Public Relations Yesterday, Today and Tomorrow

February 26, 2014

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− Independent Consultant, the plural i − More than 20 years experience

− < 15 years agency − B2B and B2C − Newspaper and broadcast outlets − Political and grassroots campaigns

Eva Keiser, APR

PR Overview

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Traditional definition

– PR is an essential management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the publics upon whom success or failure depends. PR is a planned, deliberate, four-step process based on ethical practice and a body of knowledge.

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Disciplines

• Research • Counseling/Advising • Gov’t Affairs • Investor Relations • Development • Multicultural Affairs • Issues Management • Media Relations • Crisis

Communication

• Public Affairs • Community

Relations • Employee Relations • Publicity • Marketing Comm. • Promotion • Advertising

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Core concept • Help organizations communicate to the

publics that are important to their success. – Voters – Elected Officials/Government – Businesses – Consumers – Employees – Media

• It is about relationships – creating, nurturing and maintaining

Evolving Role of PR

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Practical definition

• Proactive management of stakeholder perceptions of an entity. – Change behavior, attitude or beliefs – Reinforce behavior, attitude or beliefs

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Portfolio

• Use the technology and strategies (both traditional, enhanced and new) at your disposal to manage perceptions of “your client.”

• Always tied back to a business objective

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PR 360 – Part journalist – Editor – Researcher – Media planner – Creative director – Marketing director – Event planner – Customer service rep. – Web designer – Content curator

Perceptions Matter

(there is such a thing as

bad publicity; particularly today)

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Yesterday, Today

and Tomorrow

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Information is everywhere; more channels

Information is free and everyone is an expert

Harder (and easier) to gain exposure

What this means…

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More “noise” to listen to – need tools to sort through everything!

Different channels = different approaches

Reduced reliance on traditional “sources”

More “noise” to cut through

Thanks Technology

(new content rules)

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Need for instant access!

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Content junkies

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Pass along readership

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Sources change

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Content is immediate

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Want it direct to me!

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Fundamentals remain

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Content fundamentals

• Newsworthy • Relevant • Trustworthy • Well written/presented • Provide value in some manner

• Understand your audience!

More than “likes”

(what does success look like?)

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Measuring success

• Is it Facebook “likes?” Audience participation?

• No publicity or lots of publicity?

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Outputs vs outcomes

• Did you change perceptions? • Did you impact behavior?

PR Careers

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Successful PR pros

• Inquisitive and enjoy learning • Detail-orientated • Storytellers and communicators • Creative • Resourceful/nimble • Like to work under deadlines/pressure

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Today’s agency

• More than just traditional PR; multi-discipline and multi-faceted campaigns

• Stunts/events have turned into integrated experiences

• Content developers AND editors/ curators

• 24x7 media monitors

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Perceptions matter

• Verbal communication • Correspondence • Writing skills (AP style, grammar) • Writing ability ( distill and communicate

perspectives) • Your digital footprint

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Questions?

Eva Keiser, APR the plural i

612.940.4254 eva@theplurali.com