Introduction to Public Relations

Introduction to Public Relations

Course outline and objectives

• Define public relations and its role;

• understand how PR supports marketing;

• write and format news releases;

• get press release information published;

• and manage the media.

Introduction to Public Relations

• What do we mean by Public relations?

• Who is the “public”?

The “Public”

• Internal Publics• Employees• Shareholders• Suppliers, wholesalers, retailers, dealers• Regular customers• Unions

The “Public”

• External Publics• The media• Community leaders• Governments• Financial community• Special-interest groups• Prospective customers / shareholders

What does PR do?

• Public Relations will help and organization to:

• Adapt to external and internal changes;

• maintain the status quo;• create and foster two-way communication;• change attitudes and behaviour.

How do we define Public Relations?

• Public Relations comprises the following elements:

• Unpaid media• Internal and external communications• Channel marketing• No guarantees• It often supports advertising• Not always positive• Creates a favourable environment

The Traditional Communication Process

SenderSender MessageMessage ChannelChannel ReceiverReceiver

Applying MPR to the Communication Process

OrganizationOrganization MessageMessage ConnectorConnector

Revised MessageRevised Message

Customer/Public

Customer/Public

Media feedback

Public feedback

Press Releases

Media Release Defined• A media release is a formal one- or two-

page document that tells a newsworthy story to the media.

• If your story is of interest, the release may be run in whole or in part. If your story is seen as particularly newsworthy, an editor or reporter may call you for an interview for more information.

Can you compete against the mass marketers?

• Target appropriate editors and reporters at the right publications

• Produce well-crafted media releases

• Make personal contact with selected reporters

The Credibility of News

• Public relations generates 28% of sales inquiries, second only to advertising (38%)

• So why are media releases so effective?

Focus Is Key

• Focus on one aspect of your business

• Focus on creating something newsworthy

• Focus on your contacts

• Focus of your message to reach your target audience.

• Then write what you have to say in one or two pages

Where does my message go?

• Major Dailies

• Community newspapers

• Magazines

• Trade magazines

• Broadcast Media

• Social Media

Today’s top stories

From CBC online:

• Quebec to collect nation’s first carbon tax

• Harper, Bush to meet with Putin at G8

• B.C. floods submerge key routes, strand thousands

• Girl missing for a year found locked in hidden room

• Paris Hilton released from jail: reports

Today’s top stories

From The Globe and Mail online:

• Merkel claims deal for major cut in gases

• Will B.C.’s dikes hold?

• Victoria measuring its crime in meters

• Anaheim mighty again

Today’s top stories

From Sympatico / MSN:

• Cyber-bully crackdown• Gary Sheffield’s racist rant• Hybrid car myths • Ducks win Cup: Watch highlights• Fat profits from obesity

Today’s top stories

From Sympatico / MSN:

• G8 leaders agree to GHG cuts

• B.C. rivers continue to swell

• Couple faxed private BMO info

• Hilton out of prison: report

• Off-duty Ontario officer killed

Social Media

Examples of Social Media:

• Twitter

• Facebook,

• YouTube,

• Technorati (blog index),

• Digg (news sharing),

• Flickr (photo sharing)