Download Public Relations - Timpanogos Welding and Agriculture Program

Public Relations in
Agricultural
Communication
Agricultural Communication and
Leadership
Public Relations
Planned and sustained unpaid
communication between an
organization and the publics that
are essential to its success
Public Relations
A leadership management function
that helps achieve organizational
objectives, define philosophy, and
facilitate organizational change
Nature of Public Relations

Relationships – (build them!) with …
– media, customers, investors,
– community leaders, members, activist groups,
– government agencies, etc.

Influence – both persuasive and purposive
Nature of Public Relations

Publics – a way of grouping to target
messages

Knowledge – about opinion, policy,
attitudes, social changes

Communicate – effectively via writing,
public speaking, group leadership, event
planning
Nature of Public Relations

PR VS Public Affairs, Corporate Relations,
Advertising, Marketing, Journalism

Functions of PR: programming,
relationships, writing/editing, information
production, special events, speaking,
research and evaluation
Ethics in Public Relations

Ethics – the criteria for determining what is right
and what is wrong

Full disclosure – if they don’t ask the right
questions, do I give them all the answers?

Biased story – to sell?

Adversarial conflict – pot stirring
Ethical Values in Public Relations

Advocacy – serve the public, advocate the
company you work for of the client you work for

Honesty – accuracy and truth in advancing the
interest of those you represent

Expertise – will be as professional as possible
and know as much as possible
Ethical Values in Public Relations

Independence – provide objective counsel to
those you represent, accountable for actions

Loyalty – faithful to those you represent while
honoring obligation to serve the public interest

Fairness – deal fairly with everyone and respect
all opinions and support free expression
Tips for Public Relations

Hone writing skills

Start working on portfolio now

Get internships

Learn to think like a journalist
Tips for Public Relations

Consider if you really belong in journalism
– OR public relations (There’s a difference!)

It is easier to go from journalism to public
relations than from public relations to
journalism
Public Relations Specialist

Must be able to speak and write well

Need to be creative, innovative and able
to express thoughts and ideas

Need to be a problem solver and great
researcher
Public Relations Specialist

Must be able to work in a group

Competition is fierce

Need a college degree and experience

Serve as promoters for businesses and
companies and work to build relationships with
communities and publics
Public Relations Specialist

Contact the media

Organize and conduct programs to
maintain relationships between the
company and publics
Working Conditions

35- 40 hours a week

On the job 24/7

Work under deadline

Firms are usually located in large cities
Working Conditions

Earn $22,780 to more than $70,480 a year

Related occupations include:
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Advertising
Marketing
Promotions
Sales managers
Demonstrators
Models
News analysts
Reporters
Correspondents
Lawyers
Police and detectives involved with community relations
Press Releases
All publications build on the basics
learned in Unit 4 – News Writing
Press releases come in a format similar
to news releases or stories
But are written from the organization
or company’s perspective.
Parts of a Press Release

Headings – date and author’s name
appear in the tope left hand corner with
the contact information appearing on the
right

Headline – in all caps, centered or aligned
left, title or the story in one line
Parts of a Press Release

Dateline – the location of the story in all
caps followed by a dash

Lead – first one or two sentences
delivering the point immediately

Body – supports the lead, try to limit to
one page, but no more than two pages
Parts of a Press Release

Ending – include facts or basic
information, keep it simple;
– At very bottom include --30--, --End--, or
###.
– If there is a second page at the bottom of the
first include --MORE– and number the pages

Boilerplate – immediately following the
ending but before ### , information
about the company or organization
Example of a Press Release
Newsletters

Newsletters are publications for conveying
information to publics in a more creative
method than a letter or release.

They are an effective method of
communication.

They may be written to inform, entertain,
or persuade.
Newsletters

Newsletters have more space than memos
or bulletins and so they are able to
provide more detailed information to
publics.

Budget is a large consideration
Types of Newsletters

Employee newsletters
– put out by company to employees

Member newsletters
– but out by clubs for members about
happenings

Community newsletters
– written for people living in the same area to
foster sense of fellowship
Types of Newsletters

Advocacy newsletters – put out by an
organization with a view or side to present

Special-interest subscriber newsletters –
for groups with similar interests, usually
purchased
Format of Newsletters

Stories are written in the inverted pyramid
style, formatted similarly to short
newspapers.

They may be vertical or horizontal with
two, three, or even four columns or text.

Pictures and graphics are recommended
Format of Newsletters

In a standard four-page newsletter:
– Page one (or cover page) should catch the
public interest.
 Must include organizations logo, title of newsletter
(also called the banner) date, volume and issue
number, and a table of contents (also called a
teaser box).
 Two of the most important stories appear on the
first page to draw the reader in by continuing on
later pages.
Format of Newsletters

Inside pages include recurring features
which should be in the same location of
the newsletter each time they recur
– Spotlights,
– Letter from the president,
– Announcements
– Other news stories.
Format of Newsletters

Page four (or back cover) is usually more
structured than the inside pages.
– It is generally split in two so it can be folded,
– One panel including a calendar
– The other panel containing the mailing
information
Design Elements

Color – sends a message to public

Paper stock – paper weight conveys
message of importance

Pull quotes – section of text from the
article set in a larger type and often
italicized
Design Elements

Rules – lines that divide the text

Sidebars – blocks of copy that present a
different view on the article
Brochures
Used to inform, persuade, or express
messages or ideas to a specific public
 Designed to further the distinctiveness of
the message
 Presents a clear and targeted message,
focused on informing or persuading the
audience

Brochures

One piece of paper folded into panels,
most commonly the two fold, three panels
per side;
– Easy to read and attractive
– Pictures or art highlighting and supporting the
ideas presented
– Should catch the eye of the readers and hold
their attention
Format of Brochures

The brochure should be able to pass a
“scan-ability” test

Can be distributed by hand, mail, pickup
at a desk, etc.

Most brochures use a font size of 10 or 11
point for the copy with only one line of
blank space between the titles and text.
Format of Brochures

Bullets are often used to allow for quick
reading of main points and drawing
attention to important ideas.

Use the pull quotes, rules and sidebars to
highlight material

Can be creative in folding
Format of Brochures

In the most popular style, 4” x 9” six panel
brochure:
– Panel one is the “hook” (eye catcher).
 It includes the name of the organization and
 The idea and a slogan or logo.
– Panel two increases interest with background of the
organization and limited information.
 It can include cross headlines (stretching across more than
one panel),
 But the main text doesn’t run over into other panels.
Format of Brochures
– Panels three and four include the main ideas and
focus of the message.
 They can be treated as one page (information breaching the
folds).
 These panels are the most likely to include artwork and
pictures.
– Panel five is also called the “wild card.”
 It can be used as an application, survey, teaser, list, map,
etc.
– Panel six is most often used as the self mailer page.
 It can also be used to give more information,
 Or it can be left blank.
Additional Publications

PSA – public service advertisements and
announcements. Public communication announcements
for non-profit organizations

Audio News Release – a news release over the radio.

Video News Release – video version of news release

Media Kit – a reference guide, contains every method of
communicating a single message

Written Speeches
Write A Press Release
Refer to Press Release Job Sheet