Public relations, creativities and standardsPublic relations, creativities and standards  

WHAT SHOULD BE STANDARDISEDWHAT SHOULD BE STANDARDISEDAND WHAT SHOULD NOTAND WHAT SHOULD NOT

Point of view of a freelance pro: analysis and needsPoint of view of a freelance pro: analysis and needs

  

presented inpresented in  

88thth International Symposium - Arman Public Relation Institute International Symposium - Arman Public Relation InstituteTEHERAN 22 and 23 OCTOBER 2012TEHERAN 22 and 23 OCTOBER 2012

- IRAN -- IRAN -  

byby

Dr. Daniele VoltattorniDr. Daniele Voltattorni- ITALY -- ITALY -

1. INTRODUCTION

As long as the job of public relations is managing communication to stakeholders with the aim of building a favourable reputation and social agreement on client’s behalf, it is understood that:

relation and communication, even if they are theoretically separated, are in fact the same

communication is always considered as a two ways activity of emitting and receiving

2. PUBLIC RELATIONS: FUNCTIONS, TOOLS AND SKILLS

2.1 FUNCTIONS

Marketing area relations

Economic and financial communication and investor relations

Internal communication

Public affairs

Crisis communication

2.2 TOOLS

Organization of events: an “event” is an occasion to meet the organization’s public.

Web public relations: relational activities made by using interactive media provided by the so-called web 2.0.

Audit and evaluation: series of techniques and methods which are used for stakeholder mapping and to meet public opinion and their evolutions.

2.3 MEDIA RELATIONS

STAKEHOLDER TO

STAKEHOLDER TO

Media relations can be considered both as a tool and as a function. The reason is that journalists, editors and others news pro are both a group of stakeholders and a means to other stakeholders. 

2.4 SKILLS

Writing

Speaking

Visual Arts

A PRO MUST BE FULLY AWAREOF THE KINDS OF LANGUAGESINVOLVED IN COMMUNICATION

Computer language

Body language

Other urges

2.5 CORPORATE SOCIAL RESPONSIBILITY (CSR)

As long as the organization’s accountability is a primary element in its reputation, Public Relations are up to deal with Corporate Social Responsibility as a main player.

CORPORATE SOCIAL RESPONSIBILITYIS AN ORGANIZATION FUNCTION

However you look at Corporate Social Responsibility, its programs are involving the organization in a total, all-encompassing and omni comprehensive way.

3. PUBLIC RELATIONSAS A STREAM OF INFORMATION

3.1 A NEW COMMITMENTTHE SOURCE OF THE STREAM

At the end of negotiation must be clear to

IN CASE OF DIFFICULTY:BE PROACTIVE AND MAKE A PROPOSAL

the functions involved in the work; desired effects; needed tools; how to measure the results of the

work; to know the budget of the work.

what the pro is going to do and why;

what the pro is not going to do and why;

positive and negative effects; how the effects of the work will be

measured; which the costs of the work are.

3.2 FIRST STEPS OF THE WORKTHE FLOW OF THE STREAM

The work is set. What is to be done for

TIME AND BUDGET ARE ALWAYS LIMITS

rigorous investigation to identify stakeholders;

rigorous investigation of the relationship among stakeholders;

in depth definition of the actions; planning over time; setting the resources and

material.

exchanging information

provision of material

3.3 EVOLUTION OF THE WORKTHE MOUTH OF THE STREAM

The pro must remember to:

THE PROJECT IS ACTIVATED:REDUCE WASTES OF ENERGIES AND INFORMATION

listen to stakeholders and overview the specific activity planned for it;

collect information and documentation of activities;

evaluate any change of the schedule; keep the client informed about progress and

problems.

3.4 COLLECT THE RESULTS OF THE WORKTHE CLOUDS

Collecting results is about documentation of:

THE ACTIVITY OF COMMUNICATIONMUST HAVE A “LISTENING” TIME

IN ORDER TO BE CONSIDERED FULL

WHAT HAS BEEN MADE AND HOW;

WHAT HAS BEEN EMITTED AND HOW;

WHAT HAS BEEN RECEIVED AND HOW.

3.4 COLLECT THE RESULTS OF THE WORKTHE CLOUDS

CONSIDERATIONSCONSIDERATIONS

THE LISTENING TIME MUST BE ORGANIZED AS CONTINUOUS

OPINIONS AND ATTITUDES ARE TWO DIFFERENT THINGS

QUANTITATIVE RESULTS ARE IMPORTANT BUT THEY ARE NOT THE WHOLE THING

QUALITATIVE RESULTS ARE INTERESTING BUT THEY DON’T STAND ALONE

3.5 A NEW STARTTHE RAIN

The pro tasks are:

AS THE WORK COMES TO AN ENDRESULTS ARE PRESENTED

explain what the results are and how they have been reached

delineate new possible tasks by defining new strategic position reached with work

HOW OPINION AND ATTITUDES IN HOW OPINION AND ATTITUDES IN EXTERNAL AND INTERNAL EXTERNAL AND INTERNAL

STAKEHOLDERS HAVE CHANGED SINCE STAKEHOLDERS HAVE CHANGED SINCE THE COMMUNICATION HAS BEGUN?THE COMMUNICATION HAS BEGUN?

4. RESULTS OF PUBLIC RELATIONS ACTIVITIES

public relations’ job is managing interchange of information

opinions and attitudes are built up processing information

As long as:

the question that must be answered is:

4. RESULTS OF PUBLIC RELATIONS ACTIVITIES

It is important to:

Change of habits occurs in the long run andmay be affected by various and unpredictable factors

identify a priori which the possible changes are develop a system that can perceive them steadily tune this system be aware that something will be lost and unperceived

because there are no perfect systems keep the system unchanged as much as possible in order

to highlight trends changes occur in external area as well as in internal area keep in mind that changes often are small but

nevertheless significant

4.1 CORPORATE SOCIAL RESPONSIBILITY REPORTING

General features of social reporting:

Social reporting is a voluntary choice thatorganizations can make in order to communicate

its commitment to social responsibility

unlike financial accounting, the matter of interest is by definition less clear-cut in social accounting

It is generally agreed that social accounting will cover an organisation's relationship with the environment, its employees, and ethical issues about consumers and products, as well as local and international communities

other issues include corporate action on ethnicity, gender, and future generations

5. THE PUBLIC RELATIONS PRO

ORGANIZATIONORGANIZATIONANTENNAANTENNA

The public relations pro is managing and over viewing all the processes described above with the aim to improve the organization’s reputation among its public. Its role can be described almost as:

“ “

5.1 THE REPUTATION MANAGER

reputation is an important issue for an organization

the organization’s reputation is given by the quality of relation and communication with stakeholders

As long as:

the public relations pro is

REPUTATIONREPUTATIONMANAGERMANAGER

5.2 SPECIALIZATIONS

specializations can be:

Specializations in public relationsshould go together with their functions and tools

by one or more columns by one or more rows by the whole table but only for a specific field

6. CONCLUSION AND SUGGESTIONS

create an international, easy to use repertoire of systems of measurement and evaluation, especially for small reporting in intermediate phases

create a study plan internationally shared for the preparation of professionals.

The way for the standardization and recognition of this profession has barely begun and the way is still long. In the author’s opinion what is left to do now for the category of public relations professionals is to:

Dr. Daniele VoltattorniDr. Daniele Voltattorni- ITALY -ITALY -

www.voltattorni.itwww.voltattorni.it

mobile: +39 335 6313021mobile: +39 335 6313021

e.mail: daniele@voltattorni.ite.mail: daniele@voltattorni.it

Thanks to:Thanks to:

Dr. Americo Marconi, Dr. Arianna Teseo and Dr. Diana GiobbiDr. Americo Marconi, Dr. Arianna Teseo and Dr. Diana Giobbi

for their patient helpfor their patient help