Intro to public relationsJennifer Cox

http://cmat240summer.wordpress.com

Objectives

• Discuss the roles of public relations practitioners

• Observe and discuss similarities/differences in the two fields

• Dispel myths about the industry

• Discuss different PR types of jobs

• Identify qualities of a good practitioner

What is pr?

• Programming• Analyzing problems• Defining goals and publics• Planning activities

• Relationships• Gathering information from managers, colleagues,

clients and the public

• Writing & Editing• Emails, press releases, speeches, media kits, etc.

• Sharing Information• With the media, the public and fellow employees

What is pr?

• Production• Written: newsletters, press releases, emails, fact

sheets, letters• Art: page layout, photos, graphics• Multimedia: audio, video, online, blogs

• Special events• Conferences, exhibits, fundraisers, etc.

• Speaking• Press conferences, speeches, promotions, etc.

• Research evaluation• On issues, organizations, your public, competition

PR & Journalism

• How is public relations similar to journalism?

Heavy

Writing

Building Relationships

Finding Facts

Public

Service

Pr & journalism

• Heavy Writing: About your client with a positive spin

• Building Relationships: Less objective; fewer boundaries

• Finding Facts: Protection vs. revelation

• Public Service: Informing consumers on behalf of your organization

ADVOCACY

How is PR different from journalism?

Pr/marketing differences

• Public relations:• Focusing primarily on influencing reputation/peoples’

perception about organization

• Marketing:• Influence peoples’ desire for a product or service

Marketing goal – to generate profit

PR goal – to make sure profit-making abilities are unharmed

PR Goals

• Promote an event/service/product

• Build an image/idea

• Keep consumers abreast of changes/information

• Get direct feedback from consumers

• Provide industry/internal news

• Communicate with media

Types of pr jobs

• Corporations

• PR Consulting/Agencies

• Government

• Non-profit• Associations (trade, unions, foundations)• Health Care• Religious/Charitable

Types of pr jobs

Corporate:

• Typically work in teams to provide resources to their company

• Good at communicating organizational goals to larger audiences

• Recruiting• Bring in money, investors, clients, media attention

• Responsible for brainstorming/executing PR campaigns

• Public response

Types of pr jobs

PR Consultants/Agencies:

• Must be equipped to handle a variety of clients, strategies and issues

• Work on teams to create “pitches” for marketing and advertising strategies

• Pursuing/retaining clients is a key responsibility

• You don’t get to chose your clients

Types of pr jobs

Government:

• Keep citizens well-informed

• Distribute accurate messages regarding government programs

• Involves public speaking/press relations

• Elements of organization/marketing

• Roles may include lobbying politicians on behalf of agencies or organizations

Types of pr jobs

Non-profit PR

• More altruistic goals

• Rallying a community for a cause

• Lots of media communication

• Finding money

Wrap-up

PR practitioners should be…

• Organized

• Friendly

• Conscientious

• Hard-working

• Intelligent

• Confident

• Ethical

announcements

• For tomorrow: read chapter 13, “Public Relations Writing”

• AP Style quiz tomorrow

• Tomorrow – how to write a press release

• Turn in your nut graph and lede for project one via email by Tuesday night; phone conferences with me Wednesday