Download - W hat is public relations?
What is public relations?
Public Relations
Nobody can agree on what it is!
Public Relations
Nobody can agree on what it is! Even textbooks 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 Relations
Bernays: “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 Relations
Harlow: “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 writing Both require news judgment: I Can
Never Prepare Pancakes In England
Why do we study PR as part of journalism? Both begin with great writing Both require news judgment: I Can
Never Prepare Pancakes In England Both are generally taught in the
same school at the college level
Why do we study PR as part of journalism? Both begin with great writing Both require news judgment: I Can
Never Prepare Pancakes In England Both are generally taught in the
same school at the college level There is a lot of movement between
journalism and PR
Why do we study PR as part of journalism? Both begin with great writing Both require news judgment: I Can Never
Prepare Pancakes In England Both are generally taught in the same
school at the college level There is a lot of movement between
journalism and PR Both require you to gather information,
distill it and communicate it so your audience receives it
Journo vs PR
Here’s the biggest difference: journalists serve the “public” while PR serves a client
Journo vs PR
Here’s the biggest difference: journalists serve the “public” while PR serves a client
How do you think ethics apply in journalism and PR?
The major PR areas
The major PR areas
News media relations
News media relations
Be company spokesman
News media relations
Be company spokesman Cultivate relationships with key
media at the local, state, national and international level
News media relations
Be company spokesman Cultivate relationships with key
media at the local, state, national and international level
Prepare and disseminate regular news items designed to build a positive image of your organization
News media relations
Be company spokesman Cultivate relationships with key
media at the local, state, national and international level
Prepare and disseminate regular news items designed to build a positive image of your organization
Make company executives available for interviews… but first train them!
The major PR areas
News media relations Product publicity
Product publicity
Support the marketing (advertising and paid promotions) team
Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products
Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products Generate favorable attention for
existing products
Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products Generate favorable attention for
existing products Create new ways to use products
Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products Generate favorable attention for
existing products Create new ways to use products Celebrities
Mr. G’s celebs
The major PR areas
News media relations Product publicity Crisis communications
Crisis communications
Manage unexpected events to minimize damage to company or product reputations
Crisis communications
Manage unexpected events to minimize damage to company or product reputations
Ensure company perspective is communicated during negative events such as product recalls, employee injuries, community protests and boycotts, fires, plant closings, layoffs….
The major PR areas
News media relations Product publicity Crisis communications Financial communications
Financial communications
Distribute required financial reports to business media
Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports
Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports
Investor relations
Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports
Investor relations Maintain relations with key financial
reporters
The major PR areas
News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting
Executive Support and Speechwriting Provide CEOs and other execs with
communications support
Executive Support and Speechwriting Provide CEOs and other execs with
communications support Arrange speech platforms and
prepare speeches to influential groups
Executive Support and Speechwriting Provide CEOs and other execs with
communications support Arrange speech platforms and
prepare speeches to influential groups
Manage CEO’s community involvement
Executive Support and Speechwriting Provide CEOs and other execs with
communications support Arrange speech platforms and
prepare speeches to influential groups
Manage CEO’s community involvement
Most of the high-paid help wants to build their public images
The major PR areas
News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations
The major PR areas
News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Internal Communications Government affairs
And it often starts with…
Assignment 4/22
Pages 180-185 of Inside Reporting
Assignment 4/22
Pages 180-185 of Inside Reporting Write your first news release!
News release You are the director of product
communications (PR) for Mega Corporation, a video game company based in San Francisco with $1.6 billion in sales in 2013, 46% higher than 2012
You are introducing your latest game: Home School Hit Man, rated T
Make up details of the game, its benefits to players
Make up quotes from Reel X. Ageration, Mega’s developer of HSHM
News release You must hire a celebrity of your choice to
quote in the release (athlete, movie star, musician, skateboarder, etc.) and make up quotes
350 words Have fun, make it lively, remember your
audience Format it correctly with header, contact info,
for immediate release, date. Model on example on P. 180
No typos/hiccups allowed. Total ‘no-no’!!