Public Relations 1/26/15 10:03 PM Short History • PR is huge during wartime and in politics • Propaganda – persuasive communications designed to gain people’s approval • Hype – dramatic publicity techniques used to sway public opinion • Boston tea party What are Public Relations? • All the activities that maintain a beneficial relationship between an organization and its various publics What Are Publics? • There are many • Two categories: • Internal Publics – PR term for groups inside the client’s organization • Employees, stockholders, members, etc. • External Publics – PR term for groups outside the client’s organization • The community, the news media, customers, voters, etc. What Does a PR Person Do? • A lot • Can be divided into three categories: • Research • Finding answers to client’s questions • Counseling • Giving the client advice • Communication • Getting the client’s message out How do they do it? • A few strategies • News Management • Publicity Stunts • Any action designed to create a human interest story; many are outlandish or outrageous• News Hooks • The angle or approach that makes information newsworthy • Media Relations • Practice of developing and maintaining contact with media gatekeepers; also called press relations • Government News Management • Leaks and Trial Balloons • Leaks – unauthorized disclosures to the press • Trial Balloons – leaks in which the source reveals that some action is being considered, in order to test the public feeling about the action before going ahead with it • Exclusive – a story granted to just one news outlet • Community Relations • Community Relations – PR activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level • Corporate Aid – community relations activity in which a company helps society on a large scale • Crisis Management • PR activity used to repair a client’s public image following an emergency • Lobbying • Any attempt to influence the voting of legislators What Tools Can You Use? • Press Releases/Kits • Canned news • Sound bytes • Audio news releases • Video news releases • Special Events How Is PR Different From Advertising? • Advertising • Purchased slots of media space• You know an ad when you see it • Focused on sales • Public Relations • Manipulate free media • You do not always know a PR campaign when you see it • Focused on relationships How is PR Organized? • Major Industry Sectors: • Consumer • Industrial • Health • Technology • Financial services • Government • Nonprofit • Business to business • Finance • Crisis communications • Employee relations • Etc. Common Tasks in a PR Agency • 1. Writing • 2. Editing • 3. Media Relations and Placement • 4. Special Events • 5. Speaking • 6. Production • 7. Research • 8. Programming and Counseling • 9. Training and Management PR and the Media • gatekeeping • mutual dependency• PR ethics and
View Full Document
Unlocking...