1. Public Relations
MM 260 – Day 2

2. PR vs. Ad vs. Market vs. Journ.
Public Relations
Publicity or stories that run without charge in the news columns of the media (sometime clash with customer interests)
“Free space”
Advertising
Paid space and time in the media
Selling something
Marketing
Sales and distribution function whose publics are customers, retailers, and distributors
Journalism
Do not represent organizations they write about

3. Agency Work vs. In-House
More than one client at a time, more diversity in projects/clients
Faster paced, jump from project to project (must juggle a lot!)
More exposure at beginning of career (techniques, campaign elements, etc.), but sometimes only touch a few aspects
Always opportunity to work for exciting new clients or change specialization and add knowledge base
In-House
More focused on overall strategy, make final decisions on strategic direction or even create complete campaigns
You should have personal interest in the area/company/industry (you only have one client!)
Deeper dive into each project (i.e., campaign start to finish)
Can be repetitive (similar tasks for a long length of time)

4. Public Relations Working Definition
“Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. PR practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. PR practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among an organization's constituent parts and publics.”

5. PR goes by many names: Public Information Public Affairs Communication
Corporate Relations
Corporate communication
Marketing Communications

6. PR Stats Education Salaries Age/Gender
65% Bachelor’s (only half in PR)
(search public relations and location)
PRSSA involvement
Age/Gender
24% pass national accreditation exams
Average 39; 71% female

7. Public Relations Practices
Practices are different areas of interest you can work in an agency.
Job Areas:
Employee Relations
Community Relations
Every organization has varying practice “titles”
Investor Relations
Nonprofit vs. Corporate Affairs
Common ones:
Largest PR Agencies (2015):
Healthcare
Edelman
Crisis
Weber Shanwick
Public Affairs
FleishmanHillard
Digital Strategy/Technology
Ketchum
Brand Marketing
MSLGroup
Grassroots
Burson-Marsteller
Hill+Knowlton Strategies