Introduction to public relations Friday, 7 January 2011
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Introduction to public relations
Friday, 7 January 2011
PRPeople + Relationships
Friday, 7 January 2011
Definitions of PR
“Corporate public relations is a means by which businesses seek to improve their ability to do business”.– Lattimore, Baskin, Heinman (2007)
“The planned and sustained attempt by an organisation to establish mutually-beneficial, long-term relationships with key audiences through ethical communication.” (Smith, 2009)
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Maligned, misunderstood
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What can PR do?
Creates awareness
Educates/informs
Influences
Promotes
Protects reputation
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PR’s four basic tasks
1. Sensor2. C
onscience 3.
Comm
unicator4. M
onitor
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PR specialities
Media (traditional and ‘new’)
Lobbying/govt. relations
Investor/financial relations
Community relations
Change communication
Reputation management
Events management
Product launch/promotion
Speechwriting
Fundraising
Marketing communication
Industry relations
Sponsorship
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Areas/methods of operation
Government
Non-profit
Private industryin-house
consultancy
Internal
External
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What PR people do
Writeproposals (pitches)
plans
releases
speeches
Research
Manage IT & budgets
Prepare strategies
Liaise
Promote
Organise
Present
Write more
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Age Position Income (k) Yrs. in job Yrs. in industry
20 Mkt/comms. assist. $40-52k 4mths 1.5
23 Comms. consultant 43-64 1.5 1.5
24 A/C manager 50 2 2
24 Media/comms. mgr. 45-55 2 3
25-29 PR consultant 50-65 1.5 5
25-29 Corp. comms. mgr. 45-55 6mths 3
31-35 Marcomms. mgr 87-110 2 11
32 Nat. sales/mkt. mgr. 60-80 8 14
34 Comms. director 85-101 1 16
35 Mkt. mgr 60-120 2 14
36 Asst. director 70-77 2 13
36 Media advisor 60-120 3 12
40 Managing director 75+ 10 10
45 Exec. director 100-150 10 22
45+ Owner/sole operator 150-200 10 27
Earnings
Career FAQs: Public Relations (2006)
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Attributes
Initiative
Can-do/will do attitude
Creative, yet methodical
Interest in news
Works to deadline
Can ‘juggle’
Can write
Common sense
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Skills needed (IABC)
Goal-settingAudience/constituent researchWriting communication plansBudgeting and cost controlOral presentationProject managementTime managementMeasuring effectivenessWriting proposals for communication programsGeneral management skills
Written communicationManaging employee communication programsMedia relationsCommunication ethicsProblem-solving and consulting skillsOrganisational culture and politicsInvestor/shareholder communicationTechnology
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... and
Writing news and features
Newsletter editing
Magazine editing
Writing for audiovisual and video programs
Speakers bureaux
Event and conference planning/support
Writing speeches
Managing publications
Marketing communication
Member communication
Managing community relations programs
Feedback systems
Technology use
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The industry
Approx. 14,000 (ABS)
Mostly female (74%)
PRIA accreditation
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Where are the jobs?
PR jobs from Nov. 2008-June 2009.
Total jobs: 685Sydney: 249Melbourne: 125Brisbane: 108NZ: 68Canberra: 33Regional: 28Perth: 27Adelaide: 23
Sources: Career One, Seek and TPA
OS4%
NZ10%
Regional4%
Canb.5%
Adel3%
Perth4%
Bris16% Melb
18%
Syd36%
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What’s it all about?
It’s about the why
It’s about theories
It’s about concepts
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Concept 1: shock, horror
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Concept 2: not ‘adland’
People v Profit
ProductRelationships
NowLong termFriday, 7 January 2011
Kotler’s relationship models
1. Separate but equal
2. Equal but overlapping
3. Marketing dominant
4. PR dominant
5. *PR and marketing converge – IMC
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An aside
“The deliberate, systematic attempt to shape perceptions (and) manipulate cognitions ...” (Jowett & O’Donnell, 2006).
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The unit
1 Essay (ind.) Week 4 20%
2 5 blogs (ind.) x 250 words Wks 8-12 (inc.) 20%
3 Group report & presentation Wks 9-13 30%
4 Exam TBA 30%
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1. Intro/overview
2. Audiences, publics
3. Planning, campaigns
4. Vision, mission, goals, objectives
5. Reputation, issues & crises
6. Media relations
7. new technology
8. Employee communications
9. Community relations
10.IMC events
11.PR theory, international PR
12.Ethics & review
Friday, 7 January 2011
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