What is public relations?

COMM 2300Week 1

PR DefinedO “Public relations helps an

organization and its publics adapt mutually to each other.” -- PRSA

O Strategic conflict management

Basic PR Practices

O CounselingO Government affairO Employee relationsO Media relationsO Special event planning and fund-

raising

Common Tech DutiesO Writing news releasesO Organizing news conferencesO Coordinating crisis communicationO Crafting org’s public identity/ imageO Plan + launch products/servicesO Sponsor tours, exhibitions and

special eventsO Public speakingO Acting as organization spokesperson

Journalism & PR

Journalism Public RelationsO Journalist serve general

publicO Avoid taking sides or

advocatingO Control information that

goes into…O Rely on PR practitioners for

infoO Specialize in one form of

mediaO Ultimate goal: Inform Public

O PR specialists serve orgO Promote their client &

advocate actions O Provide info to journalists,

but don’t know how/if they use it

O Depend on journalists for coverage

O Wide range of mediaO Ultimate goal: generating

goodwill toward client

PR & Advertising

Advertising Public Relations

O Pay for spaceO Controlled space,

design, layout, etc.

O Target audiences

O FreeO Artifact falls

where it mayO Target publics

Marketing & PR

O PR differs from marketing in the following ways;O PR builds relationships vs builds marketsO PR address internal and external audiences

vs. external audiencesO PR is broader based rather than customer

basedO PR has many management/communication

functions whereas marketing often limits PR to product publicity

PR JobsO Public relations people work for a variety of

organizations. What type of organization would you prefer if you wanted to work in public relations? (page 24)O CorporationsO NonprofitsO Public relations firmsO EducationO Independent consultingO HealthcareO Professional associations

10 Qualities of a PR Professional

O Job placement directors say that employers are looking for 10 qualities in applicants for PR positions.

O Can you name at least five of the ten qualities? (page 27)

Top 10 QualitiesO Good writingO IntelligenceO Cultural literacyO Know a good story when you see oneO Media savvyO ContactsO Good business senseO Broad communications experienceO Specialized experienceO Avoid career clichés

Check List Activity

A Robust ProfessionO Public Relations extends far beyond

communicationO It has its roots in research and

planningO Involves research management O Advocacy-Accommodation Continuum

O ROPE ModelO Research, Objectives, Programming, Evaluation

Identifying Publics Before…

O A public is any group of people tied together by some common factor.

O “Unintended audiences” are called “nimbus publics”

O Identify publics, then prioritize them

Promoting Hunger Games

Who are the targeted publics?

Potential PublicsO Media

O InternationalO Domestic

O CustomersO Conferences/TradeshowsO EmployeesO Analysts

Identifying Targeted Publics

O http://www.youtube.com/user/UtahsHogleZoo

O (August, 2012)

O http://www.youtube.com/watch?v=jRvC9bVMX2k&feature=player_embedded

O (July, 2012)

Virgin GalaticO Identify five different audiences that

should be targeted by Virgin Galatic.O Explain why each audience is a

targeted audienceO Identify and list 5 editors and

reporters that should be targeted by Virgin Galatic.

O How do you identify reporters and editors that should be targeted?

O One free and quick way – GoogleO Google “spaceshiptwo and media

coverage”O Google “spaceship two USA TODAY”