WHAT IS PUBLIC RELATIONS PUBLIC RELATIONS Nobody can agree on what it is!
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Transcript of WHAT IS PUBLIC RELATIONS PUBLIC RELATIONS Nobody can agree on what it is!
WHAT IS PUBLIC RELATIONS
PUBLIC RELATIONSNobody can agree on what it is!
PUBLIC RELATIONSNobody can agree on what it is!Even our text books disagree on who the “father of public relations” is. Inside Reporting says it’s Edward Bernays, while Telling the Story goes with Rex Harlow
PUBLIC RELATIONS“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Public Relations Society of America
PUBLIC RELATIONSBernays: “A public relations counsel is an applied social scientist who advises a client on the social attitudes and actions he or she must take in order to appeal to the public on which it is dependent…”
PUBLIC RELATIONSHarlow: “Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and public interest.”
LET’S GO WITH THIS“Public relations (PR) is the practice of managing the flow of information between an organization and its publics, using methods that don’t require a direct payment.”
WHY DO WE STUDY PR AS PART OF JOURNALISM?
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writing
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writingBoth require news judgment: I Can Never Prepare Pancakes In England
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writingBoth require news judgment: I Can Never Prepare Pancakes In EnglandBoth are generally taught in the same school at the college level
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writingBoth require news judgment: I Can Never Prepare Pancakes In EnglandBoth are generally taught in the same school at the college levelThere is a lot of movement between journalism and PR
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writingBoth require news judgment: I Can Never Prepare Pancakes In EnglandBoth are generally taught in the same school at the college levelThere is a lot of movement between journalism and PRBoth require you to gather information, distill it and communicate it so your audience gets it
WHY DO WE STUDY PR AS PART OF JOURNALISM?Both begin with great writingBoth require news judgment: I Can Never Prepare Pancakes In EnglandBoth are generally taught in the same school at the college levelThere is a lot of movement between journalism and PRBoth require you to gather information, distill it and communicate it so your audience gets itHere’s the biggest difference: journalists serve the “public” while PR serves a client
THE MAJOR PR AREAS
THE MAJOR PR AREASNews media relations
NEWS MEDIA RELATIONSBe company spokesman
NEWS MEDIA RELATIONSBe company spokesmanCultivate relationships with key media at the local, state, national and international level
NEWS MEDIA RELATIONSBe company spokesmanCultivate relationships with key media at the local, state, national and international levelPrepare and disseminate regular news items designed to build a positive image of your organization
NEWS MEDIA RELATIONSBe company spokesmanCultivate relationships with key media at the local, state, national and international levelPrepare and disseminate regular news items designed to build a positive image of your organizationMake company executives available for interviews… but first train them!
THE MAJOR PR AREASNews media relationsProduct publicity
PRODUCT PUBLICITYSupport the marketing (advertising and paid promotions) team
PRODUCT PUBLICITYSupport the marketing (advertising and paid promotions) teamAnnounce new products
PRODUCT PUBLICITYSupport the marketing (advertising and paid promotions) teamAnnounce new productsGenerate favorable attention for exiting products
PRODUCT PUBLICITYSupport the marketing (advertising and paid promotions) teamAnnounce new productsGenerate favorable attention for exiting productsCreate new ways to use products
PRODUCT PUBLICITYSupport the marketing (advertising and paid promotions) teamAnnounce new productsGenerate favorable attention for exiting productsCreate new ways to use productsCelebrities
MR. G’S CELEBS
THE MAJOR PR AREASNews media relationsProduct publicityCrisis communications
CRISIS COMMUNICATIONSManage unexpected events to minimize damage to company or product reputations
CRISIS COMMUNICATIONSManage unexpected events to minimize damage to company or product reputationsEnsure company perspective is communicated during negative events such as product recalls, employee injuries, community protests and boycotts, fires, plant closings, layoffs….
THE MAJOR PR AREASNews media relationsProduct publicityCrisis communicationsFinancial communications
FINANCIAL COMMUNICATIONSDistribute required financial reports to business media
FINANCIAL COMMUNICATIONSDistribute required financial reports to business mediaPrepare and distribute annual and quarterly reports
FINANCIAL COMMUNICATIONSDistribute required financial reports to business mediaPrepare and distribute annual and quarterly reportsInvestor relations
FINANCIAL COMMUNICATIONSDistribute require financial reports to business mediaPrepare and distribute annual and quarterly reportsInvestor relationsMaintain relations with key financial reporters
THE MAJOR PR AREASNews media relationsProduct publicityCrisis communicationsFinancial communicationsExecutive support and speechwriting
EXECUTIVE SUPPORT AND SPEECHWRITINGProvide CEOs and other execs with communications support
EXECUTIVE SUPPORT AND SPEECHWRITINGProvide CEOs and other execs with communications supportArrange speech platforms and prepare speeches to influential groups
EXECUTIVE SUPPORT AND SPEECHWRITINGProvide CEOs and other execs with communications supportArrange speech platforms and prepare speeches to influential groupsManage CEO’s community involvement
EXECUTIVE SUPPORT AND SPEECHWRITINGProvide CEOs and other execs with communications supportArrange speech platforms and prepare speeches to influential groupsManage CEO’s community involvementMost of the high-paid help wants to build their public images
THE MAJOR PR AREASNews media relationsProduct publicityCrisis communicationsFinancial communicationsExecutive support and speechwritingCommunity relations
THE MAJOR PR AREASNews media relationsProduct publicityCrisis communicationsFinancial communicationsExecutive support and speechwritingCommunity relationsGovernment affairs
AND IT OFTEN STARTS WITH…
ASSIGNMENT 4/24Pages 176-181 of Inside Reporting
ASSIGNMENT 4/24Pages 176-181 of Inside ReportingWrite your first news release!
NEWS RELEASEYou are the director of product communications for Mega Corporation, a video game company based in San Francisco with $1.6 billion in sale in 2011, 46% higher than 2010You are introducing your latest game: Home School Hit Man, rated TMake up details of the game, its benefits to playersMake up quotes from Reel X. Ageration, Mega’s developer of HSHMYou can hire any celebrity you want to quote in the release (athlete, movie star, etc.) and make up quotes350 words Have fun, make it lively, remember your audience