PR is not “spin” It’s communication informed by research and tailored to particular media and publics. Some definitions of PR... What is Public Relations?

Public relations practice is the art and science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which will serve both the organization’s and the public interest. What is Public Relations?

Common elements of PR definitions: What is Public Relations? planning management relationship building monitors environment analyzes counsels opinion change two-way communication

Other names for PR: –Public affairs, Public information –Corporate communications –Community outreach –Human relations –Employee relations –Internal relations –Integrated marketing communication (IMC) What is Public Relations?

Pitching journalists AND reaching publics directly Using mass media AND targeted, niche media Convergence of advertising, PR, marketing Keywords are crucial PR in the “New” Media Age

Journalists can find you Journalists are NOT the only game in town Bloggers are important Press releases - not just for big news

PR writers must be able to write for all types of media –Traditional media –Online media –Marketing media –Internal media You must be versatile! Public Relations Writing: Informed, Versatile, Responsible

Good PR requires: –Solid communication skills –Expertise in dealing with the news media –Knowledge of public opinion and persuasion –Constant research –Analysis based on research –Good judgment –Ability to analyze trends, predict their consequences and counsel management –Proper planning Public Relations Writing: Informed, Versatile, Responsible

Different levels of PR jobs: –Technician or specialist –Account manager –Director –Executive Technicians do more tactical work, executives do more strategic work Public Relations Workforce

From the Bureau of Labor Statistics...Bureau of Labor Statistics –In 2008, there were about 472,590 people working in advertising and public relations the U.S. –9 out of 10 PR firms have fewer than 20 employees –Avg hours per week, a little higher than the national average of –Employment is projected to grow 24% from 2008 to 2018, compared with 11% for all industries combined. Public Relations Workforce

Public Relations Salaries Employment AreaMedian Salary Management of companies and enterprises $55,530 Business, professional, labor, political, and similar organizations $55,460 Advertising and related services $55,290 Local government $51,340 Colleges, universities, and professional schools $46,660

More Salaries CityVPPR Mgr.Account Executive Atlanta$92,000$50,000$33,000 New York$120,000$62,000$38,000 LA$83,000$50,000$38,000 DC$82,000$56,000$39,000 Salaries paid to women are consistently lower than those paid to men Gap between the genders = $20,000 56% of women earn less than $45,000 27% of men earn less than $45,000

Public Relations Workforce Corporations40% PR/advertising/marketing/ communication firms27% Associations, foundations, educational institutions14% Healthcare organizations 8% Government 6% Charitable, religious, social welfare organizations 5%

Public Relations Workforce 1.Writing 2.Editing 3.Media relations & placement 4.Special events 5.Speaking & talking 6. Production 7. Research 8. Planning & programming 9. Training 10. Administration What do PR practitioners do all day?

Four Models of Public Relations Press Agentry or Publicity Public Information Two-way Asymmetric Two-way Symmetric Purpose Propaganda, Disseminate information Scientific persuasion Mutual understanding Nature of communication One-way, truth is not essential One-way, truth is essential Two-way, but corporate interests are most important, effect is imbalanced Two-way, balanced effects between corporate and public interests Nature of research Little, “counting house” Little, counting articles or press mentions Formative, evaluative of attitudes Formative, evaluative of understanding Where practiced Sports, entertainment, politics Government, non-profits, business Competitive business, agencies Regulated business, agencies

Target publics Latent vs. Active Publics Internal vs. External Publics Who are these publics anyway?

Match the channel to the target public Channels: –People –Publications –Events –Websites –Direct mail –Tradeshows –TV programs Communication Channels

Give opponent’s views first when addressing a controversy, then yours Raise an issue before your competition does (inoculation effect) Draw clear conclusions with your messages, don’t rely on the public to draw their own Mild fear appeals work better than strong ones, but offer a resolution Tips for successful campaigns

Use factual and emotional appeals The spoken word is more persuasive than the printed word Opinion leaders pay attention to the media, people pay attention to opinion leaders The media often set the public agenda Know your daggone publics! Repeat messages Tips for successful campaigns

1.Think about your organization’s goals 2.Think about your publics 3.Construct your message 4.Choose your medium 5.Think about the intended effect 6.Execute All of these steps require RESEARCH and STRATEGY!!! Constructing Messages