Public Relations Basics
Presented byBrett Atwood
What is PR?
• What do you think when you hear the term “Public Relations”?
Stereotypes
• There are lots of misunderstandings and stereotypes about the PR industry.
Problems Defining PR
• PR is a very broad field– Lots of organizations are involved in PR– Many activities are considered PR (or part of the
PR function)
Problems Defining PR
• PR is an evolved and “evolving” field– It is harder to define clearly that which is
constantly evolving• Negative stereotypes are everywhere– Lots of ambiguity and misunderstanding
Definition
• From Broom & Sha:• “Public relations is the management function that
establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.”
• From PRSSA:• “Public relations is a strategic communication process that
builds mutually beneficial relationships between organizations and their publics.”
Common Mistakes
• How is PR different than advertising?• How is PR different than marketing?• Is the field of media relations the same as PR?– Are there similarities?
PR vs. Advertising
• PR is not the same thing as advertising– “Advertising is information placed in the media by an
identified sponsor that pays for the time or space. It is a controlled method of placing messages in the media.”
• In advertising, there is often an expectation of control associated with paid placement of a message.– In PR, you typically do not pay for media placement
(and there is no control over how your message will be distributed)
Advertising as Part of a PR Strategy
• While advertising is not PR, it can still be used as part of a PR strategy– Example: There are times when paid placement
and control of your messaging are essential in a persuasion campaign. Thus, it can be used to supplement and enhance your PR strategy.
PR vs. Marketing
• PR is not the same thing as marketing!– “Marketing is the management function that
identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services to users in exchange for something of value to the provider.”
– Goal: attract and satisfy customers in order to secure market share or make money
So…what does PR do?
• PR involves a planned, sustained program as part of an organization’s management
• It deals with the relationship between an organization and its stakeholder publics
• It monitors awareness, opinions, attitudes and behavior – both inside and outside an organization
…and what else does PR do?
• It analyzes the impact of organization policies, procedures and actions on the public
• It identifies (and adjusts) policies, procedures and actions that conflict with the public interest and the organizational survival
• It counsels management on the establishment of new policies, procedures and actions that are mutually beneficial to the organization and the public
There’s still more? Yikes!
• PR also establishes and maintains a two-way communication between an organization and its publics
• It produces measurable changes in awareness, opinions, attitudes and behaviors – both inside and outside of the organization
• AND – it results in new and/or maintained relationships between an organization and its publics
Types of PR
• Employee Communication– Internal communications helps build and maintain
a mutually beneficial relationship between managers and the employees on who the organization’s success depends
Employee Communication Examples
• Communication of topics of interest to employees via:– Internal newsletters– Intranet– Events or “All Hands”
Meetings
Types of PR
• Publicity– Information provided by an outside source that is
used by media because the information has news value. • It is an uncontrolled method of placing messages in the
media as you do not pay the media for placement
Publicity Examples
• Creation of press releases to news outlets– These can be delivered via print, email, “press
kits,” social media, video news releases and the Internet
• Creation of newsworthy events– Examples:• Press conference with an executive• “Grand opening” ceremony• Dedications…and more!
Case Study
• A social gaming company announces plans to develop “next-generation virtual world”– Media coverage follows– Some articles
follow the narrative/messaging of the press release
– Some articles about the larger phenomena of virtual reality started to include this news as part of (but not the main focus of) the narrative
Types of PR
• Press agentry is creating newsworthy stories and events to attract media attention in order to gain public notice.
• Examples:– Creating “hype” surrounding a new movie, book,
play or music release– Getting prominent placement for a client in a TV
show or article
Types of PR
• Public affairs is the specialized part of public relations that builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy.– Origins from Public Law 93-50, Section 305 (which
prohibits government spending on “publicity or propaganda purposes designed to support or defeat legislation pending before the Congress”).
Types of PR
• Lobbying is the specialized part of public relations that builds and maintains relations with government, primarily to influence legislation and regulation.– To help with transparency and to combat the
perception of corruption, there are laws that regulate how and who can lobby government entities.
– The role of lobbyists is to ethically advocate the interests of their clients in the public policy debate.
Types of PR
• Issues management is the process of anticipating, identifying, evaluating, and responding to issues and trends that potentially affect an organization’s relationships with its publics.
Types of PR
• Crisis management is the public relations specialty that helps organizations strategically respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises.
Types of PR
• Investor relations is the specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.
Types of PR
• Development is the specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors, volunteers, and members to secure financial and volunteer support.
