Atanoso , Ronel G.

BSEM 4-B

Assignment in
Principles
of
Public Relation

Prof. Malazo
Introduction.

Once a company goes public, it has to answer to its shareholders. For example,
certain corporate structure changes and amendments must be brought up for
shareholder vote. Shareholders can also vote with their dollars by bidding up the
company to a premium valuation or selling it to a level below its intrinsic value.

Public companies must meet stringent reporting requirements set out by the
Securities and Exchange Commission (SEC), including the public disclosure of financial
statements and annual 10-k reports discussing the state of the company. Each stock
exchange also has specific financial and reporting guidelines that govern whether a
stock is allowed to be listed for trading.

Reference:

http://www.investopedia.com/terms/p/publiccompany.asp
http://www.investorwords.com/3932/public_company.html

Topic :

What is Public Company?

Analysis;

A company which has issued securities through an offering, and which are now
traded on the open market. also called publicly held or publicly traded. opposite of
private company.
A company that has issued securities through an initial public offering (IPO)
and is traded on at least one stock exchange or in the over the counter market.
Although a small percentage of shares may be initially "floated" to the public, the act of
becoming a public company allows the market to determine the value of the entire
company through daily trading.
Public companies have inherent advantages over private companies, including
the ability to sell future equity stakes and increased access to the debt markets. With
these advantages, however, come increased regulatory scrutiny and less control for
majority owners and company founders.

Findings:
It states that public company are those that we can buy stocks and involve in
any option of buying stocks trough internet brokerage firms and local brokers .

Issue:
Example of a public company in the Philippines.
How to acquire stocks from public company?
Is public company engaged also in biding?
When can we say that a certain company is a public?

Introduction:
Ethics is as much a part of business as oil is a part of water. It is inevitable that a
business should work with or against the moral standard. Simply put, a rim of paper here
is one less tree there. Morals have no mediation because they measure human emotion.
Business is a measure of quantified values. In the end, where business is binary, then
ethics is analog. A business is only as ethical as the people who run it. No, that is wrong.
A business is only as ethical as the bad taste it leaves in your mouth when you've
swallowed the good stuff.

Reference:
http://www.wisegeek.com/what-is-business-ethics.htm
http://www.investorwords.com/6431/business_ethics.html
Topic:
What is Business Ethics?
Analysis:
Good business ethics should be a part of every business. There are many
factors to consider. When a company does business with another that is considered
unethical, does this make the first company unethical by association? Some people
would say yes, the first business has a responsibility and it is now a link in the chain of
unethical businesses.

Business ethics is the behavior that a business adheres to in its daily dealings
with the world. The ethics of a particular business can be diverse. They apply not only to
how the business interacts with the world at large, but also to their one-on-one dealings
with a single customer.

Many businesses have gained a bad reputation just by being in business. To

some people, businesses are interested in making money, and that is the bottom line. It
could be called capitalism in its purest form. Making money is not wrong in itself. It is the
manner in which some businesses conduct themselves that brings up the question of
ethical behavior.

The examination of the variety of problems that can arise from the business
environment, and how employees, management, and the corporation can deal with them
ethically. Problems such as fiduciary responsibility, corporate social responsibility,
corporate governance, shareholder relations, insider trading, bribery and discrimination
are examined in business ethics.

Findings:
In general business ethics must be retain by a certain establishment or business
because it is the one factor that would retain the good image of a certain company . It is
the number one factor wherein company can gain a good reputation towards people.
Issues:
Reasons why businesses should operate under an ethical policy?
Why is it necessary to apply business ethics?
Why are the big companies failing to be ethical?

Introduction

Public relations are a delicate art which requires a high degree of skill and
experience. Most public relations officers have a bachelor's degree in journalism,
communications, or public relations, along with experience working in public relations.
These professionals must be constantly on call and available to handle emerging
situations as quickly as possible. Rapid and effective responses are crucial for public
relations.
Reference:

http://www.wisegeek.com/what-is-a-public-relations-officer.htm
http://educare.intnet.mu/public_rel.html#perspub

Topic:

What is Public Relation Officer?

Analysis:

A public relations officer is someone who is responsible for maintaining the

reputation of the company she or he works for. Small companies may have a single
staffer who handles public relations, while others may have an entire public relations
department. In addition to representing companies, public relations officers can also
have public relations for individuals such as politicians, celebrities, and other prominent
figures who want to maintain a good reputation with the public.

The public relations officer works with the employer to generate and maintain an
image in the eyes of the public. The desired image may vary; a car company, for
example, might want to be known for reliability, style, and affordability, while a celebrity
might prefer to be better known for eccentricity and unusual antics. This image is
carefully constructed and controlled with the use of advertising campaigns, press
releases, press conferences, and other materials.
Important personal Qualities of PRO.

• good analytical skills

• able to write concisely, effectively and interestingly
• excellent communication and organizational skills
• an interest in current affairs
• ability to work under pressure
• keyboard and computer skills
• versatile in audio visuals

Findings:
 In general Public Relation Officer played a vital role in maintaining and spreading
the good image of the company in the public.

Issues:

How to become a versatile public relation officer?

How can we gain and maintain a good image?
What thing we can do to become an effective public relation officer?

Introduction:
There are a number of ways to become a press officer. Press officers are media
experts who assist organizations with their presentation to the media. They are usually
quick-thinking, good at damage control, and adept at balancing multiple tasks at once.

Reference:

http://www.wisegeek.com/how-do-i-become-a-press-officer.htm

http://business.timesonline.co.uk/tol/business/career_and_jobs/graduate_management

Topic:

How do I become a Press Officer?

Analysis:

Ways to become a press Officer

= have a background in journalism
= start out in public relations
= training in administration and working as a press secretary

Findings:

To become a press officer is not just an easy task it requires a lot of knowledge
and effort to attain by exposing ourselves to different task such as in journalism, school
and working in a certain department which has a relation on media work.
Issues:

What is the work of a press officer?

How to acquire a versatile in press officer?

Introduction:
 Public relations activities aim to cultivate a strong, positive image of the
organization among its stakeholders. Similar to effective advertising and promotions,
effective public relations often depends on designing and implementing a well-designed
public relations plan. The plan often includes description of what you want to convey to
whom, how you plan to convey it, who is responsible to convey it and by when, and how
much money is budgeted to fund these activities. Similar to advertising and promotions,
a media plan and calendar can be very useful, which specifies what media methods to
be used and when. One of the more recent, important public relations activities is
maintaining -- and sometimes restoring -- a strong public image on the Web

References:
http://www.ehow.com/about
http://www.businessdictionary.com/definition/media-relations

Topic :
What is a media relation manager?
Analysis:
The media manager handles media issues on behalf of an organization. He is the
link person between the organization and the outside world as far as information and
communication is concerned. A media manager ensures that the organization he works
for has a good name and reputation. He liaises with the marketing department to
publicize the company’s goods, services and events.

Education

The minimum requirement for a media manager’s job is a bachelor’s degree in

communication, journalism or public relations. Prior experience working in the media or
acting as a public relations officer is an added advantage.

Responsibilities and Duties

The media relations manager is responsible for writing press releases on behalf of the
organization and distributing them to the media. He drafts and designs messages and
announcements for the media. He cultivates a good working relationship with the
stakeholders of the organization such as shareholders and clients. He collects and compiles
media contacts and he also prepares media kits for his organization to give the media during
events or specific occasions. He writes and edits the organization's media material such as
magazines and websites. He organizes media coverage for publicity of the organization's
events and activities. In addition, he handles the responsibility of supervising advertisements
and their placement on behalf of his organization.

Desirable and Technical Skills

A media relations manager should have strong writing skills and good interpersonal
skills. She has to have a good grasp and mastery of grammar. A media manager should
be able to meet strict deadlines. She needs to be highly organized and able to multitask.
She should be conversant with various computer applications and other software used in
the media.

Working Conditions
A media manager represents the company in meetings and events, so he should be
prepared to travel constantly. The media manager furnishes the media with information
concerning the organization whenever the need arises. Therefore, he may need to work
during weekends, holidays and at night in case of an incident.
Findings:
In general to become a media relations manager you must have a proper
education and you must have a lot of skills.
Issues:

As entrepreneur student do we have a chance to become a media relation

manager?
What can you counsel to us to become an effective or to have a good relation
towards the public?

Introduction:

One of the primary tools for supplying content to the media is the press release.
This was invented as a PR tool by Ivy Lee [see section 1.3]. Ideally the press release will
provide a publishable article that a over-worked (or lazy) journalist can publish with
minimal effort. Anyone with much experience of press searching will have noticed how
the same article can appear in several different publications under different names, with
only minute changes. Newspapers acquire such content from press agencies such as
Reuters or the Press Association which employ their own journalists, as well as from PR
agencies and some intermediate services such as PR Newswire.

Reference:
http://www.corporatewatch.org
http://www.investorwords.com

Topic:

What is the difference between media and public relation?

Analysis:

The relationship between the news media and the PR industry is a complex and
increasingly symbiotic one. The media is the central vehicle for much of the PR
industry's messages. PR practitioners want to place their stories in the news or other
publications and programmers. Without being able to do this, PR would lose one of its
main avenues for communication with the public.
The media in turn has become more dependent on PR to supply content to fill air
time or column inches. Whilst newspapers have been steadily shedding staff over the
last couple of decades they have simultaneously managed to produce ever thicker
publications, and the ever growing ranks of PR are happy to help fill the pages.
The power of the big agencies and spin doctor goes beyond this however. As the
primary point of contact between businesses and the media, PR people can control
access to information which journalists want. This gives them tremendous leverage in
negotiating with journalists, as they are in a position to refuse information. Magazine
editor, Mark Dowie, comments "even the most energetic reporters know that they have
to be somewhat deferential in the presence of a powerful publicist. No one on a national
beat can afford to get on the wrong side of a Frank Mackiewicz or a Harold Burson,
knowing that their firms [Hill & Knowlton and Burson-Marsteller] together represent a
third of the most quotable sources in the country

Findings:
In general media is a way on practicing PR of a certain individual or is the
number one factor to generate PR to people.
.
Issues:
How to control media and what laws or agencies is responsible for controlling it?
How to generate an effective in both factors to a certain business?

Introduction:
Media relations are one of the most tangible and visible areas of public relations practice.
It requires specialized skills, expertise about the media and its practices, and an understanding of
current affairs and issues. It uses the practical tools of the media release, media conference and
media kits, combined with management skills of advising about best practice within an
organization, and it is based on open relationships with journalists and other media professionals.

Media Relations provides a practical and thorough introduction to working with the media. Jane
Johnston explains how to approach media organizations, explaining practices and ideas - both
tried and tested as well as new and innovative - and examines how you can best assist an
organization, group or individual in dealing effectively with the media.

Reference:
http://www.allenandunwin.com/default.aspx
http://www.wisegeek.com

Topic:
What are the different Types of Media Relations Job?
Analysis:
While large organizations such as universities and corporations often have a
communications department with several types of media relations jobs, people in the public eye
also hire media relations professionals for their individual needs. Media relations firms and
departments offer a wide range of opportunities across the public relations spectrum. Some of
these media relations jobs include communications officers, directors, assistants, administrators,
publicists, and writers. While some of these positions may be hired as permanent staff, others are
recruited on an as-needed, for-hire basis to supplement the firm or department’s existing
manpower

Communications officers have some of the most diverse responsibilities in public

relations, including fielding queries from the press, media monitoring, speech writing, and issuing
press releases. While a communications officer may participate in the development and
implementation of media strategies, it is usually the responsibility of a media or communications
director to lead a long-term plan. A director might make decisions regarding the type and manner
in which information should be relayed when announcing a policy development or implementing
damage control. Some of the more entry level media relations jobs include communications
assistant or communications coordinator and administrator. A communications assistant’s
responsibilities might include media monitoring and fielding incoming inquiries, whereas an
administrator’s responsibilities are likely to include a more broad range of administrative duties
unrelated to media relations.
 Unlike a media relations department, which only represents the larger organization it’s
part of, a media relations firm is a business that’s contracted by a number of different clients.
Some of these clients may be famous individuals such as actors, musicians, or professional
athletes, who often employ numerous people themselves and have the same media relations
needs that a company might. Media relations jobs that entail representing celebrities often have
the title of spokesperson or publicist, and involve releasing statements on behalf of the celebrity,
arranging and supervising interviews and press conferences for the celebrity, and advising the
celebrity on general issues pertaining to his or her public image.

Findings:
In general public relation media jobs include communications officers, directors,
assistants, administrators, publicists, and writers.

Issues:
Among the different kind of public relation media job what is the most profitable type of job.
What makes an effective individual in different jobs?