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Public Relations
Every organization has a
story to tell…
What do you think of when
you hear the term…
PUBLIC RELATIONS…
Public Relations:
Management of communication between
organization and its publics (may be internal
and external)
Window for the world to look in
Window for the organization to look out
PR professionals are interpreters of events,
products, issues, etc.
PR is…
• Writing news releases
– http://www.publicityinsider.com/release.asp
• Organization news conferences
• Coordinating crisis communication
– Before, during or after a crisis
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Crafting an organizations public identity
Planning the launch of a new product
Acting as spokesperson for an organization
Writing public communication (often opinion
pieces) to promote an organization or cause
Differences between
Advertising and PR
Advertising
involves the paid use of
time and space in the
mass media, usually to
sell goods and services.
Public Relations
often uses free space
and time in the media
to sell corporate
images, individuals, and
goodwill.
The two often overlap
Differences between
Advertising and PR
Advertising
tries to seduce you with
appealing images,
catchy music and vague
concepts
Public Relations
tries to motivate you
with facts, providing
explanations and details
The two often overlap
Differences between
Advertising and PR
Advertising
advertisers control all
information about their
ads; how they look
where the ads appear,
etc.
Public Relations
PR specialists provide
information to other
media, who then
control how the info is
used
The two often overlap
Differences between
Advertising and PR
Advertising
can be flashy, fantastic
and funny. Exaggeration
and distortion is
commonplace.
Public Relations
is usually low-key and
serious. Exaggeration
and distortion can be
damaging and often
deadly.
A conflicted but co-dependent
relationship between PR and News
• Press releases imitate news
• PR professionals often write opinion pieces to
be run in the media
• PR accused of manipulating facts/managing
the press
• Much journalistic content is generated by PR
[Video News Releases]
• PR firms are accused of altering a bad image
rather than correcting a social problem
Differences between
Journalism and PR
Journalism
serves the general
audience… tries to be
fair and balanced and
best serve the public
interest
Public Relations
serves specific
organizations… tries to
structure messages that
best serve the client
Differences between
Journalism and PR
Journalism
depends on PR
practitioners but
remains wary of them
Public Relations
depends heavily upon
journalists for news
coverage but cannot be
to sure of their
relationship
Differences between
Journalism and PR
Journalism
newsroom
environment, long
hours, little pay, high
expectations of public
service
Public Relations
business environment,
salary can be high,
focus on generating
good will for client
PR activities
• REARCH
– Analyze the situation
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Who is most affected?
What is the issue
When and where does it matter most?
Why are we doing this?
How does this affect our publics?
PR activities
• PLANNING THE STRATEGY
– Who do we want to reach?
• Primary and secondary audience
– What is our message? What results
do we want? How much will it cost?
– When is the best time and place to
deliver the message?
– How do we distribute the message
most effectively?
• timeline
PR activities
• Evaluating the results
• What worked? What didn’t work?
• Did we maintain our timeline? Our costs?
– Why or why not?
• Did we maintain our objectives?
• What were the surprises? How did we
mitigate these?
PR activities
• The NEWS RELEASE:
• Most important tool of PR
– Essentials
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Date
Contact information
Strong headline
Tell the truth
Use proper news style (for each medium)
Get to the right person at the right time
You need to think like a reporter
• Many people would like to the subject of a
positive news story about their business
• Journalists don’t care about you unless you
are newsworthy
• Journalists are often looking for good stories
• THUS… you make yourself newsworthy
– Develop you story like a reporter, not a business
owner
– Need to develop a story and not an advertisement
Examples of News Releases
• http://service.prweb.com/who-usesit/examples-by-industry/
What’s wrong with many news
releases?
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No news
Not in journalism format
No contact information
Not sent to the right person
Public Relations Society of America
PRSA ETHICS CODE
Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
CRISIS COMMUNICATION:
Be prepared
• Pre-prepared plan to address all serious issues that
may arise in an organization
– Determination of what kinds of crisis may arise
• Reacting to the media has become extremely
important
– Determine how to react ahead of the crisis
– Designate a spokesperson
– Practice tough questions
• Do not ignore the situation
• “Tell the truth”
• Determine your message and publics
Prepare a crisis communication plan
for Strauss-Kuhn
Your PR company
• You are in charge of promoting a benefit
concert by Ell and Nikki.
• What do you need to know?
• What will be your next move?