public relations basics - an introduction to public relations

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Post on 12-Jan-2015




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Learn the basics of public relations (PR) in this slideshow from Brett Atwood, director of the integrated communication program at Washington State University (Everett).


  • 1. Public Relations Basics Presented by Brett Atwood

2. What is PR? What do you think when you hear the term Public Relations? 3. Stereotypes There are lots of misunderstandings and stereotypes about the PR industry. 4. 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) 5. 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 6. 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. 7. 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? 8. 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) 9. 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. 10. 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 11. Perception vs. Reality Infographic courtesy of Wilt PR 12. Sowhat does PR do? PR involves a planned, sustained program as part of an organizations 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 13. 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 14. Theres 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 15. Types of PR Employee Communication Internal communications helps build and maintain a mutually beneficial relationship between managers and the employees on who the organizations success depends 16. Employee Communication Examples Communication of topics of interest to employees via: Internal newsletters Intranet Events or All Hands Meetings 17. 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 18. 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 Dedicationsand more! 19. 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 20. 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 21. 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). 22. 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. 23. Types of PR Issues management is the process of anticipating, identifying, evaluating, and responding to issues and trends that potentially affect an organizations relationships with its publics. 24. 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. 25. 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. 26. 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.