring relationships.

Note: - Communication is a vital element in PR.- PR is one of the desired results of communication.

Public Relations 2-10

Communication Process

Sender primary source / secondary recipient Receiver primary recipient / secondary sourceMessage verbal / non-verbal Internal barriers psychological noise (see next slide)External barriers physical noise, grammatical errors, weak message dev’t

Public Relations 3-10

Would you open your door to him?

Public Relations 4-10

Would you open your door to him now?

Public Relations 5-10

Brief History of Public Relations 346 BC – Plato established in Greece rhetoric as a discipline; persuasion vs. truth

1641 – first systematic fund-raising campaign done by Harvard College supported by the first fund-raising brochure, New England’s First Fruits

1758 – first press release (to announce graduation) released by King’s College ( now Columbia U)

1882 – first usage of the term “public relations” by Dorman Eaton’s address of the graduating class of Yale Law School

1947 – Boston University established the first School of Public Relations; 2 years after, 100 schools followed

Public Relations 6-10

Public Relations Traditional:

Information dissemination / Communication

Modern:Develop “social sensitivity”

Research & understand problems

Create and evaluate messages

Establish and manage publics

Foresee &arrest crises /problems / reputational risks

Influence / Direct public opinion; makes public talk about something, and impact on the extent and nature of discussion.

Public Relations 7-10

Public Relations & JournalismNot hardcore journalism; it takes a stand, favors the organization

Not limited to one medium of communication or skill (writing or speaking); talent in both required

Public Relations Management vs. Leadership

Management – doing things right

Leadership – doing right things

Public Relations 8-10

Persuasive Communication Pioneers Edward Bernays

PR material is effective when aligned with the values and interests of the public

PR – “science of creating circumstances” / organization directs

Arthur PagePR – “broad-based management function that transcended journalism and persuasion”

PR acts as “interpreter” of the public to the company, facilitating analysis of public opinion.

Public Relations 9-10

6 Principles of Public Relations (by Arthur Page) 1. Tell the truth.

2. Prove it with action.

3. Listen to the customers.

4. Manage for tomorrow.

5. Conduct public relations as if the whole company depends on it.

6. Remain calm, patient and good-humored

Public Relations 10-10

Mass Com. Theories Assisting Public Relations

Uses & Gratification TheoryPeople are active users of media but selective in the media they use. They go for which brings most benefits.

Agenda Setting TheoryMedia can set the agenda for what we talk and think about.

PR Writing 1-4

Knowledge Generation (3-Face Perspective)

Knowledge Consumption (Communication Tools)

Knowledge Replication (Ownership)

PR Writing 2-4

•Knowledge Generation (writing) ▫ME Perspective

Appeals to self Personal-driven

▫THEY Perspective Open-minded & Receptive of others

Audience-inspired ▫WE Perspective

Proactive & Optimistic Team-oriented

PR Writing 3-4

•Knowledge Consumption (communication tools)▫Facilitating awareness, understanding, and

support Audience Analysis

Accessibility (geographical, technological) Language (content: tone/emotion, dialect,

textual/graphical/video) Lifestyle (relevance, availability, approach) Age (children, teenagers, adults)

PR Writing 4-4

•Knowledge Replication (ownership)

Achieving CREDIBILITY / TRUST= Knowledge Generation + Knowledge Consumption

▫Gauge: Against (personal/org) goals/objectives Answer: “Did it touch them?” Consider:

Increased awareness (inquiries up; debate) Increased support (financial or in kind) Increased partnership Interest to adopt, repeat/replicate

Credibility 1-3

Visual & Olfactory CredibilityManner of dressing (including wearing of IDs)

Posture

Smell

Non-Verbals (gestures, bodily movement, facial expression)

Oral & Aural CredibilityVoice levels

Voice intensity

Rate of speed

Pronunciation

Credibility 2-3

Exercises

Visual Credibility Posture & Handshake

Non-verbals (gestures, bodily movement, facial expression)

Credibility 3-3

Exercises

Oral & Aural CredibilityScenario: Participants are new to CPU; Welcome them

You break my heart (depressed) Excuse me? (disgusted) Oh my god (in shock) Will you marry me (desperate voice) I want more, please (seductive voice) Crispin, Basilio… ang mga anak ko

(confused)

Publics Profiling 1-2

Publics Profiling Category Cluster 1

Latent – doesn’t recognize a problem

Aware – recognizes that a problem exists

Active – recognizes the problem and does something about it

Publics Profiling 2-2

Category Cluster 2 (based on Situational Theory)

Problem recognition – acts based on how the problem affects them

Constraint recognition – acts based on limitations in terms of what they can do about the problem

Level of involvement – acts based on the extent to which he/she through his access and resources can address the problem

Media Relations 1-2Media Relations

Develop internal guidelines to determine when to issue the following:

Press statements

Press releases

Public service announcements

Prepare a crisis communication planDecision-making flow

Trigger / Calibration Points

Stakeholder analysis

Include in the guidelines the following, with respect to release:

Frequency (weekly, when in the week)

Manner (e-mail, hand-delivered)

Consistency in design, format, length

Media Relations 2-2Media Relations

Make yourself available ALL the time.

Give them your personal mobile number.

Respond promptly. Never let a reply sleep overnight.

Never answer “no comment” or “I don’t know.” Instead, respond with an “I have not been informed about that yet, but I’m sure I can verify. Let me get back to you. Can I return your call in 30 mins?”

Answer questions briefly. Allow follow-ups.

Offer assistance to the extent possible, even if you are not the concerned office sought help from.

Never give cash. Never bribe.

Compensate them with food every after a press event on campus. Treat their crew equally.

Give some tokens/cards during Christmas.

Simple efforts like sending them off, joining them during the meal, seating with them during events, saying “hi” to them when you see each other on the road, giving them a smile will go a long way.

Branding

Branding Logo

Color

Text size / Text type

Collaterals & website cohesion

Stationeries, calling cards , certificates

Numbers, e-mails (centralized)

Feedback mechanism (standardized)

Exercise