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