public relations otary ouclubrunner.blob.core.windows.net/00000050081/en-au/... · pr activities...

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PUBLIC RELATIONS, ROTARY & Y OU David Bacon

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Page 1: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

PUBLIC RELATIONS, ROTARY & YOU

David Bacon

Page 2: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

WHAT’S THE POINT?

Page 3: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

What’s the point?

• increases (and retains) membership,

• grows financial support,

• provides channels for action within the community

• provides influence

• reputation and crisis mitigation

Page 4: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

• What is Public Relations 1

• Why “do” Public relations 2

• Public Relations tools & resources 3

Today’s Overview

Page 5: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

WHAT IS PUBLIC RELATIONS?

Page 6: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

What is PR?

Public relations is a strategic communication process that builds mutually beneficial relationships between organisations and their publics. PR Society of America

“…a program of action to earn public understanding and acceptance.” Edward Louis Bernays

"the art and social science of analysing trends, predicting their consequences, counselling organisational leaders, and implementing planned programs of action, which will serve both the organisation and the public interest.“ World Assembly of PR Associations

(T)he practice of managing communication between an organisation and its publics.

Page 7: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

What is PR?

• Process

• Relationships

• Understanding & acceptance

• Analysing trends

• Consequences

• Communication

• Organisations and publics

Page 8: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

PR Disciplines

• Financial public relations – providing information mainly to business reporters

• Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising

• Crisis public relations – responding to negative accusations or information

• Industry relations – providing information to trade bodies • Government relations – engaging government

departments to influence policymaking • Community relations – gaining publicity for events and

fund-raising and maintaining the “franchise”

Page 9: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

PR Activities

• Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to constituent groups and professional organizations;

receptions; seminars, and other events; personal appearances • Talk show circuit: a public relations spokesperson, or the client,

"does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach

• Books and other writings • Collateral literature, both offline and online • Direct communication (carrying messages directly to audiences,

rather than via the mass media) with, for example, printed or email newsletters

• Blogs • Social media and social networks

Page 10: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

WHY “DO” PUBLIC RELATIONS?

Page 11: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

Why “do” PR

• cost effective marketing

• most logical way to market Rotary

• uses publicity in a wide variety of media that does not necessitate payment

• offers a legitimacy that advertising does not

Page 12: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

Benefits of PR

• It builds visibility, familiarity, trust, and awareness

• It conveys a positive impression that shapes attitudes and perceptions

• Greater awareness of your organisation

• Build reputation

• Protect your reputation – crisis management

• PR is an affordable way to gain media exposure

Page 13: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

Benefits of PR

• increases (and retains) membership,

• grows financial support,

• provides channels for action within the community

• provides influence

• reputation and crisis mitigation

Page 14: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

Summary

• Good idea

• Process not an event

• Many disciplines – ours community PR

• Range of activities

• Benefits numerous

Page 15: PUBLIC RELATIONS OTARY OUclubrunner.blob.core.windows.net/00000050081/en-au/... · PR Activities • Publicity events, pseudo-events, photo ops or publicity stunts • Speeches to

QUESTIONS?