Intro to public relations Jennifer Cox http://cmat240summer.wordpress.com
Intro to public relationsJennifer Cox
http://cmat240summer.wordpress.com
Objectives
• Discuss the roles of public relations practitioners
• Observe and discuss similarities/differences in the two fields
• Dispel myths about the industry
• Discuss different PR types of jobs
• Identify qualities of a good practitioner
What is pr?
• Programming• Analyzing problems• Defining goals and publics• Planning activities
• Relationships• Gathering information from managers, colleagues,
clients and the public
• Writing & Editing• Emails, press releases, speeches, media kits, etc.
• Sharing Information• With the media, the public and fellow employees
What is pr?
• Production• Written: newsletters, press releases, emails, fact
sheets, letters• Art: page layout, photos, graphics• Multimedia: audio, video, online, blogs
• Special events• Conferences, exhibits, fundraisers, etc.
• Speaking• Press conferences, speeches, promotions, etc.
• Research evaluation• On issues, organizations, your public, competition
PR & Journalism
• How is public relations similar to journalism?
Heavy
Writing
Building Relationships
Finding Facts
Public
Service
Pr & journalism
• Heavy Writing: About your client with a positive spin
• Building Relationships: Less objective; fewer boundaries
• Finding Facts: Protection vs. revelation
• Public Service: Informing consumers on behalf of your organization
ADVOCACY
How is PR different from journalism?
Pr/marketing differences
• Public relations:• Focusing primarily on influencing reputation/peoples’
perception about organization
• Marketing:• Influence peoples’ desire for a product or service
Marketing goal – to generate profit
PR goal – to make sure profit-making abilities are unharmed
PR Goals
• Promote an event/service/product
• Build an image/idea
• Keep consumers abreast of changes/information
• Get direct feedback from consumers
• Provide industry/internal news
• Communicate with media
Types of pr jobs
• Corporations
• PR Consulting/Agencies
• Government
• Non-profit• Associations (trade, unions, foundations)• Health Care• Religious/Charitable
Types of pr jobs
Corporate:
• Typically work in teams to provide resources to their company
• Good at communicating organizational goals to larger audiences
• Recruiting• Bring in money, investors, clients, media attention
• Responsible for brainstorming/executing PR campaigns
• Public response
Types of pr jobs
PR Consultants/Agencies:
• Must be equipped to handle a variety of clients, strategies and issues
• Work on teams to create “pitches” for marketing and advertising strategies
• Pursuing/retaining clients is a key responsibility
• You don’t get to chose your clients
Types of pr jobs
Government:
• Keep citizens well-informed
• Distribute accurate messages regarding government programs
• Involves public speaking/press relations
• Elements of organization/marketing
• Roles may include lobbying politicians on behalf of agencies or organizations
Types of pr jobs
Non-profit PR
• More altruistic goals
• Rallying a community for a cause
• Lots of media communication
• Finding money
Wrap-up
PR practitioners should be…
• Organized
• Friendly
• Conscientious
• Hard-working
• Intelligent
• Confident
• Ethical
announcements
• For tomorrow: read chapter 13, “Public Relations Writing”
• AP Style quiz tomorrow
• Tomorrow – how to write a press release
• Turn in your nut graph and lede for project one via email by Tuesday night; phone conferences with me Wednesday