M. Sznajderman - Public Relations Today: Brand / Reputation Management

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    I supply the Listerine to the commercial dandruff onthe shoulders of corporations.

    Benjamin SonnenbergPublic Relations Pioneer

    The rarest of all things in Americanlife is charm. We spend billions everyyear manufacturing fake charm thatgoes under the heading of

    publicrelations.

    Without it, America wouldbe grim indeed.

    Anita Loos (1888-1981)Screenwriter and humorist

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    Public Relations TODAY:

    Brand/ReputationManagement

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    It

    s story telling, you know. That

    s what journalism is all about.

    Tom Brokaw

    A journalist is basically achronicler, not an interpreter

    of events. Where else insociety do you have thelicense to eavesdrop on somany different conversationsas you have in journalism?Where else can you delveinto the life of our times?

    Bill Moyers

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    Journalism TODAY:o A time of transitiono Digital revolution (decline of print)o Internet/Social Mediao Blurred lines of legitimacy

    (u choose the news)o What is news? Is it all about clicks?o Everyone s a journalist!

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    SIMILARITIES Public Relations/News (Done Well!)o Honestyo Accuracyo

    Good Writingo Creative/Compelling

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    SIMILARITIES

    o Authoritativeo Valuable/Useful/Informativeo Compassionate/sensitiveo Telling a story

    Public Relations/News (Done Well!)

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    DistinctionsRepresents special interest

    All the time in the world

    Wants to explain

    Sells sizzle

    Spreads good news

    Hates special interests

    Out of time

    Wants a sound bite

    Craves steak

    Spreads bad news

    Public Relations News

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    DistinctionsAsks questions

    Resists influence

    Objective

    Generalists

    Answers questions

    Seeks to influence

    Subjective

    Specialists

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    DistinctionsRepresents power

    Has a story idea

    Has a message

    Has a specific audience

    Challenges power

    Has a different story

    Has a different message

    Seeks a broad audience

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    DistinctionsWill

    spin

    Should be consistent

    Shouldn

    t speculate

    Shouldn

    t get emotional

    Hates/loves

    spin

    Searches for contradiction

    Wants you to speculate

    Loves emotion

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    Telling YOUR story o Know your audienceo Know your stuff o Be friendlyo Be empathetico Be consistent o Don

    t speculateo Build and maintain

    relationshipso Admit mistakes and

    make it right o Be PASSIONATE!

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    Telling YOUR Story

    Questions?


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