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


Never Prepare Pancakes In England Both are generally taught in the

same school at the college level


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


Be company spokesman


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




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


Announce new products

Product publicity


Announce new products Generate favorable attention for

existing products

Product publicity



existing products Create new ways to use products

Product publicity



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



Prepare and distribute annual and quarterly reports




Investor relations




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


communications support Arrange speech platforms and

prepare speeches to influential groups




Manage CEO’s community involvement




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’!!

w hat is public relations?

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public relationsnobody

public relations counsel

father of public relations

key media

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great writingboth

regular news items