Intro to Marketing Mr. Bernstein Public Relations November 13, 2014

Intro to Marketing Mr. Bernstein Public Relations The management of a message between an individual or organization and the public Primary purpose is to persuade stakeholders to adopt a certain point of view about a project or product The media is not paid to communicate Publicity 2

Intro to Marketing Mr. Bernstein The Father of Public Relations Edward Bernays, nephew of Sigmund Frued Began career in 1913 PR or propaganda? In 1920’s created news stories of women smoking Lucky Strikes in public and proved news could be more powerful than advertising Influence leaders, then influence the audience they sway 3

Intro to Marketing Mr. Bernstein Ideal End Result of Public Relations Information which serves both the company or product and the public interest All Audiences or Publics are Stakeholders Stakeholders are groups or individuals that can affect or be affected by the actions of the business Not all stakeholders are necessarily audiences 4

Intro to Marketing Mr. Bernstein Forms of Public Relations Publicity events Speaking Opportunities Press Releases Newsletters Blogs Podcasts Video Effecting Search Engine Optimization Social Media Press Kits and Outbound communication with press 5

Intro to Marketing Mr. Bernstein Four Core Elements of Public Relations Retain and create goodwill First do good, then take credit for it (!) Identify and effectively communicate points of view to well-defined targets It is a planned activity 6

Intro to Marketing Mr. Bernstein Effective Public Relations Must follow various legal guidelines Are part of an overall plan of action Aims for measurable benchmarks Builds relationships and partnerships 7

Intro to Marketing Mr. Bernstein Public Relations Definitions Messaging: Constructing a consistent and specific story Spin: Polishes and colors the truth by selectively presenting facts that support a desired position and can sway public opinion Negative PR (AKA Dark PR): Process of destroying or discrediting. Can be moral and ethical when information protects or informs the public of a danger 8

Intro to Marketing Mr. Bernstein Common Public Relations Applications/Careers Financial PR – IR and communication of financial results Consumer/Lifestyle PR – helps product or industry Crisis Communication – think Rutgers Athletic Dept Internal Communication – within a company Government Relations – attempting to influence public policy makers (ie Drug Manufacturers, Oil Drillers) 9