6. What is public relations?

7. Public Relations
Nobody can agree on what it is!

8. Public Relations Nobody can agree on what it is!
Even textbooks disagree on who the “father of public relations” is. Inside Reporting says it’s Edward Bernays, while Telling the Story goes with Rex Harlow

9. Public Relations
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Public Relations Society of America

10. Public Relations Bernays:
“A public relations counsel is an applied social scientist who advises a client on the social attitudes and actions he or she must take in order to appeal to the public on which it is dependent…”

11. Public Relations Harlow:
“Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and public interest.”

13. Let’s go with this
“Public relations (PR) is the practice of managing the flow of information between an organization and its publics, using methods that don’t require a direct payment.”

14. Why do we study PR as part of journalism?

15. Why do we study PR as part of journalism?
Both begin with great writing

16. Why do we study PR as part of journalism?
Both begin with great writing
Both require news judgment: I Can Never Prepare Pancakes In England

17. Why do we study PR as part of journalism?
Both begin with great writing
Both require news judgment: I Can Never Prepare Pancakes In England
Both are generally taught in the same school at the college level

19. Why do we study PR as part of journalism?
Both begin with great writing
Both require news judgment: I Can Never Prepare Pancakes In England
Both are generally taught in the same school at the college level
There is a lot of movement between journalism and PR

22. Why do we study PR as part of journalism?
Both begin with great writing
Both require news judgment: I Can Never Prepare Pancakes In England
Both are generally taught in the same school at the college level
There is a lot of movement between journalism and PR
Both require you to gather information, distill it and communicate it so your audience receives it

23. Journo vs PR
Here’s the biggest difference: journalists serve the “public” while PR serves a client

24. Journo vs PR
Here’s the biggest difference: journalists serve the “public” while PR serves a client
How do you think ethics apply in journalism and PR?

25. The major PR areas

26. The major PR areas
News media relations

27. News media relations
Be company spokesman

34. News media relations Be company spokesman
Cultivate relationships with key media at the local, state, national and international level

35. News media relations Be company spokesman
Cultivate relationships with key media at the local, state, national and international level
Prepare and disseminate regular news items designed to build a positive image of your organization

36. News media relations Be company spokesman
Cultivate relationships with key media at the local, state, national and international level
Prepare and disseminate regular news items designed to build a positive image of your organization
Make company executives available for interviews… but first train them!

37. The major PR areas
News media relations
Product publicity

38. Product publicity
Support the marketing (advertising and paid promotions) team

39. Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products

43. Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products
Generate favorable attention for existing products

45. Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products
Generate favorable attention for existing products
Create new ways to use products

46. Product publicity
Support the marketing (advertising and paid promotions) team
Announce new products
Generate favorable attention for existing products
Create new ways to use products
Celebrities

48. Mr. G’s celebs

53. The major PR areas News media relations Product publicity
Crisis communications

54. Crisis communications
Manage unexpected events to minimize damage to company or product reputations

55. Crisis communications
Manage unexpected events to minimize damage to company or product reputations
Ensure company perspective is communicated during negative events such as product recalls, employee injuries, community protests and boycotts, fires, plant closings, layoffs….

58. The major PR areas News media relations Product publicity
Crisis communications
Financial communications

59. Financial communications
Distribute required financial reports to business media

60. Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports

62. Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports
Investor relations

63. Financial communications
Distribute required financial reports to business media
Prepare and distribute annual and quarterly reports
Investor relations
Maintain relations with key financial reporters

64. The major PR areas News media relations Product publicity
Crisis communications
Financial communications
Executive support and speechwriting

65. Executive Support and Speechwriting
Provide CEOs and other execs with communications support

66. Executive Support and Speechwriting
Provide CEOs and other execs with communications support
Arrange speech platforms and prepare speeches to influential groups

68. Executive Support and Speechwriting
Provide CEOs and other execs with communications support
Arrange speech platforms and prepare speeches to influential groups
Manage CEO’s community involvement

69. Executive Support and Speechwriting
Provide CEOs and other execs with communications support
Arrange speech platforms and prepare speeches to influential groups
Manage CEO’s community involvement
Most of the high-paid help wants to build their public images

70. The major PR areas News media relations Product publicity
Crisis communications
Financial communications
Executive support and speechwriting
Community relations

71. The major PR areas News media relations Product publicity
Crisis communications
Financial communications
Executive support and speechwriting
Community relations
Internal Communications
Government affairs

72. And it often starts with…

75. Assignment 4/22
Pages of Inside Reporting

76. Assignment 4/22 Pages 180-185 of Inside Reporting
Write your first news release!

77. News release
You are the director of product communications (PR) for Mega Corporation, a video game company based in San Francisco with $1.6 billion in sales in 2013, 46% higher than 2012
You are introducing your latest game: Home School Hit Man, rated T
Make up details of the game, its benefits to players
Make up quotes from Reel X. Ageration, Mega’s developer of HSHM

78. News release
You must hire a celebrity of your choice to quote in the release (athlete, movie star, musician, skateboarder, etc.) and make up quotes
350 words
Have fun, make it lively, remember your audience
Format it correctly with header, contact info, for immediate release, date. Model on example on P. 180
No typos/hiccups allowed. Total ‘no-no’!!